Consumer Segmentation

One size does not fit all. We know that a 25 year old, obsessed with housing, is very different in her needs to a 55 year old man thinking about retirement. An investor thinks about their investments differently to the way a saver thinks about their savings. What might turn the latter into the former? We have spent a lot of time getting to know our Money Tribes.

2019 Segmentation Syndicate

In 2019, our syndicated research looks at savers and investors. We'll investigate the Questions of Investing step by step, just as a potential investor would. The Why’s, How’s, What’s and Who’s. We'll find out:

  • What consumers want at each stage
  • Delve into perceptions and expectations of savers on the brink of investing
  • Record experiences of investors taking that first step in quarterly focus groups (1x savers, 1x investors)
  • Find out what they look for when making an investment decision.

Our clients use this for:

  • PR and press work
  • Board papers and strategy
  • Product development 
  • Customer segmentation
  • Marketing and communications

Download full proposal

Members may test marketing material, propositions or web content in the focus groups.

Cost: £7,800 + VAT – to be invoiced in quarterly instalment of £1,950

Those entering the syndicate mid-year will be charged pro rata. Members of the syndicate also get a 15% discount off our flagship Boring Money Annual Conference.


2017 Segmentation Syndicate - 70% off 

We took a deep-dive into the first five Money Tribes in 2017.

These reports are now available for £600 each, or £2500 for the set. Boost your existing consumer segmentation data with our experience, data and insights to help you deliver more targeted comms and products to your chosen audience. 

Dependable Dads

Fathers aged 40-59 with at least one child aged 10+

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  • 1 in 4 working households has a Dependable Dad
  • Focus is on short-term immediate costs
  • Concerned about providing for their children rather than looking after their parents
  • This group does save but feels sceptical about investing. Pensions have a particularly bad press with this audience
  • Positive messages and concepts succeed far more than any messages focused around negativity or fear. 

Rebellious Renters

Aged between 25-34 and do not own their own home. Some want to, some don't - all need to stretch their money 

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  • The Millennial tribe. Homeownership amongst 25-34 year olds is historically low at just 1 in 3

  • Priorities are saving for a house deposit and clearing debt
  • They feel investing is going to be ‘complicated’ and ‘for other people, not me’
  • The biggest barrier to investing is a lack of knowledge and support (52%), traditional advisers is largely rejected. About a third will inherit over £50,000 in the next 20 years. 

Giving Grandparents

Aged 55-64, focused on retirement and passing on wealth

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  • They are relatively confident with financial products but when it comes to pensions, still need professional help
  • Nearly half (46%) don’t know what they should be doing with the money they have 
  • Very risk averse; greatest fear is 'doing something stupid' with their pot
  • Retirement is a positive concept and the traditional ‘Saga’ image is considered quite dated

Wary Women

Women aged 40-59 who likely have savings but have yet to try investing

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  • There are 8.8 million Wary Women in the UK. 75% of them have children.
  • Conceptually, investing meets a clear emotional need: providing security where they see uncertainty. Wary Women largely know what investing is but lack the confidence to start. Why?
  • Only 15% of Wary Women are very confident in opening an investment account
  • Only 25% invest. 

Tired Parents

30-49 with one or more kids under 10, facing new financial challenges

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You know when you're a Tired Parent.

  • 5.5 million Tired Parents in the UK
  • 30% are saving for tuition fees
  • Dealing with financial planning issues like wills and life insurance
  • New and growing responsibilities
  • Know they should think about saving for children but struggling to find time or inclination to start