The development of financial products is a complex issue with far-reaching consequences for businesses.

Aside from cost, expenditure or risk assessments, questions regarding customer preferences and benefit perception, target group identification, marketing channels or branding still remain unanswered. No matter what changes in the financial market, financial service products are still and shall remain trusted products going into the future.

It is precisely because of long-term customer relationships in the financial markets that analyses of customer life cycles and customer value have been attracting even more attention. Lasting and sustainable decisions for certain market segments are made by defining a product, its marketing and brand positioning. A slow yet steady shift in marketing channel value and a growing demand for comprehensive financial services and product flexibilisation initially only allow us to guess at which chances and potentials that particular products, strong brands or specific marketing channels currently have that remain untapped in the financial markets.