We all know of ‘impulse buying’ very well. In fact, a big part of our work relies on that to be effective. However New Zealand’s bank Westpac turned that notion upside down with an innovative service and app.

Inspired by Rory Shuterland’s superb TED talk on Behavioural Economics, Westpac developed a way to save on impulse. Rory’s point that marketing knows how to take advantage of impulse buying, but we haven’t figured out yet the way to impulse saving. Westpac just did.

Through a simple single-red-button iPhone app, the bank customers can save up to $50 each time they press it, anytime.