Lemonade P2P Insurance Startup Names Dan Ariely Chief Behavioral Officer

In recent years new C-level titles have proliferated, including chief data scientist and chief customer officer. Lemonade (New York), the soon-to-launch peer-to-peer (P2P) insurance startup, is breaking new ground through the appointment of a Chief Behavioral Officer. Touted as another aspect of how Lemonade is seeking to transform the insurance industry, the company has announced the appointment of Dan Ariely to the new post. A professor of Psychology and Behavioral Economics at Duke University, Ariely is also the author of New York Times bestsellers Predictably Irrational, The Upside of Irrationality, and The Honest Truth about Dishonesty.