The Behavioural Insights Team (BIT)

The Behavioural Insights Team (BIT), also known as the "Nudge Unit," is a social purpose organization that applies insights from psychology and behavioral science to improve public policy and services. Established in the UK, BIT aims to understand how people make decisions and behave in everyday life. By leveraging this knowledge, they design interventions—often called "nudges"—that encourage positive behavior change without restricting choice. Their work spans areas like health, education, and finance, helping governments and organizations create more effective policies that lead to better outcomes for individuals and society as a whole.