About
From behavioral science to a category-defining engine.
BehaviorSMART started by helping operators run better. It became the company building the Behavioral Decision Intelligence layer for physical environments.
The arc
Built for scale — one decade at a time.
- Behavioral Science
- Validated Methodology
- Behavioral Decision Intelligence
- Engine
- beSMART Platform
- beSMART Spaces
About BehaviorSMART
Founded by behavioral scientists. Backed by a B-Corp charter.
We design choices transparently — we influence, we don’t manipulate.
Your operational data stays yours; only validated, anonymized knowledge improves the engine.
Gergana Nikolova
Co-founder & CEO
Sustainable tourism expert leading business growth and partnerships. MSc, Sustainable Tourism Destination Management — The George Washington University.
LinkedIn →
Milena Nikolova, PhD
Co-founder & Chief Behavior Officer
Behavioral economist, keynote speaker and author. Two decades designing change methods for leisure and travel across four continents.
LinkedIn →A B-Corp commitment is uncopyable. It’s why our transparency stance isn’t a marketing line — it’s a charter.
The vision
Building the Behavioral Decision Intelligence Layer for Physical Environments.
Hotels are only the beginning.