Client stories

Legal and General

Segmentation, ultimately leading to The Rough Guide to Personal Finance

Initially, we worked with Legal & General to create a new market segmentation focusing on financial planning needs and preparedness across mainstream and affluent customers. We then supported L&G in taking the segmentation into the business – and making the most of it’s potential – with a number of implementational activities. These included creating a set of segment films, running commercial embedding sessions among senior teams, and by providing a model for applying the new segments across customer and prospect  databases. The insight from the segmentation led to a partnership with Rough Guides, to create The Rough Guide to Personal Finance.

Client: Legal & General, cross-Division

Project: Segmenting customers’ financial planning needs

Services: Segmentation, implementation, market landscaping