Skip to content How people feel about money and the choices they make often pull in different directions.
We help you understand what is shaping those choices and turn the messy contradictions in customer behaviour into insight that makes a commercial difference.
01
A familiar name no longer guarantees loyalty
54% of Gen Z would consider switching their financial provider, compared with 35% of Boomers. Size and history carry less weight.
02
Financial milestones look different for Gen Z
39% of Gen Z name starting a business as a short-term goal, more than twice the 19% who name buying a home.
03
Older customers are missing from many innovation pipelines
Longer lives are creating different financial needs, from funding retirement to passing on wealth.
03
AI may start choosing for customers
80% of Gen Z and Millennials already use AI for financial questions. In time, it may choose providers on their behalf.
Sources: STRAT7, AI: The financial advisor in everyone’s pocket, April 2026; How generational attitudes are reshaping consumer expectations of financial brands, June 2026.
Customers expect simple digital banking, while more complex personal and business decisions still depend on trust and the right support.
Long-term saving has to feel relevant to people with very different levels of confidence, from joining a first workplace pension to making decisions in retirement.
The value of cover has to be clear before a claim, whether customers buy it themselves or receive it through work.
New payment and lending services compete on ease, but customers also need confidence in how they work and what they cost.
Policy teams need evidence of how financial products affect different customers in practice, and where unintended outcomes emerge.
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From understanding your customers to shaping products, brands and experiences they'll keep choosing, here's how we can help.
Identify the attitudes and financial goals that distinguish customer groups, so you can shape products and communications around each.
Clarify why customers should choose your financial brand over another, then test whether your communications make that difference clear.
Find the friction in customer journeys and show where people need greater clarity or control over their money.
Develop and test products that fit changing financial goals and the ways customers now manage money day to day.
Spot the cultural shifts and early signals that could shape what customers expect from financial brands, and how you speak to them.
Keep an ongoing dialogue with customers or members, bringing their views into long-term planning and day-to-day questions.
Use Nucleus, our intelligence platform, to find new patterns in customer data and existing research, and show where further investigation is needed.
Work with advisers who know financial services to interpret the evidence and clarify what changing markets or regulation mean for your organisation.
IN THEIR WORDS
01
Experience that puts change in context
Our financial services specialists have over thirty years’ experience, so they’ve seen previous disruptions play out. That helps us put today’s changes in context and see where they may lead.
02
A view across the market
Our work spans providers, regulators and industry bodies, giving us a view of where customer needs, commercial pressure and policy meet.
03
Specialist depth through one team
You work with one lead team, with access to financial services specialists and the wider STRAT7 expertise your question needs.
If you’d like to find out how we can help, fill in the form and someone from our financial services team will be in touch shortly.
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