Trends Report

Understand Your Customers To Help Improve Their Financial Well-Being

Financial Well-Being: Use This Segmentation To Develop Your Financial Well-Being Strategy

April 14th, 2021
With contributors:
Oliwia Berdak , Danielle Walls , David Driskill , Corrado Loreto , Sam Bartlett


Consumers face multiple financial challenges, and many are worried about their financial situation. Various attitudinal, situational, and external factors can impact an individual’s financial capability. To ensure they’re developing the right products, experiences, and services to support their customers’ financial well-being, financial services firms need a better understanding of their customers’ level of financial resilience and attitudes toward their financial situation. This report uses data from Forrester Analytics Consumer Technographics® surveys to define four consumer segments and ascertain their attitudes and behaviors relating to personal finances.

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