An example of need-based segmentation
Based on Charles Schwab’s Personal Choice offering
To construct this table we worked backwards from the profiling questions used and value proposition presented in each product offering.
| Product | Customer Needs | Distinguishing Attributes |
| Individual Investor | Fee sensitive Value choice of investment instruments Require access to high-quality & unbiased research |
Age 24-45 Assets of less than $1M Single professional living in major metros |
| Advised Investor | More time than fee sensitive Resist any investment advise that appears to be biased Want someone to manage their portfolio for them Will reject any approach that feels cookie cutter |
Ages 45+ Dual income professionals Home Owners Assets of $1M-$5M |
| Frequent Traders | Risk seeking/independently minded Invest for themselves and/or for others Fee Sensitive Needs access to cutting-edge tools Requires speedy trades & lowest fees possible |
Male age 24-35 Subscribes to technical & financial trade pubs Trades 2x+ per month |