Abstract
Legal and medical professionals are attractive targets for financial services firms, in light of their high earning potential. Self-employed professionals are an especially attractive group, as they need financial service providers for both personal wealth management services as well as small business services, to help finance, operate, and manage their practices.
This report details attitudinal and behavioral information for healthcare and legal professionals, and also specifically describes their attitudes as they relate to financial matters. Mintel then examines current financial product usage of professionals, uncovering unmet needs and potential opportunities. These insights lead us to recommend marketing practices that are likely to be especially effective with these professional groups. These questions include:
- What are the overall attitudinal characteristics of self-employed professionals, and how do they compare to other self-employed individuals, as well as to the general public?
- How do these personality characteristics, such as risk tolerance, optimism, and perfectionism relate to choices in purchasing financial services?
- What financial products do they currently own and use?
- What are the best marketing messages to use to appeal to these groups?
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