Understanding financial concepts from an early age is increasingly recognised as vital for lifelong money management and economic wellbeing. For a major financial services client, we engaged with 1,000 children and their parents to explore attitudes, knowledge, and behaviors around money, savings, spending, and financial decision-making.

Our research revealed that parents play a pivotal role in shaping their children’s financial literacy and habits. Many parents actively teach their children about money through everyday activities—like shopping together, managing pocket money, and role-playing financial scenarios—helping children grasp basic concepts such as saving, budgeting, and the difference between cash, debit, and credit.

Parents also vary in their approach: some give children freedom to manage money independently, while others prefer closer supervision, but most agree on the importance of preparing their children for real-world financial responsibility

Children expressed a strong desire to understand money better, with many eager to learn how to save, invest, and make informed spending decisions. However, they also face external pressures from peers and social media, which can influence impulsive spending behaviours.

The research highlighted the value of age-appropriate financial education programs that combine practical skills with fostering positive attitudes toward money management

The insights gained allowed our client to develop tailored educational content and tools that support both children and parents in building financial confidence. By empowering families with knowledge and practical strategies, the client is helping to lay the foundation for a financially savvy next generation—one better equipped to navigate the complexities of personal finance and achieve long-term financial wellbeing.

This case underscores the critical role of family engagement in financial education and the need for innovative, accessible programs that resonate with both children and their caregivers.

For a national pension provider underwritten by a global financial institution, understanding how to engage younger generations with pension products was a strategic priority. To inform the development of innovative offerings aimed at youth, we engaged with 1,200 people—primarily young adults and those at the early stages of their careers—to explore their attitudes, knowledge, and expectations around pensions and long-term saving.

Key Insights from Young Adults:

Our research revealed that while most young people recognize the importance of securing their financial future, pensions often feel distant, confusing, or irrelevant to their current lives. Many respondents admitted to low awareness of how pensions work, what options are available, or the benefits of starting early. There was a clear appetite for products that are simple, transparent, and flexible—features that help demystify pensions and make them feel more accessible and relevant.

Participants expressed strong interest in digital tools: they want to be able to manage and track their pensions online or via apps, receive regular updates, and access educational content that explains pension concepts in clear, relatable terms.

The idea of government incentives, employer contributions, and tax relief was appealing, but not always well understood—highlighting the need for better communication and engagement.

Sustainability and ethical investment also emerged as important themes. Many young people want their pension savings to be invested in ways that align with their values, such as supporting green initiatives or responsible businesses.

Product Development Impact:

Armed with these insights, the pension provider was able to shape new product concepts designed specifically for younger savers. This included features like low minimum contributions, flexible payment options, and the ability to choose investment themes (e.g., sustainability-focused funds).

They also prioritized the development of user-friendly digital platforms and tailored educational resources to help demystify pension planning and empower young people to take early action.

Wider Implications:

This project highlighted the urgent need for the pensions industry to modernise its approach and language when targeting younger generations. By listening directly to the voices of young adults, the provider positioned itself to launch products and engagement strategies that not only attract new customers but also help improve the long-term financial wellbeing of the next generation.

For an insurance provider seeking to understand what truly drives consumers’ insurance purchasing decisions, we interviewed 1,300 members of the public to uncover their key motivators and preferences. The research revealed that, above all, the balance between price and the amount of cover was the overriding factor in choosing an insurance provider.

Consumers are increasingly discerning with their personal finances, especially amid economic volatility and a rising cost of living. This has led to a surge in insurance shopping, with more than half of customers actively seeking better deals or more suitable coverage.

Many respondents indicated that while low premiums are attractive, they are not willing to sacrifice essential coverage—people want to feel protected without overpaying, and they are quick to compare policies to ensure they get the best value for their money.

Other important factors included the ease of digital purchasing, transparency in policy terms, and the quality of customer service. However, these were consistently secondary to the core issue of price versus coverage.

As a result, many consumers are willing to switch providers or adjust their policies if they perceive a better deal elsewhere, contributing to record-high rates of insurance shopping and policy churn in 2024 and 2025

The insights gained from this research enabled the insurance provider to refine their product offerings, marketing messages, and customer engagement strategies—ensuring a sharper focus on competitive pricing, clear communication of coverage benefits, and streamlined digital experiences to meet evolving consumer expectations.

