The document discusses how advertisers and banks exploit human irrationality for profit through asymmetrical information. It notes that advertisers know humans can't "un-see" ads and will be influenced, while consumers think ads are only meant to inspire. Similarly, banks know humans are irrational with money yet expect rational behavior, while consumers think financial responsibility lies with them. The document argues for a system like Hint that removes the need for rationality through personalized financial planning and contextual nudges to guide behavior improvement over time.

1. Jesper
Eriksson
Customer Experience Designer
& Co-Founder of Hint

2. THE
HACK
LOVE,
ADVERTISING
& MONEY

3. HUMANSHAVE BEEN COMPROMISED

4. HUMANSARE IRRATIONAL

5. BUTFEEL RATIONAL

6. EXPLOITFUELLING THE MARKET

7. LOVE,
ADVERTISING
& MONEY

9. A B C D F G H
I J K L M N O
P Q R S T U V
W X Y Z Å Ä Ö

10. A B C D F G H
I J K L M N O
P Q R S T U V
W X Y Z Å Ä Ö

11. A B C D F G H
I J K L M N O
P Q R S T U V
W X Y Z Å Ä Ö

12. A B C D F G H
I J K L M N O
P Q R S T U V
W X Y Z Å Ä Ö

13. A B C D F G H
I J K L M N O
P Q R S T U V
W X Y Z Å Ä Ö

15. Tinder knows
Humans are irrational
and won’t stop swiping
The consumer thinks
True love is just
a swipe away

16. Tinder knows
Humans are irrational
and won’t stop swiping
The consumer thinks
True love is just
a swipe away
INFORMATION ASYMMETRY

18. I LOVE IT WHEN PEOPLE SAY ADVERTISING DOESN’T
AFFECT THEM. THEN I KNOW I’VE REALLY GOT YOU.
“
– David Ogilvy ???

21. SOCIAL
INEQUITY
AVERSION
A HUMAN TRAIT

22. SOCIAL
INEQUITY
AVERSION A
B
A HUMAN TRAIT

23. HAPPY PEOPLE DO NOT CONSUME
“

24. Advertiser knows
Humans can’t
“un-see” status
The consumer thinks
Advertising is just
meant to inspire

25. Advertiser knows
Humans can’t
“un-see” status
The consumer thinks
Advertising is just
meant to inspire
INFORMATION ASYMMETRY

26. $

27. IT. IS. NOT.
YOUR FAULT.

28. FINANCE
REQUIRES
RATIONALITY

29. HUMANS ARE
IRRATIONAL

30. How you
“should”
behave
How you
actually
behave

31. How you
“should”
behave
How you
actually
behave
Human condition & Cultural context

32. How you
“should”
behave
How you
actually
behave
Human condition & Cultural context

33. How you
“should”
behave
How you
actually
behave
Human condition & Cultural context

34. Banks knows
Humans are irrational and
will make bad decisions
The consumer thinks
It’s my responsibility to
take care of my finances

35. The consumer thinks
It’s my responsibility to
take care of my finances
INFORMATION ASYMMETRY
Banks knows
Humans are irrational and
will make bad decisions

36. BUTSOME MAKE IT?

37. POWER
STRUCTURE
The Many
High Performers
Top1%

38. The Many
High Performers
Top1%POWER
STRUCTURE

39. The Many
High Performers
Top1%POWER
STRUCTURE
ACCESS TO KNOWLEDGE & ABILITY TO APPLY IT

40. ACCESS TO
KNOWLEDGE
& ABILITY TO
APPLY IT

41. AIWILL DISRUPT THIS REALITY

42. DISRUPT THE
KNOWLEDGE
BASED POWER
STRUCTURE

43. ACCELERATE
DISRUPTION OF
THE KNOWLEDGE
BASED POWER
STRUCTURE

45. Turn-by-turn
navigation for
your money.
This presentation is from GetHint AB (dba. Hint), it is confidential and intended solely for the person to whom it is addressed. This presentation contain
confidential information. You should not copy, use or distribute in any way any of the information contained within this presentation other than in
accordance with the prior written permission of an authorised Hint representative.

46. The most common customer touchpoint
for banks today is “current balance”.
Because customers want to know what they can spend.

47. But “current balance” is a terrible
number to base spending decisions on.
It dosen’t take in to account:
What you will want to do next week, what you wish to
do in a month or what you have to do during the year.

48. Rationality is expected.

49. How you
“should”
behave
How you
actually
behave
What others are doing
Moulding customer behaviour to fit
standard models. Unfortunately life
rarely conforms to an excel spreadsheet.

50. There’s an over
focus on data
Serving a minority

51. "People who are worried about their financial situation have
less cognitive capacity, which subsequently spills over into
work performance.
- Bob Sullivan

52. "When the stress of struggling to pay bills was removed
from the equation, having children was shown to make
people happier in the vast majority of cases.
David G. Blanchflower, Andrew E. Clark
NBER Working Paper No. 25597
Issued in February 2019
NBER Program(s):Children, Labor Studies

53. %45
Feel stressed
in the Nordics
%32
Feel financially
insecure in the Nordics
%60
Feel stressed
globally
Mercer · Healthy Wealthy and Work Wise

54. %45
https://www.svd.se/blancolan-okar-dramatiskt--mellanhander-vinnare
Increase in turnover for
loan brokers in Sweden.

55. How you
“should”
behave
How you
actually
behave
What others are doing
Moulding customer behaviour to fit
standard models. Unfortunately life
rarely conforms to an excel spreadsheet.

56. How you
“should”
behave
How you
actually
behave
What we are doing
Financial planning that is moulded around each
customer, combined with contextual nudging of
behaviour. Creating an excel spreadsheet that
constantly adapts around the customer.

57. REMOVE THE NEED
FOR RATIONALITY

58. A behavioural prediction AI
Hint automatically plans every individual
user’s personal finances around his or
her current, and future behaviour.
Context and location based hints nudge
users to stay on track and slowly improve
their behaviour over time.
Automated planning, tailored around every
single user, that gets better everyday.
Turn-by-turn navigation for your money.

59. Always available.

60. THANK
YOU!