VOL 5 COMING SOON
Humanizing Brand Experience: Financial Services edition
Overview
Now in its 5th year, Humanizing Brand Experience: Financial Services edition, in partnership with American Banker, equips financial institutions with the insights and strategies to lead, thrive, and win in a time of paradox where consumers have more tools than ever, yet feel greater financial stress and uncertainty.
This year’s report builds on our proven model for driving consumer choice and advocacy, while introducing a new attitudinal segmentation that reveals seven distinct financial mindsets. Together with the four dimensions of humanized brand experience, the report offers a roadmap for financial brands to design adaptive, Living Systems of Experience that anticipate needs, flex across mindsets, and deliver outcomes that deepen loyalty, resilience, and trust.
Methodology and impact
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Informed by5,500+U.S. financial services consumers
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Research covers60+drivers across four key dimensions
Segmentation
Knowing the people you hope to serve is a key ingredient in building a more human brand experience.
This year, we’re introducing our proprietary consumer segmentation model. Utilizing our Humanizing Brand Experience research, we sought to understand the nuances of financial services consumers necessary to humanize the industry.
Through rigorous statistical analysis, we’ve uncovered seven distinct segments—each with their own set of needs, preferences, and challenges—that brands can directly target to drive meaningful consumer connections and business growth.
Making it actionable
TYPING TOOL
A single-question classifier that can be integrated into any research study—quantitative or qualitative. This streamlined tool efficiently categorizes respondents into segments with 93% accuracy, enabling targeted insights and personalized customer experiences across your research initiatives.
BRIDGING MODEL
A “look-alike” algorithm that applies the segmentation insights to your existing customer databases. Using shared behavioral variables, this model predicts segment membership based on current customer data, allowing you to activate segmentation without additional customer surveys.
Interested in discussing how segmentation can benefit your brand?
Reach out to Josh Berndt at jberndt@monigle.com to start the conversation.
Consumer mindsets
Discover the seven distinct financial services consumer segments and the strategic insights needed to engage each one effectively.
Basic Bankers
Basic Bankers
Making money decisions day-by-day, Basic Bankers don’t think too much about their financial future. They admit to being spenders rather than savers and seek the freedom digital banking provides.
Ethical Early Adopters
Ethical Early Adopters
Influential and principled, Ethical Early Adopters are a young segment who appreciate the ability to experiment with innovative financial products and services—often using challenger brands.
Support Seekers
Support Seekers
Constantly worrying about finances, Support Seekers admit to not knowing much about money management and leaning on friends, family—and their financial institutions—for guidance.
Prudent Planners
Prudent Planners
Setting financial goals and budgeting carefully, Prudent Planners have a saver mindset and value digital tools that will help them independently achieve their financial aspirations.
Wealth Builders
Wealth Builders
Affluent and influential, Wealth Builders are actively engaged and confident in their money management, making them more likely to use wealth management and investment services.
Retail Loyalists
Retail Loyalists
Often preferring one-stop-shops, Retail Loyalists value convenience and community with reassurance that their finances are safe through personal relationships with their banks.
Independent Investors
Independent Investors
Self-serving and knowledgeable, Independent Investors value their financial freedom above all else, seeking a professional, hands-off relationship with their financial institutions. They don’t take advice, they give it.
“This year’s report makes one thing clear: trust is no longer a differentiator, it is the baseline. What will set financial brands apart is their ability to anticipate needs, flex across mindsets, and create experiences that feel both digital and human. The introduction of attitudinal segmentation shows that people don’t just want products, they want systems that adapt to who they are and how they live.
In a moment shaped by financial stress and the rise of AI, brands that orchestrate Living Systems of Experience will build resilience, deepen loyalty, and create meaningful impact. The challenge is significant, but so is the opportunity to redefine what it means to be a trusted partner in people’s lives.”
– Brian Elkins, Executive Director, Financial Services