For a leading insurance company seeking a comprehensive understanding of today’s diverse drivers, we engaged 10,000 drivers of mixed demographics to explore a wide range of driving-related topics—including experiences on different types of roads, driving habits, insurance purchasing decisions, and preferences for breakdown cover. To deepen insights into gender-specific perspectives, an additional 2,500 participants were recruited, all of whom were female.

Key Insights Across the Driver Spectrum:

The research revealed that driving habits and insurance needs vary significantly across age, gender, and socioeconomic backgrounds. For example, men are statistically more likely to make insurance claims—particularly for collision coverage—while women are slightly less likely to drive older vehicles and tend to prioritise safety and reliability when selecting both vehicles and insurance products.

Older drivers, having spent more years behind the wheel, are more likely to have made an insurance claim, while younger drivers often report higher levels of digital engagement and are more open to usage-based insurance models that reward safe driving with lower premiums.

Insurance and Breakdown Cover Preferences:

When it comes to buying insurance, drivers overwhelmingly cited the importance of balancing price with the level of cover provided. Many participants expressed frustration with pricing models that rely heavily on demographic or socioeconomic factors—such as education, occupation, or homeownership status—rather than actual driving behavior, with some groups feeling unfairly penalised despite having clean records

The growing popularity of telematics and usage-based insurance reflects a desire for fairer, more personalized pricing that rewards safe habits and provides transparency.

Breakdown cover was seen as essential by many, especially among female drivers and those in rural areas, who emphasized the importance of rapid response times, clear communication, and comprehensive roadside assistance. Female participants also highlighted the value of customer service and safety features in both insurance and breakdown cover offerings.

Driving Behaviors and Road Preferences:

The study also explored how drivers adapt their behavior on different types of roads. Urban drivers reported greater stress and a higher incidence of minor accidents, while rural and motorway drivers focused more on vehicle reliability and long-distance comfort. Across all groups, there was a strong interest in educational resources and digital tools to help improve driving skills, manage insurance policies, and access real-time assistance.

Impact for the Insurance Company:

Armed with these insights, the insurance company was able to refine its product offerings, marketing strategies, and customer service protocols. By addressing the specific needs of different demographic groups—particularly women and younger drivers—they enhanced their ability to deliver tailored, transparent, and fair insurance solutions. The research also informed the development of new digital tools and value-added services, positioning the company as a forward-thinking leader in a highly competitive market.

For a project focused on innovation and product selection in the financial services sector, we interviewed 300 independent financial advisors (IFAs) to understand their perspectives on developing and selling new financial products—particularly whether products shaped by advisor expertise and consumer insights would be easier to sell than those created solely by financial companies.

Key Findings from IFAs:

The overwhelming consensus among IFAs was that products designed with direct input from experienced advisors and real consumer feedback are significantly more attractive and easier to recommend to clients. Advisors emphasised that their independence allows them to offer unbiased, client-centric advice and select from the whole of the market, rather than being restricted to a limited panel of products

This means they are acutely aware of what clients genuinely need, value, and understand—insights that are often missed when products are developed in isolation by providers.

IFAs highlighted that products co-created with their involvement tend to:

Address real-world client needs and preferences, such as flexibility, transparency, and alignment with long-term financial goals.

Feature clearer documentation, more intuitive structures, and better digital integration, making them easier for both advisors and clients to understand and use.

Offer more compelling value propositions, such as innovative features or tailored risk management options, which are easier to communicate and justify during client consultations.

Many advisors also noted that products developed in this collaborative way are more likely to gain trust and traction in the market, as they reflect both professional expertise and lived consumer experience. In contrast, products pushed to market by financial companies without such input often require more explanation, face greater skepticism, and may not align as closely with what clients actually want or need.

Impact for Product Development:

The insights from these 300 IFAs made it clear that collaboration between product providers, advisors, and end clients leads to stronger, more marketable financial products. Providers who involve IFAs early in the development process not only create offerings that are easier to sell, but also foster greater advisor loyalty and customer satisfaction—key drivers of long-term success in a competitive industry

This research underscores the value of a partnership approach: when financial innovation is guided by the expertise of those closest to the client, the result is a win for advisors, providers, and—most importantly—consumers.