Umar's interest lies in helping public and private institutions apply the latest insights from behavioural science to improve decision making. His current projects span the domains of HR, tech, health, finance, security, politics, education and international development. Umar is the founder of Nudgeathon™ - a crowd-sourcing platform in which diverse teams of stakeholders come together to find behavioural solutions to social problems. He is also the founder of Behaviour Insight™ - a tech-based behaviour change solution that systematically identifies barriers to behaviour change and guides the user to develop successful interventions. He delivers regular training and facilitation workshops and has provided his service to over 50 global institutions. He holds a PhD in Behavioural Science from Warwick Business School and a MSc in Decision Science from London School of Economics and Political Science.

Umar is currently a guest teacher on the Executive MSc in Behavioural Science at LSE.