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" ... Ariely says there’s a good reason startups are leading the way in behavioral-driven innovation. At traditional banks, he argues, “the incentives are to get people to overspend and overborrow. That doesn’t create an incentive to innovate and make better decisions.” Not that the fintechs, who must justify the hundreds of millions Silicon Valley has poured into them, are all so pure. De La Rosa points out a problem with free fintech services. “If you have a free product, your only business model becomes advertising,” she says. “So you get into the world of trying to sell people things that they don’t necessarily need.” ... "