Financial Services

Financial Services

Helping the world’s financial service leaders understand, influence, and serve consumers–now and in the future.

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Generating a wealth of insight for a brighter future.

From increased competition to regulatory reform and FinTech, the opportunities and challenges for the financial service sector have never been more complex. Whether it’s building and measuring brands, developing products and services, or improving the customer experience, our Financial Services market research team understands how to apply market science, consumer psychology, and technology to the ever-evolving banking, insurance, and wealth management industries.

Our Approach

A holistic consumer-centric approach through diverse lenses.

We have a deep understanding of the psychological, generational, social, and cultural drivers of financial decision-making, and bring our multi-layered approach to every engagement. Our holistic perspective helps clients understand the rational, emotional, and identity benefits that spur engagement, build trust, and maintain loyalty. Because your insights should be as well-rounded and complex as the people you serve.


Understanding women's attitudes on money, and investing.

Helping Ellevest gain a comprehensive understanding of their audiences’ attitudes.

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The Client

An alternative to traditional Wall Street firms, Ellevest was founded to provide women with a welcoming, innovative, and cost-effective investment service. The company conducted a study to gain a comprehensive understanding of women’s attitudes on money, investing, and the financial services industry.

The Solution

Ellevest partnered with CMB to survey 2,000 American women and men about topics ranging from career and finances (including gender and investment gaps) to the 2016 U.S. Presidential Election. The sample included augments of LBTQ-identifying women and women of color to ensure a robust view.

The Outcome

This Financial Services market research served multiple purposes, serving as the foundation of Ellevest’s 2018 Money Census report and PR campaign—underscoring Ellevest’s position as an authority on women and investing, as well as providing important information for product and marketing decisions.

View our Latest CMB Consumer Pulse on Peer-to-peer Payment Trends

Give us some credit...

We’re invested in the present and future of your success. Here’s how we’ve helped some other clients with their financial services market research.

  • Segmented cardmembers for a leading issuer of personal, small business, and corporate credit cards based on behaviors and overlaid preferences and attitudes to create richer, multi-faceted segments. The results helped Amex’s OPEN division send the right messages to the right small business owners through the right channels.
  • Created an integrated research initiative to help Vanguard develop a mobile strategy and tools that drive growth and build loyalty, widening and deepening investor relationships.
  • Identified the rewards for a leading issuer of personal, small business, and corporate credit cards, including key psychological benefits, to be further communicated, promoted, or improved to enhance cardmember engagement and drive consideration among prospects.
  • Uncovered for Citi the unique needs and motivations for affluent and emerging affluent customers and prospects–insights which informed further development of their premier banking programs.


Knowing your business is our business.

We’re committed to staying up to date on the latest trends and opportunities to provide that value and edge you need. Check out the areas we’re particularly savvy in below.

Payment Solutions

How we pay for our purchases continues to evolve daily. From the accelerated adoption of contactless payments and buy now/pay later solutions to traditional credit issuers, we help our clients understand the spectrum of payment methods, where to innovate, and how the space is changing—while never losing sight of the customer experience.

Investing and Advising

As FinTech—including new trading platforms and robo-advisors—become ubiquitous, we help leading brands understand the functional and emotional relationships consumers have with their advisors and investments from a holistic perspective.

Branded and Partner Cards

As the payment eco-system grows more complex, establishing partnerships is a strong way to build relationships and engagement with consumers and other businesses. We help clients with everything from developing and optimizing card positioning, benefit importance, and advertising and marketing, to point redemption and optimization strategies.

Mobile Banking

Optimizing the mobile banking experience for customers has long been a focus, but the disruption spurred by the pandemic has only made this more critical. An exceptional mobile experience isn’t a bonus for customers anymore–it is a cost of entry. We help our clients evaluate and optimize the mobile (and in-branch) experience to differentiate and deliver the best experiences to their customers.


The growth of consumer expectations coupled with the pandemic’s impact on the industry requires insurers to look beyond the traditional and develop new services and solutions. Our team of experienced researchers and consultants help leading Property and Casualty insurers understand innovation white spaces, build products for the future, and drive loyalty and cross-purchase. Our recent work includes exploring telematics and usage-based insurance, vehicle manufacturer partnerships, and digital tools.

Our People

Working with us means you’re matched with the best.

We match you with the best people for your unique business challenge. Here’s a sampling of the people who’ll make you their top investment.

Amy Modini VP, Practice Leader

Caitlin Dailey AVP, Account Management

Courtnie Hallendy VP, Accelerate & Account Management

Julia Walker Account Director

Lori Vellucci SVP, Financial Services

They are one of the only if not they only firms we have that can provide the methodological expertise, detailed follow through, story-telling ability AND qual/quant mastery required for big consultative strategic engagements.


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