Behavioral Strategy for Wealth
Change your money behavior with behavioral science.
Manage your finances as well as your career.
You probably already know enough about money
Spend less than you earn, and invest the difference. That is all the financial knowledge you need to build wealth. What is missing is not knowledge, but a way to make that behavior stick. That is exactly what this track is about.
Asset
manager
You still have to make sure there is money left over to manage
Financial advisor
Gives you a plan. The execution is still up to you
Budgeting & apps
Works for as long as you keep tracking it yourself
Financial psychologist
Automates the money behavior you want, in your own situation. Based on in-depth knowledge of how people really work.
Three evidence-based building blocks,
no financial advice
Obstacles
We decrease obstacles for desired but effortful behavior, and increase obstacles for undesired behavior.
Habits
We automate desired money behavior, so it happens by itself. No thinking, no effort.
Together
Effective change is something you do together, not alone. We build your system as a team, so you and your partner strengthen each other.
Behavioral science shows that behavior doesn't change (enough) by increasing knowledge, motivation or information. It changes by working on obstacles, habits and social support.
Five steps, divided over several months
Obstacles & desires
What you want, how things stand now, what works and what doesn't
Current behavior
Mapping your current spending, your current system and your money behavior
Behavior
design
Designing new money behavior and applying it systematically in your own life
Meaningful spending
Putting your money to work for what really matters, now and in the future
Evaluation & evolution
Reviewing what works, what is still missing and what needs adjusting
We talk about your current situation and behavior without judgment, with humor, lightness and respect.
The goal: learning to enjoy talking about your money.
About your guide
Dr. Florien Cramwinckel
Social psychologist (PhD), specialized in financial psychology
Florien Cramwinckel (PhD) is a behavioral scientist and financial psychologist. She helps people and organizations turn financial behavior into financial wellbeing. She translates research into systems that work in practice, so desired behavior happens by itself. Her focus: don't increase willpower or knowledge, but build a better system with measurable results.
Lecturer, Financial Psychology, Leiden University
Taught in the master's program Economic and Consumer Psychology, focusing on the psychology behind economic decisions
Former Chief Psychologist at SNS (Dutch bank)
Led the behavioral science approach to improving the financial and mental wellbeing of young adults
Founder of Money Hacks
She developed 7 concrete steps that are behavioral-science-based and change your financial behavior for the better.
Member, NIP Expert Group on Financial Behavior
Part of the Dutch Institute of Psychologists (NIP), focused on the psychological side of financial behavior
In the Dutch media
Editie NL
Kassa
What participants have achieved
Built enough savings during the track to cover 6 months of fixed costs
Split a bonus between saving and investing instead of spending it without thinking
Less shame about what they earn and spend
Spending that matches what they truly value
More good conversations about money between romantic partners
Partners feel equal, even with very unequal incomes
“With Florien, you really feel no shame, whatever the amounts are.”
— Participant“I feel much more competent in life, and you really contributed a lot to that. Thank you for that.”
— Participant“For the first time, everything now works out and adds up.”
— ParticipantWhat does the track cost?
Incl. VAT, one-time investment for the full track in 2026.
Payment in installments is possible.
From 2027: €7,500, with a maximum of 10 places per year
What the track looks like
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Short intake by phone, no commitment
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5 personal sessions at your home (Randstad area, the Netherlands) or online (international)
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WhatsApp contact between sessions, and for up to 6 months afterwards
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Extra knowledge (explanations, articles, podcasts) when relevant and desired by you
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Benchmarks as a guideline to start building your personal system
What you get
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A system that works, even without motivation or discipline
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Behavior that fits your values and goals
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Learning to spend your money and increase wealth in a meaningful way
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Enjoying your income, without guilt
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A better relationship with yourself, your money and your partner
Ready for a money system that works with you, rather than against you?
Book a no-obligation 15-minute intro call below.
This is how we decide together whether this track fits your situation, before anything is committed.
Frequently asked questions
How long does the track take?
3 to 6 months, from intake to evaluation.
When is a good moment to start?
From a behavioral science perspective, transition moments are smart moments to learn new behavior: a new job, a jump in income, or another big change. Another good moment: you are ready to finally set up your finances in a way that really works for you, and you're ready to invest in that.
I'm unsure, can I do this by myself?
I'm convinced that everyone is capable of healthy financial behavior. Read my Money Hacks for a good start: seven concrete tips to redesign your money system based on behavioral science.
Does behavior really make that big a difference?
See for yourself: with my fee calculator (in Dutch) you can calculate what a few percent difference in management fees adds up to over the lifetime of your portfolio. It quickly adds up to tens of thousands of euros, purely by making a single different choice at one moment.
The same mechanism applies to saving, investing and most financial habits: small, structural behavior changes have a compounding effect over the years. This is bigger than most people intuitively assume. That difference doesn't come from working harder or earning more, but from what happens automatically once your system is set up well.
I want to hear more first
Listen to the podcast where I was a guest on Je Geld en/of Je Leven (in Dutch). Here I explain several of the building blocks in more depth and apply behavioral science knowledge in practice.
I want to read more first
Take a look at my Money theme page (in Dutch) for a comprehensive overview with articles, media appearances, talks and credentials.
Can I pay in installments?
Yes. At the start you choose to pay in 1, 3 or 6 installments.
Did you know that most people instinctively choose a payment method that is psychologically least favorable? Paying afterwards or in installments means the bill arrives just as the enjoyment of the experience fades. You feel the pain while the pleasure has already faded. Paying in one installment in the beginning is therefore psychologically smart. That being said, simply choose the payment option that feels best to you.
Is this worth the investment?
I don't promise spectacular returns on your invested assets; that is beyond my control. What I do promise: return on your behavior.
Example calculation: the benchmark for structural saving/investing is 10–30% of your income, depending on your situation. With an income of €200,000 and 20% set aside, that is €40,000 per year. Set aside automatically, without having to think about it. This is how the track often pays for itself within the first year.
Sounds unrealistic? Understandable. That is why this track is about systematic and consistent behavior change, at a pace that suits you. Achievable and ambitious.
A recent participant built enough savings during the track to cover 6 months of fixed costs, and for the first time structurally set money aside for investing.
Illustrative calculation based on common benchmarks, not personal financial advice.
What if nothing changes?
That is why we start with an intake: to see whether your question fits this track. If it matches, this is how I work: my approach is evidence-based and proven effective, provided you actually apply the principles. If after 5 sessions there is still no working system, we continue at no extra cost until there is. Condition: you attend the sessions and apply what we agree on.
My expertise is helping you change in a way that suits you and that works; that is what I offer. I wouldn't be a good behavioral scientist if nothing changed.
Does this work if I'm single?
Yes. Most examples on this page are about couples, but the approach works just as well if you are single.
Does this work if my partner and I disagree about money?
Especially then. Disagreement about money is rarely about the amounts themselves, but about what each of you finds important. That is exactly what this track helps with.
I'm an asset manager or financial advisor
Please get in touch if you'd like to work together. I don't compete with asset management or financial advice, but fill the gap before it: the behavior that determines whether there is money left over to manage.
I work a lot, can we meet outside office hours?
Yes, that's possible