Leveraging the internet of behaviours and digital nudges for enhancing customers' financial decision-making

Human behaviour, which is led by the human, emotional and occasionally fallible brain, is highly influenced by the environment in which choices are presented. This research paper explores the synergistic potential of the Internet of Behaviours (IoB) and digital nudges in the financial sector as new avenues for intervention while shedding light on the IoB benefits and the digital nudges' added value in these financial settings. Afterward, it proposes an IoB-Nudges conceptual model to explain how these two concepts would be incorporated and investigates their complementary relationship and benefits for this sector. Finally, the paper also discusses key challenges to be addressed by the IoB framework.