Simon has a background in behavioral economics, machine learning and design psychology, and has been a driven force the development of the field behavioral design in Denmark and Scandinavia. Simon was a co-founder of /KL.7, the leading danish design agency specialized in strategic behavioral design, and have recently joined penni.io as Head of Product. His focus for the last 8 years have been on designing products in the financial sector, on the basis of how humans (the ordinary ones) perceive and use financial product (natural financial wellbeing), and with the clear focus of how to built a symbiotic, expanding and mutual beneficial relationship between the core business and the users behaviour. In many cases, this means fitting the business with the behaviour and not the other way around.
Furthermore Simon has written 4 books on behavioral design, 1 on strategic use of data and co-written 1 on design of habit-forming digital products, and is frequently used a public speaker.