thoughtful planner life is under control

Thoughtful Planner

You tend to like to be in control of things at home and in your financial life. Don’t think of that as a bad thing because it means that you have life organized and are following a plan. Being in control may feel stressful and overwhelming at times, but your dedication to your plan allows you to be prepared in the event something goes wrong. Although, like everyone, you may have some worries, you are optimistic about your financial future and feel like you’re making progress toward your goals.
thoughtful planner finances
Highly engaged in your finances
thoughtful planner relationship
Control financial decisions, but others can help guide you
thoughtful planner motivators
Knowledgeable about finances, but want to learn more
thoughtful planner 19 percent of people in the u.s. are just like you
thoughtful planner stays on top of their finacnes

You Like to Stay on Top of Your Finances

As a Thoughtful Planner, you are highly engaged in your finances and that’s driven by your desire to limit surprises and keep track of things in life — from calorie counting to expenses. Staying on top of your finances is something you’re happy to do, and you probably follow a financial plan that you look at frequently. You may have reached your financial goals, but you want to keep that momentum going in a positive direction. You have the ability to focus on your finances and you’re knowledgeable about them, which means that you have solid financial habits. More than likely, you save or invest some out of each paycheck. One barrier for purchasing a financial product that you may be facing is not feeling like you’ve saved enough money to invest. That’s a common barrier for Thoughtful Planners, and quite frankly, most of the other financial styles, too.
financial habits 78% save or invest money out of each paycheck 76% review financial situation at least annually 61% follow a financial plan

You Value Trust in Relationships

When it comes to working with a financial representative, you may be looking for someone trustworthy and collaborative. As the household CFO, you need a trusted financial partner who doesn’t take control of your finances, but adds a level of affirmation that you are making the right decisions. You know this well, but it helps to have someone validate your thoughts.

If you don’t have a financial representative yet, that’s okay! Neither do 60% of Thoughtful Planners, like you. The right person to work with will be someone from a trusted, stable institution that is protecting more than your money — they’re protecting your personal information. You are also someone who wants to learn that you are making the right choice from a variety of sources. You are skeptical of financial institutions, so it’s your nature to visit several websites and maybe even have a couple of conversations before you make that important decision.

thoughtful planner financial representative motivations

You're Motivated by Progress

You’re probably thinking about purchasing financial products that help provide for your family and become financially independent. It’s motivating to you to feel like you are constantly making progress toward financial goals and you want to save as much as possible. You want to be recognized socially as a “financial winner.” Acquiring more financial knowledge is important to you, although you already know a great deal. You find that the more you become educated on financial options, the more likely you are to try new products.


Articles Just for You

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financial attitudes of the united states segmentation study

Want More of the Detailed Data?

Download our full research report to learn more about how we conducted the research and to see more data behind your financial style. 

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


*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.