The intersection of reason and instinct.
ethyx operates where rational thought meets instinctive behaviour — anticipating, predicting and harnessing how people will really behave.
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 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.
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.
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 logo is a stylised representation of the two horses, expressed through a modern software product lens.
Why “ethyx”?
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.
ethyx recognises that organisations are run on reason and process, yet people are also driven by instinctive, emotional, and evolutionarily programmed responses.
We operate at this intersection: anticipating, predicting and harnessing how people will really behave so organisations can make better decisions.
The Transtheoretical Model of Change.
Published in 1983, TTM measures where someone sits on a commitment spectrum and predicts likely behaviour.
Validated across decades and countries, it is one of the most replicated models in behavioural science.
Prochaska & DiClemente publish foundational TTM research.
Hall & Rossi meta-analysis confirms TTM across behaviours and countries.
Coppin applies TTM to employment services in Australian programs.
UK government program adoption expands.
Validation and use continue across Denmark and USA contexts.
ethyx applies the same science with modern AI and product delivery.
From clinical psychology to workforce retention.
Dr. Darren Coppin Dr Darren Coppin's research tested whether change-commitment models could predict retention in employment settings.
Across 250,000+ participants, stage-based behavioural classification reliably predicted engagement and retention outcomes.
ethyx ethyx is the next chapter: proven science applied to workforce retention, software churn, and change programs.
Measure. Predict. Prescribe.
Every ethyx engagement follows the same evidence-based process, adapted to your specific context.
Measure Intent
Quick, engaging surveys capture genuine motivation, commitment signals, and behavioural intent.
Predict Behaviour
Our evidence-based model identifies who will stay, who's at risk, and why — with remarkable accuracy.
Prescribe Action
Clear, specific recommendations. Not just insight — a roadmap for change.
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.
Ready to harness how people really behave?
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