How Kashet & Choice Hacking uncovered the deep psychological drivers of High Net Worth Individuals (HNWI)

Managing your money is really just about managing your emotions.   

It doesn’t matter if you’re a millionaire or struggling to get to the next payday, there’s always something surprising about the fears and mental blocks people across the financial spectrum have in regards to building wealth and managing the day-to-day.  

I love working with brands in financial services & fintech because money - at its heart - is so emotional.

The challenge this fintech faced was getting to know what their HNWI (High Net Worth Individuals) target was feeling, thinking, and doing so their product could hit the ground running from day one. 

The problem? People often tell interviewers what they think you want to hear - especially with a touchy and emotional subject like money.

Process & Deliverables
During our user interviews, I relied on behavioral science-informed approaches like COM-B to structure interviews so we can dig into the barriers, biases, and emotions that keep people from reaching their financial potential.
COM-B, a model developed by researchers at the prestigious University College London, helps frame the interviews so we come out with actionable insights that easily turn into marketing comms and product development recommendations. 

My fintech client went from feeling like they were struggling with who their customers were and what they wanted, to having clear behavioral insights, practical recommendations, customer journeys, and easy-to-use personas to inform their product development and marketing.

Does this sound like a challenge you're facing right now?
If you want to get to know your users and customers more deeply (using the power of behavioral science and psychology) I can help by doing a similar project for you and your brand.

Just get in touch here or book out a mini-consulting session.

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