Fintech: reading the client’s mind
Anna Morozova, Advisor to RANEPA Vice-Rector, Director of the Center for Corporate Programs, Academic Director of the FinTech Master Programs, took part in the multi-format conference Russian Tech Week 2018 in Moscow.
In her presentation, “What can neuroscience give FinTech?” she spoke about the joint RANEPA-Sberbank project to determine the individual risk profile of the bank’s clients to offer the best service portfolio.
“Studying client behavior, from a bank’s perspective, means figuring out their creditworthiness. Today, it is possible to collect a lot of data and, using analysis and artificial intelligence, to get to know the client better,” Morozova said, noting that neuromarketing is also developing now, based on the fact that a person can make different decisions due to cognitive distortions.
Anna Morozova also spoke about an experiment conducted using eye trackers in trading: all 30 participants showed a tendency to disposition effect, which, in turn, was affected by the overall level of losses. The results of the experiment can be used to create methods for compiling risk profiles of retail clients of brokerage services.
Russian Fintech Day 2018 is a major fintech event held as part of the Russian Tech Week conference. It brings together banking industry experts, representatives of fintech startups and payment systems to discuss ways of attracting customers, boosting profits and cutting costs through the introduction of new technologies. They considered relevant current issues of artificial intelligence development in Russia and the world, as well as neural networks and Big Data, virtual and augmented reality, business analytics, blockchain, financial and educational technologies.