Gusto have conducted the third instalment of self-funded FinTech research to understand consumer attitudes towards new digital services. The paper outlines the current situation, opportunity and strategies to drive adoption:
- When thinking about how to drive consumers to adopt new digital services, we believe the first step is going back to basics and understanding consumers’ financial needs and priorities.
- Consumers are not currently looking for wide-scale disruption of existing relationships, but tremendous potential exists if they can identify value in unlocking their data.
- In order to do this, the industry needs to leverage brand trust and focus on the benefits that address their fundamental financial needs – with less emphasis on the underlying technology.
- With an increasing industry focus on vulnerability, we also identify how Fintech solutions could help those most in need.
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