System 2: deliberate, reflective thinking before we act.
One horse is white and immortal. It is noble, a lover of honour, modesty and temperance. In today's behavioural language, this is System 2: prefrontal cortex, logical and reflective thinking.
About Us
The intersection of reason and instinct.
ethyx operates where rational thought meets instinctive behaviour, anticipating, predicting and harnessing how people will really behave.
Brand & Ethos
Plato wrote of a metaphor, apparently originating with Socrates, in which our soul is like a person driving a chariot hauled by two very different flying horses.
System 1: instinctive, limbic and automatic reactions.
The other horse is dark and mortal. It is driven by appetite and impulse. In behavioural terms, this is System 1: limbic, reflexive, automatic reactions.
The charioteer
Our intellect and reason are the charioteer trying to steer both horses. Through strength and reason, one might achieve eudaimonia — a state of wellbeing, flourishing and human good.
Our Identity
Our logo is a stylised representation of the two horses, expressed through a modern software product lens.
It is a play on the word ethics. Our work is founded on ethically approved evidence and designed to improve human outcomes in practice.
We keep the “e” lowercase to keep focus where it belongs: the customer outcome, not ourselves.
Our Team
The people behind ethyx
The behavioural science and product leadership behind the platform.
Dr Darren Coppin PhD, MBA, FIEPC
CEO & Chief Behavioural Scientist
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The Solution He Built
Dr Darren Coppin has spent 25 years and a PhD figuring out what predicts human commitment, behaviour and action. His research focuses on wellbeing, resilience, mindset, relatedness, commitment, authenticity, autonomy and what makes humans human. This work has been validated across government programs in seven countries and published in the Journal of Rehabilitation.
Why Organisations Trust Dr D
This research provides the scientific foundation for ethyx. Darren has worked with billionaires, Prime Ministers, Ministers, Senators, senior public servants and CEOs globally. But his core inspiration always comes from the person on the street. He holds a PhD from ACU and an MBA from Cranfield. Mentored by Professor Felicia Huppert, his first book "It's All B.S. (behavioural science)" publishes late 2026.
Devon Passmore
Director of Product
The Products He Builds
Devon believes software should be simple, beautiful and built to solve real problems. With nearly a decade of experience across SaaS, HR technology, recruitment, aged care and disability sectors, he graduated from Falmouth University with a design philosophy that centres on human experience and interaction.
Why Organisations Trust Devon
Devon's experience spans recruitment systems, SaaS platforms, compliance tools and workforce technology across aged care and disability services. He prioritises clear scopes, early value delivery, and constant business alignment — building software that feels invisible.