Retail investment market segmentation demo

Anonymised demonstration of a real Latenta engagement — consumer segmentation and market-entry study for a challenger investment platform (Europe; CAWI, n = 2,010, 2026). Client identifiers removed; all figures are real.
Sections: Link strength: all (≥1.12×) Aversion strength: all (≤0.70×) Hub size:
Closer to the centre = stronger over-index vs the population average · dot size = prevalence in the segment · up to 18 sharpest traits shown
Values are percentages within each segment; colour shows the relation to the population average (NET): blue = above average, orange = below average. An arrow marks an index ≥ 1.3 or ≤ 0.7 with a statistically significant difference (FDR 0.1, technical report).
Compare: vs

Co-occurrence of traits

Which traits occur together in the same respondents — independent of the segments. A matrix cell is coloured when the pair clears the threshold (lift ≥ 1.6; FDR 0.1); darker violet = stronger link (φ). Covers demographics, financial behaviour, attitudes, platform relationship and media. Hover a cell for the pair, a trait name for the source question.

Strongest pairs

Priority matrix

Bubble size:

Each segment by readiness (intent to invest, horizontal) and reward size (share of market assets, vertical); bubble size is the number of people, dashed lines are medians. Top-right are the segments that are both ready and valuable — the first move. Switch bubble size to market value to see how a segment that is small by headcount can be large by money.

First-year what-if simulator

Deterministic model on measured quantities: users = segment size × reach × (intent ‘will’ × conversion + ‘maybe’ × conversion); AUM = users × average first deposit; revenue = AUM × platform take. Move the sliders — everything recomputes instantly. Bars use a fixed scale (full bar = the ambitious scenario of the largest segment), so each bar rises and falls with its own number.

Survey intent overstates behaviour (the intention–behaviour gap) — that is exactly why the conversion sliders exist and default to conservative values. The central scenario lands in the study’s projected first-year revenue band (€1.5–3.5M). A navigation tool for discussing assumptions, not a business plan.

Quiz — which segment are you?

Answer a few questions from the instrument and the tool places you in the closest segment, based on the study\u2019s response patterns. An indicative classifier, not a formal scoring model.