Richard Kirk

CEO BetterPoints

Richard has worked in behaviour change for over 30 years. After a grounding in FMCG, he was instrumental in building a successful business in the incentive industry, before forming his own company. Projectlink grew from an idea to £50m turnover suppling communications and promotions for FTSE100 companies and international brands.


As CEO of BetterPoints, the behaviour change technology specialist, Richard is thought-leading the modal shift to sustainable mobility, healthy activity, and the link into future transport for both public sector and major corporates.


The Cass Entrepreneurship Fund has recently completed the Government’s Future Fund £800,000 matched investment into BetterPoints. The investment will be used to grow the team in order to capitalise on the momentum towards more sustainable behaviours.


Richard added: “Positive behaviour change in individual travel modes generates increased physical activity, a shift change in transport and significantly reduces CO2. Healthier lifestyles, improved air quality and a major contribution to climate change drive the nation’s commitment towards Net Zero.”

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