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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. 

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Attitudes & Sentiment

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

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     

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

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

Investment -- Special Packages Available!

Investor Quantitative™ Database

$14,000 each

Special: 2 for $25,000

__ Attitudes & Sentiment: Goal-Centric Consumers, the Advisory Relationship and Dreams of Retirement. Publication Date November 14, 2018.

__ Pain Points & Actions: Insights to Address Large Advice Gaps by Reaching Consumers with Unmet Needs. Published October 16, 2018.

__ Investment Products & Asset Managers: Building Product Relevancy Through Customer Insights. Published September 18, 2018.

__ Money Movement: Insights to Outsmart the Competition as New Accounts are on the Rise. Published August 21, 2018.

__ Retirement & Funding: Building Informed Expectations About Sources of Income in Retirement.  Published June 19, 2018.

__ Income & Net Worth: Thirst for Liquidity and Other Actionable Surprises in Human Capital and Household Finance. Published May 16, 2018.

__ Stores & Success Metrics: Winning the “Hearts & Wallets” of Customers.  Published April 9, 2018.


Portrait™ Market Sizing

$25,000

__ Portrait™ of U.S. Household Wealth: Essential Building Blocks to Empower Strategy & Prioritization. Published March 15, 2017.


Explore Qualitative™ Series

Range of Pricing Options

Accumulators, Talking Finance With Friends: Insights Into Disruptive Trends in Savings, Digital Advice and Asset Management. Published July 19, 2018 -- get all modules or choose from the following:


$7,000. __ Key Insights Report: featuring the big ideas from the research and highlights from the six Qualitative Insight Modules  

$4,000 each. Qualitative Insight Modules
__ How Friends Influence Finance (Sentiment)
__ Social Uses of Technology (Exercise)
__ Role for Asset Managers (Exercise)
__ Investment Account for Future Health Care Expenses (Concept Test)
__ Banking and Investing Together (Concept Test)
__ Digital Investment Advice with a Planning Option (Concept Test)
$10,000 - Special Offer. Get Key Insights Report and 1 module of your choosing.  ____________________________________________ (indicate desired module)


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.

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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 to order 800-930-0966 x1

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