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. 

Boring Money has a dedicated research work stream which focuses entirely on different "Money Tribes". We do a very deep dive into each identified segment to really understand what they like, what they don't, what they have, what they buy and what they're most concerned about today. Each tribe has it's own triggers, barrier, fears and needs.

Once we get to know each tribe we can then pull together content, messaging and adverts to test. This is practical research which joins the dots between research and content. With our focus groups, we test engagement techniques and content with consumers to identify what successful comms for any given tribe looks like. 

Our off-the-shelf research reports start from £1,995. Talk to Carmel about how we can 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+


  • 1 in 4 working households has a Dependable Dad
  • Focus is on the short-term – paying the mortgage, covering daily costs, and clearing debt
  • Have a greater concern about providing for their children rather than looking after their parents
  • This group does save but feels sceptical around investing. Unlike millennials, they are not totally mistrustful but they do want persuading. Pensions have a particularly bad press with this audience
  • Positive messages and concepts succeed far more than any messages focused around negativity or fear. They look for positive encouragement and reasons to invest

Rebellious Renters

Aged between 25-34 and do not own their own home. 


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

  • Rebellious Renters’ biggest financial priorities are saving for a house deposit and clearing debt
  • When it comes to investing, it is not a space with which many are familiar and it is not seen as one that is particularly accessible – they feel that it is going to be ‘complicated’ and ‘for other people, not me’
  • The biggest barrier to investing is a lack of knowledge and support (52%), however use of financial advisers is low too – 68% of Rebellious Renters have never used a financial advisor
  • Rebellious Renters do not know what they could be doing or how they could be doing it and you can’t ask google if you don’t know what you are searching for to start with!

Grey Gliders

Between 55 and 64 years of age with focus on their retirement


  • They are relatively confident and au-fait with financial products but when it comes to pensions, this doesn’t translate into proactivity (without professional support)
  • Nearly half (46%) don’t know what they should be doing with the money they have and feel they need some form of support in the decision-making process
  • Most concerned that they don’t do anything that is both stupid and irreversibly damaging and so (at best) will seek professional advice or (at worst) do nothing until pushed
  • The need for support and reassurance is best served through ‘traditional’ approaches in terms of language and content should reflect the ‘seriousness’ with which they treat their finances
  • Retirement is a positive concept and the traditional ‘Saga’ image is considered quite dated