• Personalising Finance

Personalising Finance

Imagine you are moving homes, and your bank realises you’re eligible for a more cost-effective home insurance product.

Let’s say that you’re someone who is always busy and on the go. You don’t have time to stop and chat. What if your bank already understood this about you? So, you get an email that gets straight to the point, outlines the options and presents them in a clear manner. No more spam, no more complicated legalese. An experience tailored to you.

This is the world that DataSine is building.

Igor speaking at the Future of Fintech

Igor speaking at the Future of Fintech

I am often asked about why I started DataSine and where the idea came from. For me, tools that allow banks to personalise services is a no-brainer. I’ve tried to apply for a student loan several years ago and found the service to be poor at best. They didn’t seem to know me at all, and yet I’ve been banking with them for over 15 years. They literally saw me grow up! Surely we can do better.

I moved to London 3 years ago to do a PhD in Psychology because I wanted to understand how and why we make the decisions that we make. The reality is complex of course, but the field of psychometrics provides at least some answers. The study of personality and ‘individual differences’ has come a long way from the days of Freud and MBTI. Today, there is a well researched and established state-of-the-art personality framework, known as the ‘Big 5’ or ‘OCEAN’. It stands for Openness, Conscientiousness, Extraversion, Agreeableness, Neuroticism. Today, it is used all over the world over to study how you and I are similar and different. Although initially assessed from personality questionnaires — those pesky long forms that you had to complete in PSYC 101 — following some breakthrough research, rapid advances in machine learning and big data, today we can determine personality from a variety of sources. At DateSine, we combine this and our research to make psychology accessible and practical.

Now, we are moving to build our vision of a future where everything is personalised in a way that captures attention and engages. Imagine an ad that is actually appealing, aesthetically pleasing and communicates the information you actually want to know, no more generic ads that try to appeal to everyone, and fail to impress anyone. We are driving the future of personalisation and the future of a needs-driven approach to customer relationships.

Although we are starting with financial services, our goals are much broader. We would like to be part of every interaction between a business and their customers. To make sure that every interaction is relevant, necessary and pleasant.