Rebel Rebel

2024 has been anything but standard. From economic pressure to presidential election to the advancement of AI—collectively, we've seen transformative shifts. But how do these shifts impact the way folks navigate their day to day decision making? More specifically, what behavior shifts should the finance industry be paying attention to? How can these behavior shifts inform innovation? Let's take a look—

Election
& Economy

The election and economy have created a lot of big feelings—and worries have stayed pretty consistent through the year. In general, folks are apprehensive but hopeful about the outlook for the economy in 2024. And, the economy is fueling election decisions and fears.

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Trust &
Consumers

When it comes to brands, people like to believe that building customer trust is a nebulous idea—hard to define how and difficult to keep. But, is it really? We don't think so. This year, we took a look at trust building for brands and industries, including finance. We addressed questions about how to think about brand trust, what brand factors influence trust—and what this means for the finance industry.

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Tech
Across Ages

Our relationship with technology has been ever-evolving since the dot-com era. How folks use technology and what they expect from the tech they use is in a constant state of flux and innovation. We tackled big questions about tech, such as how folks are using technology, how technology impacts their mental health, what they want from their financial brands when it comes to tech, and how they feel about artificial intelligence (AI).

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Heads up finance industry—

Because we're talking all about money and feelings, there are some key themes that persist across the data this year. For folks in finance, here's a few points to consider—

  1. Define the job AI is supposed to do.

    Adding AI for the sake of AI or leveraging a more "catch-all" use case for AI isn't helpful and can actually work against you in brand trust building.

  2. Prioritize interaction touch points.

    Advancements in tech can't replace the value of the person-to-person interaction. In fact, in a tech-focused market, finding ways to care for your customer relationship can be a differentiator.

  3. Build from real needs, not ideas.

    Can't stress this enough—focus on filling the gaps and real needs first—instead of chasing the next loud advancement.

  4. Embrace the both/and strategy.

    We're moving out of a digital-only marketplace and moving into a marketplace where tech and human interaction are seamlessly integrated. Tech is applied to extend interactions, not replace them. Less intrusive, more intuitive.

Thanks to Hurricane Milton, we missed you at the Money Experience Summit 2024. Here's a link to our recorded session. Be sure to reach out and let us know what you think. And of course, if you want more data, be sure to sign up for the Rebel newsletter below.

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