Consumer behavior is irrational. This workshop will demonstrate how hidden drivers, like framing, anchoring, decision paralysis, and loss aversion, are used by your employees and members on a daily basis, to make decisions.  By understanding exactly how small changes to the details of a product, service, or member offer can influence the way members react and interact with your credit union can make that irrationality more predictable, and have a large impact on your credit union and membership.

Join other innovators and thought leaders from credit unions around the country on June 5 & 6, 2018 in Washington, DC. for our inaugural Understanding Behavioral Economics: the truth about decision making workshop.

The workshop will be a mix of educational content and breakout sessions designed to give you practical and actionable tools, tips, and techniques you can implement at your credit union. Attendees can expect:

  • insights to adjust your messaging, pricing, and member experience environment to be more effective
  • practical and actionable tools, tips, and techniques you can apply to your organization for better business results.
  • credit union specific examples of the supposedly irrelevant factors that actually do impact consumer behaviors
  • framework that can be use to put all this powerful intelligence to good use

The cost to attend this workshop $900/attendee. You will be directed to pay after registering. If you'd like to pay via check, contact Victoria Taylor at [email protected] after registering.

This workshop is for credit union employees only or CUSOs that offer member-facing products and services.

Who Should Attend
While there is value in learning the concepts and practices of behavioral economics across the credit union, we recommend these roles register to join us. If you work outside of one of these functions, and are interested in attending, that's okay too!
Apply these principles to influence employees to act in their best interest – for example contributing to their 401(k) or participating in wellness programs.

Contact Center
Use these principles to guide agents and members to be more efficient in how they talk to members, and handle business via your phone channels.
Learn how consumers can be influenced to participate in financial wellness initiatives, how to position your products and services to appeal to consumers.
Product Teams (lending, payments, deposits)
BE techniques will help you design product features that appeal to consumers way to processing choices.


Day 1 | 1:00 PM - 5:00 PM

- Introductions
- Foundations of Behavioral Economics
- Decision Making* (Anchoring, Framing, and Choice Architecture)
- Application: How the Account Opening Process Can Increase Savings

Continue the conversation over dinner. While dinner is not provided, we have made group reservations at our favorite local restaurants for guests who wish to go out in groups. From American to Tapas to French cuisine, we've picked some of our favorite places in DC!

 Day 2 | 8:30 AM - 3:30 PM

- Newton was Right* (Friction, Status Quo, Loss Aversion, Hyperbolic Discounting)
- Power Hour* (Social Norms, Social Contract, Reciprocity & Defaults)
- Not an Oxymoron* (Nudging, Creating Environments, Testing)
- Small Group Project

* Each of the sessions have three components: a presentation, a full group discussion, and a small group breakout. During the small group breakouts, you’ll work with other credit unions on ideas specific to your institution.

Meet The Team

Rick Leander, Workshop Presenter
Co-Founder and Development Director, Understood Connections

Rick Leander has 30 plus years in the financial services space, running businesses for some of the largest financial services firms in New York, Tokyo and London. 10 years ago he transitioned to the credit union movement where he found a business model more respectful of the consumer.  In a variety of roles he has worked with some of the leading Behavioral Economics experts in the US and Europe, focusing on using BE to improve the business results of his companies and the financial well-being of employees and consumers.  Now he has created a firm heavily focused on bringing the science of behavioral economics to the credit union Industry. 
Connect With Rick On Linkedin

Michele Wille, Workshop Presenter
Co-Founder and Creative Director, Understood Connections

Michele Wille is
Co-founder and Creative Director for Understood Connections (UC), a behavioral insights consultancy.  UC  teaches credit unions how to leverage the science of behavioral economics to better connect with their members and employees.   Michele has over three decades of media experience, ranging from video production in live and studio formats, launching video capabilities in marketing departments, and leading communication teams and efforts through written word, presentations, photography and graphics. Connect With Michele On Linkedin

Alix Patterson, Workshop Host
Partner, Callahan & Associates

Alix Patterson is a partner at Callahan & Associates and oversees the firm’s Client Success Unit as well as serves on Callahan’s Board of Directors. She is a lifelong credit union member and has more than 17 years of credit union industry experience. Alix has a keen ability to “see the story” within the data and has a firm grasp on the numbers credit unions need to make important decisions. She is talented at pinpointing strategic patterns and applying her data-grounded insights at both micro and macro levels to guide credit unions’ success. Alix is an accomplished presenter across multiple channels including industry conferences, moderating strategic planning sessions, facilitating Callahan Roundtables, and hosting webinar events. Connect With Alix On Linkedin

Event Logistics

1201 Connecticut Ave. NW
9th Floor, Suite 904
Washington, DC 20036

The event will take place from 1:00 p.m. to 5:00 p.m. on June 5. The next day, we will reconvene from  8:30 a.m. to 3:30 p.m. We will provide a light breakfast and lunch on June 6.

If you are coming from a distance and would like to stay at a nearby hotel, we recommend the following.

Kimpton Topaz Hotel (.3 miles)
The Dupont Circle Hotel (.4 miles)
Courtyard By Marriott - Washington Embassy Row (.4 miles)


Want help justifying the cost of this workshop and travel? Download this letter to share the value of this workshop with your boss. 
Please note: You will be directed to pay the $900 registration fee after you fill out this form. If you'd prefer to pay via check, contact Victoria Taylor.