Knowledge Centre for Psychology and Economic Behaviour

What Knowledge Centre for Psychology and Economic Behaviour does

Knowledge Centre for Psychology and Economic Behaviour (Kenniscentrum Psychologie en Economisch Gedrag, KCPEG) is an independent, non-profit research centre founded on 1 January 2020 and affiliated with the Section of Social, Economic and Organisational Psychology at Leiden University. Based at Hooglandse Kerkgracht 17H in Leiden, Netherlands, the centre employs approximately 16 staff, including a core team of around 10 researchers and consultants, and maintains a network of affiliated PhD candidates and part-time researchers. KCPEG's mission is to bridge scientific insights from psychology and economics with practical application in policy and society, with a thematic focus on financial stress, benefit non-take-up, tax compliance, online safety, and energy transition behaviour.

The centre's core offerings comprise three revenue streams: (1) paid professional training programmes (€495 per single-day session, €2,750 for the multi-day programme, plus in-company custom training delivered in groups of 6–20 participants); (2) commissioned research and advisory services to Dutch government ministries, municipalities, public agencies, and NGOs; and (3) institutional funding through the Fund Psychology and Economic Behaviour, managed by the Leids Universiteits Fonds and primarily sustained by a donation from Stichting Utopa. Its research output spans Dutch-language research reports, English-language peer-reviewed scientific articles, Dutch summaries, thematic papers in the 'Beslissen is menselijk' (Decisions are Human) series, annual reports, and doctoral theses. The centre also operates the National Monitor Geldzorgen (a quarterly tracker of Dutch household financial worries) jointly with Wijzer in geldzaken, the KCPEG International Database on Financial Stress covering 51 countries, the Doenvermogen (Capability-to-Act) research programme with its Doenvermogentoets assessment, and the Behavioural Insights Team UL (BIT UL) serving Leiden University internally.

KCPEG reaches its audience through a hybrid go-to-market combining free public events (bi-annual symposia, expert sessions, webinars, the Wijsneus Festival), earned media presence in Dutch national outlets (NOS, Algemeen Dagblad, De Volkskrant, Financieel Dagblad, NPO Radio 1), organic social media (LinkedIn, X/Twitter), and a direct enterprise sales motion for commissioned research and advisory. Named clients and partners include the Ministry of Finance (DG Toeslagen), the Ministry of Social Affairs and Employment, Dienst Toeslagen, WODC, Belastingdienst, Flanderijn, Nibud, SchuldHulpMaatje Den Haag, Zilveren Kruis, Rabobank/RaboResearch, and Verbond van Verzekeraars. The centre does not have a profit motive, does not disclose financial figures, and operates without a commercial product distribution model.

Name

Knowledge Centre for Psychology and Economic Behaviour

Legal name

Kenniscentrum Psychologie en Economisch Gedrag (KCPEG)

Website

https://kcpeg.nl

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Short description

KCPEG is an independent, non-profit research centre affiliated with Leiden University that applies behavioural science to financial stress, benefit take-up, and economic behaviour, serving Dutch government ministries, public agencies, NGOs, and financial institutions through research, advisory, training, and longitudinal data products.

Ownership category

akta.pro rank

Product category

Behavioral Science Research & Policy Advisory

NAICS

Research and Development in the Social Sciences and Humanities (54172), Management, Scientific, and Technical Consulting Services (5416), Other Scientific and Technical Consulting Services (54169)

SIC

Services-Engineering, Accounting, Research, Management (8700), Services-Educational Services (8200)

akta.pro primary industry

Policy, Regulatory & Public Affairs Research (BPAHALAF)

akta.pro secondary industries

Industry & Sector Research (Syndicated/Custom) (BPAHALAE), Monitoring, Evaluation, Research & Learning (MERL) (BPADAEAB), Economic Research, Statistics & Policy Advisory (BPADAMAJ)

Keywords

• Behavioral science research
• Economic psychology research
• Professional training programs
• Policy advisory services
• Financial wellbeing research

