claropartners | Financial Offers for Digital Natives
8275
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Financial Offers for Digital Natives

Financial Offers for Digital Natives

DEEP SHIFTS
Financial Services

What do you do if are your next generation of banking customers are cash poor and focused on experiences in the moment?

We ran a program with a consortium of six banks to understand emerging consumer behaviours related to financial management, and we explored the shifting FinTech landscape.

 

Through ethnographic fieldwork and industry expert interviews across six countries, we understood new behaviours and developed frameworks, personas and design principles for banks to create new offers relevant to digital natives.

Challenge

Our consortium participants were struggling with a wave of new startups disrupting their core business offers. Directly related to this threat, they were not connecting with the next generation to turn them into customers.

 

They wanted a clearer understanding of the developing FinTech landscape and changing consumer lifestyles and expectations, to be able to develop compelling offers for this new generation. Equally important, these financial institutions were looking for ways to proactively engage with startups as opportunities for collaborative value creation.

Approach

Ethnographic fieldwork across Europe, North America, the Middle East and Asia with digital natives from all social and economic backgrounds to makes sense of their lifestyles values and behaviours.

 

Expert interviews with leading thinkers in financial service, startup ecosystems, generational change, and innovation process.

 

Immersion tours with clients to see customers and new challengers firsthand in the content of their lives

 

Built out the emerging Fintech landscape by consumer value proposition to help orient our clients to the explosion of innovation, and better situate their busienss within it to find opportunities.

Impact

Created a fully interactive digital landscape populated by 250+ startups that represent all the unique emerging value propositions in the FinTech space; this included funding and scale information for each company, as well as detailed business models for identified archetypes.

 

Conducted a two-day cross-company collaborative workshop for sharing insights and opportunities through consumer personas, scenarios cards, and a consumer modes model. This workshop balanced structured activities to ensure deep transfer or knowledge to participants with unstructured time to generate and share ideas with peers from other companies and regions.

 

This workshop was followed by custom workshops at each client organizations’ headquarters to apply learnings to proprietary opportunities and ongoing initiatives.