Affinity Groups: Old Ideas, New Opportunities in Financial Services: Industry

Affinity Groups: Old Ideas, New Opportunities in Financial Services

Published Date: September 2007

Published By: TowerGroup

Page Count: 9

Order Code: R301-1330

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Opportunities are emerging in financial services to serve tight-knit market segments in social, ethnic, or other interest "affinity" groups. These market opportunities exist for financial services institutions (FSIs) no matter their size, services offered, or geographic footprint. This TowerGroup ViewPoint asserts that FSIs must develop a more inclusive view of the marketplace and target affinity groups to avoid missing out on new business opportunities among market segments with the potential for high levels of customer loyalty and long-term profit. Technology leaders can extend the value of investments in existing technologies around such groups to provide new business value.

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