Ep608: Going digital doesn’t bring customers into investing, understanding their behaviour does

Jurgen Vandenbroucke, Managing Director, everyoneINVESTED Digitisation is not a goal in itself, but a means to reach potential investors. Digitising the sales process won’t magically bring more customers into a bank’s investment solutions – investment is an emotional process, and you need to engage properly with consumers in order to help turn their savings into investments. In other words, acknowledge their fear of losing money, address it properly and boost customer loyalty.