Targeted support is most effective when tailored to consumers’ attitudes, according to research by The Investing and Saving Alliance (TISA) and the University of Nottingham.
The research, which was conducted in conjunction with Barclays, Lloyds Banking Group, and Vanguard, surveyed 4,719 UK adults and was presented at TISA's Financial Advice & Guidance Conference by University of Nottingham professor of financial economics John Gathergood. It found that targeted support increased investment by at least 30% more when tailored to consumers' attitudes rather than being demographic-based. Aversion to risk, expectations of low returns and a preference for keeping money in the UK are deterring consumers from investing, the report found. Investigating attitud...
To continue reading this article...
Join Professional Adviser for free
Signup and gain exclusive members-only insights
- Unlimited access to real-time news, industry insights and market intelligence
- Stay ahead of the curve with spotlights on emerging trends and technologies
- Receive breaking news stories straight to your inbox in the daily newsletters
- Make smart business decisions with the latest developments in regulation, investing retirement and protection
- Members-only access to the editor’s weekly Friday commentary
- Be the first to hear about our events and awards programmes
