How it started

A leading UK high street financial provider set out to proactively deepen it’s understanding of ‘later lifers’ (those aged over 65).

More specifically, while a core aim was to explore their financial attitudes and behaviours, the project had a wider scope: to gain insight into the broader perspectives, experiences and lived realities of the people that make up this broad demographic.

How we inspired change

To help this high street financial provider deepen their understanding of later lifers, we set-up a short-term community engaging with around 35 later lifers across the UK.

The study involved several key components over the course of a month. We employed a combination of qualitative and quantitative techniques to generate valuable and actionable insights:

• Surveys
• Discussions
• In-depth Interviews
• Small online group sessions
• Quick polls

We also enabled the member lounge feature to foster organic conversations around what matters most to this age group. Engagement levels were strong, particularly within the lounge, and through active moderation, we gained valuable insight into both the challenges later lifers face and the opportunities they present for our client.

How it lives on

Our analysis delivered a lasting framework for action, equipping our client with a practical matrix that mapped both quick wins and longer-term opportunities. This matrix distinguished between initiatives they could implement independently from those that would require collaboration from third-parties.