The Behaviour Smart Team
CEO - Dean Cotton
Dean Cotton, the founder and CEO of Behaviour Smart, kicked off his career in 1992 as a Nursery Nurse. Fast forward seven years, and he found himself working at a school for students experiencing Social, Emotional, and Mental Health challenges. It was here that he introduced an incident recording system that made a huge difference in how behaviour was supported in the school. In 2005, Dean completed his Masters Degree in Teaching and Learning, and founded Positive Behaviour Strategies Ltd, he was in high demand as a keynote speaker in the UK and abroad. Dean is also an author, expert witness, and behaviour consultant. Realising that incident recording was often time-consuming with little payoff, and armed with support from schools and children's homes and health care settings, Behaviour Smart was born!
Dean is deeply committed to enhancing behaviour management outcomes through innovative tools and strategies. Behaviour Smart, under his leadership, focuses on improving behavioural outcomes rather than merely recording incidents. His work has transformed behaviour systems in schools and children's homes both in the UK and abroad, making a significant positive impact on staff and students alike.
The Behaviour Smart Team
CEO - Dean Cotton
Dean Cotton, the founder and CEO of Behaviour Smart, kicked off his career in 1992 as a Nursery Nurse. Fast forward seven years, and he found himself working at a school for students experiencing Social, Emotional, and Mental Health challenges. It was here that he introduced a simple incident recording system that made a huge difference in how behaviour was managed. In 2005, Dean completed his Masters in Teaching and Learning, and before long founded Positive Behaviour Strategies Ltd, he was in high demand as a keynote speaker, author, expert witness, and behaviour consultant. Realising that incident recording was often time-consuming with little payoff, and armed with support from schools and children's homes and health care settings, Behaviour Smart was born!
Jon Bollinger - Head of Technology
Jon is the tech wizard behind Behaviour Smart, leading the charge with the talented designers and developers at APPT to make sure everything is built to perfection. Jon has been the mastermind and chief architect of countless projects, working with a wide range of clients across a range of industries.
After earning an honours degree in Graphic Design, Jon jumped into the world of full-stack development in 2008. Over the past decade, he's crafted websites, apps, and software, blending great design with cutting-edge technology to create something truly special.
Jon Bollinger - Head of Technology
Jon is the tech wizard behind Behaviour Smart, leading the charge with the talented designers and developers at APPT to make sure everything is built to perfection. Jon has been the mastermind and chief architect of countless projects, working with a wide range of clients across a range of industries.
After earning an honours degree in Graphic Design, Jon jumped into the world of full-stack development in 2008. Over the past decade, he's crafted websites, apps, and software like a pro, blending great design with cutting-edge technology to create something truly special.
James Lazaga - Digital Marketing Manager
James is the Digital Marketing Manager at Behaviour Smart, where he applies his expertise in creativity, strategy, and behavioural insight to craft digital campaigns that resonate with our customers. Drawing from his background in performance-focused campaigns at marketing agencies in New Jersey and New York, James brings valuable experience across various industries to his work here. At Behaviour Smart, he is dedicated to strengthening relationships with our customers through data-driven content and targeted outreach. His energy, innovation, and dedication make him an invaluable part of the Behaviour Smart team, ensuring we continually deliver value and insight to our clients.
Toni Whittle - Innovation Partner & Designated Safeguarding Lead
Toni is the Innovation Partner and Designated Safeguarding Lead at Behaviour Smart, bringing a wealth of experience from her career in the health and social care sector. She’s worked across a variety of roles, supporting adults, children, young people, and those with additional needs. After taking on a senior care position, Toni dived deeper into her professional development, with a special focus on staff training and development. Her passion lies in raising the standards of care and education through staff development and advocating for restraint reduction. With a Masters Degree in Psychology and a heart full of dedication, Toni is truly an invaluable asset to the Behaviour Smart team!
