How To Target Active Investors & High-Value Professionals On Their Financial Wellness Journey

Explore why partners that deliver affluent, influential investors focused on financial security in contextually relevant, brand-safe environments are a winning combination for financial advertisers.

Navigating the path to financial security is challenging, especially in a world where financial uncertainty often looms large. The concept of financial wellness has emerged as another tentpole of our lives that is a critical component of our overall wellbeing. And one that marketers for financial institutions need to understand and tap into to effectively communicate with and gain the trust of their target audience.

According to Forbes, the concept of financial wellness “is about changing financial behaviors and adopting more effective money habits to secure financial stability and financial freedom.” It’s about more than just balancing a checkbook or making sound investments; it’s about achieving a state of financial security, peace of mind, and a sense of empowerment over one’s financial life.

This article will explore new research into the investment and banking habits of today’s professionals and offer insight into effective marketing strategies for financial brands looking to influence this key audience. A few things are certain: targeting, contextual relevance and environment all play key roles in engaging audiences and driving impact.  Let’s explore each to better understand how they affect campaign ROI.

Effective Delivery of Active, Influential Investors and High-Income Retail Bankers

Since our first elevator display was lit in 1997, Captivate has been a leading media partner to efficiently reach high-income audiences. We have built our business on successful execution of campaigns targeting affluent professionals in office towers and recent expansion into 200+ WeWork co-working spaces and 5,000+ luxury residential properties. 

Captivate Viewers Are 2x More Likely To Be Asked For Advice on Financial Matters

As mentioned earlier, it is important for marketers to understand that professionals in Captivate buildings are confident, influential investors. 1 in 5 say financial podcasts influence their investment strategies. And interestingly, men are 2x more confident in their knowledge of investing vs. their female counterparts. Their overall understanding and confidence in investing is supported by the Captivate | Office Pulse study that 3 in 5 professionals manage their own financial assets.

A recent Gallup poll finds that 61% of Americans report they own stock; up 11% from 2020 and the highest it has been since 2008. Similarly, the World Stock Market found that 59% of Canadians invest in the stock market. Millions of those individuals work and live in properties with Captivate. MRI-Simmons research provides 3^rd party validation of the value of Captivate’s audience, indicating that Captivate viewers are 54% more likely to invest in the next 12 months and almost equally more likely to have completed 50+ investment transactions in the past year. They are a critical audience to reach not only because of their active investment activity but also because Captivate viewers are 2x more likely to be vital investment influencers.

Captivate Viewers – Completely Agree
People often ask my advice on financial matters	211 Index
Often discuss my knowledge of financial products/services with others	208 Index
I recommend financial products/services that I like	163 Index

Additionally, Captivate viewers are active retail bankers who are 84% more likely to have opened a personal line of credit and 67% more likely to have taken a 2^nd mortgage in the past year.

Proprietary Research Provides Valuable Insights for Finance & Retail Banking Marketers

Captivate | OFFICE PULSE research offers marketers timely analysis, category insights and campaign effectiveness measurement from our proprietary panel of over 6,000 professionals who work and live in Captivate buildings. Our research is trusted by leading brands to measure campaign performance and data from our topical surveys has been widely published recognizing Captivate | OFFICE PULSE as the leading authority on the pulse of today’s professionals. 

Syndicated research tells a compelling story. But even more persuasive are insights from a recent financial wellness survey of Captivate viewers themselves. It reinforces the importance of reaching Captivate’s influential audience & provides valuable insight into areas of opportunity for finance, banking & credit card marketers. Let’s dive into the data representing professionals in Captivate buildings across the U.S. and Canada.

A resounding 3 in 4 professionals believe investing in the future is important. Currently 2 in 5 have $250K+ in investable assets and 10% have over $1Million. Taking a deeper look to evaluate their financial wellness, older professionals (A35+) are 30% less likely to describe their financial health as “Good” or “excellent” compared to younger professionals (A18-34). Marketers should understand this disparity and make strides to reassure audiences that their brand can help guide them on a path to financial security and wellness.

There is no surprise that current investment goals and priorities differ among these segments – older professionals have a heavier focus on retirement and children’s education. Younger professionals are focused more on milestone events (wedding, moving), a big purchase (home) and travel experiences. Insights below detail the overall investment goals & priorities of today’s modern professionals:

What are your investment goals/priorities right now? 

• 80% Retirement
• 50% Rainy Day (emergency fund)
• 34% Big Purchase (house, car etc.)
• 32% Travel Experience
• 26% Child’s Education
• 17% Milestone Event (wedding, moving)

8 in 10 Professionals Prioritize Saving for Retirement

How do you currently manage your financial assets? 

• 62% I manage on my own
• 37% Financial Advisor/CFP
• 12% Wealth Management Advisor
• 9%   Automated Robo Advisor

The study also explored retail banking attitudes and behaviors that can help fuel marketing strategy. Data shows that 2 in 3 professionals are satisfied with their primary bank. When choosing a banking institution low fees (65%), mobile & online access (60%), quality customer service (58%) and security/fraud protection (57%) are the most important factors in their decision.

Top Ranked Primary Banks:

US:	CANADA:
32% Chase	27% TD
14% Bank of America	25% RBC
11% Citi	14% CIBC
6% Wells Fargo	10% BMO
4% Capital One	8% Simplii Financial

Captivate | OFFICE PULSE can deliver custom insight into challenges specific to your business. For example, financial institutions targeting high-income investors may be interested to know where they plan to increase their investments in the next 6 months – 69% stocks, 40% mutual funds, 36% ETFs. Let’s work together to deliver research that will improve your ROI and drive results.   

Top Financial Institutions Trust Captivate To Deliver Results