The financial services industry represents a diverse range of businesses that all share a similar challenge: connecting with increasingly informed consumers who are looking to establish long-term relationships with the right companies. Marketing to these consumers requires an intimate knowledge of not just who they are and where they consume their media, but also what underlying values and motivations drive their decisions.
In a recent study, Resonate tapped into its consumer intelligence marketing platform (covering more than 10,000 attributes across 185 million people in the U.S.) to better understand the values and motivations that drive today’s financial services shoppers in three key sectors: investment accounts, banking and auto insurance. Here is an overview of the defining characteristics of these three audiences, all based on consumers who are looking to switch their services in the next three to 12 months.
