An application of behavioural finance in banking: The Discovery Bank case

Orientation: Behavioural finance research suggests that human biases can cause irrationalities which have a significant impact on decision making. Discovery Bank is an organisation that attempts to apply behavioural finance to improve the financial health of its clients. Research purpose: This study attempts to determine the extent to which the Discovery Bank business model is grounded in behavioural finance theory. Motivation for the study:...