Meet Anna Nyvelt and Noemi Molnar, who are the co-founders of BeHive, a company that integrates behavioral science, data, and AI to drive meaningful behavior change. Working with leading financial institutions, BeHive tackles complex challenges at the intersection of human decision-making and technology. As Forbes 30 Under 30 honorees, they are empowering the financial industry to better understand and influence how people engage with money in an increasingly digital world. In this episode, the conversation moves from the foundations of behavioral science to the specific reasons it has become decisive in fintech: digital money is more abstract, payment journeys are more frictionless, and the unconscious drivers behind 35,000 daily decisions now sit at the center of how products convert, retain, and either help or harm their users. Anna and Noemi unpack the perceived value framework, psychographic segmentation in banking, the COM-B model, the Save More Tomorrow program, the Monzo and Revolut case studies, and where embedded finance crosses from elegant design into dark pattern territory. If you build, fund, regulate, or market financial products, this is one of the most practical episodes we've recorded on what behavioral science actually changes inside a product team. Product vs Engineering: The Hidden Bottleneck in Fintech Teams | Fintech Garden Podcast 152: https://youtu.be/iUuqZkRpals Fintechs sell products. Banks absorb responsibility, with Ronel David | Fintech Garden Podcast 148: https://youtu.be/jq6QuFP7Az8 Timestamps: 01:07 – What behavioral science actually is, and why it matters now 05:12 – What traditional product thinking misses 11:27 – Why financial services is uniquely sensitive to behavioral influence 14:48 – Designing for the unconscious: Monzo, Save More Tomorrow, gamification 18:22 – Beyond demographics: the COM-B model and psychographic segmentation 20:59 – The Revolut case: control, perception, and translation 26:41 – Embedded finance and the pain of payment 29:26 – Strategic friction, dark patterns, and the regulatory lag 31:42 – Where product and engineering teams should start 33:19 – Closing thoughts on trust and long-term thinking The Fintech Garden is hosted by Igor Tomych, founder and CEO of DashDevs, and Dumitru Condrea, CEO of Novafin. All conversations revolve around the world of fintech, movers and shakers, and how decisions are made. Make sure to tune in to stay ahead of the curve when it comes to how the world of finance is evolving before our eyes. Follow us: https://fintech.garden Check out DashDevs: https://dashdevs.com Connect with our hosts: Igor Tomych https://www.linkedin.com/in/igortomych/ Dumitru Condrea https://www.linkedin.com/in/dcondrea/ Connect with our guests: Anna Nyvelt https://www.linkedin.com/in/annanyvelt/ Noemi Orsolya Molna https://www.linkedin.com/in/noemiorsolyamolnar/