A Systematic Approach to FinServ Innovation: Leveraging JTBD & Modern Insights

Uncover High-Priority Unmet Needs Using Jobs-to-be-Done Methods (Including AI-Powered Analysis)

The Stagnant State of Financial Services

Let's be honest. For many consumers, interacting with financial services feels… frustrating. Confusing fees, complex products, impersonal advice, and services that don't quite seem to fit their lives are common complaints. Despite technological advancements, many financial institutions struggle to connect meaningfully with the people they aim to serve.

Why the disconnect? A major reason is that traditional approaches, often relying heavily on demographic segmentation (age, income, location), simply fail to capture the real reasons why people make financial decisions. They describe who the customer is, but not why they act.

This is where Jobs-to-be-Done (JTBD) theory offers a powerful alternative. By shifting focus from customer attributes to the underlying "Job" a customer is trying to accomplish, JTBD provides a more precise lens for understanding needs and uncovering innovation opportunities. This post will explore the basics of JTBD, how to sys…