How Financial Brands Can Use Consumer Sentiment to Be More Helpful—and Build Trust That Lasts

In financial services more than any other sector, trust is a defining feature of the relationship between brands and the customers they serve. It’s what gives people the confidence to share their money, their data, and their goals—because they expect more than transactions; they expect partnership.

At Shiny, we believe the best way to earn that trust is by being helpful. When financial brands simplify complexity and empower people to act, trust follows.

Using Consumer Sentiment to Deliver Meaningful Help

But being helpful isn’t one-size-fits-all. To show up in the right way, financial brands need to understand not just who their customers are—but how they feel.

We commissioned Finsights, a study of U.S. adults, to better understand their attitudes toward financial services, their feelings about money, and what they expect from providers.

By using what people feel about money to guide messaging, financial brands can offer support that feels relevant and personal. When real needs are addressed, customers know they’re being understood and helped—and that’s what turns helpfulness into trust.

Targeted Messaging Helps Customers

Our research identified four distinct attitudinal segments among U.S. adults*. These segments are shaped by attitudes, behaviors, and motivations, and are largely not defined by demographics. These segments illustrate how customer sentiment can vary and offer an example of how messaging can evolve to meet real needs. Below, we introduce the four attitudinal segments surfaced in Finsights, with examples of how financial services brands can most effectively connect with each segment, building that all important trust.

Jaded & Skeptical (29 %) –

Who They Are

This group believes financial institutions don’t understand them, treat customers like a number, and are out of touch technologically.

How to Reach Them

Demonstrate and prove. Use plain, direct language to explain your offerings and security facts. Back claims with verified customer reviews and give them friction-free digital tools.

Overwhelmed & Worried (26 %) –

Who They Are

They are concerned about affording the things they need, worry about being judged, and don’t know what financial products and services they need.

How to Reach Them

Simplify and help drive confidence. Serve bite‑size education and offer guidance that breaks things down—whether that’s interactive budgeting tools, short explainers, or goal-setting checklists.

Cautious & Concerned (25 %) –

Who They Are

They want financial services providers to be more transparent, avoid those associated with a scandal, and worry about the security of their personal information online.

How to Reach Them

Build with transparency. Underscore the safety and security of digital tools. Emphasize points of trust and security in your messaging and where possible, create personal connections.

Engaged & Trusting (20 %) –

Who They Are

These respondents trust banks more than the other segments, want more engagement with them, and are excited by new technologies that can help them achieve their financial goals.

How to Reach Them

Educate and challenge. Spotlight tools and technologies alongside real advisors who can help them use those tools strategically. Offer meaningful touchpoints that reinforce partnership, not just transactions.

The real opportunity isn’t just knowing how people feel—it’s acting on it. Consumer sentiment gives financial brands the insight to show up in ways that matter most.

Want to dig deeper? Download the Finsights report for deeper data and detailed segment findings.

*Segmentation was based exclusively on ratings of attitudinal statements. Neither the number of segments nor their defining attitudes were predetermined. All resulted organically from a purely mathematical analysis. Each segment represents a group of respondents for whom a particular set of attitudes are strongly connected.