Omni Channel Segmentation Study

Omni Channel Segmentation Study (September 2017)

Call centers, digital advice platforms, and self-directed portals all exist alongside traditional financial advisors as potential sources of investment services. But firms must decide whether to build out one or more of these alternative platforms, and how to match their clients with the appropriate investment services vehicle.


Kehrer Bielan set out to better understand the approaches that firms are taking to omni channel delivery of investment services. Forty-seven banks and credit unions participated in our survey about their client segmentation and omni channel strategy.  The Omni Channel Segmentation Study pulls together what we learned, examining:

  • The prevalence of call centers and digital platforms
  • The most common approaches to segmentation
  • The bases being used to make segmentation decisions


The Study consists of two parts:

  • Summary data tables (Excel style): The results from each question of the survey arrayed by firm type.
  • Narrative presentation (PowerPoint style): Summarizes the key findings, and draws on the open-ended / comments section of the survey.



Financial Institutions – $500

Product & Service Providers – $1,000

(Participating firms received a complimentary copy)


List of Participants

Addison Avenue Investment Services
Associated Investment Services
Astoria Bank
BancWest Investment Services
Bank Mutual
BMO Harris Financial Advisors
CEFCU Investment Services
Central Investment Advisors
Citi Personal Wealth
Citizens Investment Services
Elements Financial FCU
FAIRWINDS Credit Union
First Bank
First Citizens Investment Services
First Interstate Investment Services
First PREMIER Investment Services
First Tennessee
Flagstar Bank
FNB Wealth Management Group
Fulton Financial Advisors
Hancock Investment Services
Huntington Investment Company
Johnson Financial Group
Key Investment Services
Mountain America CU
Navy Federal Financial Group
NBT Bank
New York Community Bank
Northwest Financial Advisors LLC
Old National Investments
People’s Securities, Inc
Popular Investments
Rockland Trust Financial Services
Santander Investments
Synovus Securities
TCU Investment Services
U.S. Bancorp Investments
Umpqua Investments
UnionBanc Investment Services
United Nations Federal Credit Union
UW Credit Union
VyStar Credit Union
Webster Bank