New Baby, New Financial Priorities

women New Baby, New Financial Priorities Key Findings from Women & Co's customer research with BabyCenter moms. A Service of Citi babycenter Finances are Top of Mind Moms Are Taking a More Active Role as CIFlo Top Three Topics on Mom's Mind BILLS More Moms Are: Moms Are More Active Post-Baby Determining the need for new financial products and accounts for the family Parenting 80% Relationship with Partner/Spouse 48% PRE-BABY POST-BABY Finances 57% Deciding on financial products and accounts for the family 49% 64% of moms are very or somewhat 45% optimistic about their financial future. 57% of moms make a majority of daily money decisions in their family. II How Banks Can Meet Moms Needs T The New Financial Priorities Moms want expert advice on finances and products to help them reach their financial goals. Top information they are seeking: 1 Education Savings Retirement Planning 1 Money-Saving Tips 2 Lowering Expenses Investing Education Savings/Planning Solutions How to Develop a Longer-Term Financial Plan The Power of Sharing Investment Strategies & Advice 43% of moms 2/3 of moms seek out feel Her Pain Points: She Wants: helpful when sharing advice and tips with other moms. other moms to discuss how they Special Checking & Savings Programs for Kids Debit Card Fees address their 42% own finances. 78% Automated Customer Service Drive-Up ATMS 50% 38% Motherhood • New moms are focused on their family's financial future: Talk to her about long-term planning, products, and solutions that fit this need. and Money: • Moms have a myriad of responsibilities including making money decisions for her family: Make her experience convenient and easy. Key Takeaways • New moms talk to other moms and share tips: Provide access to expert advice and community. Research results from U.S. moms with HHI $75K+ conducted in Fall 2011. W& CO.