Financial Wellbeing – Thematic Research

Banks are developing wellness solutions, going beyond providing financial products to leveraging individual customer relationships in order to become a source of financial guidance, if not outright advice. They already offer a range of products intended to assist with some of the fundamental wellbeing pillars – particularly those surrounding medical and financial aspects. They are also increasingly seeking to use advances in software to add value to the main financial institution relationship.


Financial wellbeing has become more of a concern with the rise of COVID-19, but has seen no drop off in consumer interest as the pandemic has started to come under control.

Many banks are investing in a wellness offering to add stickiness to the main financial institution relationship.

Wellness offerings are increasingly driven by AI and insights derived from customer transaction data.

Reasons to buy

Learn about the current shape of the financial wellbeing marketing.

Gain insight into best practice cases studies from around the world.

Companies mentioned

AMP, ANZ, Betterment, Commonwealth Bank of Australia, Citibank, HSBC, Morgan Stanley, Yodlee

Table of Contents

Executive summary


Thematic briefing


Industry analysis

Value chain


Banking sector scorecard


Further reading

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