Save or Share this Report

For B2C Marketing Professionals

Why US Investors Behave The Way They Do

Segmenting US Investors, 2015

April 10, 2015

Primary author headshot

Authors

  • By Bill Doyle
  • with Luca S. Paderni,
  • Audrey Blumstein

Why Read This Report

This report, originally written for eBusiness and channel strategy professionals, includes content relevant to your role. Here's why: US investors comprise half of all online US adults — a vast market with a great diversity of needs, motivations, and behaviors. To succeed with these investors, B2C marketing professionals need to reduce this diversity by dividing investors into targetable groups with similar characteristics. Edward Jones, for example, prospers by targeting conservative, long-term investors who want to work with a hometown advisor; startup digital investment manager Wealthfront is in hypergrowth, thanks to an obsessive focus on Millennials who want to delegate investment decisions. The trick with segmentation is finding variables that can help you understand and influence the prospects and clients you value most. Personal wealth, for example, is an important variable — but it's not a strong predictor of many investment behaviors. What is? An attitude-based variable such as investors' self-directedness. By combining self-directedness and investable assets, our segmentation yields nine discrete groups. Marketers can use the segments to understand investors' motivations and influence their choices of products, channels, and firms.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($745 USD).

Purchase