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Banks Insight | Women

Rosi McMurray

Planning Director, Financial Services & Technology

Kantar TNS



Insight lacking

about women

bank customers


Banks do not take women seriously. The world in which women think about their money is quite different from the world in which men think about their money. The key point is that understanding a person’s frame of reference is critical. Banks say they do that, but they expect women to step into their world and this still feels like a man’s world. It’s partly down to legacy and this is most pronounced in investment banking and less prominent in non-traditional financial institutions. These findings, from our recent Kantar study of women and banking, could be applied   also to ethnic or cultural groups that are not part of the banking establishment.