Understanding Money Through Human Behavior
We started asking why smart people make irrational financial choices. That question led us to build something different in Chiang Rai.
How We Started
Back in 2019, I was consulting for a manufacturing firm that couldn't understand why their employees weren't participating in the company savings plan. The math made perfect sense. Free money on the table. But participation was only twelve percent.
Turned out, the issue wasn't financial literacy. People understood compound interest just fine. They were dealing with present bias, loss aversion, and decision fatigue. Classic behavioral economics stuff, but nobody was applying it to everyday money management.
So we shifted focus. Instead of teaching spreadsheets and formulas, we started examining the psychological barriers that prevent good financial decisions. That approach resonated with people in ways traditional advice never did.
What Drives Our Work
Financial behavior is messy. It's influenced by childhood experiences, cultural expectations, peer pressure, and cognitive shortcuts our brains developed thousands of years ago. Traditional financial advice ignores all of that and wonders why people don't follow through.
Behavioral First
We look at the psychological patterns before we touch the numbers. Understanding why someone overspends is more useful than budgeting templates.
Context Matters
Money decisions happen within cultural frameworks. What works in Bangkok might not work in Chiang Rai. We account for local realities.
Long-Term Thinking
Quick fixes don't address underlying behavioral patterns. We help people build sustainable systems that match how their brains actually work.
Our Development Path
Initial Research Phase
Started conducting behavioral interviews with employees across three companies. Identified consistent patterns of cognitive bias affecting savings behavior and spending habits.
Framework Development
Created our first structured approach combining behavioral economics principles with practical budgeting tools. Tested with small business owners in northern Thailand.
Regional Expansion
Opened our Chiang Rai office and began working with manufacturing firms, agricultural cooperatives, and tech startups throughout the region.
Current Focus
Now consulting with organizations and individuals on behavioral finance strategies, habit formation systems, and decision architecture for better financial outcomes.
Our Consulting Method
We don't start with budget categories or investment portfolios. We start with understanding the specific behavioral patterns that are causing financial friction in your life or organization.
This means conducting behavioral assessments, identifying cognitive biases at play, and mapping decision points where people consistently make choices that don't align with their stated goals.
- Interview key stakeholders to understand current decision-making patterns and identify behavioral bottlenecks
- Assess cognitive biases affecting financial choices through structured behavioral evaluation methods
- Design choice architecture that makes beneficial decisions easier and more intuitive to execute
- Build habit formation systems based on behavioral psychology research and implementation science
- Monitor outcomes and adjust frameworks based on real behavioral data rather than theoretical models
Who We Are
Our team combines backgrounds in behavioral economics, organizational psychology, and financial planning. We've worked with manufacturing firms trying to improve employee financial wellness, tech startups building better money habits, and individuals trying to break cycles that traditional advice couldn't touch.
Kasem Bunprasert
Kasem spent seven years researching decision-making patterns in financial contexts before joining our team in 2021. He specializes in identifying cognitive biases that interfere with savings behavior and designing practical interventions for organizational settings.
Ready to Address the Behavioral Side?
If you're dealing with financial challenges that standard advice hasn't solved, or if you're curious whether behavioral economics might offer useful insights for your situation, let's talk about it.
Get in Touch