People

Two disciplines, one decision.

Rubicona pairs a senior behavioural economist with a computational decision scientist. One explains how people judge value and where that judgment fails; the other measures it and builds the model that acts on it. They already collaborate — the working relationship is proven.

Sacha Bourgeois-Gironde SBG
Sacha Bourgeois-Gironde
Co-founder & Principal

An economist and analytic philosopher working at the interface of cognitive science and economics. His research spans neuroeconomics, experimental and behavioural economics, decision theory under uncertainty, and the cognitive foundations of money and economic institutions — the study of how the human mind assigns, and mis-assigns, value.

His empirical work has appeared in PNAS, Nature Communications and Cognition, and he is the author of The Mind under the Axioms (Academic Press), La Neuroéconomie (Plon) and Comment l'argent vient à l'esprit (Vrin).

Professor of behavioural economics and law & economics, Université Paris 2 Panthéon-Assas · Senior researcher in cognitive science, École Normale Supérieure (Institut Jean Nicod — ENS-PSL / EHESS / CNRS).
Umer Gurchani UG
Umer Gurchani
Co-founder & Principal

A computational decision scientist specialising in network analysis, machine learning, reinforcement learning, causal inference, and the design and validation of measurement instruments. His work models decision-making under deep epistemic uncertainty and quantifies social and behavioural phenomena that resist conventional measurement.

Published across the Nature portfolio (npj Ocean Sustainability, Scientific Reports), PLOS ONE, the British Journal of Psychology and Social Media + Society; a public voice on generative AI in Le Monde.

PhD, Université de Montpellier · Postdoctoral researcher, École Normale Supérieure · de facto lead of the ANR-funded EcoDisco programme on decision-making under uncertainty · double major in computer science and social science (LUMS).

Why this pairing

Most firms can diagnose a decision or build the model. We do both.

Behavioural consultancies bring psychology but outsource the data science. Data-science shops build models but lack the cognitive theory to know what to model. Rubicona closes that gap in a single, senior team.

The founders have collaborated closely for years, so clients get a proven partnership — not an introduction.

Work directly with the principals.

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