In brief

In brief

  • Our consumer study, one of the largest of its kind, offers banks and insurers deep insights into their customers’ attitudes and preferences.
  • Banking and insurance customers are more willing than ever to share data—if their needs are met in return.
  • We identified four consumer personas that vary based on how they value banking and insurance offers and services.

Personalization: The expected prize for consumers’ data

What do banking and insurance consumers most want from their providers? According to our study, they value integrated propositions and tailored offerings designed to meet their core needs. They like seamless integration across channels. And they want all of it to be trustworthy. The best news? More than three in four consumers are willing to share their data in return for these personalized services.

Global Financial Services Consumer Study 2019

Accenture's latest research surveyed 47,000 customers to uncover the consumer trends affecting banks and insurers today. See more.

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The 2019 Accenture Global Financial Services Consumer Study surveyed 47,000 banking and insurance customers across 28 markets in Asia-Pacific, Europe, Latin America, Middle East and Africa, and North America to gain insight into what consumers prioritize. It builds on our first biennial study in 2017 and is one of the largest of its kind. Our survey identified values and preferences among financial consumers. We sought to understand what brings varying consumers together, and what sets them apart.

Meet the financial services personas

We learned banking and insurance consumers have many interests in common—but their views vary significantly based on how they value offers and services. We found, based on a cluster analysis of their viewpoints, we could segment consumers into four distinct personas:


Risk takers, tech-savvy and hungry for innovation. They account for 23 percent of respondents.


Ubiquitous, trusting and channel agnostic. They make up 23 percent of the sample.


Tech-wary, dissatisfied and alienated. They account for 33 percent of the sample.


Value human touch, tech-avoiders and losing trust. They comprise 21 percent of respondents.

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Piercarlo Gera

Senior Managing Director – Accenture Financial Services Customer Insight & Growth

Alan McIntyre

Senior Managing Director – Banking

Erik Sandquist

Managing Director, Lead – Global Insurance, Customer Insight & Growth Practice


Banking consumer study: Making digital more human
Guide insurance customers to safety and well-being
Purpose: Driving powerful transformation for banks

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Financial services consumers want personalized services from their providers. How can bankers and insurers serve a million markets of one? Our 2019 Global Financial Services Consumer Study personas and key findings provide insights that can help.

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Full report: Discover the patterns in personality

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