Boosting is defined as context-specific and in-time education of people with the target of increasing their knowledge, empowering them to make better decisions. We set out to develop a conceptual model of how the quality of choice can be affected by boosting. The success of boosting depends on the intrinsic motivation of people to be educated in a certain context. Having found that this intrinsic motivation to learn is lacking in financial services, our conceptual model shall also consider how gamification can impact the effect of boosting on choice.