FinovateEurope 2015 / AdviceGames

Presenter Profile:

How they describe themselves:
AdviceGames is a Dutch firm founded in 2013 with a focus on the gamification of financial advice and services to help financial services firms activate consumers. At its core, the firm is building what it describes as the first artificial intelligence financial services platform, combining consumer data, scientific research, and social, location, and transaction data. This enables financial services firms to create behavioral profiles, understand interests and behaviors, and better personalize their customer services.

AdviceGames has a core competence in data-driven software, which the firm develops with a team of in-house data scientists, machine-learning experts, game designers, and developers.

How they describe their product/innovation: The Risk Game teaches the players budgeting and spending more wisely. The starting point is the Financial Health Score (FHS), an index of a consumer’s financial health. The FHS determines the starting level in the game and drives the routing. Players can use their earned points for saving and protecting themselves against unexpected events. Real life comes in when the players receive tips and see their FHS adjusted based on their real behavior in their bank account. The objective of the game is to activate people to better budget and therefore be able to pay their mortgage installments, reducing the risk for the bank.

Product distribution strategy: Through financial institutions, through other fintech companies and platforms, licensed


Bus. Dev. & Sales: Diederick van Thiel, CEO,
Press: Rosali Steenkamer, COO,

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