# More granular customer segmentation and value proposition



By [0x666inclusive](https://paragraph.com/@0x666inclusive) · 2023-02-08

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Clients need to be at the heart of the offering, with banks and wealth managers making personalized recommendations based on the needs of specific segments. Even within a seemingly homogeneous group (such as affluent and mass-affluent investors), a great deal of variation exists in investing experience, willingness to make one’s own investment decisions, desire for advice or planning services, attitude toward risk, preference for digital versus face-to-face engagement, and many other variables.

Notably, obtaining the types of insights required to develop a segmented view of the market calls for a new approach—one not based solely on traditional metrics (such as portfolio size and income level) but also incorporating attitudes and behaviors. Such ethnographic or design-thinking methods have become the best practice among leading global wealth managers.

Asian wealth managers can benefit from applying similar methods to identify target segments and to design tailored service offerings, customer journeys, and value propositions that meet the needs of specific customer personas. Exhibit 4 shows examples of two such investor types, along with their value drivers, needs, and preferred journey preferences.

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*Originally published on [0x666inclusive](https://paragraph.com/@0x666inclusive/more-granular-customer-segmentation-and-value-proposition)*