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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

Portrait of U.S. Household Wealth

Market Volatility and the Enduring Value of Consumer Households

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Report Overview

Know your market with Portrait of U.S. Household Wealth: Market Volatility and the Enduring Value of Consumer Households. Assets fluctuate. But customer relationships are the durable building blocks. Now in its eleventh year, this market sizing and analysis provides a roadmap for opportunities with actionable estimates for current total households and investable assets for the addressable U.S. retail investor market. 

In Portrait, detailed Hearts & Wallets analyses connect proprietary data on consumer behavior with top-down government data derived from Federal Reserve Flow of Funds, the Survey of Consumer Finances and U.S. Census Bureau. Pivot by lifestage, generation, age or wealth group to identify opportunities. Fact-based exercises with market sizing and profiling provide insight into personal finance advice market opportunities.

Select Key Findings

  • The 127.2M U.S. households control $53.2T of investable assets as of mid-2018, more than doubling in the past 10 years. 
  • Consumers under age 45 achieved over half of their total gain in assets from new saving rather than from capital markets or one-time events. 
  • The Portrait Grid™ shows the gains in U.S. household assets over the past five years were concentrated in the 55-64 age range and the $5M+ asset group..

How This Report Helps

Marketing, product and strategy professionals will gain insights into: 

  • Market size for popular targets, such as age, lifestage or generation. 
  • Behaviors and events that drove changes in assets for different groups year over year. 
  • Sizing exercises for targets for different combinations of personal financial advice, connecting proprietary facts on consumer behavior with top-down government data..  

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   

Executive Summary

Key Findings & Implications, Favorite Statistics, Related Research

3-8

Total Market and Components of Wealth

U.S. Households and Investable Assets

9-10

Taxable and Retirement Assets

11-12

Other Components of Households Wealth

13-14

Age and Investable Asset Segments

The Portrait Grid™: Households and Investable Assets by Age and Investable Asset Groups

15-17

Factors of Change in U.S. Household Investable Assets, National, by Age Groups, by Asset Groups

18-23

Sizing by Age, Lifestage and Generation

Age Group Sizing and Projections

24-25

Lifestage Sizing and Projections

26-27

Generation Sizing and Projections

28-29

Sizing Exercises

Overview of Portrait Sizing Exercises

30-31

Portrait Sizing Exercise #1: Complex Situation/Advisor-Guided

32

Portrait Sizing Exercise #2: Complex Situation/Independent Decision-Making

33

Portrait Sizing Exercise #3: Lower Complexity Situation/ All Service Levels

34

Appendix

Appendix: Generation Definitions, Terminology & Definitions, Sample Sizes

35-38

Publication date February 26, 2019. This 39-page report features 27 data-intensive exhibits.

Investment -- Special Packages Available!

Portrait™ Market Sizing

$25,000 each

__Portrait of U.S. Household Wealth: Essential Building Blocks to Empower Strategy & Prioritization. Published February 26, 2019


Investor Quantitative™ Database

$14,000 each

__ Advice & Technology: Beyond Traditional Market Models, Receptivity to Professional Advice and Mobile Payments Connection. Published December 11, 2018.

__ Attitudes & Sentiment: Goal-Centric Consumers, the Advisory Relationship and Dreams of Retirement. Published 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.

Inside Advice® Benchmarking

$12,500 each

__ State of Advice & Guidance: Actionable and Integrated Advice. Published January 29, 2018


Explore Qualitative™ Series

$4,000

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:

$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)

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Select the desired report(s) and send a signed copy of this form to info@heartsandwallets.com. 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.



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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Select the desired report(s) and send a signed copy of this form to info@heartsandwallets.com. 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.