Historically, wealth management firms built and marketed their services to only a narrow portion of the population that is no longer representative of America's affluents. As an inclusive, progressive leader in financial services, our client committed to changing this, and as part of this effort, wanted to take an intersectional look at how diverse communities relate to their finances, wealth, success, and financial services.
Ipsos Strategy3 Solution
To uncover meaningful, authentic insights from the different but connected diverse communities that are part of our client's customer base, we embarked on a multi-phase research engagement that culminated with three white papers. Through interviews with client stakeholders, expert interviews, a symposium, online community, in-home qualitative research and a quantitative survey, we uncovered the key motivations, beliefs, preferences and attitudes that drive financial decision-making and wealth management practices among affluent African Americans, Hispanic Americans and LGBT+ Americans.
Outcome & Results
Our work culminated in three white papers focusing on these three aforementioned diverse communities. Our worked highlighted the experiences of these communities and shed a light on thousands of individuals from different backgrounds and professional experiences. This work ignited a broader, powerful conversation in the wealth management industry around how to best meet the needs of these underserved and underrepresented communities across the United States and is setting a new standard in financial empowerment and wealth management practices and outreach.