News & Resources
Why the Smartest Parents Make Irrational School Choices
Founder of PrepUp, PhD in Behavioural EconomicsYou are a high-flyer. Whether you are navigating global markets, managing complex legal structures, or leading a multinational team, your day-to-day life is defined by logic. You make decisions based on rigorous data, ROI...
Family Decision Making UAE
Founder of PrepUp, PhD in Behavioural EconomicsFrom Dubai to Dulwich: Three mistakes UAE families make when moving children back to UK schools (and how to avoid them) Many British families in Dubai and Abu Dhabi tell me the same thing: “We came to the UAE for the...
OpEd 11+ Behavioural Finance & School Choice
Founder of PrepUp, PhD in Behavioural EconomicsParents in selective postcodes are deep into the annual 7+ and 11+ frenzy. Kitchen tables vanish under past papers. Weekends dissolve into mock interviews. WhatsApp groups buzz with whispers about which tutor cracked last...