Financial Services

The financial sector is facing a fundamental shift in how consumers think about wealth. Material decodes the human motivations driving this change, helping brands design products, messages and experiences that earn lasting relevance.

Understanding the Rise of Financial Nihilism

Faced with compounding economic crises, Gen Z has reached a stark conclusion: the existing system was never built for them.

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Reimagining Research and Insights in Financial Services

Material helped a leading fund manager develop 30 AI use cases mapped to real workflow friction.

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How is Economic Uncertainty Shaping Consumerism Today?

Economic uncertainty is pervasive and growing, with implications for brands across the financial sector and beyond.

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Explore Our Financial Services Perspectives

Material brings 50+ years of expertise to an increasingly complex financial services landscape. Beyond longstanding challenges like compliance and security, brands face eroding institutional trust and rising financial nihilism among younger consumers. Grounded in behavioral science, we map the drivers behind financial decisions, turning human understanding into actionable strategies, technology and experiences that resonate. Where old playbooks fail, we help brands modernize legacy offerings, re-earn trust and capture the next generation of wealth.

We’re entering an era of financial nihilism.

Today’s financial institutions face converging frictions: accelerating AI integration, persistent economic pressure and fundamental shifts in the consumer mindset. Longstanding clients demand agility in an uncertain economy, while younger demographics facing structural economic headwinds view legacy systems with outright distrust.

Financial brands can no longer rely on one-size-fits-all products or messaging. They must adapt to disruption and engage with the messy financial realities of their audiences.

Winning in this landscape means embedding consumer intelligence into core business decisions.

Material bridges the gap between industry change and the nuances of human behavior. We help financial leaders decode shifting sentiment, optimize customer journeys and turn skepticism into sustainable growth.

How We Help Financial Services Brands

Anchor Strategy in Human Insights

Uncover and act on evolving consumer motivations and preferences by combining behavioral science, market insights and real-time social listening.

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Design Experiences That Deliver Transparency and Agency

Move beyond superficial engagement to create intuitive products and services that earn user confidence and deepen institutional trust.

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Drive Lasting Financial Habit Formation

Apply proven behavioral science frameworks to design experiences that establish and sustain new financial habits.

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De-Risk Product Decisions with User Research

Evaluate digital products and services with target audiences to remove friction, improve usability and drive seamless adoption.

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Map Journeys That Reflect Dynamic Consumer Realities

Decode evolving relationships with money to optimize customer journeys across your brand, channels and digital touchpoints.

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Perspective

Decoding the New Gen Z Financial Lexicon

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Our Work

The 2026 Brand Fidelity Intelligent Growth Report

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Case Study

Preparing a Financial Group for an AI-Driven Future

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Perspective

When to Apply AI Moderation to UXR

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Talk to Our Financial Services Team

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By combining behavioral science, human insights and modern technology, Material empowers financial institutions to lead with empathy, address real consumer needs and design experiences that transform customer relationships.”

Christine Cottrell, EVP, Financial + Business Services