Fair4All Finance segmentation model

Our segmentation model of people in financially vulnerable circumstances

New research from Fair4All Finance, Trajectory and CACI estimates there are 17.5m people who are in financially vulnerable circumstances with a spectrum of those who are precarious to those who are fully excluded. 

This new segmentation can help financial services providers further understand different groups of people, identify which they are serving well today and where there is the opportunity to serve different customer groups. This could not only help build the financial resilience of different groups, but also help organisations to diversify their customer base.  

Customer segmentation is about understanding groups of people and categorising them into groups based on similar needs and behaviours. Our segmentation has focused explicitly on those in vulnerable financial circumstances, and has been driven by their financial needs, their product and debt behaviour, and their wider lifestyle.  Working with Trajectory and CACI we have identified six core segments that are under-served in the market today. 

Below you’ll find our previous webinars as well as a form to access our full segmentation reports and insights.


Show more

Access our reports and insights

Fill in the form below to get access to:

  • Segment overview and pen portraits
  • Segment personas
  • A report on credit behaviour and purchase decision insights for the segments