Our Segmentation Tools and Resources
Thank you for signing up to access information about Fair4All Finance’s segmentation of people in financially vulnerable circumstances. You can now access the following resources:
Updated insights into people in financially vulnerable circumstances (Updated January 2025)
We’ve worked with our partners Trajectory to provide a series of updated insights on the experience of people living in financially vulnerable circumstances. We’ve looked at a range of areas across our six segments, including product holdings, savings, and access to insurance.
You can view our findings below
An overview: People in financially vulnerable circumstances
Pen portraits and personas (Updated July 2024)
Pen portraits and personas for each of the segments to get to know them better – suitable for all audiences. These include demographic information, financial needs and behaviours, and key considerations for organisations that serve people in financially vulnerable circumstances.
Deep Dives (Updated July 2024)
Archive
Here you’ll find our older Segmentation resources. Please note these use older data sets and are not the most up to date versions of our segmentation information.
Archive – Our credit products report
(Updated 6 October 2022)
A report specifically on credit products looking at ownership and purchase decision insights – most suitable for community finance providers, banks, and other lenders, to support targeted proposition development.
Archive – Our marketing preferences and brand awareness report
(Updated 19 October 2022)
This report is aimed at marketing leads of Community Finance organisations, or anyone who is responsible for marketing strategy and development for people in vulnerable financial circumstances. In it we will explore more detail about the segments under two broader themes:
- Marketing channel usage and preferences
- Brand awareness and usage, including specific views on credit unions.