BBVA Switzerland launches an interactive experience to understand our investment behavior
BBVA in Switzerland, together with the bank's Behavioral Economics team, has launched ‘Investing in the Mirror,’ an innovative interactive experience that invites us to reflect on the role of emotions, biases, and beliefs in our investment decisions. It's a different look at the relationship with money that combines technological innovation and behavioral psychology.
What drives a financial decision? How do fear, haste, or overconfidence influence investing? The initiative ‘Investing in the Mirror’ asks these and other key questions through an interactive website that combines videos, podcasts, and accessible resources to help identify patterns of behavior that influence economic decision-making.
The proposal is based on an idea that is as simple as it is powerful: understanding the reasons and emotions that mark the different phases of investing. Often, we are unaware of the weight of factors such as present bias, loss aversion, or the tendency to overestimate our abilities. This approach is at the heart of behavioral economics, a discipline that combines psychology and economics to understand how decisions are made in real-life situations, far removed from the ideal of absolute rationality.
Knowledge to invest with clarity
‘Investing in the Mirror’ not only seeks to raise awareness, but also to offer useful tools to help people make more informed and better financial decisions. Throughout the experience, various experts in finance, communication, and behavior share their insights from a direct, approachable, and human perspective.
Available resources include interactive explanations of common biases, interviews with specialists, and educational content in multiple formats. The goal is to bring investing closer to people from a more comprehensive and personalized perspective that values both technical knowledge and emotional understanding.
Behavioral Economics at the service of BBVA in all its dimensions
BBVA's Behavioral Economics team, which is driving the content of this experience, works across different areas of the bank to apply behavioral economics principles to improve products, services, and decisions made by customers and teams. Their work focuses on designing solutions that take into account how we really think and feel, not just how we should think in theory.
From the personalization of digital tools to the design of contracting or savings processes, behavioral economics has established itself as a strategic pillar to better accompany people in their financial lives. Within Behavioral Economics, there is a field of study called Behavioral Finance that examines how psychology affects financial decision-making, recognizing the irrationality of human behavior in this context. This new project at BBVA Switzerland reinforces this line of action, adapting it to the world of investment.
With this launch, BBVA Switzerland strengthens its commitment to a more accessible, proactive, and customer-focused private banking service, integrating innovation as a lever for support. ‘Investing in the Mirror’ is a space for each person to discover what lies behind their financial decisions and how they can build a healthier and more secure relationship with their wealth.
This experience is also part of BBVA's global commitment to promoting financial education, informed decision-making, and economic empowerment. This approach recognizes the diversity of realities, investment styles, and needs, and seeks to build long-term relationships based on knowledge, trust, and empathy.