Outdated UX and mindset rules the finance world

We delved into the digital landscape of over 20 Swiss financial services firms, with a particular focus on pillar 3a offerings.

Pension funds often seem complex to the average person, yet they're a vital part of retirement planning in Switzerland. Our assessment aimed to shed light on how digital offerings influence these providers' ability to attract new customers. Our findings reveal significant potential across the board, provided firms pivot towards a digital-first approach:

• Expanding market share in the burgeoning private pension sector hinges on the development of savvy digital solutions.

• Providers often assume users behave rationally, but their internal processes don't always align, leading to mediocre user experiences.

• To thrive, financial service providers must reorient their mindset, placing greater emphasis on customer interests over internal processes and products.

For the full study, contact me at: svenja.kuenzler@iam-lab.ch