Psympl® FAQs

What is Psympl®? What does Psympl® do?

Psympl® empowers enterprise financial institutions to move beyond demographic and surface behavioral data by providing deep insights into the psychological drivers behind every client decision. The platform unifies proprietary psychographic data, advanced AI models, and actionable insights, making it easy for marketing, sales, and service teams to activate the right message for the right person at the right time.

Built by experts in consumer psychology and enterprise marketing, Psympl® allows financial brands to predict, personalize, and scale engagement with precision.

We decode motivation so you can unlock deeper relationships.

What are psychographics?

Psychographics pertain to people’s attitudes, beliefs, values, personalities, and lifestyles, and are core to their motivations, priorities, and communication preferences.

What is Psychographic AI™?

Psychographic AI™ uses Psympl®’s proprietary psychographic model to humanize AI, harnessing consumers’ intrinsic motivations to generate content that resonates with each engaged individual.

How do you identify a consumer’s psychographic segment/profile?

The most accurate way to identify a consumer’s psychographic segment is to have them answer a short survey, known as the Psympl® Motivation Decoder™. It is 90% predictive of which five psychographic segments/profiles a consumer belongs to.

If the Motivation Decoder™ cannot be used due to practicality reasons (e.g., getting thousands of consumers to answer the Motivation Decoder™ survey), Psympl® partners with a National Data Compiler (e.g., the companies that compute people’s credit scores) to statistically project consumers’ likely segments based on lookalike models, using the extensive set of variables tracked by such companies. The statistical projection yields 70% predictability, with a three-times random chance given to five psychographic segments.

Psympl® can append a client’s consumer database (e.g., CRM contacts) with each consumer’s psychographic profile for loyalty/upsell/cross-sell efforts, or provide projected psychographic profiles for consumer acquisition target lists.

How did you develop the Psympl® psychographic algorithm/model/Motivation Decoder™?

Psympl® partnered with Ipsos to conduct an online national market research study with a representative sample of n=3,000 respondents, mirroring the US Census among adults ages 18+. This study yielded millions of data points, providing an extensive set of new insights across many demographic and socioeconomic subpopulations.

Survey respondents answered a series of attitudinal, behavioral, and values-based statements using a 5-point Likert Scale (i.e., Strongly Agree, Agree, Neither Agree nor Disagree, Disagree, Strongly Disagree).

A K-Means clustering algorithm is employed to create the most stable and differentiated segments possible. This process works best with scaled data and factors.

Using Discriminant Analyses, an algorithm was built to create a typing tool (or Decoder) based on a subset of questions from the market research to predict psychographic segments among consumers for marketing initiatives (or future market research). The list of algorithm inputs ultimately used to predict segments also covers the widest breadth of information across all factors, or themes, represented in the original list of all starting attributes.

Once the final list of algorithm variables was chosen, a final typing tool (or Motivation Decoder™) was built containing the algorithm itself, along with Interfaces where a new respondent’s answers (e.g., rating responses to the short list of algorithm attributes) can be entered and their predicted segment calculated and revealed.

For additional detailed information, please refer to Psympl’s whitepaper on its research methodology.

Did you build your own proprietary AI?

Psympl leverages a variety of proven GenAI platforms, choosing the best option depending on the content objective desired (e.g., email, text message, social media post, call script, etc.). The process of GenAI platform selection is automated and invisible to the user for simplicity and user experience. Psychographic AI™ aggregates these GenAI platforms and informs content creation (messaging and imagery) with psychographic insights and behavioral science to produce the most persuasive marketing to activate desired consumer behaviors.

Is Psympl® an engagement platform? Do you replace our CRM?

Psympl integrates with and enhances existing CRM and consumer engagement technologies. Psympl does not replace these platforms (e.g., Wealthbox, Redtail, Salesforce, SharpSpring, Hubspot, etc.) but strengthens the communications sent from such platforms with enhanced persuasiveness based on target individuals’ psychographic profiles and motivations.

On which markets does Psympl® focus?

Psympl® is initially focused on Wealth Management, Consumer Financial Services (Banking and Credit Unions), and Consumer Insurance marketing with unmatched results. Psympl® will expand into additional markets upon careful consideration of opportunity and strategic fit with our unique capabilities.