Acxiom Study Offers Investment Firms New Insights to Better Reach Investors
02 July 2009 - 2:31AM
Business Wire
Investment firm marketers who can anticipate when investors will
move to their next life stage can quickly capture market share with
well-timed and personally relevant messages, according to the first
Investor Services Consumer Dynamics study released today by Acxiom�
Corporation (Nasdaq: ACXM), a global leader in interactive
marketing services.
Acxiom�s study, titled �Putting Life Into Investor Insight,�
provides a compelling observation at how investor behavior,
life-stage motivations and affluence come together to influence
investment interests and actions.
�Understanding where investors are in their lives now and where
they are headed enables marketers to anticipate, rather than react
to, the needs of consumers,� said Tate Olinghouse, Acxiom industry
executive for Financial Services. �If you know the life-stage
challenges investors face, you can tailor your messages and
offerings to their unique combination of needs, assets, risk
tolerance and stage of life.�
Acxiom�s study finds an investor-centric approach can help
investment firms:
- Retain and grow current
customers by conducting regular reviews of their current life stage
to forecast potential transitions and events that support their
individual and household investment needs
- Capture new customers by
connecting with their investment goals, limitations, strategies and
current investment partners at a time when they are ready to hear
the message
- Develop the best marketing
message, theme and content appropriate for the investor�s current
life stage and for potential life changes
- Anticipate when investors will
be open to changing investment relationships, modifying investment
choices and changing advice dependency
The Investor Services Consumer Dynamics Study analyzed 70
lifestyle segments across the United States using Acxiom�s
PersonicX� market segmentation system. Investor-behavior traits and
general mindset motivations revealed 12 distinct investor
life-stage segments. Based on this segmentation model, marketers
can define and anticipate primary triggers that lead from one life
stage to the next as well as prevalent life events that occur
within each life stage.
The study, for example, identifies which consumer segments have
the highest net worth; which will be shopping for newer and better
investment options; which are more likely to begin trading online;
and which are ready to speak to � and pay for � a financial
advisor. A few key findings include:
Affluent Couples & Singles
represent more than 10 percent of the U.S. population but account
for 36 percent of new parents in the United States as they migrate
to Affluent Families. This segment possesses 7 percent of the
population�s total net worth. Eight percent of these new Affluent
Families will migrate into the Wealthy segment within two to four
years after their first child is born.
Affluent Families make up nearly 20
percent of the U.S. population, with 8 percent of these households
becoming empty nesters this year. More than 3 percent of the
segment will migrate into the Wealthy segment within four to seven
years, and 80 percent will seek advice during this transition
period and modify their investment position. These households are
also three times more likely to begin trading online at the point
of transition to Affluent Pre-Retired to catch up and grow their
investments as some move to the Wealthy segment.
Affluent Pre-Retired comprises
nearly 7 percent of U.S. households, and almost half have become
empty nesters within the last year. Their investment lifestyle is
short, with many decisions to be made, and 77 percent are looking
for advice to either confirm their financial plans or to create new
ones. That equates to 4.7 million households that are ready to
speak to a financial advisor, and 20 percent of those are willing
to pay for the service.
While the Wealthy segment accounts
for only 8.4 percent of U.S. households, their net worth is 67
percent of the total population�s net worth. One portion of this
segment will be shopping for newer and better investment options
based on planning a family, giving birth to their first child (7
percent will have their first child within the next year), and
seeing that child enter kindergarten. Conversely, nearly one-fourth
became empty nesters over the last year, putting $118 billion into
play. A full 72 percent will seek financial advice during this
time, and more than 8 percent are willing to pay for these
services.
�Pinpoint targeting and anticipation-based marketing form the
basis for marketing campaigns with focused and well-timed messages
that resonate with investors,� said Olinghouse. �Investment firm
marketers can confidently promote products or services they know
will be most relevant to investors based on where they are in life
now as well as their potential next steps.�
To download a free copy of the Investment Services Consumer
Dynamics Study go to www.Acxiom.com/invservcondyn, or call +1
888.3ACXIOM (888.322.9466).
About Acxiom
A global leader in interactive marketing services, Acxiom
connects clients with their customers through deep consumer
insight, powering effective and profitable marketing initiatives
and business decisions. Our consultative approach spans multiple
industries and incorporates decades of experience in consumer data
and analytics, information technology, data integration and
consulting solutions for effective marketing across digital,
Internet, email, mobile and direct mail channels. Founded in 1969,
Acxiom is headquartered in Little Rock, Ark., and serves clients
around the world from locations in the United States, Europe and
Asia-Pacific. For more information about Acxiom, visit
www.acxiom.com.
Acxiom and PersonicX are registered trademarks of Acxiom
Corporation.
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