iNudgeyou

What iNudgeyou does

iNudgeyou — The Applied Behavioural Science Centre is an independent Danish research centre founded in 2010 in Copenhagen by behavioural scientist Pelle Guldborg Hansen. It specialises in applied behavioural science and nudging, providing diagnostic frameworks (notably the BASIC Framework published by the OECD in 2019), field-experiment-led research, training, and advisory services to organisations seeking to design evidence-based behaviour change. The firm operates without external funding and is led by a small team of behavioural practitioners, scientific advisors and PhD researchers, several affiliated with Roskilde University.

The company's core products are professional services rather than software: a 3-day in-person International Masterclass in Behavioural Insights & Nudging priced at €1,995 (Early Bird €1,695), a suite of Danish-language courses, tailored company workshops, project-based advisory and capacity-building engagements, and speaking engagements. Its intellectual backbone is the BASIC Framework (Behaviour, Analysis, Strategies, Intervention, Change) and the 2013 ethical framework publication in the European Journal of Risk Regulation, both of which differentiate its structured, experiment-tested approach from ad-hoc nudging consultancy. Supporting assets include 9+ peer-reviewed publications, an Insights blog, newsletters reaching 5,000+ professionals, and the Danish Nudging Network / European Nudge Network alumni communities (5,000+ alumni globally).

Commercial revenue is generated across training (Masterclass seats and Danish courses), advisory and project consultancy spanning healthcare, energy, transportation, public policy, workplace safety, retail, financial services and environment, public speaking / keynotes, and tailored workshops. Customer logos span ministries and supranational bodies (EU Commission, OECD, World Bank, Brazilian Government via CINCO) and multinational enterprises (Ørsted, Maersk, Siemens, Novo Nordisk, AstraZeneca, Sanofi, Leo Pharma, Arla, Food Standards Agency, Georgetown University). Geographic reach is anchored in Copenhagen-based delivery with growing international activity, particularly in Brazil through a Danida Fellowship Centre partnership ongoing since 2019.

Name

iNudgeyou

Legal name

iNudgeyou

Website

https://inudgeyou.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

iNudgeyou is a Copenhagen-based independent applied behavioural science centre, founded in 2010, that provides training (Masterclass in Behavioural Insights & Nudging), advisory, and capacity-building services grounded in its OECD-published BASIC Framework and field-experiment methodology, serving governments, supranational bodies, and multinational enterprises.

Ownership category

akta.pro rank

Headquarters

HQ city

Copenhagen

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Training and Masterclass Programmes: Revenue from 3-day intensive in-person Masterclass programmes in Behavioural Insights & Nudging held in Copenhagen. Standard fee of EUR 1,995 (ex. VAT) with Early Bird pricing at EUR 1,695. Also offers Danish-language Masterclass and other training courses.
2. Advisory and Project Consultancy Services: Project-based advisory and consultancy services for organisations seeking to apply Behavioural Insights. Focus on advisory, sparring, and capacity building. Collaborations span healthcare, energy, transportation, public policy, workplace safety, management, tourism, agriculture, retail, and financial sectors.
3. Public Speaking and Keynotes: Revenue from speaking engagements and keynote presentations delivered by team members including Pelle Guldborg Hansen. Topics cover behavioural management, nudging for healthy employees, healthcare sector applications, behavioural safety, and communication strategies for behaviour change.
4. Company Workshops: Tailored workshops for companies who wish to acquire the necessary skill set to utilise nudging in solving their own behavioural problems.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

iNudgeyou is an independent applied behavioural science centre that delivers behavioural insights (BI) and nudging advisory services, training programmes, and applied research. Its core commercial offerings include a 3-day International Masterclass in Behavioural Insights & Nudging, several Danish-language courses (e.g., Grunduddannelsen, Adfærds-kommunikation, Nudging og Arbejdsmiljø, Adfærdsindsigter 101), bespoke project consultancy, company workshops, and speaking engagements — all built around its proprietary BASIC Framework.