Toni Whittle - Head of Marketing & Designated Safeguarding Lead
Toni is the head of marketing and the designated safeguarding lead at Behaviour Smart, bringing a wealth of experience from her career in the health and social care sector. She’s worked across a variety of roles, supporting adults, children, young people, and those with additional needs. After taking on a senior care position, Toni dived deeper into her professional development, with a special focus on staff training and development. Her passion lies in raising the standards of care and education through staff development and advocating for restraint reduction. With a Masters in Psychology and a heart full of dedication, Toni is truly an invaluable asset to the Behaviour Smart team!
James Lazaga - Digital Marketing Manager
James is the Digital Marketing Manager at Behaviour Smart, combining creativity, strategy, and behavioural insight to drive impactful digital campaigns. He previously worked with marketing agencies in New Jersey and New York, managing performance-focused campaigns across various industries. At Behaviour Smart, James focuses on building meaningful connections through data-driven content and outreach. His energy, innovation, and dedication make him a dynamic part of the Behaviour Smart team!
Veritau is our independent Data Protection Officer (DPO).
At Behaviour Smart, safeguarding your data is a top priority. That’s why we’ve appointed Veritau as our independent (DPO). Veritau is a leading provider of data protection and information governance services, supporting over 600 public sector organisations, including children's homes, schools and local authorities, across the UK. With their expert guidance, we ensure our systems and processes remain fully compliant with the UK GDPR and Data Protection Act 2018. Veritau monitors our compliance, advises on best practices, and is always available to address any data protection queries. If you have any questions about how we handle your data, our partnership with Veritau means you can be confident your information is in safe hands.
Sophie - The Behaviour Smart AI Bot
Sophie is a Behaviour Smart AI bot specialising in helping staff navigate and improve behaviour. With her expertise in behavioural psychology and educational strategies, Sophie provides personalised advice, strategies, and support for Behaviour Smart users to address various behavioural challenges. With a compassionate, solution-focused approach, Sophie ensures that every individual's potential is nurtured through improved behaviour and effective support. If you need help with behaviour support or help using Behaviour Smart, Sophie works 24 hours a day, including Christmas and Bank Holidays.
Sophie - The Behaviour Smart AI Bot
Sophie is a Behaviour Smart AI bot specialising in helping staff navigate and improve behaviour. With her expertise in behavioural psychology and educational strategies, Sophie provides personalised advice, strategies, and support for Behaviour Smart users to address various behavioural challenges. With a compassionate, solution-focused approach, Sophie ensures that every individual's potential is nurtured through improved behaviour and effective support. If you need help with behaviour support or help using Behaviour Smart, Sophie works 24 hours a day, including Christmas and Bank Holidays.
The Behaviour Smart Story
In 1999, Dean Cotton began shaping behaviour at a school for children with social, emotional, and mental health needs. His innovative techniques in positive behaviour drastically reduced serious incidents by 98% and stopped suspensions and permanent exclusions. His skill in noting and reflecting on incidents, along with sharp analysis of data, created tailored behaviour plans that turned things around and improved outcomes.
Dean enhanced his skills with a Master's Degree from Leicester University in 2012, and then excelled as a University Lecturer, Independent Researcher, Behaviour Consultant, and esteemed Conference Speaker worldwide. Aiming to transform how behaviour incidents are recorded, Dean saw the main problem was that current systems were often developed by software teams and the focus was only focused on recording incidents, not improving the outcomes. This led to his creation of Behaviour Smart - more than an incident recording system, it's a ground-breaking tool for better behaviour management.
Behaviour Smart is an incident reporting system, designed through research, for schools and children's homes developed with feedback from users, behaviour experts, and legal advisors. It not only encourages behavioural excellence but also helps protect services. Behaviour Smart users see huge reductions in behavioural issues, proving its effectiveness.
Customer Care
The Boring Stuff
© Copyright 2019 - 2025 Behaviour Smart Ltd.
All Rights Reserved.
Customer Care
The Boring Stuff
© Copyright 2019 - 2025 Behaviour Smart Ltd.
All Rights Reserved.