Startup Lab™

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

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.

Experiential learning game platform for trainers and authors that want their content to be effectively adopted. Uses an immersive learn-by-doing approach that leads to engagement, skill transfer and lifetime learner loyalty.

As an alternative to keeping tabs on your checking account, this digital envelope platform facilitates budgeting and leverages emotion, status quo bias, present bias, and loss aversion to control spending.

Estate planning platform that emphasizes planned philanthropic giving by providing free wills to nonprofit constituents through online planned giving campaigns– creating a new generation of philanthropists.

startup team

PT Wired is a physical therapy software application that improves patient outcomes by engaging patients more effectively during their out-of-clinic rehab. Rather than receiving a piece of paper or oral instructions from their PT, patients can access their exercise routines, reminders, instructional videos, notes, and incentives to complete their rehab all on the PT Wired platform.

startup team

Übank is a mobile app that helps college students in Latin America take control of their spending and save for the things and experiences they love.

startup team

Synapse is building a push notifications product that helps people be less distracted and more productive. Using a combination of behavioral economics and machine learning, we categorize and schedule every notification a person gets, to optimize for relevance and delight.

startup team

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.

startup team

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.

Meet our Mentors

Director of User Experience

Epic Games

Information Architect

Duke OIT Web Services

Co-founder and Chief Strategy Officer


Co-founder and CEO


Professor of Business Administration (Marketing Unit)

Harvard Business School





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


McKinsey & Company

Associate Professor of Psychology


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Meet Our Staff