INDUSTRIES

Financial Services

Disruption in financial services calls for new approaches

Discover the human drivers behind financial decisions your competitors miss

Our Financial Services Consulting helps banks, insurers, fintechs, and investment firms build growth strategies grounded in genuine customer needs. Using the Jobs to Be Done framework, we uncover why people choose, switch, or avoid financial products—revealing the human drivers behind financial decisions your competitors miss. Our Jobs Atlas method connects deep insight with execution, enabling you to improve innovation pipelines, strengthen customer loyalty, and design new value propositions that resonate. The result is trusted offerings that customers adopt, use consistently, and recommend—driving sustainable growth in an increasingly competitive landscape.

The financial services industry is in upheaval. Regulation, disruptions such as crypto, and fintech entrants are just the beginning. The waves of change are permeating all corners, including banking, insurance, and payments. Firms need to shift their customer experience, products, business models, and operations to adapt, fast. From pioneering mobile commerce to introducing “life planning” solutions in retail branches, our team has been on the frontlines of financial services change for two decades. We have the experience and expertise to help you innovate, create customer-centric solutions, and uncover new revenue streams.

free working paper
Mastering JTBD in Financial Services
This guide empowers financial innovators to build relevance, trust, and growth by:
Revealing functional and emotional drivers behind financial decisions to unlock untapped opportunities
Using Jobs-based segmentation to design targeted offerings that meet diverse customer contexts and needs
Turning insight into execution by aligning innovation, pricing, and go-to-market strategies around what customers are really hiring financial products to do
Featured article
Three Innovation Lessons from Creators of Disruptive Insurance
Three years ago, Co-Operators — one of the largest underwriters in the Canadian insurance industry — took a leap of faith on an idea that completely subverts the way insurance works. They decided to mess with the concept of time.
For almost all of modern times, insurance has typically been purchased on annual cycles. Yet there is a growing set of cases where that year-based precedent doesn’t fit anymore. Enter a new category of insurance products: Personalized insurance on demand. In this new world, customers can get insurance just when—and at the right level—that they need it.
free working paper
Mastering JTBD in Financial Services
This guide empowers financial innovators to build relevance, trust, and growth by:
Revealing functional and emotional drivers behind financial decisions to unlock untapped opportunities
Using Jobs-based segmentation to design targeted offerings that meet diverse customer contexts and needs
Turning insight into execution by aligning innovation, pricing, and go-to-market strategies around what customers are really hiring financial products to do
Featured article
Three Innovation Lessons from Creators of Disruptive Insurance
Three years ago, Co-Operators — one of the largest underwriters in the Canadian insurance industry — took a leap of faith on an idea that completely subverts the way insurance works. They decided to mess with the concept of time.
For almost all of modern times, insurance has typically been purchased on annual cycles. Yet there is a growing set of cases where that year-based precedent doesn’t fit anymore. Enter a new category of insurance products: Personalized insurance on demand. In this new world, customers can get insurance just when—and at the right level—that they need it.
free working paper
Mastering JTBD in Financial Services
This guide empowers financial innovators to build relevance, trust, and growth by:
Revealing functional and emotional drivers behind financial decisions to unlock untapped opportunities
Using Jobs-based segmentation to design targeted offerings that meet diverse customer contexts and needs
Turning insight into execution by aligning innovation, pricing, and go-to-market strategies around what customers are really hiring financial products to do
Featured article
Three Innovation Lessons from Creators of Disruptive Insurance
Three years ago, Co-Operators — one of the largest underwriters in the Canadian insurance industry — took a leap of faith on an idea that completely subverts the way insurance works. They decided to mess with the concept of time.
For almost all of modern times, insurance has typically been purchased on annual cycles. Yet there is a growing set of cases where that year-based precedent doesn’t fit anymore. Enter a new category of insurance products: Personalized insurance on demand. In this new world, customers can get insurance just when—and at the right level—that they need it.
free working paper
Mastering JTBD in Financial Services
This guide empowers financial innovators to build relevance, trust, and growth by:
Revealing functional and emotional drivers behind financial decisions to unlock untapped opportunities
Using Jobs-based segmentation to design targeted offerings that meet diverse customer contexts and needs
Turning insight into execution by aligning innovation, pricing, and go-to-market strategies around what customers are really hiring financial products to do
Featured article
Three Innovation Lessons from Creators of Disruptive Insurance
Three years ago, Co-Operators — one of the largest underwriters in the Canadian insurance industry — took a leap of faith on an idea that completely subverts the way insurance works. They decided to mess with the concept of time.
For almost all of modern times, insurance has typically been purchased on annual cycles. Yet there is a growing set of cases where that year-based precedent doesn’t fit anymore. Enter a new category of insurance products: Personalized insurance on demand. In this new world, customers can get insurance just when—and at the right level—that they need it.

