Will Trump
Founder, Unconventional Wisdom | Behavioural Science Expert for the Insurance IndustryWill Trump is the founder of Unconventional Wisdom, the go-to behavioural science consultancy for the insurance sector. His work focuses on understanding and influencing customer behaviour through live trials and real-world experimentation, rather than outdated self-reported methods.
With over 70+ experiments run to date, Will and his team have uncovered how small contextual changes can lead to outsized behavioural shifts. He combines these insights with advanced predictive analytics, drawing on over a decade of work with Swiss Re, where he has helped develop models that link everyday financial behaviours to health outcomes—enabling more accessible and accurate life insurance offerings.
A sought-after speaker at industry conferences such as Future of Protection, ILAG, and the Insurance Marketing Conference, Will delivers engaging, thought-provoking presentations that are both deeply evidence-based and highly practical.
Whether he's running A/B tests or uncovering behavioural drivers through data, Will’s approach helps businesses move from assumptions to impact—one experiment at a time.
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