Saturday, May 30, 2009

What's your financial personality? Ask Barclays Bank

Barclays Bank CSR report 2008. I was looking at this report in prepareation of my review for and came accross this : determining clients' financial personality. Based on the fact that wealth means different things to different people, they say, Barclay's profile high-wealth clients and use this profile in determining the most appropriate investment package. Some would say this is the ultimate in best practice for ensuring a personalised and relevant customer experience. I thought it could lead to some very interesting transactions. Here are some possible applications of this approach, using the Myers Briggs personality typology with the help of the Personality Page:

ESTJ: Practical, traditional, and organized. Likely to be athletic:
Recommendation: invest in Home Depot, Timberland, Patagonia and Nike

ENFP: Enthusiastic, idealistic, and creative. Able to do almost anything that interests them. Great people skills.
Recommendation: invest in Barack Obama

ISTJ: Serious and quiet, interested in security and peaceful living
Recommendation: invest in UNICEF, LOHAS and the International Center for Reiki training

INTJ: Independent, original, analytical, and determined. Have an exceptional ability to turn theories into solid plans of action.
Recommendation: Invest in Madonna, Virgin Airlines, Microsoft and Google

ESFJ: Warm-hearted, popular, and conscientious.Interested in serving others.
Recommendation: invest in the Queen of England

ESFP: People-oriented and fun-loving, they make things more fun for others by their enjoyment
Recommendation: invest in Southwest Airlines and yes, you guessed it, ICE CREAM, invest in Ben and Jerrys

For a more serious look at financial personality types see this article

I tried to analyse my own financial personality and it came out somewhere between manic depressive and ADHD, so i guess i will stick to analysing CR reports and let Barclays do their stuff.

Barclays is a serious CR practitioner, supporting all key global initiatives such as UNGC, the Equator Principles, the Carbon Disclosure Project, and the UN Principles for Responsible Investment . Serving 48 MILLION customers, they have a far-reaching impact on local economics around the world. They are a highly transparent reporter, though if you want to read my take on their report, you will have to check back to in the next couple of weeks.

For now, i think i will adopt an ESFP personality .... who locked the fridge ?

elaine cohen is the joint CEO of BeyondBusiness, a leading reporting and social-environmental consulting firm based in Israel. Visit our website at:

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