Underserved Market Analysis

Understanding the needs and behaviors of underserved consumers is key to improving financial health for all. Through our landmark research on the financially underserved market, the Financial Health Network offers proprietary insights to help inform new strategies and solutions.

The Evolution of the Underserved Market

Conducted over several years, our Financially Underserved Market Size Studies revealed the following key findings:

  • In 2017, consumers spent $173 billion in fees and interest to use $1.94 trillion in financial services.

  • The underserved market has grown an average of 4% each year since 2009.

  • Fintech solutions have made inroads as more underserved consumers gain access to digital financial services through mobile phones and computers.

  • Non-bank small business lenders are scaling fast as more small business borrowers turn to new types of lenders for credit, financial management solutions, and more.

Data Spotlight

Why It Matters

Because underserved consumers are the most financially vulnerable, they have the greatest need for products and services to help them meet their financial challenges. Understanding these challenges and how they differ from those of the population at large is essential for moving the needle on financial health for all.

How We Can Help

From its start, the Financial Health Network has championed efforts to increase access to quality financial products and services for underserved consumers. Finhealth challenges extend beyond this group, however. Through groundbreaking consumer and market research like the studies here, we continue to lay the foundation for new product design, industry innovations, and changes in public policy that help more Americans achieve financial security.

Explore All Related Research

Additional Research Topics

Financial health depends on a complex set of factors and circumstances. That’s why the Financial Health Network produces research in a variety of areas impacting our financial lives.