Developing the ‘Psychographics of Money’

What is Psychographics?

Psychographics is a qualitative methodology for understanding consumers: their psychological traits such as values, desires, goals, interests, and lifestyle choices.

Psychographics are typically used as a tool by the marketing function of consumer businesses to put some structure in how a consumer is understood.

At Bright, we have our own framework for how we break down and understand a consumer, ultimately a human’s psyche, when we are building new financial tech products. You can read more here:

And what is money-graphics?

We have been building financial products for US consumers for 4 years now. In the process, we have had several millions of downloads of our mobile app: Bright Money, and have conducted more than 1000 one-on-one product and research interviews with consumers. We are a team of data geeks with an abundant passion for consumer and human psychology.

We have learned that we have very different behaviors in how we interact with the world of money and all things finance. Many of these behaviors are not typically ‘rational’ the way an economist would like us to believe.?

We each have very different biases and tendencies that might not have a reasoned basis, but are behavioral learnings that have been driven by our nature, nurture, and recent experiences.

Through our experiences and data we have collected, we have found a long list of different behaviors and traits, related to all areas of Finance.

We are in the process of developing this into a cogent framework and scale system that can be used to determine a person’s money-graphics: the psychographics of their money.

In the interest of spurring debate and new contributions, we are going to share our growing list of interesting traits we have found. This is not yet an exhaustive set - we keep adding ideas as we discover them.

They are organized into areas of finance for now, but there will be other ways to group these types of traits.

- Avi Patchava, CEO (joint), Bright Money

Bright builds a life beyond debt.

Bright is a super app that crushes your debt. Our products include Balance Transfers for Credit Card Debt, Credit Score Boosters, Smart Financial Plans and Automated Savings and Investments. We are the highest ranked app out there for helping thousands get debt-free every day. We're a consumer FinTech company, with a team of Bright-Ones across the US, Europe and India.