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Jump start your thinking. Broaden your vision.

Start here for data and insights that are optimized for financial services executives just like you.

Hearts & Wallets is a market research and benchmarking firm dedicated to the financial services industry. Our independent reports and advanced analytics bridge the gap between consumer behavior and the complexity of saving, investing and advice.

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REPORT: Financial Fluency

Consumer Understanding of the Language of Finance and What it Means for Advice, Retirement and Asset Management

The language of investing is complex. Despite all the efforts within the industry to simplify it and make investing concepts more easily understood, we are failing. Investors are still confused - 81% of consumers lack financial fluency. This report looks at the language of investing, who does and does not understand it, how workplace plan participants are particularly challenged and the implications of confusion.

Learn More

REPORT: ATTITUDES & SENTIMENT

COVID-19 as a Catalyst for Change in Saving, Investing and Advice Solutions

The Hearts & Wallets Attitudes & Sentiment report annually tracks key consumer sentiments, goals, concerns and attitudes that are relevant to financial services firms and their strategic decisions. This year, we examine the impact of COVID-19 – how the initial shock and ongoing reactions have changed the consumer mindset and what it means for savings, investing and advice solutions. One in 3 consumers says “the COVID-19 crisis has changed my attitudes towards saving and investing,” with implications for investment solutions, banking and advice.

Learn More

Join the dialogue on how Americans can respond financially to COVID-19.

This 15-minute exercise is open to financial services professionals in all functions, journalists and other individuals interested in personal finance. Individual responses are kept confidential. Learn more

Start The Exercise

Accelerate knowledge. Efficiently.

See more about your customers and the market. Tap into our current data and expertise for timely, efficient answers. Use data that’s built for your business.


What Are You Interested In?

At Hearts & Wallets, we believe the key to earning the right to manage more of people’s money is understanding what consumers want. These are the areas we track. Which are you interested in?

See All Advice and financial planning Financial wellness (workplace) Investment products Retirement and aging NextGen and digital best practices Advisors vs. DIY (hybridization) Pricing Competitive metrics Segmentation

Explore Hearts & Wallets

How do you want to explore?

See how our comprehensive resources apply to your needs. Choose Use Cases to see applications by function, Desired Outcomes to see results, or Interest Areas to browse topics.

Desired Outcomes Use Cases by Role Interest Areas

Testimonials

"We can get good, thoughtful answers from you quickly without having to do any additional research, and you cover all the topics we’re interested in."
Major financial organization
"It’s kind of amazing you’ve already analyzed all the things we’re thinking about."
Fintech startup
"Hearts & Wallets brings an understanding of the consumer mindset to the forefront of business decisions, and give us a heads up on emerging trends."
a leading brokerage-dealer

In the News

The majority of U.S. households, even those that save and invest diligently, place the bulk of their investible assets in tax-deferred retirement accounts and bank accounts, while ignoring 'middle liquidity' options, the report published by Hearts & Wallets notes....

Emile Hallez, Jan 14, 2021

A new study from the financial research and benchmarking firm Hearts & Wallets identifies key goals and needs for saver segments; Where is the lonely middles in the Liquidity Spectrum?...

Jan 14, 2021

Get this: according to a recent study by Hearts & Wallets, 1 in 3 Americans say COVID-19 has changed their attitudes to saving, investing and advice, ranging from increasing anxiety levels to greater receptivity to financial advice....

Jeffrey Cutter, Jan 14, 2021

Investors, including those new to investing, look for robos that do more than just help them with asset allocation, Varas says....

Rheaa Rao, Jan 6, 2021

Laura Varas, chief executive officer of Hearts & Wallets, thinks non-retirement savings need to be prioritized, too....

Taylor Tepper, Jan 4, 2021
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What Do You Want To Accomplish?

Do more, faster with confidence that’s powered by over 80 million consumer and competitive data points.

  • Stay ahead of trends
    with proven foresight in thought leadership drawn from Hearts & Wallets’ unique industry vantage point and three proprietary databases.
  • Find customized facts fast
    with interactive software optimized to support strategic decisions, consumer segment insights, product optimization or communications.
  • Improve business results of your solutions
    with supportive, fact-based benchmarking and expert recommendations from Hearts & Wallets.
  • Create distinctive content for marketing campaigns
    with content licensing for external use in marketing, training or developing thought leadership.

Advance Thought Leadership

See trends from all angles with Hearts & Wallets thought leadership and proven foresight.

Selected Reports for specific topics. See current reports here.

