IIL Webinar: Customer behavioural biases: Understanding the essentials 2025

In this IIL webinar, Jeff Heasman will introduce you to the most common, though often difficult to spot, behavioural biases that can be encountered throughout the customer journey from product design to claims settlement, as well as tips on how to handle them to avoid customer harm.

The FCA stated in the Final Guidance to the new Consumer Duty that firms need to take account of how customers ‘transact in the real world’. Therefore, being able to identify and handle customers’ behavioural biases, as well as our own behavioural biases and biases embedded in product design and marketing, is key to avoiding potential customer harm. With behavioural sciences now very much at the centre of the new outcomes-based regulation system, this webinar is a must for anyone who wants to stay on the right side of the new Consumer Duty.

Learning objectives

• Identify behavioural biases that occur throughout the customer journey from product design to claims settlement
• Explain how these behavioural biases impact the decisions that customers make
• Implement a strategy to minimise the risk of behavioural biases resulting in customer harm

Speakers

• Jeff Heasman MABP, LL.B (Hons), LL.M, Founder & CEO, Insurance Upskill