Headquarters

HQ city

Leiden

HQ country

Netherlands

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 programmes and professional education: The centre generates revenue through fee-based training programmes for professionals, priced at €495 per training day (e.g., 'Psychologie van financiële stress', 'Basistraining gedragsinzichten') and a multi-day programme at €2,750.00 ('Gedragsinzichten voor publieke professionals'). In-company and custom training is also offered on request.
2. Sponsored research and advisory services: The centre conducts commissioned research and provides advisory services to government ministries, public organisations, and social enterprises. Examples include multi-year research for the Ministry of Finance (DG Toeslagen), advice for Flanderijn on reaching young debtors, and evaluations for SchuldHulpMaatje Den Haag.
3. Foundation donation and fund management: The centre is a non-profit organisation. It is primarily financed through the Fund Psychology and Economic Behaviour, managed by the Leiden University Fund (LUF), largely made possible by a donation from Stichting Utopa. This constitutes the core institutional funding for the centre's independent activities.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

The Knowledge Centre for Psychology and Economic Behaviour (Kenniscentrum Psychologie en Economisch Gedrag, KCPEG) is an independent, non-profit research centre that conducts behavioural science research on economic behaviour and delivers paid professional training programmes and commissioned advisory services. Its work focuses on financial stress, benefit non-take-up, capability-to-act (doenvermogen), tax compliance, and other public-policy topics, serving Dutch government ministries, public agencies, social organisations, employers, and financial institutions.

Product overview

Knowledge Centre for Psychology and Economic Behaviour (KCPEG) is a research center affiliated with Leiden University that bridges science and practice in the field of psychology and economic behaviour. The organization offers a portfolio of interconnected products and services: research publications (research reports, scientific articles, Dutch summaries, thematic papers, annual reports, and dissertations) that disseminate behavioral science findings; training programs covering basic and advanced behavioral insights for professionals; advisory services applying behavioral science to policy and communication challenges; the National Monitor Financial Worries tracking financial stress quarterly in the Netherlands; and the Behavioural Insights Team UL serving Leiden University. KCPEG also conducts proprietary research initiatives including the International Database Financial Stress and Doenvermogen (capability to act) research program. Events and symposia complement the knowledge-sharing mission.

Differentiator

Problem solved

Functional benefit

Brands

• Behavioural Insights Team UL (BIT UL): An initiative of the Knowledge Centre that focuses on solving behavioural issues within Leiden University, advising on topics such as energy conservation, cybersecurity, and sustainable travel behaviour among university staff.
• Nationale Monitor Geldzorgen

Products and services

• Professional Training Programmes (Trainingen) Science-based training courses for public-sector and semi-public professionals covering basic behavioural insights and in-depth workshops. Includes one-day programmes (e.g., 'De psychologie van financiële stress', 'Basistraining gedragsinzichten', 'Doenvermogen in de praktijk', 'Voorkomen van weerstand') at €495 per participant and a multi-day programme ('Gedragsinzichten voor publieke professionals') at €2,750 per participant. In-company and custom training available on request.
• Advisory Services (Advies) Bespoke behavioural science advisory engagements for Dutch government ministries, public agencies, and social organisations. Includes policy feasibility assessments (Doenlijkheidsonderzoek / 'doenlijkheidsscan'), communication and intervention design, sparring partner support, and behavioural change programme design.
• Commissioned Research Services Multi-year and project-based commissioned research for clients such as the Ministry of Finance (DG Toeslagen), Flanderijn, SchuldHulpMaatje Den Haag, WODC, Nibud, and Dienst Toeslagen. Research methods include questionnaires, interviews, observations, laboratory experiments, field effectiveness measurements, and combinations thereof.
• National Monitor Financial Worries (Nationale Monitor Geldzorgen) A quarterly measurement instrument tracking financial worries and stress among Dutch households, enabling longitudinal analysis of changes over time and deep-dive studies (e.g., 2024 study with 1,786 respondents on financial shame and help-seeking). Developed in partnership with Wijzer in geldzaken and used by government and societal partners to inform policy and interventions.
• Behavioural Insights Team UL (BIT UL) Internal behavioural insights advisory service for Leiden University, applying behavioural science to staff and student behaviour challenges including energy conservation, cybersecurity behaviour, and sustainable travel choices.
• KCPEG International Database on Financial Stress A research database containing data from 51 countries on financial stress and related variables, used by KCPEG researchers for cross-country comparative studies including the relationship between financial stress and perceived control.

