The Behavioural Insights Team (BIT) was established in July 2010. Its objective is to make a reality of the Coalition Government’s intention to find ‘intelligent ways to encourage, support and enable people to make better choices for themselves’. Behavioural approaches have now been applied by BIT to a range of major domestic policy areas. Health stands out as making rapid early progress and an important early mover given the large role of behavioural factors in public health, such as smoking and diet. But there has also been good progress in many other policy areas, including environmental behaviour, consumer empowerment, crime, and fraud, debt and error.