Persona differences across five key themes

Banking and insurance consumers share enough common ground to be grouped into four personas, as identified by our 2019 Global Financial Services Consumer Study. Whether they are Pioneers, Pragmatists, Skeptics or Traditionalists, financial services consumers' viewpoints clustered around several themes.

But when it comes to these themes, what consumers value, and how they value it, changes significantly depending on the persona. Knowing the similarities among bank and insurance consumers is not enough. Providers will also need to know the differences, particularly across these findings:

Appetite for integrated propositions addressing core needs
Personas vary when it comes to integrated propositions, in which financial providers team with non-financial vendors to bundle relevant services into a "one-stop-shop," such as a property-buying solution that bundles a mortgage, insurance coverage, security equipment and an additional loan for furnishings. Pioneers and Pragmatists are more in favor of these—with Pioneers most willing to pay.

Pioneers and Pragmatists are more in favor of integrated propositions from financial services providers—but only Pioneers are willing to pay. Percentage of consumers interested in integrated propositions that address core needs overall

Percentage of consumers interested in integrated propositions that address core needs overall

Appetite for personalization of services
Consumers want tailored, customized offers. But their interest in personalization varies significantly by persona. In general, Pioneers and Pragmatists lead the way in wanting personalized offers.

Consumers’ interest in personalization varies significantly by persona. For example, 86 percent of Pioneers want offers and perks tied to where they shop, compared to only 30 percent of Traditionalists. Percentage of consumers who want to receive offers and perks based on where they shop

Percentage of consumers who want to receive offers and perks based on where they shop

Willingness to share data for reciprocal benefits
Data is the cost of personalization and financial services customers across personas are willing to pay that price.

Financial services customers across personas are willing to share data. Percentage of consumers willingness to share data in return for advice that is more relevant to personal circumstances

Percentage of consumers willingness to share data in return for advice that is more relevant to personal circumstances

Integration between physical and digital channels
More than half of financial services consumers (59 percent) want a true omnichannel banking experience—in which they can switch seamlessly between physical and digital channels.

Percentage of consumers who want to see their banks blending physical and digital services. Percentage of consumers who want to see their banks blending physical and digital services.

Percentage of consumers who want to see their banks blending physical and digital services.

The role played by trust
The good news: Trust in banks and insurers is high. However, it is lowest among Skeptics, who also show the least satisfaction with their branch experience.

Personas’ trust in banks and insurers is high. However, it is lowest among Skeptics. How the personas trust their banks and insurers to look after their financial well-being.

How the personas trust their banks and insurers to look after their financial well-being.

Our personas and key findings provide banks and insurers a starting point—a road map that can help financial services providers meet every consumer's unique needs. Learn about the action steps our report recommends.



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

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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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Financial services consumers vary significantly based on how they value offers and services. Explore the similarities—and the differences.

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