
Customer Insights for Consumer Duty
Boring Money have been conducting qualitative and quantitative research with fund investors for over 5 years.
This report has been created in response to largely intermediated asset managers wanting support with their Consumer Duty obligations.
The report provides a deep dive into what we have learnt about how asset managers can ensure they are helping investors achieve their objectives.

Sources for this report
Fund Investor Tracker
16 quarterly surveys from Q1 2019 to the present
25,000+ responses from UK fund investors
Detailed questions on investment and value
Annual investment survey
6,000+ nationally representative UK adults
Surveys conducted each January over the last 7 years
Ongoing qualitative feedback
To support our expert views on how to enhance documents and customer journeys
This report will provide




Table of contents
1. Introduction
Consumer duty and the end consumer
Sources for this report
Value from the consumer perspective
Pyramid of value for asset management – metrics to assess and analyse value through a consumer lens
Key driver analysis of what drives value - evolution of client attitudes 2019 to 2023
2. Segmenting fund investors
Mapping fund investors: The key profiles of fund investors, by investment objective, attitude etc.
What and who the different personas value: Which features and brand types do they value
Vulnerable consumer focus – profiling by FCA's identified characteristics
3. Key rules for communication with end investors
Jargon: what do consumers understand, by customer type
Need: what information are consumers seeking
Action: mitigating the risk of key communications and journeys
4. Consumer understanding of price and performance
How consumers judge price and performance relative to other factors
5. Using consumer insights as inputs to your consumer duty framework
Building your framework around the consumer’s needs and objectives
6. Conclusions
What the report will support you to deliver

Aim: The report provides data on what drives fund investors' perception of value, both overall and broken down by demographics.

Aim: The report will identify a number of key profiles of investors and detail what each segment values and needs to fulfil their objectives. It will also look in detail at vulnerable investors and how they differ.

Aim: The report provides recommendations on communication with fund investors. It will provide groups with some “How Tos” and “Don’t Dos” based on our extensive document testing with end investors.
For example – what are ways in which firms can adapt communications to give greater confidence that your customers understand the key metrics relative to price and performance?

Aim: Finally, the report will provide our suggestions for how to bring together insights of what your customers think into a successful consumer duty framework.
Get in touch with us to buy the report
Please contact jim@boringmoney.co.uk for more information or to request a call with the research team.
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