NorthStandard is taking a new approach to decarbonisation by focusing not on technology alone, but on human behaviour at sea.
Through a partnership with behavioural science platform Signol, the marine insurer is encouraging seafarers to play a more active role in reducing fuel consumption and emissions, using targeted behavioural insights and digital engagement tools.
As part of the collaboration, NorthStandard will offer discounted access to Signol’s software-as-a-service platform to its members, while Signol will cover onboarding costs.
The initiative is built on a simple premise: even the most advanced systems cannot deliver results if crews are not engaged.
Harriet Hunnisett-Johnson, Signol’s head of maritime, explained that motivation — rather than capability — is often the missing link. Seafarers are generally well trained and capable of performing efficiency-related tasks, but the reality of onboard operations, with high workloads and cognitive pressure, means that fuel optimisation is not always prioritised.
She noted that many onboard systems designed to improve efficiency are underutilised or even ignored over time, particularly as crew rotations lead to a gradual loss of familiarity and engagement.
Signol’s approach uses behavioural science techniques to address this gap. Instead of issuing instructions in real time, the platform uses subtle “nudges” — delivered via email or app — to encourage reflection and improvement over time.
For example, rather than reminding a crew member to optimise vessel trim during a busy departure, the system might prompt them later to consider whether the operation could have been handled more efficiently, encouraging gradual habit formation.
The platform focuses on reinforcing positive behaviour rather than penalising inefficiencies. By recognising good performance and providing personalised feedback, it keeps fuel efficiency on the crew’s radar without adding operational pressure.
The results are measurable. According to NorthStandard, crews using Signol have consistently achieved fuel and emissions reductions of between 3% and 8%.
Mark Smith, NorthStandard’s loss prevention director for decarbonisation, said that small behavioural changes can collectively deliver significant impact. He also highlighted that direct engagement with crew members is more effective than traditional top-down communication from ship management teams.
The system tracks a wide range of operational behaviours, including auxiliary engine usage, vessel speed and power consumption. It also uses personalised data to set achievable goals for individual crew members, making performance improvement both tangible and relevant.
Motivation is further reinforced through incentives. In some cases, companies link performance targets to charitable donations or crew welfare funds, allowing achievements to translate into tangible benefits such as onboard facilities or community support initiatives.
At the same time, the initiative acknowledges the growing role of automation in shipping. While automated systems can optimise parameters such as engine RPM and trim, crew members still need to understand how these systems work, ensure they are properly used, and intervene when necessary.
As Smith pointed out, automation is designed to make operations easier, but it also introduces the risk of skill degradation. Maintaining human expertise remains essential.
By combining behavioural science with operational insight, the partnership between NorthStandard and Signol reflects a broader shift in the industry — one that recognises that decarbonisation is not just a technical challenge, but a human one.
