Identifying digital investing services using design thinking methodology

Incumbent financial institutions are continuously challenged by small fintech startups and big technology enterprises in finding ways to offer new, customer centric, and most importantly digital services. This paper is focusing on the investing services. The presented research is using Design Thinking methodology to identify challenges of investing activities and finding digital ways to answer these challenges. Our target customer group were those, who are not investing right now, as we wanted to identify what are their barriers of entering the investment market. The research sample focuses on educated, young generations. Although the financial background of the sample provides a good opportunity of investments, alternate use of savings is more widespread, and the general behavior of the analyzed generation requires liquid assets. The qualitative answers highlight the necessity of knowledge, trust and external expertise for investing decisions. The research generated four main possible products for the non-investing segment in order to gain their trust, educate them or to offer them an opportunity that does not need huge amount of money in investment.