How can financial providers respond
to the needs of a changing customer?

Our global study of nearly 33,000 financial services customers across 18 markets highlights significant shifts in what consumers expect from the sector:

Data as a currency

Customers know data’s value and will trade it—for a return. They are willing to exchange personal data for new, customized benefits. Providers offering real value for data can earn increased trust and loyalty.

Gafa model appeals

For many consumers, and especially Gen Y and Gen Z respondents, Google, Apple, Facebook and Amazon (collectively known as GAFA) are attractive alternatives to traditional financial providers.


Comfort with computer-generated support is growing, bolstered by lower costs, increased consistency and high reliability. Automated servicing can be the sole source of data for some customers, even when making more complex decisions around products.


Generic product advice and services support will not do for today’s financial services customers. They expect their data to be leveraged into personalized advice and benefits, tailored to their life stage, financial goals and personal needs.

Channel agnostic

Most customers are less and less likely to care about which channel they use to communicate with their financial services provider. Their primary concern is quick and easy access.


What do these findings imply for financial services providers?

Take a closer look

Click here to download the full article. Transforming Distribution Models for the Evolving Consumer. This opens a new window.

The Financial Services report examines the global trends and considers what they will mean for this fast-evolving market.


Behind the top-line trends:
Three distinct groups emerge

A deeper dive into our research identified three groups of consumers, each with its own different set of behaviors and preferences for engaging with financial providers.

Consumer Personas

The new financial consumer:
One of three

The 33,000 consumers responding to our survey demonstrated markedly different needs and priorities. We identified three distinct personas. Meet your new customers:

The Nomads

This digitally active group is ready for new delivery models. They are willing to share their data in exchange for personalized services. Nomads are comfortable with computer-generated support and with receiving services from non-traditional providers.

The Hunters

These consumers search for the best price. They want to buy financial services from traditional providers and, while they operate well in a digital environment, they also place value on one-on-one engagement.

The Quality Seekers

These loyal customers value brand integrity and service excellence, and will work with providers who put customers' interests first. Price is less important than elements such as data protection and responsive service.

Prevalence by Market:
The populations for these three personas varies by market. See which personas dominate in various locales.

Quality Seekers

Note: due to rounding, totals may not equal 100%


Learn more about persona preferences in each financial service


Piercarlo Gera

Global Managing Director,
FS Distribution & Marketing

Piercarlo is Accenture’s global lead for its Financial Services Distribution & Marketing practice, which covers work in distribution channels (such as branch, mobile, web and social media) and marketing (such as big data, analytics and CRM).

Erik J. Sandquist

Managing Director,
FS Distribution & Marketing, Global Insurance Lead

Erik helps clients reinvent their business and operating models through transformational change programs. His specialties include insurance distribution, sales, agent effectiveness, customer centricity, marketing, underwriting, policy administration and post-merger integration.

Miguel Montañez

Managing Director,
FS Distribution & Marketing, Iberia & Global Banking Lead

Miguel works with clients in Europe, Latin America and Africa in large transformation programs related to business intelligence, CRM, customer experience, omnichannel distribution strategies and new business models.