Shaping decisions. Delivering impact.

We empower businesses and leaders with behavioral insights to maximize growth and profitability.

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DECYDE with confidence - backed by science

At DECYDE, we help businesses grow by guiding customers, employees, and stakeholders toward better decisions. Using behavioural science and strategic consulting, we uncover the forces behind human behaviour to deliver impactful, value-driven solutions. Our small but targeted changes across product design, marketing, sales, and employee engagement enhance customer experiences, streamline operations, and drive profitable growth. From optimising recurring revenue models to improving organisational performance, our bespoke, data-driven solutions turn challenges into measurable success.

Our Services

Customer Growth
& Retention

Optimising customer journeys and touchpoints to maximise retention, loyalty, and value expansion.

Nudge
to Digital

Transforming interactions to encourage customers to register in, use, and self-serve with your digital channels.

Operational
Performance Boost

Empowering teams with trust-building techniques to drive satisfaction: reducing complaints, managing objections, and guiding decisions effectively.

Marketing
& CX Design

Applying behavioural insights to craft targeted, impactful, and memorable customer experiences that boost NPS.

Corporate Risk
Management

Designing experiences that foster honest disclosure, enhance transparency, and mitigate fraud risk.

De-risking Strategy
& Leadership

Equipping senior management with psychological tools to enhance decision-making and drive strategic clarity.

Our Impact

0 x ROI

By launching a behavioral science practice at the core of the organization, we helped one of the largest insurance and asset management companies worldwide realize over 17x return on investment, without any additional implementation costs.

0 + countries

Delivering tailored solutions across 20+ countries, we adapt to each market’s unique needs and demographics.

0 % sales increase

By integrating behavioral insights into their customer communication, we help our client in Australia migrate thousands customers to a new product and achieve a 44% up-lift in sales, without any additional investments and marketing campaigns.

0 % Reduction in

customer churn

By implementing targeted nudges in existing customer communication letters, we reduced churn rates by 46%, saving over 90K contracts customers for our client annually.

Case Studies

Nudge 
to Digital

→ View case study

Bespoke Leadership Development

→ View case study

Ready to make a small change with big impact?

Discover how behavioral science can transform your organization. Let’s explore how a few targeted adjustments can drive real results.

Phone: +41 58 358 85 97
Email: info@decyde.eu

Drop us a line

DECYDE
Richtiplatz 1
8304 Wallisellen
Switzerland

Tel. +41 58 358 85 97
Email: info@decyde.eu

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© DECYDE AG. All rights reserved.

Power of Communication

Empowering Confident Choices in a Price-Driven Market

The Challenge: Competing in a Price-Sensitive Market

The insurance industry faces a common challenge: retaining customers in the face of rising premiums and attractive competitor offers. For many customers, loyalty to their current provider wanes when faced with price increases, especially if other options seem more affordable. Our client, a leading insurance provider, was no exception.

The task was simple: help customers make confident, informed decisions about their coverage—without getting pulled in by cheaper options that wouldn’t fully meet their needs.

Our Approach: A Behavioural Science-Driven Renewal Journey

We knew this wasn’t a pricing problem; it was a behavioural challenge. Why do people get misled by temporary discounts for something as important as protecting their assets? The answer lies in behavioural biases, such as hyperbolic discounting – overvaluing immediate savings while underestimating the long-term risks of inadequate coverage.

Our ambition was to create a more transparent experience for our client’s customers. To do that, we focused our interventions on building trust and emphasising value over price.

The Solution: A Redesigned Renewal Journey

We started by rethinking how customers interacted with the renewal process. Instead of a transactional reminder, we framed the renewal as a protective act and reimagined the entire renewal communication strategy as a multi-touchpoint journey, targeting the appropriate behavioural level at each step. For example, we used social proof to showcase how many customers in similar situations renewed with our client, highlighting security and confidence. We focused on value over price by emphasising benefits like comprehensive protection and peace of mind, making the value tangible. We also focused on transparency and explained price increases upfront, building trust through honesty.

The Impact: Improving Retention and Upselling

Retention rates increased by 0.5 to 2 percentage points. Moreover, the new journey drove up to 1.4 percentage points in upselling, as customers better understood the value of enhanced coverage options.

Customers reported feeling better informed and more confident in their renewal decisions, demonstrating that the approach resonated across diverse markets.

