A new approach to understanding customers

After rigorous research, we have identified and created a sophisticated method to profile investors - a method which we believe provides a unique and simple way to understand your clients’ financial needs and preferences.

We call this the Resilience and literacy customer needs framework.

In this guide you will learn:

• An alternative model for understanding, profiling and segmenting your client base, the Literacy and Resilience customer needs framework, which looks at the relationship between an investor’s financial literacy and ‘resilience’ to map out a financial plan;

• The pros and cons of using a risk profile in your business;

• Whether the life-stage model is appropriate to understand a person's investment preferences; and

• Why focusing your energies on two types of investors: the ‘Aspirers’ and the ‘Explorers’ can help expand your business.

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