Meet Kris: Guiding BehaviorSMART’s Next Chapter Toward a Digital Future

At BehaviorSMART, we dream of turning behavioral science into an engine of systemic change – one that amplifies the positive impact of travel while eliminating its negative footprint by design. That belief has guided our work with destinations, tour operators, and hospitality businesses worldwide, helping them design experiences and decisions that make responsible travel effortless and appealing.

To achieve true system change, we know we must operate at scale – reaching thousands, even millions, of players across the tourism sector. This requires combining a deep understanding of human psychology with the power of modern technologies to connect insights, systems, and people in the smartest possible way. That is where Kristiyan (Kris) Lozanov, our Chief Operating Officer, comes in.

Kris joined BehaviorSMART a few months ago, bringing nearly two decades of experience in leading and scaling innovative ventures across fintech, SaaS, proptech, and enterprise IT. With his background and skillset, BehaviorSMART is now fully equipped for its next growth phase, where behavioral insights meet digital innovation and system-level applications.

We sat down with Kris to talk about his first impressions, what drives him, and how he envisions the future of behavior-smart action in tourism.

Kris, what was the first thing about BehaviorSMART that caught your attention?

What first caught my attention about BehaviorSMART was the unique mix of behavioral science, business logic, and sustainability, an area that’s both new and exciting for me. I saw a strong team with deep academic and practical expertise, already achieving great results but still needing more technical and operational structure to scale. It was a no-brainer, the potential here is huge, and I wanted to be part of shaping that growth.

Coming from fintech and tech innovation, what made you think that joining this particular venture was the right next challenge?

Coming from fintech and tech innovation, I’ve always been driven by data and how it shapes smarter decisions. BehaviorSMART applies the same logic, using behavioral data to drive sustainable and profitable actions. It felt like a natural next step to apply what I’ve learned in data-driven decision-making to a new sector with real global impact.

You’ve said before that BehaviorSMART and the beSMART Platform offer more than a sustainability solution, what did you mean by that?

BehaviorSMART goes far beyond traditional sustainability solutions. It’s a behavior-driven business intelligence approach that helps organizations understand human decision-making and translate it into smarter business actions. The result is improved performance and profitability – with sustainability emerging naturally as a positive outcome.

How does your background, especially the way you’ve built tech-driven business solutions, connect to what we’re doing here?

My background has been about building scalable, automated, data-driven products, and in the last 2–3 years I’ve layered AI on top where it truly adds value. At BehaviorSMART, that means turning behavioral insights into repeatable workflows, then using AI to accelerate decisions and personalize at scale. It’s a pragmatic, outcomes-first approach to leading tech-enabled, behavior-aware transformation.

You’re leading the pivot of the beSMART Platform. How do you see it evolving, and what’s the real opportunity behind this pivot?

The real opportunity behind the pivot is to transform beSMART from a static tool into a truly active journey for our clients. We’re moving from simply presenting insights to continuously engaging users through real-time feedback loops and personalized recommendations. The platform will learn and adapt, helping each client evolve based on their specific goals, context, and behavior.

This means bringing back the human element, combining data intelligence with a personal touch. Instead of generic sustainability advice, we’ll deliver tailored actions, progress tracking, and meaningful nudges that make change feel relevant and achievable. In the end, it’s about creating an ongoing relationship with our users, where technology supports smarter, more sustainable decisions every day.

You’ve won “Founder of the year” – Central European Startups Awards, “Startup World Cup Regional Winner” and “Startup of the year” – Central European Startup Awards – what part of that recognition connects most to what we’re building now?

Winning those awards with Reinno was about proving that bold ideas can become real businesses when technology solves a genuine problem. What connects most to BehaviorSMART is that same drive – turning innovation into measurable impact. At Reinno, we disrupted how people think about real estate through tech; here, we’re transforming how organizations think and act through behavior science. Both are about using innovation with purpose – to change how industries operate for the better.

What do you think will make BehaviorSMART stand out as we scale, especially as we bring in investors and AI capabilities?

What will make BehaviorSMART stand out is our ability to combine deep behavioral science with real business results and now to amplify that through technology and AI. We have bold plans for the platform’s evolution: integrating multiple systems and data sources to build a powerful behavioral intelligence engine that continuously learns and adapts.

Over time, we envision creating an ecosystem similar to what Stripe achieved, where other businesses can offer their services through our platform. This won’t be an open marketplace, but a curated environment where trusted partners can connect their tools, data, and expertise to extend our value to clients. That combination of scientific depth, scalable tech, and a growing partner ecosystem will position BehaviorSMART as the go-to platform for behavior-driven business transformation.

If you could describe what excites you most about the next 12 months in one sentence, what would it be?

What excites me most is seeing our vision turn into action – transforming beSMART Platform into a living, intelligent platform that empowers organizations to make smarter, more human, and more sustainable decisions every single day.

BehaviorSMART bridges strategy and behavior with activation toolkits that turn good intentions into real impact. Follow our work and explore our resources to learn how behavioral activation becomes the engine of both market success and lasting sustainability.

Connect with Kris on LinkedIn

*This article is human-written; AI tools were used for final edits and confirmation of data sources.