Not too long ago, people had little choice in financial services. How do they choose now? Based on our research in different countries, we have identified six main factors that people consider: value, convenience, control, trust, risk, and emotions.

In Australia there is a small but growing number of digital financial services aimed at women. Why might women need or want these services?

We are often advised to put our emotions aside when making financial decisions, but behavioural research shows that this is impossible. Fortunately, today there are an increasing number of financial tools on the market that factor emotions in.