439. Behavioral Science at Scale: William Mailer on Banking Innovations

The Brainy Business | Understanding the Psychology of Why People Buy | Behavioral Economics

In episode 439 of The Brainy Business podcast, Melina Palmer welcomes William Mailer, Chief Behavioral Scientist at Commonwealth Bank of Australia, to discuss the intersection of behavioral science and financial well-being. William, who leads the bank's Behavioral Science Center of Excellence, shares insights on how his multidisciplinary team of economists, psychologists, and data scientists work to improve financial well-being and climate action outcomes for millions of Australians. The episode explores the innovative projects led by Will’s team, including Benefits Finder, which has connected Australians to over $1.2 billion in government benefits.

Will also explores his journey into behavioral science, starting from his early career in economics and various roles that focused on understanding human behavior. He provides valuable advice on building a behavioral science team within an organization, emphasizing the importance of establishing relationships with academic researchers and thinking creatively to solve problems. Additionally, the episode highlights the importance of operational transparency in financial products, showcasing how showing trade-offs in credit card options can lead to higher customer retention and reduced financial distress.

In this episode:

• Learn about the innovative Benefits Finder project and its impact on financial well-being in Australia.
• Discover the importance of operational transparency in financial products.
• Understand the criteria for selecting high-impact behavioral science projects.
• Gain insights into building and leading a multidisciplinary behavioral science team.
• Explore Will Mailer's journey and experiences in the field of behavioral science.

Show Notes:

00:00:00 - Introduction Melina Palmer introduces William Mailer and sets the stage for an insightful conversation on behavioral science and financial well-being.

00:02:30 - Will's Background Will shares his journey into behavioral science, including his early career in economics and roles focused on understanding human behavior.

00:10:00 - Building a Behavioral Science Team Will discusses the importance of establishing relationships with academic researchers and thinking creatively to solve problems.

00:15:45 - Benefits Finder Project Will introduces the Benefits Finder project, which has connected Australians to over $1.2 billion in government benefits.

00:25:00 - Operational Transparency in Financial Products Will explains the importance of showing trade-offs in credit card options to improve customer retention and reduce financial distress.

00:35:45 - Selecting High-Impact Projects Will shares the criteria his team uses to select high-impact behavioral science projects.

00:45:30 - Conclusion What stuck with you while listening to the episode? What are you going to try? Come share it with Melina on social media -- you'll find her as @thebrainybiz everywhere and as Melina Palmer on LinkedIn.

Thanks for listening. Don’t forget to subscribe on Apple Podcasts or Android. If you like what you heard, please leave a review on iTunes and share what you liked about the show.

I hope you love everything recommended via The Brainy Business! Everything was independently reviewed and selected by me, Melina Palmer. So you know, as an Amazon Associate I earn from qualifying purchases. That means if you decide to shop from the links on this page (via Amazon or others), The Brainy Business may collect a share of sales or other compensation.

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Check out and get your copies of Melina’s Books.

Get the Books Mentioned on (or related to) this Episode:

• Behavioral Investor, by Daniel Crosby
• Tightwads and Spendthrifts, by Scott Rick
• The Power of Regret, by Daniel Pink
• Dollars and Sense, by Dan Ariely and Jeff Kreisler
• Money Mindsets, by Vishal George

Top Recommended Next Episode: Quique Belenguer Interview (ep 435)

Already Heard That One? Try These:

• Chuck Howard Interview (ep 213)
• Scott Rick Interview (ep 369)
• Can Behavioral Economics Increase Savings? (ep 65)
• Anthony Damtsis Interview (ep 415)
• Booms and Busts (ep 30)

Other Important Links:

• Brainy Bites - Melina’s LinkedIn Newsletter
• https://www.biorgpartnership.com/case-studies
• CBA’s ‘Benefits finder’ connects customers to $1 billion
• The Upside of Highlighting a Product's Downsides - HBS Working Knowledge