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About Hearts & Wallets

Hearts & Wallets is the resource for retail investor data and insights, combining a consumer marketing framework with financial services operating experience. The company is a catalyst for consumer-driven innovation in retail investing and saving. 

Visit: www.heartsandwallets.com/about 

Call now 800-930-0966 x1

Exercise: Motivations to Move Cash into Investments

An Explore Qualitative™ Report from the Series Shopping for Advice on Aging Gracefully

Report Overview

The Explore Exercise: Motivations to Move Cash into Investments from Explore Qualitative™ Research gives insights into the six top reasons older affluent consumers hold cash and motivations that can help consumers get the most out of their assets. 

Each Explore Qualitative™ Report gives you the foundation to unleash your firm’s creativity to shape solutions and messaging that will resonate. With Explore, you can see trends 2-5 years in the future and learn important nuances from actual consumer verbatims. The research is designed, moderated and analyzed by experts who understand both the complexity of saving and investment and role of consumer marketing.

This report is part of the Explore Qualitative™ Shopping for Advice on Aging Gracefully Series, which seeks to understand what motivates older investors who are considering new providers, with a focus on advice and pricing both in and outside of the workplace.

Select Key Findings

  • Among the six top reasons are cited by older consumers for holding cash is funding emergencies without taxes or fees.
  • Accessibility is among the factors that might motivate a move from cash into investments.

Research Focus

This research explores advice shopping behavior and much more! Participants range from ages 53 to 70 with at least $500,000 in assets and $250,000 outside the workplace. 

Segmentation: based on interest and involvement in managing their finances and the depth of personal financial advice they sought.

How This Report Helps

Explore Qualitative™ research provides perspectives on trends that will shape strategies of the future, as well as actionable insights on how to talk with consumers in their own words.

Develop products and messaging by understand the reasons why older consumers hold cash, what may motivate them to turn cash into investments,  and – equally important – what doesn’t. 

About Hearts & Wallets Explore Qualitative™ Research

Talk to consumers in their own words today. Anticipate trends in demand years ahead of the market. Unleash your creativity to develop new solutions and messaging by building on the insights in the Explore Reports. Fielded each year, the Explore Qualitative™ research has engaged over 1,200 consumers and counting in substantive discussions with over 8,000 verbatims in our database. 

For deeper insights, each Explore series divides specific consumer groups into homogeneous behavioral and/or attitudinal groups around key factors such as experience, use of digital or live advice, pricing attitudes and more to probe for important nuances in consumer segments or deeper understanding of the topics covered. 

“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


Research Goals & Methodology

About Explore Qualitative™ Series: Recent Pre/Post-Retiree

3

About Explore Qualitative™ Series: Shopping for Advice on Aging Gracefully

4-5

Consumer Households Involved in Any Money Movement, by Activity Level, by Year (from Investor Quantitative™ Database Money Movement)

6

Consumer Households Involved in Any Money Movement, By Lifestage, By Year (from Investor Quantitative™ Database Money Movement)

7

Households (M) and Investable Assets ($T): by Lifestage (from Portrait of U.S. Household Wealth 2019)

8

Shopping for Advice on Aging Gracefully: Research Target, Locations & Segmentation

9

Segmentation: Desired Scope & Service Ranges on Inside Advice® Grid

10

Explore Exercise: Moving Cash Into an Investment

11

Executive Summary

Key Findings & Implications

12

Key Finding #1

Consumers talk about the six top reasons they keep cash.

13-21

Key Finding #2

Consumers ponder the nature of “cash.”

22-24

Key Finding #3

Consumers share what could motivate them to move cash into investments.

25-33

Appendix

Terminology & Definitions

34

This new 34-page report features 21 exhibits and over 100 consumer verbatims.

Explore Qualitative™ Reports

Get the latest Explore Report! Contact us for pricing options to order.

__ Exercise: Motivations to Move Cash into Investments an Explore Qualitative™ Report in the Shopping on Aging Gracefully series 

Other Explore Qualitative™ Reports from this Series:

Envision: Put your finger on the consumer pulse with a contemporary look at needs and attitudes.
__Unmet Needs That Drive Shopping. Coming Q2 2019
Use insights into unmet needs that drive consumers to seek other advice providers to retain customers and build a competitive edge. Learn consumer concerns about offerings and pricing.

Exercises: Examine market phenomena where products are still several years in the future.
__Expectations from Workplace vs. Retail. Coming Q2 2019
Drive product innovation and language with insights into consumer preference for the type of advice and services received in the workplace vs. retail.

Concept Tests: Get a first look at emerging solutions ready to be packaged and priced.
__“Financial Advice Menu” and Pricing. Order Now!
Investors weigh in on needs for access and payment requirements for advice and service. 

__“Elder Financial Care.” Coming Q3 2019
A concept around a service to help manage finances of aging family members -- beyond investment advice to include bill payment, tax preparation and wealth transfer. 

__“Home Conversion Mortgage” aka Reverse Mortgage. Coming Q3 2019
Understand consumer awareness and receptivity to using reversible mortgages for aging in place.


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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.



About Hearts & Wallets

Hearts & Wallets is the resource for retail investor data and insights, combining a consumer marketing framework with financial services operating experience. The company is a catalyst for consumer-driven innovation in retail investing and saving. 

Visit: www.heartsandwallets.com/about 

Call now 800-930-0966 x1

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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.