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Neuroprofiler - the startup reinventing risk profiling

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Neuroprofiler is a behavioral finance game that allows financial advisors to evaluate their client investor‘s profile in line with new European requirements; specifically the directive MiFIDII. The game integrates a highly scientific testing method whilst allowing the user to have fun. Here Tiphaine Saltini, co-founder of Neuroprofiler, an already highly successful startup, talks to you about why their startup matters in the world of risk profiling…

Our story

I was working in private banking when I realised there was an issue with the traditional method of risk profiling. I built Neuroprofiler whilst completing my PhD in behavioural economics after having worked in both consulting and private banking. Essentially, the idea for Neuroprofiler sprung from the need to upgrade the existing and outdated basic profiling questionnaires where future investors are asked to position themselves on a risk scale of 1-10. Our idea was to update these methods by ensuring firstly that our solution complied with the many regulations that exist and then by combining the latest research in financial behavior as well as gamifying the solution in order to appeal to the new generation.

What we offer

From the first deployment of our solution in pilot mode, we now have a complete, customizable platform available in several languages!  We have taken on board the comments of our customers and are proposing an improved experience. Our product is incomparable in its precision of evaluation. It relies on Prospect Theory, developed by D. Kahneman, receiver of the Nobel Prize of Economics. It uses a machine learning algorithm to assign clients with one of 1 million possible profiles in just a couple of minutes. This unique algorithm was developed especially thanks to the expertise of Julien Revelle, Neuroprofiler CTO and one of the top 20 machine learning experts in France. The test is also anonymous, flexible and customisable and provides a pleasant and engaging experience for the user. And if you weren’t already convinced, an in-depth and comprehensive analysis of the client profile is available as soon as the game is completed.

Where are we now?

Neuroprofiler is developing in various European countries. Our pricing formula is tailored to wealth management clients with a limited number of clients as well as large accounts. We are currently developing our solution in pilot mode with several large groups and have already deployed it with some of our smaller clients.

Earlier last year, Neuroprofiler joined the second season of l'Accélérateur Fintech & Corporate by l'Atelier BNP Paribas and was identified by BNP Paribas Asset Management as a potential partner.

What are our objectives?

First and foremost, we are looking to raise funds and attract new customers by working with more banks to better understand customer expectations. The business is currently operating in several European countries – specifically France, UK, Switzerland, Belgium and Luxembourg. On a wider scope, we aim to export our solution to Asia and the United States - where regulations differ - after our next funding round in the coming months.

In the medium and long term, we would like to develop our activities in financial education. As an investor, it is important to understand the products in which you invest and, in particular, the risks associated with them.  We aim to provide a tool that will create a specific training according to an individual’s profile in order to help the person become more aware of their own biases and enlighten their decision making.

Why us?

Our product is operational and already marketed. We continue to improve it at the level of the user experience (UX), thanks to feedback from our users. We have won many drivers with major financial institutions and some contracts with smaller entities. What’s more, Neuroprofiler has impressive competitive advantage as we have no major competitors offering the same tech solution – our proposition is almost unique in the banking world.

If you are interested in us and in how our solution can enhance the risk profiling procedures at your company, please get in contact. For more information, please connect with ‘Neuroprofiler on OpenUp and send us a message.

By Tiphaine Saltini

 

About Neuroprofiler: MiFIDII Investor Profiling Game: based on the last advances of behavioral finance, Neuroprofiler is a serious game to help financial advisors assess the investor profile of their clients according to new MiFIDII regulations.

About OpenUp: the OpenUp Platform connects BNP Paribas employees, working on innovation or business projects, to startups around the world. These startups can be Fintechs as well as startups in other adjacent services and technologies. The OpenUp App allows startups to apply for projects within the bank, connect to BNP Paribas' experts and post ideas, explaining how their solution can improve the bank.

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