About Intellichanges.

At Intellichanges, we are passionate about applying a behavioral science lens to optimizing not only products but the way consumers, organizations and employees feel – and therefore behave. We think about the strategies organizations need to understand this behavior, utilize A/B testing to test hypotheses, and market themselves accordingly.

​Research has shown that the right small changes can have a transformative impact, whether in business or in personal endeavors. 

Lena Belkor
Founding Partner

Experience: Lena has over 15 years of experience in consumer/user behavior insights and experimentation across industries. From Wall Street to Silicon Valley, her experience ranges from practical applications of this experimentation while a trader at Goldman Sachs to running Y-Combinator’s first all-female funded startup -- Venuetastic -- to work with Facebook's Product Marketing and Sales teams as well as leading insights at startups and public companies like GoodRx and Scotts Miracle Gro.

Credentials: Lena holds an M.S. in Management, with a focus on Behavioral Economics and Marketing, from the Anderson School of Management at UCLA and a B.S. in Brain and Cognitive Sciences and B.S. in Mathematics from the Massachusetts Institute of Technology (MIT). Her research while at MIT was focused on the intersection of computational neuroscience and decision making.

Applications: Lena has conducted research with the Stanford University, UC Berkeley, and UCLA Marketing Departments and is published in the Journal of Consumer Research. In addition to her research and marketing work, she has served as a mentor at the Startuponomics conference (a behavioral economics conference for startups with Dan Ariely) and has spoken at numerous conferences and universities across the US, startup incubators, and continues to do research as well as invest in/advise startups across industries.​

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Hillary Richonne 
Senior Communications Advisor

Experience: Former Head of Public Affairs and Politics for the British government in California, Hillary brings enthusiasm and passion to creative communications challenges across diplomacy, education, healthcare, climate action, sport, and lifestyle sectors. She was also Director of Digital Strategy at Summers Strategies, Founder and Chief Strategist for Hillary of Troy Communications in London, and taught high school history and psychology in California.

Credentials: Hillary holds a B.S. in Communications and Media from Boston University and M.A. International Communication and Development at City University of London in addition to a Social Science Teaching Credential from California State University, Fullerton.

​Applications: With nearly two decades of experience with startups and nonprofits, national government and global issues, her time in London, Washington DC, San Francisco, and Los Angeles give her a strong foundation to find cross sectional solutions. She created social media platforms for the NHS in Northwest London, passed automatic voter registration in Nevada, expanded uptake of digital atrial fibrillation diagnostic tools. On behalf of the UK she created coalitions and campaigns for expanded diversity in international higher education, blue tech, climate action, state level trade and business development, and child online safety. ​

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