free working paper
Mastering JTBD in Financial Services
This guide empowers financial innovators to build relevance, trust, and growth by:
Revealing functional and emotional drivers behind financial decisions to unlock untapped opportunities
Using Jobs-based segmentation to design targeted offerings that meet diverse customer contexts and needs
Turning insight into execution by aligning innovation, pricing, and go-to-market strategies around what customers are really hiring financial products to do
Featured article
Three Innovation Lessons from Creators of Disruptive Insurance
Three years ago, Co-Operators — one of the largest underwriters in the Canadian insurance industry — took a leap of faith on an idea that completely subverts the way insurance works. They decided to mess with the concept of time.
For almost all of modern times, insurance has typically been purchased on annual cycles. Yet there is a growing set of cases where that year-based precedent doesn’t fit anymore. Enter a new category of insurance products: Personalized insurance on demand. In this new world, customers can get insurance just when—and at the right level—that they need it.
free working paper
Mastering JTBD in Financial Services
This guide empowers financial innovators to build relevance, trust, and growth by:
Revealing functional and emotional drivers behind financial decisions to unlock untapped opportunities
Using Jobs-based segmentation to design targeted offerings that meet diverse customer contexts and needs
Turning insight into execution by aligning innovation, pricing, and go-to-market strategies around what customers are really hiring financial products to do
Featured article
Three Innovation Lessons from Creators of Disruptive Insurance
Three years ago, Co-Operators — one of the largest underwriters in the Canadian insurance industry — took a leap of faith on an idea that completely subverts the way insurance works. They decided to mess with the concept of time.
For almost all of modern times, insurance has typically been purchased on annual cycles. Yet there is a growing set of cases where that year-based precedent doesn’t fit anymore. Enter a new category of insurance products: Personalized insurance on demand. In this new world, customers can get insurance just when—and at the right level—that they need it.
free working paper
Mastering JTBD in Financial Services
This guide empowers financial innovators to build relevance, trust, and growth by:
Revealing functional and emotional drivers behind financial decisions to unlock untapped opportunities
Using Jobs-based segmentation to design targeted offerings that meet diverse customer contexts and needs
Turning insight into execution by aligning innovation, pricing, and go-to-market strategies around what customers are really hiring financial products to do
Featured article
Three Innovation Lessons from Creators of Disruptive Insurance
Three years ago, Co-Operators — one of the largest underwriters in the Canadian insurance industry — took a leap of faith on an idea that completely subverts the way insurance works. They decided to mess with the concept of time.
For almost all of modern times, insurance has typically been purchased on annual cycles. Yet there is a growing set of cases where that year-based precedent doesn’t fit anymore. Enter a new category of insurance products: Personalized insurance on demand. In this new world, customers can get insurance just when—and at the right level—that they need it.
free working paper
Mastering JTBD in Financial Services
This guide empowers financial innovators to build relevance, trust, and growth by:
Revealing functional and emotional drivers behind financial decisions to unlock untapped opportunities
Using Jobs-based segmentation to design targeted offerings that meet diverse customer contexts and needs
Turning insight into execution by aligning innovation, pricing, and go-to-market strategies around what customers are really hiring financial products to do
Featured article
Three Innovation Lessons from Creators of Disruptive Insurance
Three years ago, Co-Operators — one of the largest underwriters in the Canadian insurance industry — took a leap of faith on an idea that completely subverts the way insurance works. They decided to mess with the concept of time.
For almost all of modern times, insurance has typically been purchased on annual cycles. Yet there is a growing set of cases where that year-based precedent doesn’t fit anymore. Enter a new category of insurance products: Personalized insurance on demand. In this new world, customers can get insurance just when—and at the right level—that they need it.

