Hearts & Wallets: The source for retail investor data & insights
  • How We Help
  • Products
    Reports
    Trends™ Subscriber Briefings
    IQ™ Dataminer
    EQ™ Vault
    Inside Advice® Benchmarking
  • News
    In the News
    Press Releases
    Podcasts
  • About
  • Sign up
  • Log in
  • Contact

Attitudes & Sentiment

Goal-Centric Consumers, the Advisory Relationship and Dreams of Retirement - a Quantitative Report

Request preview See All Reports

Order Report - Attitudes & Sentiment: Goal-Centric Consumers, the Advisory Relationship and Dreams of Retirement - a Quantitative Report

Basic
View report online
1-20 Seats
Standard
View report online
Download slide images
1-50 seats
Enterprise+
View report online
Download slide images
Get report in Powerpoint and PDF formats
Unlimited seats
(home office)
By submitting this form, I certify that I am authorized to make this purchase on behalf of my company (“Customer”) and that Customer agrees to the following terms. Hearts & Wallets grants Customer a limited, non-exclusive, non-assignable license to use the Hearts & Wallets’ report for Customer’s private, internal use only. Customer shall not use any portion of the report for external use. Customer shall not share the report with any third-party, shall not permit other persons to use the report, shall not create derivative works based upon the report, and shall not sell, lease, or otherwise transfer rights to the report. Any such forbidden use shall immediately terminate Customer’s license to the report. All title, ownership, rights, and intellectual property rights in the report shall at all times remain vested in Hearts & Wallets. Customer does not receive any ownership rights or intellectual property rights in the report. Upon receipt of this report, Customer accepts the report and agrees to pay the amount specified.
By submitting this form you have read and agree to the terms.

TO ORDER PRINT
OR CALL NOW 800-930-0966 x1

Report Overview

Consumers have multiple goals with retirement coming back into focus. The Attitudes & Sentiment: Goal-Centric Consumers, the Advisory Relationship and Dreams of Retirement report provides key insights into U.S. consumer sentiment, key concerns, financial goals, investing experience, and investing and savings attitudes to shape financial products, advice and messaging. 

The report is written by subject matter experts who combine operating experience in retail finance with technology development and consumer packaged goods innovations. The ideas and analysis of this insight module are drawn from the latest fielding of the Hearts & Wallets Investor Quantitative™ Database (IQ™ Database), recognized as the largest single dataset on U.S. retail consumer attitudes, behaviors and buying patterns, with over 45,000 U.S. households.  

Select Key Findings

  • An analysis of consumer attitudes reveals that understanding what a financial advisor does is a necessary first step toward receptivity to an advisory relationship. 
  • Among firms that lead in customers who say they know what a financial advisor does are Morgan Stanley and Charles Schwab. As a “type,” bank customers have the lowest understanding. 
  • The desire to leave a legacy is at an all-time high. 

How This Report Helps

Marketing, product and advice/digital design professionals will benefit from the actionable data and insights in this report to: 

  • Build upon current positive consumer sentiment about the financial future by identifying groups who are most receptive to new products or relationships and target appropriately. 
  • Recognize and track the consumers of consumers with $2M+ as a potential bellwether on the economy and market tolerance. 
  • Develop tools and products that incorporate human capital to address increasing consumer interest in job security. 
  • Expand multi-goal planning – consumers want this! 
  • Address specific unmet needs of consumers to enhance understanding of what a financial advisor does, develop consumer-centric legacy solutions, create compelling connections between banking and investing, and reestablish understanding of what asset managers do. 

About the Hearts & Wallets Investor Quantitative™ Database

The Hearts & Wallets Investor Quantitative™ Database (IQDB) is the comprehensive resource for understanding and analyzing behaviors and attitudes of retail savers and investors. With over 1,000 fields and derived variables, the breadth and depth of topics covered is designed with decades of hands-on experience in the marketing, product, service and research functions it serves. The database covers consumers of all age and wealth segments, with over 5,000 annual responses to an online survey fielded mid-year since 2010. The large sample size of over 45,000 U.S. households permits sizing and profiling of virtually any demographic, behavioral or attitudinal definition for consumer groups. Its national weighting methodology allows for comparisons across years and customer/shareholder bases of leading firms.  

“Rarely does any content that I’ve read over the years reach the level of sophistication and credibility that Hearts & Wallets produces.”    