  • Your choice of the latest Report titles
  • Tap into Hearts & Wallets knowledge on specific topics

Trends™ Subscription for an ongoing relationship to keep you ahead of trends in saving, investing and advice.

  • Advance access to all upcoming Reports
  • Exclusive Monthly Subscriber Briefings
  • Favorable pricing on other Hearts & Wallets products and services

Find Customized Facts Fast

Now, you don’t need a data science PhD to get fast, customized answers to time-sensitive questions.

Our software is designed with an in-depth understanding of the challenges you and other financial services executives responsible for strategy, solutions and innovation face every day.
With IQ Dataminer’s powerful, easy-to-use interface, you have instant access to –

  • over 80 million data points on consumer personal finance and competitive performance
  • over 50,000 U.S. households back to 2010
  • 1,600 fields optimized for retail saving, investing and advice businesses
  • custom segments and design targets
  • ability to use Investor Quantitative™Database fields or append exclusive proprietary questions to the IQ™ Database survey to see all data by your typing algorithms.

Improve Solutions Through Benchmarking

Tap into comprehensive market data and supportive, expert feedback to improve conversion, retention and usage.

Inside Advice® Benchmarking
Get a customer’s-eye-view of your advice experiences. This easy and confidential benchmarking works for all types of advice, guidance and engagement experiences, drawing from 60,000 industry data points. See how your answers to important customer questions compare to the industry – from asset allocation, target college budgets, dates for retiring or starting Social Security, recommended savings amounts and more. Choose one of two options:

  • Building Blocks: comparison of the answers to customer questions of your advice and guidance experience to others in the market
  • Best Practices: analysis of relative positioning, capabilities and next best steps

Custom Trust Driver Analysis
Benchmark firm performance on trust drivers and prioritize actions to increase trust.

Custom Presentations, Workshops & Consulting Hours
Ask us to participate in senior management discussions, product ideation sessions, open-ended consultations and custom analysis.

With our powerful combination of extensive line operating experience, consumer marketing and strategy consulting, we can accelerate your team’s understanding and progress.

Access Distinctive Content

Get instant data for marketing campaigns, white papers or technology applications with flexible use options.

Why bother fielding new studies with unpredictable results? Find data that fits your exact purpose quickly and efficiently.

Use Cases by Role

Whatever your responsibility, Hearts & Wallets can help. Select your role and find out more.

  • Strategy & Innovation
  • Customer Experience & Segment Management
  • Advice & Financial Planning Management
  • Product Management & Development

Strategy & Innovation

See emerging trends and obtain inputs for predictive models.

Recent Use Cases:

  • Obtained market sizes and inputs to lifetime value financial model to prioritize capital expenditures.
  • Developed thought leadership campaigns for external use.

Customer Experience & Segment Management

Identify needs of consumer groups and measure results.

Recent Use Cases:

  • Developed business case to target new consumer segment.
  • Analyzed customer satisfaction vs. competition for specific customer types.
  • Evaluated size/fit of potential new demographic group.

Advice & Financial Planning Management

Benchmark current positioning and enhance digital and live advice offerings.

Recent Use Cases:

  • Compared advice and guidance solutions across large organizations to align positioning and pricing.
  • Drove field adoption of planning programs with statistics to validate strengths.
  • Evaluated potential advice partners.

Learn more about Inside Advice

Product Management & Development

Identify targets and key features for current and possible future solutions.

Recent Use Cases:

  • Enhanced retirement income tool capabilities based on needs, preferences and behaviors of a specific target.
  • Promoted new investment products.


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Hearts & Wallets reports and research are for internal use only. Reports, wording of survey questions, structure of fields and data points are the property of Hearts & Wallets and are protected by copyright. Access to them is provided to you for internal strategic use only, and they cannot be used outside of your company without written consent from Hearts & Wallets LLC. Please contact Client Success to add more users for internal strategic access or to inquire about flexible options for licensing content for external use.

By clicking “I Agree”, you agree to our terms of use and that you have read our privacy policy.

Reminder

Hearts & Wallets reports and research are for internal use only. Reports, wording of survey questions, structure of fields and data points are the property of Hearts & Wallets and are protected by copyright. Access to them is provided to you for internal strategic use only, and they cannot be used outside of your company without written consent from Hearts & Wallets LLC. Please contact Client Success to add more users for internal strategic access or to inquire about flexible options for licensing content for external use.

By clicking “I Agree”, you agree to our terms of use and that you have read our privacy policy.

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