U.S. banks are seeking renewed stability in the wake of post-crisis changes—aggressive regulation and legislation, consolidation, and changing consumer attitudes and behaviors towards money.
Institutions can no longer rely on a business model predicated on an endless stream of new accounts: They must understand their current customers, segment their portfolios, and develop ways to deepen and expand existing relationships.
The segmentation challenge banks face will be far easier if they recognize and act on one simple fact: It is women—fully half the population—who play the key role in household financial management. As a result, women are the best target for banks that are serious about relationship banking.
1. Prudential, Financial Experience & Behaviors Among Women, February 2010.