What BEworks does

BEworks is a Toronto-based behavioral science consultancy, founded in 2010 and operating globally, that applies behavioral economics and applied psychology to change measurable human behavior for enterprise clients. Its core offer consists of consulting engagements and an in-house Research Institute that designs and runs field experiments, including what the firm describes as the largest randomized controlled trial of food waste interventions (with Hellmann's/Unilever) and the largest financial study using behavioral economics to date. The firm serves enterprise buyers across five named verticals — Financial Services, Health & Wellness, Sustainability, Workplace Design, and Consumer Packaged Goods — with additional work in other industries. Notable clients include Manulife Investment Management, Alectra Utilities, Baby-Ark, a major global cosmetics brand, and Unilever's Hellmann's, among others.

The firm's productized service modules include Psychological Journey Mapping (a method that layers psychological data onto operational customer journeys), Behavioral Segmentation (segmenting on behavior rather than demographics), the Workplace Design Toolkit (five psychological factors of employee wellness, derived from a 277-employee study), and the AI Adoption Index (an assessment tool that helps organizations align AI roll-out with employee decision-making). BEworks also publishes an annual Choice Architecture Report and runs the BE Illuminated Blog, webinars, and virtual events. The firm does not offer a software platform, SaaS product, or API; there are no patents or trademarks disclosed, and no integrations or SDK ecosystem is present.

Commercially, BEworks generates revenue through quote-based professional services engagements sold directly to enterprise clients, with no publicly disclosed pricing or contract minimums. Its go-to-market is sales-led and primarily content-driven — anchored by the BE Illuminated Blog, a newsletter reaching thousands of subscribers, case studies, the annual Choice Architecture Report, and webinars. Distribution is exclusively direct; there are no resellers, marketplaces, or self-serve channels. The company is privately held under BEworks Inc with no disclosed parent, investor base, or funding rounds, and is led by CEO and co-founder Kelly Peters alongside founder Dan Ariely.

Name

BEworks

Legal name

BEworks Inc

Website

https://beworks.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

BEworks is a Toronto-based behavioral science consultancy, founded in 2010, that runs field experiments and applies behavioral economics to change measurable behavior for enterprise clients in financial services, health, sustainability, workplace design, and consumer packaged goods.

Ownership category

akta.pro rank

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Behavioral Science Consulting: BEworks generates revenue through behavioral science consulting engagements with enterprise clients across multiple industries including Financial Services, Health & Wellness, Sustainability, Workplace Design, and Consumer Packaged Goods. The company applies behavioral economics principles to help organizations improve business outcomes, policy effectiveness, and human welfare.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

BEworks is a behavioral science consultancy that sells custom advisory engagements and applied research to enterprise clients. The firm uses behavioral economics, psychological research, and randomized controlled trials to diagnose why people act the way they do and to design interventions that move measurable behavior across financial services, health and wellness, sustainability, workplace design, and consumer packaged goods. Its research institute and proprietary methodologies — Psychological Journey Mapping, Behavioral Segmentation, Workplace Design Toolkit, and AI Adoption Index — are delivered as part of these consulting projects.

Product overview

BEworks is a behavioral science consultancy founded in 2010 that offers consulting services and a research institute as its core service lines. The company applies behavioral science insights across Financial Services, Health & Wellness, Sustainability, Workplace Design, and Consumer Packaged Goods industries. Key service modules include Behavioral Segmentation, Psychological Journey Mapping, Workplace Design Toolkit, and the AI Adoption Index. The company also publishes an annual Choice Architecture Report. BEworks does not offer a software platform, SaaS product, or API—they operate exclusively as a consulting and research firm.

Differentiator

Problem solved

Functional benefit

Brands

• BE Illuminated Blog: The company's blog featuring research insights, case studies, and thought leadership on behavioral science applications.

Products and services

• Consulting Services Custom behavioral science advisory engagements for enterprise clients, diagnosing why people act the way they do and designing interventions to improve business, policy, and human outcomes across multiple industries.
• Research Institute BEworks' applied research arm that designs and runs scientific studies, field experiments, and randomized controlled trials to generate behavioral insights for enterprise clients.

Quantifiable outcome

• 33% increase in client acquisition and 40% increase in premiums per customer through psychological journey mapping intervention
• +4 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Manulife Investment ManagementcoreStrategic or Co-development PartnerBEworks partnered with Manulife Investment Management to take a rigorously scientific approach to helping financial advisors and their clients. The research uncovered behavioral insights on how to convince investors to seek and follow professional advice that results in better outcomes, including findings on communication complexity and collaborative advisor-client relationships.
• Hellmann's (Unilever)coreStrategic or Co-development PartnerBEworks partnered with Hellmann's, a Unilever company, to bring behavioral economics insights to their food waste reduction efforts. The collaboration yielded a 30% long-term reduction in household food waste through the largest randomized controlled trial of food waste interventions of its kind.
• Alectra UtilitiescoreStrategic or Co-development PartnerBEworks helped Alectra Utilities identify key behavioral segments within their collections stream and optimize communications for different customer groups. Behaviorally informed communications outperformed control by up to 22% in getting people to pay their bills.
• DelviniaminorStrategic or Co-development PartnerCollaboration with Delvinia to conduct research on COVID-19 vaccination likelihood. The study found four cognitive factors including belief in conspiracy theories and vaccine risk concerns were excellent predictors of vaccination intentions.
• 19toZerominorStrategic or Co-development PartnerPartnership with 19toZero coalition to study and predict COVID-19 vaccination likelihood using psychological factors that outperformed demographic-based predictions.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• BCG (Boston Consulting Group): Global strategy consultancy with a dedicated Behavioral Science team and Center for Customer Insight; competes with BEworks for behavioral analytics work inside larger digital and transformation engagements.
• McKinsey & Company: Global management consultancy whose Behavioral Science and nudge practices compete for the same enterprise transformation mandates BEworks targets, with the advantage of existing C-suite relationships and far larger delivery capacity.

Direct peers

• BVA Nudge Consulting (BVA Group): BVA Group's behavioral economics unit providing nudge and choice-architecture consulting to public and private sector clients in France and abroad; directly overlaps with BEworks in methodology and segment.
• The Behavioural Insights Team: London-based behavioral science consultancy (originally the UK's 'Nudge Unit') that applies RCT-driven behavioral interventions to public-policy and enterprise challenges — the closest direct comparable to BEworks in methodology, RCT-first culture and cross-industry application.
• Mindspace: European behavioral economics consultancy offering nudge and choice-architecture consulting to government and enterprise clients, with near-identical service modules (segmentation, journey mapping, RCT validation) to BEworks.
• Ideas42: US-based applied behavioral science non-profit/consultancy using field experiments to design behavior-change programs across financial services, health, education and international development; directly competes for the same evidence-driven engagement profile.

Emerging players

• Irrational Capital: Specialist behavioral finance consultancy that applies behavioral science to investment and capital-markets decisions — directly comparable to BEworks' financial services practice (Manulife engagement) but narrower in vertical focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/beworksinc
• LinkedInlinkedin.com/company/beworks

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about BEworks