BEworks is a purpose-driven company whose goal is to transform society and the economy through scientific thinking.


Our Story

Founded in 2010, BEworks is the first management consulting firm dedicated to the practice of applying behavioral science to strategy, marketing, operations, and policy challenges. Dan Ariely co-founded BEworks, with one of the top marketing scholars Nina Mažar, business/technology innovation experts Doug Steiner and Louis Ng, and the firms’ CEO Kelly Peters, who is a unique hybrid of both behavioral and business expertise.

Our team’s mission is to help leaders apply scientific thinking to their organization’s challenges. We apply behavioral science techniques to diagnose the consumer mindset (helpful for your research team), develop scientifically-grounded strategies (useful to P&L driven-leaders), and validate our recommendations through empirically-sound experiments (partnered with marketing; analytics).

The firm’s client list includes Fortune 1000 companies and government agencies from across the globe. It has led successful behavioral change projects across several industries, including the financial services, energy, and retail sectors. Our services include Management Consulting, Advisory Services, and Building Scientific Centres of Excellence (internal Behavioral Insights teams).

BEworks joined the kyu collective of companies in January 2017. The kyu collective is a group of diverse creative companies committed to addressing the most significant challenges facing business and society.

Joining kyu enables BEworks to partner with organizations that have also flourished because of their groundbreaking approaches to solving problems; they, too, share the same commitment to innovation and collaboration. Through kyu, BEworks has a remarkable opportunity to be even more ambitious in its pursuit of providing behavioral insights and scientific rigor in commercial and marketing decision-making.

kyu is the strategic operating unit of Tokyo-based Hakuhodo DY Holdings, one of the leading creative groups in the world. BEworks joins the current members of kyu, including IDEO, SYPartners, Sid Lee, Digital Kitchen, C2 International, and Red Peak Group. Each are celebrated creative firms and leaders in their respective fields.