all financial styles

What's Your Financial Style?

Finances are a part of life we all have to manage, but did you know that each of us has a unique financial style? Do you like to create a saving or investment plan and stick with it? Maybe you'd rather have a little help managing your money and spend it on the experiences you enjoy most in life.

Take our short quiz and learn which financial style you are. Your results can raise your awareness and help you choose a financial path that makes sense for you.

What Will Your Financial Style Tell You?

There are six different financial styles, and our quiz helps you determine which one is most like you. You'll better understand your spending and saving habits, investment style, and how you seek financial help, whether doing the research on your own or partnering with a financial professional.
prideful explorer

Prideful Explorer

25% of the U.S. population are Prideful Explorers.*
They're engaged in their finances and optimistic about their future. Exploring new and uncharted territory is their thing. Prideful Explorers are generous and enjoy when family and friends ask them for financial advice.

thoughtful planner

Thoughtful Planner

19% of the U.S. population are Thoughtful Planners.* 
This financial style is in control. They follow a plan, make lists and are on top of their life, including their finances. They care about where their money is going and track the details. It’s all about making the best decisions.

active provider

Active Provider

18% of the U.S. population are Active Providers.*
Providing for their family is their top priority and their top financial goal. Active Providers have confidence in creating their short-term goals, but long-term goals may be a bit overwhelming.
advice seeker

Advice Seeker

17% of the U.S. population are Advice Seekers.*
They're all about relationships and having a trusted partner in their finances. Advice Seekers are on top of their personal finances and are knowledgeable, but like to have someone to help in the decision-making. 
enthusiastic investor

Enthusiastic Investor

12% of the U.S. population are Enthusiastic Investors.*
This style is passionate about finances and confident that the decisions they make will positively impact their future. Enthusiastic Investors limit their purchases, so they can save for that retirement they can't stop dreaming about.

joyful spender

Joyful Spender

9% of the U.S. population are Joyful Spenders.*
They're all about getting the most out of life and enjoying all that they can. Joyful Spenders probably don’t follow a financial plan "to a T" but they do care about their finances and are motivated to maintain their lifestyle. 

financial attitudes of the united states segmentation study

Financial Style Research Results

For years, financial services companies, including Western & Southern Financial Group, have evaluated American households primarily by demographics and life events. This marketing theory assumes if two people are the same age, live in the same region and have similar incomes, then they have the same attitudes and beliefs about finances and their path toward their own definition of financial wellness. Yet across the research that Western & Southern Financial Group has conducted, we have found that people are connected through a complex range of emotions and attitudes, rather than simply being defined by age and other statistical demographics.

Download Financial Attitudes of the U.S. Segmentation Study (PDF)

heart of customer

Putting the Heart of Our Customers at the Heart of Our Business™

Our financial style research study is one example of how Western & Southern is Putting the Heart of Our Customers at the Heart of Our Business™. It's essential to consistently deliver the genuine and empathetic help that our customers deserve in their time of need. That's why our Heart of the Customer™ approach is a deeper, more personal measure of the typical voice of the customer survey programs. It allows us to continually monitor the pulse of how well we are serving our customers and more importantly, continuously evolve with their ever-changing needs.

*Based on the statistically relevant population within the U.S. market was surveyed within the following parameters: Ages 25-70, minimum household income of $40,000, primary or shared financial decision-makers, and openness to the idea of financial products.

Research study conducted in 2018 by Western & Southern Financial Group. Quantitative and qualitative study of financial attitudes of the U.S. within ages 25-70; $40K+ household income; and openness to financial products. Six categories emerged based upon cluster analysis of a variety of attitudes regarding financial motivations. An algorithm guides the placement of participants into a segment based upon answers to the key differentiating data points.