Science and research

Amplifi is partnered with leading academics and institutions.

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Empirical date underpinning our proprietary AI models

Everything we build is based on a strong foundation of academic research

Our partnerships with leading academics and institutions has led us to develop research programmes on;

  • AI and Machine Learning techniques to improve comprehension, identify vulnerability, and calculate risk;
  • tracking consumer behaviour and comprehension when reading legal and regulated information;
  • optimising the digital experience when reading legal and regulated information;
  • linguistics modelling to improve the written word;
  • utilising Web 3 and tokenisation to create smart legal contracts and digital wallets, and 
  • behavioral science and design principles to present legal information in a clear, dynamic, and layered format.

Who we work with

Current Research Projects

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Financial Inclusion

Enhancing the readability and comprehensibility of mandatory disclosures for consumers of financial services products.

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Re-imagining legal notices

Creating novel dynamic digital user journeys for legal and regulated communications.

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AI & Machine Learning

Developing novel algorithms (intelligibility, risk, comprehension, etc) for the Amplifi Cognitive Risk Engines™.

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User Experience Design

Assessing user behaviour to inform product design that provides meaningful and relevant experiences to users.

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Regulated Sandbox

Testing how simplified terms and regulated notices from lenders can improve comprehension and, in turn, consumer outcomes.

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Linguistics

Understanding how meaning is made and understood by different segments of the population.

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Document intelligibility

Testing how AI-based technology can simplify and improve the accessibility of documents within the legal sector for consumers.

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Next Gen Smart legal contracts

Novel research that includes smart legal contracts, tokenomics, authentication and digital wallets.

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Stress and Confusion in Credit Contracts

Research on AI to decode credit contract confusion and deliver smarter, consumer-friendly financial solutions.

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Testing the Intelligibility of Credit Information (Amplifi AI Tool)

Analysing user interactions and comprehension on novel layering of legal information.

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Are designed legal contracts and kitemarks misleading, and are they fair and transparent for consumers?

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Research case study

Mixed messages - Why communications to people in financial difficulty need to offer a clearer, better route to help

Many communications fail to support timely debt help. Clear, empathetic messaging improves outcomes but remains inconsistently delivered across sectors.

Report launched at the FCA (Oct 2022) and referenced in the the Consumer Credit Act reform consultation by HM Treasury (May 2025). 

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Making sense of S&S ISAs

Research case study

Making sense of Stocks & Shares ISAs

Despite Consumer Duty, communications remain complex. Firms must simplify content beyond readability scores, ensuring consumers understand and apply information. Disclosure rules need redesign to truly support decision-making.

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