Quantifiable outcome

• The deep-dive study 'Hulp zoeken bij geldzorgen' found that approximately 6 in 10 Dutch citizens say they would seek help for financial worries, with younger adults (18–34) more likely to seek help (65%) than older age groups (55%). Financial shame and experienced stigma were found to be significant barriers to seeking professional help.
• +3 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

21 partnerships are on record, tiered core and minor.

• Wijzer in geldzakencoreStrategic or Co-development PartnerWijzer in geldzaken is the co-initiator of the National Monitor Geldzorgen (National Monitor Financial Worries), a quarterly panel tracking financial worries among Dutch households. The centre and Wijzer in geldzaken jointly develop and publish the monitor, and collaborate on deep-dive research topics such as financial shame and barriers to seeking help. This is the centre's flagship ongoing research partnership.
• Ministerie van Financiën (DG Toeslagen)coreStrategic or Co-development PartnerMulti-year research collaboration examining the 'doenlijkheid' (manageability) of the Dutch benefits and allowances system from the citizen's perspective. The goal is to make the service delivery of Toeslagen more people-centred. The first report assessed the new childcare financing system design.
• FlanderijncoreStrategic or Co-development PartnerCollaborative research project to understand what prevents or motivates young adults (18–26 years) with payment arrears to contact Flanderijn, in order to connect them faster to sustainable debt repayment solutions. The centre provided evidence-based recommendations for improving Flanderijn's written communications.
• NibudcoreStrategic or Co-development PartnerCollaborative three-year longitudinal research study (2018–2020) tracking financial stress among mbo students in their final year of vocational education, examining factors that predict financial wellbeing and stress among young adults.
• SchuldHulpMaatje Den HaagminorStrategic or Co-development PartnerCommissioned qualitative research to evaluate the effectiveness of SchuldHulpMaatje's approach in achieving financial self-reliance for clients in The Hague.
• Wetenschappelijk Onderzoek- en Documentatiecentrum (WODC)coreStrategic or Co-development PartnerCommissioned research to understand why citizens behave unsafely online (using weak passwords, sharing personal data unsafely) and how interventions targeting self-efficacy and risk awareness can promote safer online behaviour. The research combined a questionnaire study with an experimental intervention study.
• Universiteit LeidencoreOthersThe centre is organisationally part of the Section of Social, Economic and Organisational Psychology of Leiden University. The university provides academic infrastructure, research facilities (including eye tracking, VR, fMRI, EEG), access to research techniques, and access to the Leiden University Academy training platform. The majority of team members hold positions at the university.
• Ministerie van Sociale Zaken en Werkgelegenheid (SZW)coreStrategic or Co-development PartnerCollaborated on the 'Doenlijkheidsscan' (manageability assessment) of the new childcare financing system, contracted jointly with Dijksterhuis & van Baaren (D&B). The ministry commissioned the centre to assess the new system's alignment with citizens' actual capabilities.
• Dienst ToeslagencoreStrategic or Co-development PartnerOngoing advisory and research partner on citizen experience with the Dutch benefits system, non-take-up of allowances, and the psychological impact of benefit clawbacks. The centre provides both quantitative and qualitative research to inform service improvements.
• HumanitasminorStrategic or Co-development PartnerListed as a partner organisation. Humanitas is a Dutch social welfare organisation with which the centre collaborates on topics related to financial vulnerability and social exclusion.
• NVVK financiële hulpverlenersminorStrategic or Co-development PartnerListed as a partner organisation. NVVK is the Dutch association of financial aid workers, representing professionals working in debt relief and financial counselling.
• Autoriteit Consument en Markt (ACM)minorStrategic or Co-development PartnerListed as a partner organisation. ACM is the Dutch consumer and market authority, working on consumer protection and market regulation.
