Insurance & investing has an industry average Brand Intimacy Quotient of 15.6, well below the collective average among 15 industries.

Fulfillment is the dominant archetype for the category. GEICO is the top industry brand, followed by Fidelity and E-Trade. Among the nine leading brands, four are insurance companies and five are investment focused. The category is below average across fusing, bonding and sharing, with Aflac having the highest level of fusing customers, Fidelity the most bonding users, and GEICO the most sharing. Aflac also performs best on fulfillment, the dominant industry archetype. Fidelity is also the top brand for men, while GEICO ranks highest with women, millennials, those 44-64 years old, and those with an income of $35,000-$74,999. E-Trade is #1 for those 35-44 years old and those with an income above $75,000.


While both brands could be stronger intimate performers, Fidelity is currently the more mature intimate brand. Its higher Quotient score reflects twice as many intimate customers (20.5 percent in stages versus Charles Schwab’s 9.7 percent). Fidelity is also stronger across all six archetypes, including fulfillment, the category-dominant archetype. This suggests Charles Schwab’s brand associations are less defined to its users. Additionally, 12 percent of Fidelity’s customers are willing to pay 20 percent more for its products, compared to 7 for Charles Schwab. Lastly, Fidelity customers tend to use the products and services more, and Fidelity performs much higher on the ritual archetype. Our study finds 19.4 percent of Fidelity customers use the product daily, compared to 12.1 percent of Charles Schwab customers.



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