Our Values



We care. For us, this means being empathetic and attentive to the needs of our colleagues, our clients, the BeSci community, and ourselves. It means bringing clients on the journey with us, to create true value for their customers and employees. And it means taking the time to build relationships that thrive.



We work with integrity. For us, this means having implicit trust in each other. It means being completely transparent and fair with each other, and with our clients. And it means always doing the right thing for our clients.



We’re ambitious. For us, this means feeling empowered through autonomy to consistently deliver excellent work. It means enabling our clients to achieve their full potential. And it means working collectively to grow our business. 

Our Ethical Framework

At Cowry, we pride ourselves on our ambition, care & integrity. A fundamental part of that triangle is the ethical guidelines that hold it together. 

We’ve always had ‘what’s right for the customer’ in mind. This dates back to the creation of our toolkit, the C-factors. It was designed based on how to correct for biases in financial decision making, influenced by papers from the financial conduct authority and ‘Wired for Imprudence’ published by the RSA.

To ensure we nudge ethically, we strive to:

1) Give the customer freedom

Our nudges make it easy for the customer to choose the best outcome. However, we also make it easy to choose otherwise if they wish to do so. In other words, we ensure alternative options are transparent.


2) Be honest 

Our nudges are always built on information that is true.


3) Identify the consequences 

We scrutinise nudges in a pre-mortem, for example through an ethical committee (commonly seen as Risk, Legal & Compliance plus additional stakeholders in business) and subsequently in a post-mortem, to identify and observe unintended and intended consequences.


4) Nudge for good

We advocate that a business or organisation that uses nudges for good with customers, should itself use nudges for good with its own employees. Put simply, ‘Do unto others as you would have them do unto you’.

Our Clients

We specialise in a variety of sectors, where behavioural science has proven success in transforming customer and employee experiences.

We're an Award-Winning Behavioural Science Consultancy

We're committed to creating exceptional customer and employee experiences by applying our expertise in Behavioural Science, Psychology and Nudge Theory.

We're delighted to be recognised for our work, winning many prestigious industry awards.

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Financial Times 2024

We're really proud to announce we've been listed as one of the UK's Leading Management Consultancies in The Financial Times!

We've also been awarded a Bronze award for our sector expertise within Financial Institutions & services.

Thank you to all our amazing clients, partners & Cowry team for making this possible! 

FS Forum Marketing Effectiveness


Most Effective Use of Behavioural Science

We're thrilled to have won the Most Effective Use of Behavioural Science award at The Financial Services Forum's Awards for Marketing Effectiveness!

Our project with Tesco Bank focused on driving paperless adoption & the power of behavioural science.

Great Place to Work

Great Place to Work 2023

We’re number 48 on the UK's Best Workplaces list!

Best Workplace for Wellbeing

Great Place to Work 2023

We're incredibly proud to be ranked on the UK's Best Workplaces™ for Wellbeing list by Great Place To Work UK!

ICE Best Internal Comms by Sector

Internal Communications & Engagement Awards 2023

Best Internal Comms by Sector - Energy & Utilities

We're thrilled to have secured the Gold award for our work with Southern Water!

Our collaborative behaviour change campaign seeked to improve interactions and outcomes when dealing with customer complaints. The project aimed to train customer-facing employees in behavioural science techniques. The campaign was successful in driving positive results for both employees and customers.

ICE Best Innovation

Internal Communications & Engagement Awards 2023

Best Innovation

Alongside our sector-specific success, we were thrilled to also have our project secure the Bronze award in the Best Innovation category!

Through the use of behavioural science, Southern Water is cultivating a positive trajectory and setting a new standard for utility providers across the UK. This award win is in recognition of such innovative efforts.

FSF Best Innovation in Customer Service


Best Innovation in Customer Service

The HSBC chatbot offers customers quick and convenient self-service options to help customers manage their money, whether they want to deposit a cheque or request an overdraft. HSBC wanted to behaviourally optimise the positioning and messaging in the chatbot to drive customers to self-serve, thus freeing up agents in the contact centre, so that they could better serve more vulnerable customers.  

HSBC partnered with Cowry to optimise the positioning and messaging of their chatbot. The goal was to encourage customers to self-serve and free up agents in the contact centre. We did this by adding a human touch to HSBC's technological innovation, designing solutions to help customers better self-serve for their needs.

FSF Best Innovation in Marketing


Best Innovation in Marketing

The HSBC Banking App has an easy-to-use interface that helps customers manage their money on-the-go, whether it be depositing a cheque or viewing a balance. Given the industry’s move towards a digital-first approach, HSBC wanted to encourage customers to download the app, enabling them to have 24/7 access to their banking needs in a convenient way, thus providing greater control of their finances.

With expertise in understanding decision-making and behaviour, Cowry designed creative, behaviourally-informed solutions tailored towards HSBC's goal. 

FSF Most Innovative Agency Partnership


Most Innovative Agency Partnership

Phoenix Group have been working with Cowry to develop their Vulnerable Customer proposition, focusing on understanding the Vulnerable Mindset and providing effective support. This collaboration expanded to include Samaritans and CanStudios, resulting in the creation of an interactive e-learning program.

This program utilises the Listening Wheel, a tool developed by Samaritans, to enhance active listening skills in a financial context. The e-learning also incorporates character-based scenarios to provide insight into the impact of effective listening.

FSF Most transformative customer insight

Highly Commended

Most Transformative Customer Insight

By transforming consumer understanding using behavioural science at Quilter, we were delighted to be highly commended in the Most Transformative Customer Insight category!

We delved into the subconscious to give insights into the emotional, automatic and fast part of the brain (System 1). This understanding of both Systems of thinking shaped Quilter and Cowry’s collaboration to create a communications framework called CLEAR, that comprised the most important psychological techniques to improve customer understanding.



Best CX for Vulnerable Customers

We're proud to be awarded Bronze by the UK Customer Experience Awards, for our work with HSBC UK around supporting vulnerable customers. 

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