Applied  Insights



MindEquity are specialists in reputation communications; conduct, culture and behaviour change, with a track record of repositioning, globalizing and modernizing business through consumer & organisation behavior


Founded in 2018 by Nuala Walsh, a behavioral scientist, NED, and award-winning marketeer with 30 years’ experience in FTSE-50/ Fortune 500 firms across investment management, consulting & sport.  Research expertise in ethical and whistleblowing decision-making.

Former Chief Marketing Officer at Standard Life Aberdeen; prior roles at Blackrock/ Merrill Lynch;  PA Consulting. 


Current Appointments: Founding Director of Global Association of Applied Behavioural ScientistsNED at TS Lombard; Vice-Chair UNWomen (UK)


Member of Inclusion Advisory Board at The Football Association; Gender Taskforce at World Athletics; Ethics Committee at Chartered Institute of Securities & Investment.    

Industrywide Behaviour Change


Awards:  Named among the Top 100 Most Influential Women in Finance (2015);  and Top 50 Most Innovative CMOs (2017).

BT Sport 'Partnership of the Year 2018' for sponsorship of  the British & Irish Lions Tour to New Zealand.

Multi-disciplinary Academics:

Masters in Behavioral Science (London School of Economics); Masters in Business Studies  (University College Dublin);   BA in Philosophy and French (Trinity College Dublin). Trained in Criminal Psychology.  

Harvard Business Review  Contributor and Advisory Council member.


Guest lecturer/speaker at Insead, LBS, LSE and Herriott Watt 

Behavioural Science Techniques

Behavioral techniques adopted might include - social norm messaging, defaults; choice architecture; preference and perception adaptation; priming; nudging customer and employee habits; signalling; framing; incentives; reminder cues; feedback and moral suasion.

Multiplied: The Human Factor

MindEquity accesses a panel of seasoned industry specialists, analysts, and academics to multiply value . 


Some of the clients who place their trust in MindEquity include a retail bank; global airline; hotel chain; fund services firm; oil and gas provider; sports organization.

Sports Marketing

Golf- Rugby - Tennis - Racing - Football - Athletics


Architected the 1st worldwide partnership with Ryder Cup in its 100 year history. Activated high-impact  performance-led brand strategies in Europe (2012) andthe US (2016). Multiple award nominations. 1st Ringing of Nasdaq Bell with Captains. View here.

Led the sponsorship of the historic 2017 Tour to New Zealand. Broke previous media and ROI records. Awarded BT Sport 'Partnership of the Year' - a 1st for  investment firm.  Various interviews and player awards


Member of The FA's Inclusion Advisory Board, set up to eliminate discrimination  in football - from grassroots to elite levels. Implementing a programme of attitude and culture change across race, gender, disability and mental health.


Member of the World Athletics (formerly IAAF) special Gender Leadership Taskforce to advance gender equality across 214 federations. Launched in Bahrain, working with  global team of former Olympians to implement a long-term programme of behavioural change andculture change

Marble Surface


Negotiated and activated the three-year global sponsorship of ATP Seniors tennis tour across14 cities  (2003 - 2006).


Featured legends including John McEnroe, Bjorn Borg, Boris Becker, Goran Ivanisvich, Henri Leconte, Pat Cash. 


John McEnroe

World Number 1 Singles Player (1980) and multiple Grand Slam Winner



Barcelona 2006

An ATP Tour of Champions Event



2016 Ryder Cup Captains 

Davis Love III (USA) 

Darren Clarke (Europe)

Ryder Cup Hazeltine 2016

©2018  MindEquity™  All Rights Reserved.  MindEquity Limited is a Registered Company in England.

MindEquity is a Founding Member of the Global Association of  Applied Behavioural Scientists 2020.