Leonore Riitsalu has been a researcher of financial literacy and behavioural insights since 2010. In her PhD dissertation, Riitsalu researched the reasons behind people failing to follow rational reasoning in planning their finances and how they could be nudged to make smarter decisions with the help of financial literacy. Current projects focus on financial satisfaction and the factors impacting this. Riitsalu is a co-founder of the NGO Rahatarkus and a visiting lecturer at the Estonian Business School and the Johan Skytte Institute of Political Studies at the University of Tartu. As a consultant, her clients include OECD and the Central Bank of Saudi Arabia.