Get your tickets for Infobip Shift 2023 at https://shift.infobip.com/ https://twitter.com/InfobipShift Shift Money is a Financial Technology Conference, which purpose is to explore new ways to disrupt the world of Payments, Insurance, Lending & Blockchain. Learn more at https://money.shiftconf.co/. The science of Behavioral Economics assesses how people often make irrational choices when choosing one product over another, and deciding between different payment methods. Financial services firms can use these insights to design products that better align to the feelings and emotions of consumers. Consumers may welcome personalised services that "nudge" them willingly towards desirable habits in both spending and saving. Government bodies could benefit from these insights to address mixed societal attitudes to payment systems, particularly when shifts towards cashlessness may have been overstated. Market participants of all sizes can use these insights within "customer centric" product design. This session exposes some of the common biases and heuristics within Behavioral Economics, explores how personalised banking services are evolving to cater for these behaviors, and proposes how payment services can be designed to handle the often irrational choices of users.