Improving adherence to debt repayment through behavioral modelling

Case Study


American household debt to GDP ratio is 77% – one of the highest in the developed world.

American Financial Solutions is a non-profit organization located in Seattle, Washington. Over 20 years, they have helped over 450,000 Americans pay off over $9 billion USD in debt.

Although the service offered by AFS is strongly valued by clients at the beginning of the program, a variety of factors cause certain clients to drop out of the program. In many cases, this is due to a lack of healthy financial habits, driven by biases in client decision making.

The Challenge

AFS asked The Decision Lab to create a messaging strategy that can be used directly with AFS clients (through channels such as websites, phone, email and text message), in order to increase debt repayment rates.

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