In a world obsessed with optimisation, financial services often miss the irrational truths of human behaviour. While we tweak fees, funnels and functionality, the real battleground is emotional. Inspired by Rory Sutherland’s behavioural lens, it’s time to reframe competitor research as more than benchmarking features. It’s a tool to spot untapped moments of magic.
The Rory Sutherland Reminder: People Don’t Just Want “Better”
As Rory puts it, “We don’t really have preferences; we have reasons for our preferences.” That’s why Amazon’s one-click checkout isn’t just fast. It feels magical. Why Monzo’s emoji-laden transaction feed isn’t just cute. It’s confidence-boosting.
Competitor research shouldn’t just ask “What features do rivals offer?” but “What do they make users feel — safe, clever, in control?”
Think Beyond the Functional
Financial products are serious. But customers aren’t spreadsheets. Your competitors might be doubling down on speed, rates and automation. But what if you won by creating a product that feels different, not just performs better?
Competitor research should look for:
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Small acts of reassurance: Notifications that spark a smile. Clever microcopy that reduces anxiety.
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Unusual interactions: Saving money through humour (hello, Cleo). Investing with encouragement, not jargon.
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Delight in delivery: What does the first tap feel like? The first success? Are users celebrating or shrugging?
What This Looks Like in Practice
Instead of mapping journeys like:
“App A lets users open a savings account in 3 taps”
Ask:
“Which app makes opening a savings account feel like a smart decision?”
Use competitor walkthroughs, user quotes and UX journey maps to hunt for:
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Non-obvious wins — friction that’s oddly helpful (confirmation screens that build trust).
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Emotional spikes — moments when a user lights up (voice tone, surprise animations, cheeky incentives).
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Surrogates for quality — not just speed, but perceived speed. Not just service, but feeling looked after.
Strategic Irrationality Is a Competitive Advantage
In a commoditised market, delight is differentiation. And it doesn’t need to cost much. Competitor research infused with behavioural thinking can uncover tiny nudges with disproportionate impact.
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A “Savings Pot” sounds safer than an “Investment Portfolio.”
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A “You’re doing great” screen makes budgeting feel achievable.
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A referral screen with emojis converts better than one with stats.
Final Thought
If your research only surfaces parity and gaps, it’s incomplete. Great competitor insight reveals opportunity for magic — emotional hooks that others missed.
Because in finance, as in life, the most powerful features aren’t always rational.
Want to see how behavioural insights can give your product the edge?
BehindLogin combines competitor UX walkthroughs, screen recordings and customer interviews to uncover what really delights.
👉 Get in touch or email hello@behindlogin.com to explore the irrational edge in your category.
