Financial planning for the new and emerging life moments

How do you make traditional plans in a world that no longer follows a traditional path?

Life moments are evolving, and so is financial planning. Celebrate how people are curious about their futures to boost customer engagement and interest. 

You go to school, you go to uni or work, find that mystical one, settle down, buy a house, have kids, celebrate the big birthdays with great fanfare or none, then finally retire. It’s all so wonderfully mapped out and predictable. Except it isn’t anymore. For many, this traditional timeline is no longer a simple linear journey, punctuated by predictable moments. Our lives are evolving in different ways and for many, look vastly different to those of our parents and certainly grandparents. Jobs are no longer for life, education doesn’t stop at 18, children arrive much later in our lives and owning a home is all but a pipe dream for many Millennials and Gen Zs.  

Financial planning in a non-traditional path

Each of these traditional markers has always required traditional financial planning, but how do you make traditional plans in a world that no longer follows a traditional path?

The chances are, though that we will all at some point pass through these markers of maturity, even if it is no longer in the prescribed order of previous generations. We may revisit some points. We have the baby before the house or the marriage. We might take a mid-career gap year. We might turn our backs on it all, buy a van and become digital nomads. Whatever we do, and whatever order we do it in, we still need to plan for our financial realities and futures.  

At the same time, new life moments are evolving and becoming part of mainstream culture.  

Going beyond tradition 

So how can financial services brands market traditional financial products to people who no longer live their lives by traditional timelines? The secret is to look beyond the surface, beyond tradition and into what drives people and how they interact with the world. The secret is Curiosity.  

Curiosity is at the core of the human experience and at Sticky we have developed six Curious Consumer Cohorts®. Each cohort matches a baseline trait of an individual’s curiosity. Do you seek a clear and uncluttered worldview? Or do you push yourself to more extreme experiences and daring choices? Are you risk-averse or keen to take a leap into the unknown if the potential reward is greater?  

Discover your curiosity cohort when you take our curiosity quiz. Then explore how our different cohorts approach and celebrate various life moments, and how we as marketers can make the most of their curiosity.

Clarity Seekers® 

Just because a Clarity Seeker is always looking to declutter their life, minimise overwhelm and eradicate complexity doesn’t mean they aren’t also looking to celebrate great moments. Whatever these are, do your utmost to streamline the process. Present the information they need in the simplest form. Reduce or limit unnecessary choices.  Help them to enjoy their big moment by reducing the stress around it, allowing them to focus on what’s important.  

Novelty Explorers® 

Attracted by the unknown, fun and serendipity, Novelty Explorers will appreciate a fresh take or unexpected surprise. Make it memorable: this is, after all, their special moment. Your bank may process hundreds of mortgage applications a day, but the Novelty Explorer doesn’t. Don’t be afraid to be different – a distinctive approach, design, style or way of thinking is much more likely to attract this group than reams of paperwork.  

Socio-Eco Empaths®

Driven by the joy of connection, with a strong moral compass, Socio-Eco empaths often face key life moments with enthusiasm for making new connections and a sense of achievement. The personal touch is key to getting them on side. This can be either through a dedicated point of contact throughout a process, or by highlighting the human side of each life event and how you enrich the experience.

Exhilaration Hunters®

Keen to push themselves beyond their comfort zones, Exhilaration Hunters will be open to new and potentially high-risk investments, such as crypto, to fund their futures and life moments. While they seek out excitement, they are looking to be empowered in their choices and are not necessarily reckless in their actions. They are also more likely to celebrate non-traditional life moments, creating new opportunities for financial support and advice that reflects their desire for dopamine.

Expressive Individuals®

Self-discovery and the opportunity to reinterpret the world through their own understanding mean that Expressive Individuals are happy to challenge the status quo and are core to these new, unpredictable life moments. The idea of hyper-individualism certainly appeals to them, so deals and products that allow flexibility and tailoring to their unique circumstances and outlooks is a sure way to encourage their loyalty. They flourish and spend where they feel seen.  

Fundamentally in a time of shifting markers, when tradition is in flux and so much is changing, speaking to people in ways that align with their core curiosity allows us to look beyond the now. Financial support and planning needs to reflect the curiosity of the individual; when it does, the world of finance ceases to be alien and becomes engaging.

For a content strategy founded in curiosity and the natural way people communicate and explore the world, come speak to Sticky.