How rethinking segmentation was a game changer for HSBC
Just as Shakespeare had his seven ages of man, so too do banks and financial institutions. But where the former endures, the latter don't. Banks' ages of man are generally based on life-stage and perceived earning powers and spending priorities. Typically these might begin with students graduating and moving into workforce, getting married a few years later, then buying a home, starting a family, moving to a bigger home, becoming empty nesters as they watch the children leave home, before finally easing into retirement.
But such age-based cohorts...
