/ Lifestyle

Reimagining Client Needs for Financial Services

The Challenge

Despite best laid plans, life is not always linear. As people transition from one stage to the next, their needs and goals shift, and correspondingly, so do the roles that money and investing play.

Path forward

To understand clients’ nuanced needs, Egg Strategy partnered with a leading financial services company to look beyond money and into the needs and fears people have throughout their lifetime.

Using a mixed-method approach, Egg first spoke with eight experts, in and outside of financial services, to understand how people navigate life transitions, aging, and decision-making. After identifying key needs, Egg validated the learnings through a robust quantitative segmentation with 1,500 clients and investors.


The project outlined a needs-based framework that allowed the client to prioritize clients needs, identify engagement opportunities, and better serve their clients as people rather than just investors.