What we’re seeing

Last week’s chart revealed the types of personas that emerged when Alkami Research analyzed cleansed transaction data from the panel for investment transfers. Further analysis of these consumer trends shows the average and median dollar amounts invested by each persona. For this analysis, Alkami Research looked at outgoing transfers to investment companies for 2023. 

Aspirational Newbies invested the smallest amounts with a median of $387.32. The Emerging & Tech Savvy persona invested a median amount of $952.34. Finally, the Well-Established persona invested a median amount of $4,500.

Takeaway and Call to Action

Financial wellness is interpreted differently to different account holder personas. Those who are just starting to save and invest might be interested in round-up savings programs, for example, while established investors might be interested in private wealth services. Regional and community financial institutions can use insights derived from transaction data to better tailor their financial wellness offerings to the right account holders at the right time.