Magdalena Smith

CEO Magdalena Smith

Here at Behaviour Lab our mission is to improve the way the world makes investments by developing strategies and decision-making processes to reduce the negative effects that biases have on performance.

We passionately believe in continuous improvement as individuals, teams and organizations. Being able to measure and reflect on our own decisions, and how we make them, is a critical first step in that journey.


Our own journey here at Behaviour Lab includes taking the best that technology and analytics have to offer, whilst being cognizant of the humans in the centre of investment decisions.

To help our clients to achieve their full potential in decision-making and continuously drive performance we have combined a uniquely talented team of world-leading experts in the fields of investment, analytics, change management and behavioural science.

Our team of expert investors, software developers, change management consultants and academics have helped, and continue to help, organisations worldwide and across the investment industry to become recognized leading players in their fields. We do so by reshaping the way individual investors, teams and organizations make decisions and facilitating them in maintaining this change.

At Behaviour Lab we constantly seek to learn and improve, which is why we collaborate with some of the world’s leading academics in behaviour science. Together, we aim to grow knowledge in this space and develop new techniques and practical methodologies to reduce the effect that human irrationality has on decisions.

Listen to Stuart Rhodes, the Director of Global Equities at M&G Prudential

Academic Collaborations

Gary Klein

Gary Klein is the forefather of the pre-mortem, and as a research psychologist is famous for being a pioneer in the field of naturalistic decision making, where his focus is on the decisions we make under pressure and uncertain circumstances, and the role that expertise plays. His recognition primed decision (RPD) model has influenced the way the Marines and Army train their officers to make decisions, and is often incorporated into how organizations train their decision makers.

Dan Lovallo

Dan Lovallo is a Professor of Business Strategy at the University of Sydney and a senior Research Fellow in the Department of Psychology at the University of California, Berkeley. Lovallo is a world-leading academic in strategic decision making and behavioural science, with a focus on understanding how to overcome the effects of irrational decision-making by corporate boards and investors. He is also a member of the Editorial Board for Strategy Science and McKinsey on Finance.

Daniel Kahneman

Daniel Kahneman is a psychologist and economist, notable for his work on the psychology of judgment and decision-making, as well as behavioural economics, for which he was awarded the 2002 Nobel Prize in Economic Sciences. With Amos Tversky and others, Kahneman established a cognitive basis for common human errors that arise from heuristics and biases. Together with Cass Sunstein and Olivier Sibony, he is currently researching the topic of noise and how this causes unwanted variance in decision-making.

Behaviour Lab Policies