• BelastingdienstminorStrategic or Co-development PartnerListed as a partner organisation. The centre has conducted research on tax compliance, tax penalty policies, and the effectiveness of rewards in tax compliance contexts.
• Gemeente LeidenminorStrategic or Co-development PartnerListed as a partner organisation. Collaboration includes the mid-term evaluation of the 'Sterke Sociale Basis' programme in Leiden.
• Nationaal Instituut voor Budgetvoorlichting (Nibud)coreStrategic or Co-development PartnerListed as a partner organisation. Collaborative research on financial stress among Dutch households. The centre also contributes content to Nibud's knowledge ecosystem on financial wellbeing.
• Pensioenfonds ABPminorStrategic or Co-development PartnerListed as a partner organisation in the centre's institutional network.
• Rabobank / RaboResearchminorStrategic or Co-development PartnerListed as a partner organisation. Rabobank's research arm (RaboResearch) is included in the centre's network of related organisations.
• Verbond van VerzekeraarsminorStrategic or Co-development PartnerListed as a partner organisation. Centre researchers have contributed interviews and content on financial education and financial wellbeing for the Verbond van Verzekeraars.
• Vereniging Eigen HuisminorStrategic or Co-development PartnerListed as a partner organisation. Centre researcher Alien van der Vliet was interviewed for the Vereniging Eigen Huis magazine on the topic of independent living in old age.
• Zilveren KruisminorStrategic or Co-development PartnerListed as a partner organisation. Joint webinar on financial health and the workplace, featuring centre researchers Wilco van Dijk and Pauline Mulder.
• Nationaal Fonds KinderhulpminorStrategic or Co-development PartnerListed as a partner organisation. Wilco van Dijk was interviewed for a three-part video series on financial stress and poverty experienced by children.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Ideas42: US-based non-profit applying behavioural science to social and economic problems. Shares KCPEG's non-profit, research-to-practice model and focus on financial behaviour and poverty-related issues.
• CentERdata: Dutch research institute specialising in high-quality panel data collection for social and economic research. Comparable in operating longitudinal Dutch household panel data assets and serving as a research infrastructure for behavioural and economic studies.
• Significant: Dutch consultancy applying behavioural science to public-sector and societal challenges. Shares KCPEG's focus on government clients, social issues, and behavioural intervention design in the Netherlands.
• Behavioural Insights Team (BIT): The UK-origin behavioural insights organisation that pioneered the application of behavioural science to government policy. BIT is the conceptual model for KCPEG's advisory/embedded-with-government model and the closest direct competitor in mission.
• Dialogic: Dutch research and consultancy firm working on social, economic, and policy questions for government clients. Comparable in scope of public-sector research and advisory, with overlap in behavioural and societal research projects.

Broad incumbents

• SEO Amsterdam Economics: Established Dutch economic research firm advising government and social organisations. Overlaps with KCPEG in economic behaviour research and ministry-level advisory work, but with a broader economic scope.
• TNO: Dutch applied research organisation with behavioural and societal research among its portfolios. Comparable in applying scientific methods to public-sector and societal issues, though operating at significantly larger scale.
• Panteia: Dutch research and consultancy organisation studying labour, social, and economic topics. Comparable in providing evidence-based research and advisory to Dutch ministries and public organisations.
• CPB Netherlands Bureau for Economic Policy Analysis: Dutch government economic policy research bureau. Comparable as a research-driven advisor to Dutch ministries on economic behaviour, with deeper institutional resources and a broader policy mandate.

Regional players

• Bureau Buitenland: Dutch research and advisory firm in social and policy domains. Comparable in operating model (research-driven, public-sector clients) and geographic focus on the Netherlands.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/kcpeg_nl
• LinkedInlinkedin.com/company/kenniscentrum-psychologie-en-economisch-gedrag

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Knowledge Centre for Psychology and Economic Behaviour