Unlocking 15% Market Share Growth with Point-of-Entry Financial Consumers

The Challenge

A leading financial services company was facing fierce competition and needed to identify a new source of growth. Specifically, the brand aimed to drive long-term growth by engaging an underserved yet high-potential consumer group: Gig Economy Worker. These consumers were entering critical life stages – such as beginning to save, pay off debt, or plan for retirement – and needed financial guidance. They were initiating wealth creation, however, they also faced deep institutional distrust and lived in “survival mode,” with financial products often feeling out of reach or irrelevant. 

The brand needed to build trust, make its services more accessible, and position itself as a partner in these consumers’ wealth journeys.

The Approach

To effectively understand, reach and resonate with this segment, Collage deployed a three-pronged methodology: analyzing the consumer landscape and its relationship with financial services products, creating a Custom Audience for comparison and to identify overlapping values and ways to reach them, and translating meaningful insights into action for the brand.