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Insignia Financial

National research generating fresh thinking for one of Australia’s largest wealth managers

The challenge

Insignia Financial helps Australians become good with money by offering expert advice and financial solutions that are easy to access, engaging and affordable. With an ambition focused on helping Australians secure their financial wellbeing, Insignia Financial commissioned McCrindle to conduct research to understand the aspirations of modern Australians and how these aspirations were reflected across the different generations. The research was designed to collect data to tell the story of the modern Australian dream and enable Insignia Financial to make a thoughtful and evidence-based contribution to public discussions around financial aspirations and wellbeing.

The Solution

The Financial Freedom Report is the collation of qualitative and quantitative data gained through a series of focus groups with everyday Australians and an online survey of 2,511 Australians representative of the Australian population by age, gender and location. In addition to the 40-page report, an infographic summary was produced with the key insights for simple communication with stakeholders, team members, clients and the broader public.

Along with the development of the report, McCrindle worked with Insignia Financial to develop the Financial Freedom Index. The Financial Freedom Index is a new national index designed to measure how Australians are currently positioned to live a life of financial independence and freedom, allowing them to achieve their dreams. The index comprises 15 indicators covering foundations, behaviours and attitudes and has been designed to run longitudinally to measure changes in Australians’ financial freedom over time.

When launching the research, McCrindle worked in partnership with Insignia Financial and its external media relations agency, providing Mark McCrindle as a spokesperson for the research.


The result

The study equipped Insignia Financial with a wealth of insights on current Australian attitudes and behaviours in relation to their finances, as well as a robust methodology for ongoing research to record social changes over time. The research launch achieved strong media engagement, with national and regional coverage, and extensive social media amplification. The Financial Freedom Report and Index has since been communicated to a range of stakeholders including financial advisers across Australia and New Zealand.


"McCrindle’s research expertise and data visualisation brought us a fresh understanding of financial sentiment among Australians. The insights we gained from working with them on the report has signalled a change in priorities and reinforced the importance of financial literacy and education for all Australians. McCrindle's collaboration wasn't just about delivering results; it was about delivering impact."
- Insignia Financial

Consumer insights

Get fresh consumer insights that capture the sentiment of your audience. Using fresh data and engaging visualisation to communicate the insights.