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New Psympl Financial Market Research Reveals Differences in Consumer Financial Decision-Making Using Psychographics


Psympl™ Psychographic AI™ for wealth management

Research conducted in collaboration with Ipsos introduces a new paradigm in the use of psychographic knowledge to influence the financial behavior of consumers.

The financial services industry is undergoing a transformation thanks to a recent study by Psymplcarried out in collaboration with Ipsos. This research introduced psychographic profiling to the field of financial decision-making and offers new insight into consumer behavior beyond traditional demographic and socioeconomic analysis.

Financial advisors and wealth management companies have traditionally relied on quantitative metrics such as income levels and asset sizes to tailor their services. But Psympla’s study suggests that understanding psychological drivers — what the firm refers to as psychographic data — can lead to more nuanced and effective marketing and client engagement strategies.

“Traditional metrics tell us what a client’s financial picture might look like, but not why they’re making decisions,” said Ran Mullins, co-founder and CEO of Psympl. “Our psychological AI.”™ technology digs deeper and reveals the motivations behind financial decisions, enabling more personalized and resonant advice.”

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This research has significant implications for wealth managers and financial advisors seeking to improve marketing, client relationships and retention. Insights from the study enable more personalized content and messaging, which can lead to greater client acquisition, satisfaction and loyalty.

The release of the study is timely. As financial companies are estimated to increase their spending on digital advertising to almost level 43 billion dollars in 2025, understanding how to effectively target and engage clients is more important than ever. Psympl’s findings could help these businesses allocate their marketing resources more effectively and ensure their message reaches the most receptive audiences.

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Brent Walkerco-founder and chief strategy officer at Psympl, highlighted the wider impact on the industry: “This survey marks a significant advance in the financial sector’s approach to client engagement. By integrating psychographic insights, financial services can foster deeper connections and more meaningful interactions with their prospects and clients.”

As financial institutions continue to adapt to a rapidly changing economic environment, Psympl’s research insights offer a competitive advantage by improving the way financial behavior is predicted and understood. Psympl aggregates this market research to help inform financial services and wealth management companies’ marketing and client engagement strategies.

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