Max leads Thinks Applied Behavioural Science team. Max has extensive experience of designing and running online experiments for government and industry clients. He has designed and delivered personalised data driven customer interfaces for budgeting and saving at fintech Plum as well as collaborating with a range of industry names from Monzo to Royal London to Barclaycard. Max’s work is mentioned multiple times in the Consumer Duty as examples of good practice (the Financial Capability Lab and the Plain Numbers launch project).