What We Learned

This initiative showed that by understanding customer behaviour, insurers can go beyond competing on price. Effective communication rooted in behavioural science can empower customers to make decisions that are right for them, balancing cost considerations with the security of comprehensive coverage.

At Decyde, we’re passionate about helping organizations use behavioural science to solve real-world challenges. Ready to take your renewal strategy to the next level? Let’s talk!

Nudge to Digital

How changing 10 words led to 5x self-service rates

The Challenge: Breaking Old Habits

When a car breaks down, most instinctively call for help—it’s familiar and reliable. For our client, operating in 70+ countries, this reliance on phone support led to long queues, high costs, and overwhelmed call centers. Their solution, the Customer Web App (CWA), offered faster service via SMS but was underused as customers stuck to phones.

Insight: Understanding Barriers

The issue wasn’t technology — it was behavior. We identified three key barriers:

  • Status Quo Bias: Customers avoided change during stressful moments.
  • Effort Misperception: Many saw the app as complex.
  • Uncertainty Aversion: They were unsure what to expect from the app.


The Solution: Nudging, Not Pushing

We redesigned phone systems to guide customers to the CWA:

  • Default as a Nudge: Positioned the CWA as the standard option, with phone support secondary.
  • Simplifying the Journey: Clear messaging reduced perceived complexity.
  • Building Trust: Reassured customers about SMS security and highlighted success stories.

 

Tailored messaging across 13 countries addressed cultural nuances.

The Impact: Tangible Results

In weeks, CWA usage surged: 5x in Thailand, doubled in Italy, and became Austria’s primary option. Gains in the Netherlands and Australia raised steering rates by 14.3 points. Reduced calls eased support team pressure, letting agents handle complex cases.

The Lesson: Behaviour Drives Success

Behavior, not just tools, drives outcomes. Small changes—like defaults, clarity, and reassurance—unlocked the CWA’s potential. Want to see how behavioral science can transform your customer experience? Let’s talk.

Bespoke Leadership Development

Derisking your Leaders High Stakes Decisions

The Challenge: Empowering leaders to take excellent decisions

Top leadership decision-making in large organizations faces significant challenges, leading to a notable rate of failure and underperformance in major initiatives.

90% of companies typically overrun costs in large capex projects.

50-80% of M&As fail to generate – or destroy – shareholder value

There is typically a 90% correlation in budget allocation year on year instead of shifting investments into growth.

This is a result of well-understood psychological processes and their interaction with organizational culture and decision-making context.

Our client wanted us to challenge and improve how they make decisions, using behavioural principles to equip them with techniques that drastically reduce the risk for bad outcomes and maximize decision-making quality.

The Insight: No decision is unbiased, but damaging influences can be mitigated

All humans use psychological ‘hacks’ to make tough decisions, such as:

Halo effect: we trust people that we like, even if they are no more trustworthy than others.

Sunk costs: we prefer to stick with things that we have already invested in.

False consensus: we overestimate shared beliefs and focus more on areas of agreement than conflict.

Decision-making hygiene is by far the most important driver for decision performance – being six times more important than profound analysis.

Decision-making efforts that do not fully understand and navigate the effect of behavioural influences are like trying to fly a plane without reading any of the instruments.

The Solution: Systematic derisking using proven behavioural techniques

We delivered targeted interventions to C and C-1 leadership teams, empowering them to use behavioural tools and tricks to understand and overcome imperfections in their individual and collective decision-making.

Over an initial half-day training and follow-up coaching, we uncovered the specific behavioural influences leading their decisions astray and equipped them with a structured, behaviourally informed decision-making process, infused at every step with bespoke techniques to maximize decision excellence.

The Impact: Systematic integration, improved decisions

In just 12 weeks, the intervention resulted in a 33-point NPS increase in satisfaction with decision processes – and a demand that the intervention be scaled to other key business units.

High-stakes decision-making was derisked, resulting in smarter resource allocation, conscious risk-taking, and a top-level culture shift.

The Lesson: All levels benefit from behavioural science.

This intervention showed that integrating targeted changes into key processes at the top level drastically shapes critical decisions and the future of the organization. By using specifically designed and tailored behavioural techniques, we created a leadership team able to outsmart their competition by overcoming damaging influences others are not even aware of.