Summary
As an under-served and excluded consumer group, it was critical to define and understand people in financially vulnerable circumstances to drive system-wide change in financial services.
Through a collaborative partnership, we developed the first segmentation available for application across the financial services market which focuses explicitly on financially vulnerable groups.
Using strengths from three organisations ensured:
- expertise and understanding of the financially vulnerable and access to financial service providers
- detailed insights into this group's financial circumstances, needs and awareness through research that reached marginalised groups through taking research directly to them
- a segmentation sized across the UK that can...