About BehaviorSMART
Humans built the intelligence. The platform scales it.
BehaviorSMART is the company behind Behavioral Decision Intelligence. We started in behavioral science, built 10+ years of research and field testing into an engine, and packaged it as a platform operators can actually use.
Mission
Make the why of human decisions legible, explainable and improvable — at the scale of a physical environment.
Every business outcome in a physical space begins with a human decision — to walk in, to stay, to choose, to return. Most operators measure the outcome and guess at the cause.
We exist to close that gap. Transparently, at scale, and without manipulation.
Humans built the intelligence. Technology scales it. Clients work with us — through advisory, pilots, partnerships, the platform, and the spaces application — never through a black box.
The chain
One company. Five links. No product tier stands in for the company.
BehaviorSMART is who we are. Behavioral Decision Intelligence is what we do. The engine, the platform and the spaces application are how we deliver it.
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BehaviorSMART
CompanyThe company behind the methodology, expertise and products.
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Behavioral Decision Intelligence
CategoryThe layer that connects how people decide to how a business performs.
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Behavioral Decision Intelligence Engine
Science + AI coreBehavioral expertise, methodology and technology combined so Behavioral Decision Intelligence can be applied at scale.
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beSMART Platform
Product suiteThe digital product that turns Behavioral Decision Intelligence into practical guidance, ready-to-use interventions and implementation support.
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beSMART Spaces
Physical-environment applicationBehavioral Decision Intelligence applied across physical environments such as hotels, airports, destinations and events.
The humans behind the engine
Three founders. One category.
Each founder works on Behavioral Decision Intelligence from a different side — the behavioral science, its commercial application, and the climate and sustainability reality it has to work in.
Milena S. Nikolova, PhD
Co-founder & Chief Behavior Officer
Author of Behavioral Economics for Tourism and co-author of the WTTC–Harvard Learning Insights on behavior change and sustainability; guest lecturer at Harvard, EHL Innovation Hub and Virginia Tech; PhD in consumer behavior, The George Washington University School of Business.
LinkedIn →
Gergana Nikolova
Co-founder & CEO
Translates Behavioral Decision Intelligence into commercial reality — partnerships, executive conversations, and the path from pilot to long-term engagement.
LinkedIn →
Kamelia Georgieva
Co-founder, Climate & Sustainability Sociologist
Grounds the methodology in climate and sustainability reality — how societies and communities actually change, and what that means for the interventions the engine recommends.
LinkedIn →The team
The people who deliver it, every day.
Vlad Sterngold
Technology Officer
Builds the Behavioral Decision Intelligence Engine — the data-sovereign, local-first system that turns the methodology into a running product.
LinkedIn →
Saba Kauser
Behavior Change Specialist
Addresses sustainable travel challenges through behavioral science methodologies.
Sophia Bobochikova
Junior Behavior Analyst
Analyzing behavioral patterns to encourage smarter and more sustainable travel choices.
LinkedIn →
Lena Turner
Researcher
Explores how smarter tourism and hospitality operations can become a lever for lasting sustainability change in society.
Juliana Tupper
Sustainability & Behavioral Science Researcher
Bridging sustainability, communication and hospitality to drive a more sustainable and meaningful way of traveling.
Julie Ivanova
SEO Specialist
Activates BehaviorSMART's online presence through smart SEO.
Anastas Kalaydziev, MBA
Financial Advisor
Knows smart management of financial resources.
Our advisors
The counsel behind the company.
Lora Kratchounova
Staunch supporter of tech innovation and sustainable climate tech. Dabbler in all things marketing and growth.
Derek Hydon
Co-founder of Ma Cher (USA, UK & Switzerland). Promotes practical sustainability leadership in business and supports BehaviorSMART to be a force for good.
Dhanesh Kothari
Brings sanity in times of crisis and panic, covering the entire landscape of technology entrepreneurship for sustainability.
Tullia Caballero
Travel industry wisdom — ex-CEO of a leading adventure travel company in Italy, part of the S-Cape group.
Gregg Marston
Brings wisdom from years of travel and investment experience to enable growth and sustainability impact.
Our charter
We influence — transparently. We do not manipulate.
Your raw conversations and methodology stay in your environment — never sold, never used to train shared models. Only a derived problem-framing (never your transcript) reaches our cloud model under a signed Data Processing Agreement, and a local quote-scrubber blocks verbatim client wording above a set length before it leaves. This isn’t a marketing line — it’s a B-Corp charter that governs how the engine is built, what data it uses, and who it serves.
A B-Corp commitment is uncopyable — verified against social, environmental and governance standards, renewed on cycle, and legally binding on how BehaviorSMART operates.
Brand clarification. BehaviorSMART SA, based in Lausanne, Switzerland, is an independent Behavioral Decision Intelligence company. It is not affiliated with Behaviour Smart, the UK school and care behavior-management platform.