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For eBusiness & Channel Strategy Professionals

Life Events Drive Financial Product Purchases

Product Strategists Must Understand The Impact Of Life Changes On The Metrics, Marketing, And Channel Strategy Of Their Products

June 3, 2011

By Brad Strothkamp with Amelia Martland, Douglas Roberge, Carrie Johnson

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Why Read This Report

Understanding how life events relate to the purchase of financial products has long been top of mind for product strategy professionals. By surveying more than 26,000 US online adults, Forrester has uncovered the real impact of life events on the purchase of financial products. The results reveal that life events, such as getting married, moving, and having children, have a major impact on purchases. Product strategy professionals at financial services firms should challenge their Customer Intelligence teams to uncover those customers experiencing life events — and should direct their marketing and channel partners to use this information to build more successful and relevant acquisition strategies.
Tags: Customer Intelligence Strategy and Process, eCommerce, Financial Services, Product & Solutions Strategies, Technology Product Strategies
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