Product overview

iNudgeyou is an independent research and advisory centre that has operated since 2010. It is not a software product but a services and training organisation offering applied behavioural science expertise. Its core portfolio consists of the International Masterclass in Behavioural Insights & Nudging (a three-day in-person programme centred on the OECD-published BASIC Framework), multiple Danish-language training courses (Grunduddannelsen, Adfærds-kommunikation, Nudging og Arbejdsmiljø, Adfærdsindsigter 101), tailored company workshops, advisory and project collaboration services, public speaking/keynotes, and a suite of knowledge resources including an Insights blog, academic publications, videos, and a recommended books list. These offerings are supported by two alumni communities: the Danish Nudging Network and the European Alumni Network. The BASIC Framework serves as the methodological backbone uniting all advisory, training, and research activities.

Differentiator

Problem solved

Functional benefit

Products and services

• International Masterclass in Behavioural Insights & Nudging A three-day intensive in-person training programme in Copenhagen for professionals applying behavioural science in practice, centred on the BASIC Framework and covering real-world case studies across sectors. Priced at EUR 1,995 ex VAT (Early Bird: EUR 1,695).
• Grunduddannelsen i Adfærdsindsigter & Nudging (Danish Masterclass) A foundational Danish-language course in behavioural insights and nudging, covering the BASIC Framework as taught in the Danish-language Masterclass. Targeted at Danish-based professionals and organisations.
• Adfærds-kommunikation (Nudge Communication Course) A one-day Danish-language course focused on applying behavioural insights to communication strategies, designed for professionals responsible for organisational messaging and behaviour-change campaigns.
• Nudging og Arbejdsmiljø (Nudging & Workplace Environment) A one-day Danish-language course on using nudging principles to improve occupational health and safety outcomes in workplace settings.
• Adfærdsindsigter 101 An introductory Danish-language course on behavioural insights, providing foundational knowledge of the field for newcomers.
• Advisory & Project Collaboration Services Evidence-based advisory, sparring, and capacity-building engagements applying behavioural insights to complex organisational and policy challenges across healthcare, energy, transportation, public policy, workplace safety, management, retail, agriculture, and financial sectors.
• Speaking Engagements & Keynotes Public speaking and keynote presentations on behavioural insights and nudging delivered to companies, public institutions, and international organisations. Topics include behavioural management, nudging for healthy employees, healthcare applications, behavioural safety, and communication strategies.
• Tailored Company Workshops Customised in-house workshops that equip organisations with the skill set to apply nudging methodologies in solving their own behavioural problems.

Quantifiable outcome

• Hand hygiene compliance increased from 0.43% to 19.66% among hospital visitors through Behavioural Insights Concept (field experiment with 46,000+ visitors)
• +3 more outcomes

Named customers19 records

Segments9 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and major.

