I’m thrilled to welcome Melina Palmer to the Banking Transformed podcast. Melina is the CEO of The Brainy Business and author of the new book “The Truth About Pricing: How To Apply Behavioral Economics So Customers Buy.” Understanding customer psychology to optimize pricing strategy is more important than ever. Melina shares her unique perspective on incorporating behavioral economics into banking to create positive outcomes for institutions and account holders alike. We discuss common mistakes banks make with pricing, how to better understand the motivations and needs of modern banking customers, and tips for optimizing product pricing strategies. This interview is essential listening for any bank looking to leverage behavioral psychology for sustainable digital growth.