Marketing financial services: Engage disillusioned customers in their finances

This article examines what financial services brands can do to engage otherwise disengaged customers in their own financial health - a difficult task, as most people don't like to contemplate something so complex and boring.

Empower disillusioned customers by engaging them in their finances

Claire WoodcockRazorfish London

Marketing Financial Services

This article is part of a series of articles on marketing financial services. Read more.

Most people don't want to contemplate managing their finances - it's too overwhelming, depressing, boring and complex. But by empowering customers to learn and understand on their own terms, they will become more motivated to engage. Here are four basic principles that financial service providers can implement to achieve that change.

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