about

Financial choices are shaped long before they appear as transactions - by context, rules, social expectations, incentives, and uncertainty.

Financial education plays an important role, but it often focuses on knowledge and skills in isolation, without fully addressing the conditions in which financial decisions are made in practice.  

learnmoney's mission is to study how financial behaviour is formed, and to support healthier financial choices through education, tools, and applied practice.

A few principles guide all our work at learnmoney:

• Financial behaviour is shaped by structure as much as intention
• Choice is always constrained by context
• Ethics and agency are the baseline, not an add-on
• Learning is most effective when connected to lived experience

Rather than prescribing specific behaviours, the focus is on understanding the environments in which financial choices are made - and on designing supports that make better outcomes more achievable. 

Our  approach works across different contexts, including:

• educational programmes and reflective experiences  in schools, cultural settings and other learning environments
• organisational work focused on incentives, processes, and decision-making
• cultural and artistic projects that use reflection to make financial behaviour visible

learnmoney is:

• independent and project-based
• collaborative by design
• grounded in research, experimentation, and evidence-informed practice 

learnmoney is not:

• a financial advisory service
• a product or platform
• a behaviour-manipulation toolkit

learnmoney draws on experience designing programmes, advising policy and running pilots across educational initiatives, public policy  and applied behavioural work, including collaborations with regulators and leading financial education organisations.

A background in finance and law brings a  sensitivity to structure, incentives and ethics in financial systems.

This perspective treats financial behaviour not as an individual problem to be fixed, but as the product of context and constraints, and informs the design of educational, institutional and cultural approaches.