Financial services are set to change rapidly as Gen Z enters the workforce and begins to spend, invest and purchase property. Understanding shifts in financial behaviour, preferences and attitudes will be critical to charting a successful growth strategy.
Leveraging YouGov data, we’ve identified 10 key financial personas about whom FS leaders need a nuanced POV.
Suspicious bankers – 81% of adults in Britain regularly check credit card and bank statements for suspicious transactions
Crypto confused – 74% of Brits don’t understand cryptocurrencies
Legacy givers – 73% of Brits who say they would leave a legacy donation in their will
Local supporters – 69% of adults in GB make an effort to support British businesses
Insurance avoiders- 40% of adults in GB who say if they could get away with it, they’d have no insurance at all
Impulsive individuals – 39% of Brits say that they tend to make impulsive purchases
Finance frazzled – 37% of adults in GB say ‘financial matters confuse me’
Retirement laggards – 36% of adults in Britain say that they don’t have a pension
Cash connoisseurs – 35% of British adults like to use cash when making purchases
Risk takers – 24% of Brits say that they don’t mind taking risks with their money
Strategy, insights and product leads can leverage YouGov Surveys to specifically target these consumer cohorts within YouGov’s highly engaged panel – whether it’s a quick response survey or deep-dive study.