free working paper
Mastering JTBD in Financial Services
This guide empowers financial innovators to build relevance, trust, and growth by:
Revealing functional and emotional drivers behind financial decisions to unlock untapped opportunities
Using Jobs-based segmentation to design targeted offerings that meet diverse customer contexts and needs
Turning insight into execution by aligning innovation, pricing, and go-to-market strategies around what customers are really hiring financial products to do
Featured article
Three Innovation Lessons from Creators of Disruptive Insurance
Three years ago, Co-Operators — one of the largest underwriters in the Canadian insurance industry — took a leap of faith on an idea that completely subverts the way insurance works. They decided to mess with the concept of time.
For almost all of modern times, insurance has typically been purchased on annual cycles. Yet there is a growing set of cases where that year-based precedent doesn’t fit anymore. Enter a new category of insurance products: Personalized insurance on demand. In this new world, customers can get insurance just when—and at the right level—that they need it.
free working paper
Mastering JTBD in Financial Services
This guide empowers financial innovators to build relevance, trust, and growth by:
Revealing functional and emotional drivers behind financial decisions to unlock untapped opportunities
Using Jobs-based segmentation to design targeted offerings that meet diverse customer contexts and needs
Turning insight into execution by aligning innovation, pricing, and go-to-market strategies around what customers are really hiring financial products to do
Featured article
Three Innovation Lessons from Creators of Disruptive Insurance
Three years ago, Co-Operators — one of the largest underwriters in the Canadian insurance industry — took a leap of faith on an idea that completely subverts the way insurance works. They decided to mess with the concept of time.
For almost all of modern times, insurance has typically been purchased on annual cycles. Yet there is a growing set of cases where that year-based precedent doesn’t fit anymore. Enter a new category of insurance products: Personalized insurance on demand. In this new world, customers can get insurance just when—and at the right level—that they need it.
free working paper
Mastering JTBD in Financial Services
This guide empowers financial innovators to build relevance, trust, and growth by:
Revealing functional and emotional drivers behind financial decisions to unlock untapped opportunities
Using Jobs-based segmentation to design targeted offerings that meet diverse customer contexts and needs
Turning insight into execution by aligning innovation, pricing, and go-to-market strategies around what customers are really hiring financial products to do
Featured article
Three Innovation Lessons from Creators of Disruptive Insurance
Three years ago, Co-Operators — one of the largest underwriters in the Canadian insurance industry — took a leap of faith on an idea that completely subverts the way insurance works. They decided to mess with the concept of time.
For almost all of modern times, insurance has typically been purchased on annual cycles. Yet there is a growing set of cases where that year-based precedent doesn’t fit anymore. Enter a new category of insurance products: Personalized insurance on demand. In this new world, customers can get insurance just when—and at the right level—that they need it.
free working paper
Mastering JTBD in Financial Services
This guide empowers financial innovators to build relevance, trust, and growth by:
Revealing functional and emotional drivers behind financial decisions to unlock untapped opportunities
Using Jobs-based segmentation to design targeted offerings that meet diverse customer contexts and needs
Turning insight into execution by aligning innovation, pricing, and go-to-market strategies around what customers are really hiring financial products to do
Featured article
Three Innovation Lessons from Creators of Disruptive Insurance
Three years ago, Co-Operators — one of the largest underwriters in the Canadian insurance industry — took a leap of faith on an idea that completely subverts the way insurance works. They decided to mess with the concept of time.
For almost all of modern times, insurance has typically been purchased on annual cycles. Yet there is a growing set of cases where that year-based precedent doesn’t fit anymore. Enter a new category of insurance products: Personalized insurance on demand. In this new world, customers can get insurance just when—and at the right level—that they need it.

TESTIMONIALS

What our clients are saying

"New Markets Advisors' extensive knowledge and experience with Jobs to be Done, combined with customized approaches and creative execution, delivers deep insights, viable solution options and timeless value ."

- Peter Primdahl, Vice President, Emerging Business Models & Co-Head of CVC Funds, Co-operators

our clients