• CINCO (Centro de Inovação em Gestão Pública)coreStrategic or Co-development Partner · 1 January 2023Brazil's first dedicated governmental Behavioural Insights unit, established in September 2023 as an outcome of the collaboration between iNudgeyou, Danida Fellowship Centre, and The Danish Embassy in Brazil. CINCO is taking important steps in applying behavioural science to address complex challenges in governance, economic policy, and social development. iNudgeyou supports CINCO in building tools, skills, and frameworks for designing and implementing evidence-based policies.
• Danida Fellowship CentrecoreStrategic or Co-development Partner · 1 January 2019Ongoing collaboration since 2019 focused on building capacity for Behavioural Insights in developing countries. Danida Fellowship Centre partners with iNudgeyou to deliver training programmes for Danida Fellows from various countries. The partnership has included Masterclass training sessions held in Copenhagen and internationally, such as the Brasília Masterclass in May 2024.
• The Danish Embassy in BrazilcoreStrategic or Co-development Partner · 1 January 2019Collaboration since 2019 supporting the introduction and establishment of Behavioural Insights in Brazilian public policy. The Danish Embassy in Brazil works with iNudgeyou and Danida Fellowship Centre to build lasting capacity within Brazilian Government institutions for applying behavioural science to governance.
• OECD (Organisation for Economic Co-operation and Development)coreStrategic or Co-development PartneriNudgeyou collaborated with the OECD to develop and publish the BASIC Toolkit (Tools and Ethics for Applied Behavioural Insights) in 2019. The OECD published the BASIC Framework, making it a reference point for governments and organisations worldwide seeking structured approaches to apply behavioural science responsibly.
• Danish Nudging NetworkcoreStrategic or Co-development PartneriNudgeyou hosts and supports the Danish Nudging Network - a dedicated alumni community for past participants of training programmes. Provides ongoing activities, knowledge sharing, and Behaviour Magazine (Magasinet ADFÆRD). Network is chaired by Pelle Guldborg Hansen.
• European Nudge NetworkmajorStrategic or Co-development PartneriNudgeyou hosts and is working to reactivate the European Nudge Network, which will offer international alumni a platform for continued learning and collaboration. Will provide network meetings, workshops, advanced training sessions, and new learning formats for behavioural practitioners across Europe.
• Roskilde UniversitymajorStrategic or Co-development PartnerAcademic partnership with Roskilde University. Pelle Guldborg Hansen serves as Behavioural Scientist at the university. PhD students such as Sidsel Bruun are co-financed between Roskilde University and Roskilde Municipality. Supports iNudgeyou's research credibility and academic output.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Ideas42: US-based non-profit behavioural science research and design organisation focused on social impact (health, education, financial inclusion). Comparable in research-led approach, field-experiment methodology, and emphasis on publishing; differs in non-profit structure and US-centric focus.
• BEworks: Toronto-based behavioural economics consulting firm applying rigorous experimental methods to client challenges in healthcare, finance, retail, and public sector. Highly comparable to iNudgeyou in methodology, sector breadth, and academic rigour.
• BVA Nudge Consulting: The behavioural-insights arm of BVA Group, operating in France and internationally, advising public and private-sector clients on nudge-based interventions. Comparable to iNudgeyou in offering mix (advisory + training) and customer segments.
• The Behavioural Insights Team (BIT): UK-based (now global) social-purpose consultancy that designs and tests behavioural interventions for governments and large organisations. Closest direct peer to iNudgeyou in model, methodology provenance (the original nudge unit), and target clients, including OECD and World Bank collaborations.
• Irrational Agency: Dutch behavioural design consultancy blending behavioural science and creative design for commercial and public-sector clients. Comparable in offering mix (training, advisory, applied experiments) and Benelux/Denmark-adjacent European footprint.
• Behavioral Economics Group: Netherlands-based behavioural economics consulting and training firm working across Europe. Directly comparable to iNudgeyou in BI advisory services, training programmes, and academic credibility.

Emerging players

• Center for Advanced Hindsight (Duke University): Behavioural science research and design lab led by Dan Ariely at Duke University, producing applied interventions and training programmes. Comparable in academic rigour and field-experiment emphasis, but embedded in a US university rather than an independent consultancy.

Broad incumbents

• McKinsey & Company (Behavioral Science practice): Global strategy firm with a dedicated Behavioural Science practice serving enterprise and government clients on nudging and choice architecture. Overlaps with iNudgeyou in sector coverage and BI advisory, but bundled within a much broader portfolio.
• PwC (Behavioural Economics team): Big Four firm operating a Behavioural Economics practice within its consulting arm, advising governments and enterprises on nudge design. Competes for the same RFPs as iNudgeyou but from within a much larger, diversified services portfolio.

Others

• The World Bank (Mind, Behavior, and Development Unit): Multilateral institution applying behavioural science to development policy. iNudgeyou has collaborated with the World Bank on international public-policy applications, making it a partner/funder rather than direct competitor, but it commissions much of the same BI work globally.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/inudgeyoucom
• LinkedInlinkedin.com/company/inudgeyou
• Xx.com/iNudgeyou_com

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 iNudgeyou