This is

Us.

We asked our clients to describe SoMoCo. This is what they said:

“SoMoCo are very rare. You’re an A-team who go above and beyond. It’s in your core - every single one of you is wholly invested in what you are doing. Many companies will give you reports up to your eyeballs - but most don’t know how to truly understand data - you guys bring meaning; things we can actually do something with. You helped us to truly understand our customers, who we were targeting, and why.”

“I think for me it was the easiness of you totally getting what we were trying to achieve. Very quickly you grasped what I wanted to do - you totally got it.”

The Team.

Nicola Wass
CEO & Founder

Nicola Wass is the driving force of SoMoCo. Under her leadership, SoMoCo has pioneered innovative strategies and solutions steering countless individuals towards healthier, safer choices and habits.

  • Nicola's expertise in applied behavioural science is regularly sought by media outlets including BBC, Radio 4, Times Radio with notable mentions in The Times and The Telegraph. When she isn’t at SoMoCo she can be found at her local boxing gym, or dancing to disco -we’re sure there is a connection there somewhere!

Aakanksha Ramkumar
Senior Behavioural Scientist

Aakanksha is an interdisciplinary behavioural scientist with cross sector experience and has recently joined SoMoCo as their Senior behavioural scientist. She is passionate about driving prosocial behaviour and simplifying complex concepts into actionable insights.

  • With MScs in Applied Behaviour Analysis and Behavioural Science for Management, Aakanksha has long standing background in psychology and has applied these learnings into a myriad of projects.

    She has incorporated the latest research, insights, and thinking on behavioural science into a wide range of work, and has previously worked with Hitachi, HSBC, E-Life, Energy Saving Trust, United Utilities, Network Rail, Transport for West Midlands, NHS Greater Manchester (ICB), and Essex County Council.

    Outside of work, Aakanksha is passionate about hiking, music in many forms, and thinking 24/7 about her next meal!  

Gev Arnsberg
Associate - Behavioural Scientist

Gev is a passionate behavioural scientist dedicated to addressing the root causes of challenges rather than just their symptoms, believing that true change comes from understanding and influencing behaviour at its source.

  • Driven by the belief that traditional analytical methods often focus on symptoms rather than route causes, Gev applies behavioural science to drive meaningful outcomes for individuals and businesses. Having lived in over 25 homes across multiple countries, he has developed a unique ability to adapt to new environments and cultures. This experience has reinforced his belief that solutions must be flexible and continuously tested, ensuring they are effective across different contexts.

Lucie Robinson
Operations & Growth Director

Lucie is an award-winning senior leader with a proven track record in driving organisational transformation, leading large-scale complex programs, and building high-performing teams. Known for her strategic innovative thinking, effective stakeholder collaboration and a tenacious reputation for making things happen in even the most challenging environments.

  • Lucie started out as a Client for SoMoCo back in 2021. She is an educated lawyer with over 14 years experience in project, program and change management across the UK, USA, New Zealand and Asia. Outside of being the chief cat herder at SoMoCo, Lucie is a passionate boxing enthusiast and Zumba instructor. 

Holly Hope Smith
Head of Behavioural Science

Dr. Hope Smith is Head of Behavioural Science at SoMoCo and a Research Fellow at The University of Manchester demonstrating her leadership in both applied research and academic settings. With over 50 publications, Dr. Hope Smith's research has directly influenced healthcare policies and practices.

  • Dr. Hope Smith brings a strong background in advanced epidemiological and statistical methods, ensuring that SoMoCo’s research findings are robust and reliable. Her publications demonstrate her ability to handle complex data sets and apply innovative methodologies, such as quasi-experimental designs and longitudinal analyses that accurately model and predict behaviour over time. In her role as Head Behavioural Scientist she developed predictive tools and strategic recommendations to address COVID health inequities during the pandemic that protected vulnerable populations and informed UK DoH policy. Her ability to foster collaboration with national and international institutions, including honorary researcher roles with Birmingham University, the Karolinska Institute, and partnerships with Columbia University, NIH, and Temple University USA contribute to SoMoCo’s continued success.

Lelde Krumina
Behavioural Scientist

Lelde joined SoMoCo in December 2021 with an MSc in Psychology from The University of St Andrews and a strong foundation in both qualitative and quantitative research.

  • Fascinated by human behaviour, she seeks to make a significant impact through her work. Outside the office, she enjoys planning her next travel adventure, diving into a good book or game, or training for her next ultramarathon.

Rhona Armstrong
Operations Coordinator

Rhona joined the team in September 2018 with an MA in Business & Management from The University of Glasgow and over ten years of experience in public engagement across the UK, USA, Australia, and New Zealand.

  • Her global experience has fostered a deep commitment to social impact. Passionate about making a difference, Rhona enjoys reading, long walks, and creative projects, and she values her role at SoMoCo for the opportunity to effect positive change.

Nicola Hedlam
Associate - Data Science

Nicola is a seasoned economist and strategist with 18 years of experience managing projects and leading teams in complex governmental environments across the North of England.

  • She is an Associate of SoMoCo, contributing her expertise to various projects. Nicola is a recognised thought leader, contributing to media outlets and podcasts. Additionally, she has edited five books on the social impacts depicted in the radio series “The Archers”.

Vicky P Taxiarchi
Associate – Data Science

Vicky is a quantitative researcher with a Ph.D. in Biostatistics from the University of Manchester, specialising in clinical trials and big data analysis, including statistical modelling and machine learning.

  • She is passionate about projects that enhance health and well-being, currently focusing on the mental health of children, young adults, and exploring behavioural change.

Bob Wass
Digital Storyteller

Bob creates films that harness real-life stories to influence others, seamlessly blending roles from editor to shooter to sound engineer.

  • Beyond his work at SoMoCo, he produces music videos.

    He is also married to our CEO, Nicola!

Jim Fox
Associate - Legal & Business

Jim is a qualified solicitor with over 15 years of experience in various legal domains, including commercial contracts, intellectual property, real estate, employment, data protection, and civil litigation.

  • He currently serves as an in-house solicitor at The University of Liverpool, leading the Legal & Insurance Team, and is a Visiting Lecturer at the University of Law. Outside work, Jim has a keen interest in local history and the economic development of the Liverpool City Region.

“The magic of SoMoCo lies in our people. It’s not just about the expertise we bring; behavioural science, neuroscience, ethnography, design, and data analytics, it’s more about our relentless curiosity, and the energy we pour into every project. We live what we do and take genuine delight in finding the one thing that will make a profound impact for the organisations we work for”.
NICOLA WASS, CEO, SoMoCo

Our Values.

We’re a small team with social conscience, collaborating with our clients to inspire better choices and build sustainable habits. 

Our unwavering commitment to the ethical application of behavioural science ensures we never take on work that could intentionally disadvantage, coerce, or mislead.

Our power is our people. We give as much weight to a candidate’s attitudes and qualities as we do to what’s on their resume. We believe in the potential of every single member of our team to do great work and strive to create the conditions in which everyone can flourish.

We work hard, but we also understand the importance of building in time for fun, recovery, and reward.

Come work with us!

SoMoCo is currently seeking two new exceptional people to join our team.

We are searching for passionate, collaborative and innovative people to dive into the world of behavioural science and human-centred design.

This is your chance to find a role that not only matches your skillset and ambitions, but also allows you to drive a positive, tangible change in the world. 

If you have significant experience in planning, leading and managing behavioural science projects, particularly within the public sector, find out more about our two new positions by accessing the job descriptions below:

To apply, simply email us directly at hello@SoMoCo.co.uk with your CV and a cover letter detailing how your knowledge, skills and qualifications have prepared you for this role.