FINSERV

The gamification of fintech services is revolutionising finance for customers . Expert Josh Hart is YuLife ’ s Chief Product and Technology Officer , tells us more of their services by an increasingly hip and lively generation of customers .

Gamification expert , Josh Hart , is the Chief Product and Technology Officer of YuLife – a UK-based insurtech that uses elements of gamification to enhance the customer experience .

WRITTEN BY : JOANNA ENGLAND

Thankfully a new wave of fun financiers has injected some colour into the monochrome world of finserv – finally making it colourful , competitive and goal-orientated for users .

Gamification is taking off and is on a mission to improve user enjoyment , engagement and services . The data suggests the ploy is working , with more fintechs seeing take-up

JOSH HART YULIFE

Q . When did gamification enter the fintech space – and in what form ? Gamification has been a feature of the financial services industry since day one . There ’ s always been an element of key gamelike characteristics , such as point-scoring ( collecting money ) and competition ( taking money from others and competing for the most money ), combined with rules of play ( regulation and monetary frameworks ). Money has , in some sense , always been a game .

Games are effective in two key concepts : control and creativity . On the one hand , games reinforce our feeling of control . There are rules , structure , and a clear premise . On the other hand , they engage our imaginations and spur us to think creatively .

In the world of fintech , there are a number of examples where gamification has been adopted effectively . The combined energy of Reddit and Robin Hood has taken individuals

66 October 2021