The Story Behind Behaviour Smart.

Every great innovation starts with a personal journey, and Behaviour Smart is no exception.

Our story begins in 1992, when Dean Cotton—our founder and CEO—walked into his very first job as a Nursery Nurse. Working with some of the youngest, most vulnerable children, Dean quickly discovered that behaviour was never just “bad.” Every outburst, every struggle, every quiet withdrawal was a message—a sign that something deeper was going on beneath the surface that a child found difficult to communicate to the people around them.

Dean studied hard leading to a Masters Degree in Teaching and Learning where he focused on behaviour and communication and as his career progressed, he found himself in schools supporting children with social, emotional, and mental health needs. He witnessed, time and again, the pain and frustration that came from misunderstanding: children labelled as “difficult,” staff overwhelmed and families in need of support and desperate for answers.

Too often, the recording systems in place were reactive—not proactive. The focus always seemed to be on recording what went wrong, not on understanding why, or how to help a child grow. This didn’t sit right with Dean. He believed every child deserved to be seen, heard, and supported—not just managed. So he began to experiment, introducing innovative, compassionate techniques in behaviour support. The results were remarkable: within his school, serious incidents dropped by 98%. Suspensions and exclusions became a thing of the past. Children who once struggled to cope began to thrive.

Dean knew this was just the beginning. He saw how much more could be done—with the right tools, the right insights, and the right support. He imagined a world where every school, every care home, every educator could have the same transformative impact he’d seen firsthand—no matter their experience or resources.

That vision became Behaviour Smart.

Built from the ground up by someone who’s lived the challenges and the triumphs, Behaviour Smart is more than just software. It’s a promise: that every incident is an opportunity to learn, that data can drive compassion, and that technology can empower humans—not replace them.

But Behaviour Smart is more than one person’s vision—it’s a team effort, united by a passion for positive change.

Jon Bollinger, Head of Technology, brings over a decade of experience in full-stack development. Jon leads the Behaviour Smart design and development team, ensuring Behaviour Smart is robust, intuitive, and always evolving. His technical expertise ensures the platform is secure, reliable, and easy for staff to use—even during the busiest school day. Jon’s commitment to innovation means Behaviour Smart is constantly updated, integrating the latest technology to meet the real-world needs of educators and care professionals

James Lazaga the Behaviour Smart Digital Marketing Manager, is the heartbeat behind how we connect with our community and share our mission. With a background in performance-driven campaigns across New Jersey and New York, James brings both creative flair and strategic insight to Behaviour Smart. He weaves together behavioural science and storytelling to craft digital campaigns that don’t just inform—they inspire. James’s approach is rooted in empathy and data, ensuring every message resonates with the real challenges and hopes of schools, carers, and families. His passion for building authentic relationships helps us continually listen, learn, and deliver meaningful value to everyone we serve.

Toni Whittle is the Innovation Partner and Designated Safeguarding Lead, Toni holds a Master’s in Psychology and has extensive experience in health and social care. Toni’s focus is on staff development and restraint reduction, ensuring that our platform isn’t just a technical tool, but a resource for genuine human growth. Her deep understanding of safeguarding and psychological best practice shapes our approach to training, support, and communication—helping schools and care homes create safer, more nurturing environments for everyone.

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.

And then there’s Sophie, our AI-powered support bot.

Available 24/7—even on holidays—Sophie offers instant, personalised behavioural strategies and support. Whether it’s summarising an incident report, suggesting strategies for staff and students, or guiding post-incident learning, Sophie ensures that help is always just a click away. With Sophie, Behaviour Smart isn’t just software—it’s a constant companion for educators, making expert advice accessible whenever it’s needed most.

Together, our team combines lived experience, technical excellence, and deep empathy. We’re united by a belief that every behavioural incident is an opportunity to learn, that data can drive compassion, and that technology should empower people—not replace them.

Today, Behaviour Smart stands as a testament to what’s possible when you combine lived experience, empathy, and innovation. It’s a platform designed to give hope, restore dignity, and unlock potential—for children, for staff, and for families, because at its heart, Behaviour Smart isn’t just about managing behaviour.

It’s about changing lives.