Edward Jones

Multicultural Research & Strategy

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Financial Services

Edward Jones

Edward Jones, a financial services firm serving investment clients in the U.S. and Canada, has a branch network of more than 14,000 locations and needed a multicultural investor strategy.

Sensis conducted extensive primary and secondary research (including analysis of Edward Jones’ internal data) to identify target segments/personas, size of the opportunity, geographic priorities, and preliminary fit assessment of the long-term, serious, individual investors within these groups: Hispanic, African-American, and Asian-American.

multicultural investor priority segments chart

Holistic Market Growth

Target segments were categorized by investable assets, life stage, and recency in the US as well as other fundamental investment factors. We helped Edward Jones develop a go-to-market strategy to capitalize on these untapped opportunities.