About BehaviorSMART
Humans built the intelligence. The platform scales it.
BehaviorSMART is the company behind Behavioral Decision Intelligence. We started in behavioral science, encoded twenty years of expert work into an engine, and packaged it as a platform operators can actually use.
Mission
Make the why of human decisions legible, explainable and improvable — at the scale of a physical environment.
Every business outcome in a physical space begins with a human decision — to walk in, to stay, to choose, to return. Most operators measure the outcome and guess at the cause.
We exist to close that gap. Transparently, at scale, and without manipulation.
Humans built the intelligence. Technology scales it. Clients work with us — through advisory, pilots, partnerships, the platform, and the spaces application — never through a black box.
The chain
One company. Five links. No product tier stands in for the company.
BehaviorSMART is who we are. Behavioral Decision Intelligence is what we do. The engine, the platform and the spaces application are how we deliver it.
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BehaviorSMART
CompanyThe company that authored the methodology and stands behind every outcome.
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Behavioral Decision Intelligence
CategoryThe layer that connects how people decide to how a business performs.
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Behavioral Decision Intelligence Engine
Science + AI coreTwenty years of behavioral expertise, encoded so it can run at scale.
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beSMART Platform
Product suiteThe technology that scales what our humans built — ready-to-use templates, insights and interventions.
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beSMART Spaces
Physical-environment applicationThe engine, deployed inside real environments — hotels, airports, destinations, and what comes next.
The humans behind the engine
Three founders. One chain. Every link owned.
Each founder owns a link in the chain — from the methodology, to the engine that encodes it, to the platform that puts it in operators’ hands.
Milena S. Nikolova, PhD
Co-founder & Chief Behavior Officer
Authors the methodology behind the engine — two decades of behavioral economics turned into a validated diagnosis-to-decision system for physical environments.
LinkedIn →
Gergana Nikolova
Co-founder & CEO
Translates Behavioral Decision Intelligence into commercial reality — partnerships, executive conversations, and the path from pilot to platform.
LinkedIn →
Kamelia Georgieva
Co-founder, Climate & Sustainability Sociologist
Grounds the methodology in climate and sustainability reality — how societies and communities actually change, and what that means for the interventions the engine recommends.
The team
The people who deliver it, every day.
Vlad Sterngold
Product & AI Engine
Builds the Behavioral Decision Intelligence Engine — the data-sovereign, local-first system that turns the methodology into a running product.
LinkedIn →
Kristiyan Lozanov
Co-founder & Chief Operating Officer
Drives the shift from proven service experience to a digital platform ready for global growth.
Saba Kauser
Behavior Change Specialist
Addresses sustainable travel challenges through behavioral science methodologies.
Sophia Bobochikova
Junior Behavior Analyst
Analyzing behavioral patterns to encourage smarter and more sustainable travel choices.
LinkedIn →
Lena Turner
Researcher
Explores how smarter tourism and hospitality operations can become a lever for lasting sustainability change in society.
Juliana Tupper
Sustainability & Behavioral Science Researcher
Bridging sustainability, communication and hospitality to drive a more sustainable and meaningful way of traveling.
Julie Ivanova
SEO Specialist
Activates BehaviorSMART's online presence through smart SEO.
Anastas Kalaydziev, MBA
Financial Advisor
Knows smart management of financial resources.
Our advisors
The counsel behind the company.
Lora Kratchounova
Staunch supporter of tech innovation and sustainable climate tech. Dabbler in all things marketing and growth.
Derek Hydon
Co-founder of Ma Cher (USA, UK & Switzerland). Promotes practical sustainability leadership in business and supports BehaviorSMART to be a force for good.
Dhanesh Kothari
Brings sanity in times of crisis and panic, covering the entire landscape of technology entrepreneurship for sustainability.
Tullia Caballero
Travel industry wisdom — ex-CEO of a leading adventure travel company in Italy, part of the S-Cape group.
Gregg Marston
Brings wisdom from years of travel and investment experience to enable growth and sustainability impact.
Our charter
We influence — transparently. We do not manipulate.
Your raw conversations and methodology stay in your environment — never sold, never used to train shared models. Only a derived problem-framing (never your transcript) reaches our cloud model under a signed Data Processing Agreement, and a local quote-scrubber blocks verbatim client wording above a set length before it leaves. This isn’t a marketing line — it’s a B-Corp charter that governs how the engine is built, what data it uses, and who it serves.
A B-Corp commitment is uncopyable — verified against social, environmental and governance standards, renewed on cycle, and legally binding on how BehaviorSMART operates.