Startup Lab

The Startup Lab leverages behavioral economics to empower early stage startups to build better consumer health and finance products.

The Startup Lab aims to smartly accelerate the development of early stage companies in the health and finance fields through integrating behavioral economics principles and experimentation methods into their business models and products.

Startups participating in our 3-9 month program will learn to leverage academic research to test, build, and scale their products and understand their users’ decision-making processes so as to design products that powerfully impact the way their consumers form habits, make decisions, and interact with digital tools.

Current Startups

MoneyComb is a free and simple way to spend better. Based on user personality and spending habits, MoneyComb crafts a custom spend allocation optimized for enjoyment and financial health. Beyond a clear picture of where to spend, MoneyComb empowers users to spend who they are with real-time tracking, timely motivations, insights and suggestions.

The Fabulous is a holistic health and wellness app that helps people to form and keep healthier habits. It is a research-based app, using behavioral economics principles to help users incorporate healthy routines into their lives.

About the Program

The Startup Lab is a CAH initiative to apply behavioral economics to startups in the health and finance domains through the application of existing research findings, as well as conducting original research projects. The academic incubator program aims to expose startups to behavioral economics, support the integration of insights in social science, and facilitate collaborative projects with CAH lab members to answer startup-specific research questions. Learn more

Meet our Mentors



Lead Mobile Developer




Professor of Marketing

Wharton School, University of Pennsylvania

Professor of Psychiatry and Medicine

Duke University

Professor of Philosophy and the Practice of Strategy

Fuqua School of Business, Duke University

Narrative Advisor

Product Manager (emeritus)

Google Inbox & Google Calendar

Associate Professor of Psychology


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Meet Our Staff