A brand story
Not your mother’s financial experience
It’s not broken. It just never worked.
The financial services industry has historically underserved women. Factor in exclusive jargon and a failure to include women’s unique considerations (i.e., living longer and the gender wage gap), and distrust only deepens.
The data supported this. Women “shopped” my client’s financial products and services at similar rates as men but lagged in conversion. And, a 2022 brand perception study revealed that women were far less likely to view my client as a brand for them.
What women want.
Research shows women are looking for clarity, guidance, and relatability
Our hypothesis
We believed that a digital experience that spoke overtly to women and offered a goals-first approach that considered women’s unique financial considerations would engage and convert women more effectively than a gender-neutral experience.