top of page

Insight of the Day: There are 3 new types of fintech consumers. Here's who they are and what they want from their banking experience

Findings: Visa's Global 2024 Consumer Segment Analysis reveals three distinct profiles of digital-savvy consumers in the fintech space: Fintech Pioneers, Reward-Seeking Digitalists, and Tech-Inclined Pragmatists. Each group has unique preferences and expectations for financial products and services.

Key Takeaway: To stay relevant in the evolving fintech landscape, card issuers need to understand the nuances of these consumer segments and tailor their offerings accordingly. Partnering with agile providers who offer digital-first tools and a rich ecosystem of capabilities is crucial.

Trend: The trend is a shift towards a more diversified and personalized fintech experience, with consumers seeking solutions that align with their specific financial goals, lifestyle preferences, and technological comfort levels.

Consumer Motivation:

  • Fintech Pioneers: Driven by novelty, brand affinity, efficiency, and rewards/points.

  • Reward-Seeking Digitalists: Seek immediate value, self-improvement, and support for worthy causes.

  • Tech-Inclined Pragmatists: Prioritize simplicity, convenience, and straightforward solutions that combine their accounts in one location.

Driving Trend: The trend is driven by advancements in technology, increasing consumer comfort with digital banking, and the demand for more personalized and convenient financial solutions.

Target Audience:

  • Fintech Pioneers: Young, affluent consumers who are early adopters of new technologies and payment methods.

  • Reward-Seeking Digitalists: Older, established consumers who value self-improvement and social impact alongside financial benefits.

  • Tech-Inclined Pragmatists: Consumers who prioritize simplicity and convenience but are still open to new payment methods.

Product/Service Description: The article focuses on financial products and services offered through fintech platforms, including checking and savings accounts, digital wallets, credit and debit cards, and cryptocurrency exchange services.

Conclusions: The fintech landscape is evolving rapidly, and consumers are becoming increasingly diverse in their needs and expectations. To succeed, card issuers must understand these nuances and adapt their offerings accordingly, partnering with agile providers who can deliver innovative and personalized solutions.

Implications for Brands: Brands need to move beyond a one-size-fits-all approach and develop targeted strategies for each consumer segment. This includes offering a variety of payment methods, prioritizing user experience, and leveraging data analytics to personalize offerings.

Implications for Society: The rise of fintech has democratized access to financial services, empowering consumers with greater choice and control over their finances. However, it also raises concerns about data privacy, security, and the potential for financial exclusion of those who are not tech-savvy.


bottom of page