Steve Shu specializes in incubating new initiatives and business lines with a primary focus on services, technology, and behavioral science. He has more than a decade of experience setting up behavioral science initiatives and nudge units. He serves as a Managing Principal at Digital Nudging Tech (formerly Digitai), a behavioral economics innovation firm. Steve has nearly 30 years of industry experience and has consulted to or had management roles at organizations such as The Voya Behavioral Finance Institute for Innovation, Allianz Global Investors Center for Behavioral Finance, Allscripts, Nortel Business Consulting, PRTM Management Consultants (acquired by PwC), and numerous startups.

Steve has a PhD in behavioral finance from City, University of London, an MBA from the University of Chicago, and both an MEng and BS in Electrical Engineering from Cornell University. He has attended executive education training on Dynamic Management at the Fuqua School of Business at Duke University.

Steve is co-author of Nudging Democratized: A Guide to Applying Behavioral Science and author of The Consulting Apprenticeship: 40 Jump-Start Ideas for You and Your Business.

Steve is prospectively scheduled to teach courses at Cornell University on Applied Behavioral Economics in Finance and Marketing, and the CEMS Masters in International Management consulting project in Spring 2022.

Inquiries may be directed to Steve Shu at

US tel: 310-856-9914

UK tel: +44 20 3239 4788


Digital Nudging Tech email:

Academic research and educational email: