Vice President, Strategy
Michelle holds a PhD in cognitive science from the University of Toronto and has been applying behavioral insights to help solve business challenges for more than a decade. At BEworks, Michelle works primarily with financial services clients to build innovative, behaviorally-informed strategies that help consumers save more for the future, better manage their debt, and improve their investment decision-making. By revealing the hidden biases that actually drive behavior, Michelle has helped organizations to think differently about their customers and build more effective strategies. Michelle has also introduced the scientific method into the equation so that organizations have a more robust and rich way to test and learn.