Wellbeing is “wealth”—a store of value—to society enhancing its resilience and a return on investment on social infrastructure such as galleries. The Organisation for Economic Cooperation and Development (OECD) encourages wellbeing now as an alternative to GDP. Doing so, has created a process for unlocking the true wealth of museums rather than crude indicators such as foot fall or revenue from exhibits. The challenge lies in measurement. By using data and algorithms, we can develop audience engagement pathways within museums enhancing visitor wellbeing. Our work develops brain economics and can contribute to a brain-friendly museum.