Wendy De La Rosa is a co-founder of Common Cents Lab, where she uses behavioral science to help people make better financial decisions. Her work has been published in Scientific American, PBS Newshour, Forbes, and Tech Crunch. In addition, she was recently named a Forbes 30 Under 30 honoree and a Daisy and Paul Soros scholar. De La Rosa is also a Ph.D. at Stanford's Graduate School of Business focusing on consumer behavior.

Prior to starting Common Cents Lab, De La Rosa helped start Google's first behavioral economics unit, optimizing product strategy and design, customer retention and engagement, and revenue across 30+ teams. De La Rosa was also a researcher at...