This paper was written on behalf of the consultancy agency Pibiri & Reich GmbH. Needs, insights on information behavior, but also on barriers preventing customers from investing were identified to improve customer experience and to develop customer-oriented products, in order to appeal more to potential investing clients. More precisely, this study attempted to identify characteristics of individuals’ information gathering behavior as well as their needs regarding investments. The research question “Why are Swiss citizens not investing with traditional Swiss banks?” was examined.

The authors conducted unstructured interviews to initiate the iterative persona development process. Next, the problem interview and 5 Whys technique were combined to conduct in-depth interviews. Based these six assumptions were developed. The quantitative survey helped to generate new findings. The findings of all approaches were reviewed and compared to suitable past research. Then, the defined sub-questions and assumption were discussed, and tendencies identified. New findings created through the quantitative survey were compiled and discussed to draw further recommendations.

One significant finding is that most respondents (37.3%) are not informing themselves at all about potential investments and if they do, mostly through friends (29.6%), family (27.8%), online media (27.2%), or bank advisors (24.0%). The problem interviews identified major obstacles hindering respondents from investing, such as the lack of trust in bank consultants and own knowledge about investments, the fear of losing money as well as the current life situation. A strong tendency towards sustainable and ethical investment opportunities and the desire for lower or no costs or fees could be noted too. The findings suggest that the female customer persona (Melanie, 34 years old) is unmarried, works part-time and has a bachelor’s degree. She only informs herself about investments mainly through family and friends (if so). Due to the fact that she is working part-time, and her family seems to be quite important to her, the authors assume that she might have a child. On the basis of the foregoing interviews, the quantitative survey and the related assumptions, a series of recommendations for attracting customers could be generated.