– Consumer Insights Professional, major diversified firm     

Publication date November 14, 2018. This 36-page report features 24 data-intensive exhibits.

Table of Contents/Directory of Exhibits and Index of Companies

Executive Summary

Key Findings & Implications, Favorite Statistics, Related Research

5-9

Consumers Are Feeling Positive About Financial Future and Investing

Feelings about Financial Future, 2013-2018; by Lifestage

9-10

Perception of Experience in Investing, 2013-2018; by Lifestage

11-12

Risk Tolerance, 2013-2018; by Lifestage

13-14

Summary of Sentiments by Asset Levels, 2013-2018

15

Nationally Concerns Subside; Increases by Select Segments

Concern about Issues, 2018; Change by Asset Levels, Change by Lifestage

16-17

Multiple Goals Reign; Retirement Coming Back Into Focus

Saving and Investing Goals, 2018 vs 2015; Change by Asset Levels, Change by Lifestage

18-20

Attitudes Highlight the Advisory Relationship, Legacies, the Connection Between Banking and Investing, and Knowing Investment Managers Behind Funds

Retirement & Employment Attitudes, Net Agree vs. Net Disagree, 2018

21

Service-Pricing Attitudes, Net Agree vs. Net Disagree, 2018; Cross-tab Analysis; Store Mode Analysis

22-26

Engagement Attitudes, Net Agree vs. Net Disagree, 20183

27

Saving & Spending Attitudes, Net Agree vs. Net Disagree, 2018; Levels of Agreement, by Lifestage

28-30

Banking & Insurance Attitudes, Net Agree vs. Net Disagree, 2018; Levels of Agreement, by Lifestage

31-32

Appendix

Appendix: Terminology & Definition, Sample Sizes

33-35

Index of Companies

American Funds

26

Ameriprise

7, 26

Bank of America/Merrill Lynch

7, 26

Capital One

26

Citibank

26

Charles Schwab

7, 26

Edward Jones

7, 26

E*Trade

7, 26

Fidelity Investments

26

JP Morgan Chase

26

Morgan Stanley

7, 26

PNC

26

Prudential

26

TD Ameritrade/Scottrade

26

TIAA

26

T. Rowe Price

26

USAA

26

Vanguard

26

VOYA

26

Wells Fargo Bank/Advisors

26

Get the Attitudes & Sentiment Report! Contact us for pricing options to order.

Select the desired report(s) and send a signed copy of this form to info@heartsandwallets.com or fax to 800-930-0966. We will prepare a separate invoice for payment.

By signing this form, I certify that I am authorized to make this purchase on behalf of my company (“Customer”) and that Customer agrees to the following terms. Hearts & Wallets grants Customer a limited, non-exclusive, non-assignable license to use the Hearts & Wallets’ report for Customer’s private, internal use only. Customer shall not use any portion of the report for external use. Customer shall not share the report with any third-party, shall not permit other persons to use the report, shall not create derivative works based upon the report, and shall not sell, lease, or otherwise transfer rights to the report. Any such forbidden use shall immediately terminate Customer’s license to the report. All title, ownership, rights, and intellectual property rights in the report shall at all times remain vested in Hearts & Wallets. Customer does not receive any ownership rights or intellectual property rights in the report. Upon receipt of this report, Customer accepts the report and agrees to pay the amount specified.





Name:
Email:
Company:
Phone:
Signature:
Date:
PRESS IN THE NEWS Privacy Policy Terms of Use ABOUT CONTACT US Subscriber Login
Email LinkedIn Twitter
© 2025 HEARTS & WALLETS, LLC. ALL RIGHTS RESERVED
Log In

Forgot Password?
Change or reset your password.

Not a subscriber? Get more info
Learn more about Hearts & Wallets
We'll never share your email with anyone else.
We'll never share your phone number with anyone else.

Already a Hearts & Wallets Trends™ Subscriber? Log in
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.

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.

Inquire

/var/www/private/templates/end_page.php on line 208

Warning: Trying to access array offset on value of type null in /var/www/private/templates/end_page.php on line 208
"> /var/www/private/templates/end_page.php on line 209

Warning: Trying to access array offset on value of type null in /var/www/private/templates/end_page.php on line 209
"> /var/www/private/templates/end_page.php on line 210

Warning: Trying to access array offset on value of type null in /var/www/private/templates/end_page.php on line 210
">
Feedback and Questions about this page

Got feedback for us? Have a question? Found a bug?

Let us know how to make this better for you!

A message is required