CONSUMER&

BRANDBrandKPIs

for

neobanking

&neobrokerage:

Sable

in

the

UnitedStatesConsumer

Insights

reportNovember2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

2500Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

Sable’sperformance

intheneobanking

&neobrokerage

market.Fieldwork:September

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofNovember202471%

of

Sable

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Sable’sbrandingresonates

more

withMillennials?Sablegenerally

appealsto

men

more

thanwomen?SableranksoutsidetheTop10

inawareness

withinthe

neobanking

&neobrokerage

market?Thepopularity

ratingof

Sableis15%?Among

Sableenthusiasts,55%

fallunderthehigh-income

category?SableranksoutsidetheTop10

inusage?Interms

of

loyalty,Sableisfifth

intheUnitedStates?Sable

hasascore

of

12%

formedia

buzz?Consumers

want

theirneobanking

&neobrokeragebrandstohavehonesty

/trustworthiness,

reliability,andauthenticity3Sources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Loyalty

is

the

highest

scoring

KPI

for

Sable

at

71%Brand

profile:

snapshotBrand

performance

of

Sable

intheUnitedStates71%15%15%12%9%AwarenessPopularityUsageLoyaltyBuzz5Notes:Neobanking

&neobrokerage‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=185,

respondents

who

know

the

individual

brand

(popularity),

n=185,respondents

who

know

the

individual

brand

(usage),

n=17,

respondents

who

have

used

the

individual

brand

(loyalty),

n=185,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Sable’s

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations67%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeSablebygeneration

versus

theshareof

industryusers

ingeneral,

we

cansee

thatSableislikedby0%

of

Babyboomers

and

22%

of

GenXers,

whereas

thetotalshareof

industryusers

is5%and25%,

respectively.42%28%ForMillennials

andGen

Z,

67%

and

11%

feel

positivelytowards

Sable,versus

42%

and

28%.

Socurrently,

forSable,Millennials

connect

most

withtheirbrandcompared

to

theoverall

industryuser.25%22%11%5%0%Baby

BoomerIndustryuserGen

ZMillennialsGen

XBrand

enthusiast6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoneobanking

&neobrokerage,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=27,

Sable

enthusiast,

n=754,

neobanking

&neobrokerage

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Sable

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Sableshows

thatwomenareless

likely

to

haveanaffinity

with

thebrandcompared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofconsumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Sablehasasimilarproportionof

LGBTQIA+consumers

when13%84%15%30%70%45%55%70%

ofmen

likeSablecompared

to30%of

women,

whereas

forthe

overallindustry,55%

of

men

useneobanking

&neobrokerage

compared

to

45%

ofwomen.78%compared

to

theindustryusers

ingeneral.15%

ofSableenthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to13%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

neobanking

&neobrokerage,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=27,Sable

enthusiast,

n=754,

neobanking

&neobrokerage

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Sable

enthusiasts,

55%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.15%Single25%35%4%CoupleSingleparentNuclear55%

ofSableenthusiastsarefrom

high-income

households.Sable’sbrandis

generally

enjoyed

morebyconsumers

who

arepartof

anuclearhousehold,

41%

ofSableenthusiastshavethiscurrent

livingsituation.12%55%7%12%41%36%29%21%Multi-generational7%6%27%26%ExtendedOther15%18%0%10%Brand

enthusiastIndustryuserLowHighMediumBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

neobanking

&neobrokerage,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=27,

Sable

enthusiast,

n=754,

neobanking

&neobrokerageusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

neobanking

&

neobrokeragebrands

to

have

honesty

/trustworthiness,

reliability,

and

authenticityBrand

profile:

qualitiesQualitiesuserswant

from

neobanking&neobrokerage

brandsForneobanking

&neobrokerage,

the

topthree

qualitiesusers

want

from

abrandarehonesty

/trustworthiness,

reliability,andauthenticity.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Sableusers

alsoappreciate

thesekeyattributes,indicating

Sableexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatSableenthusiastsareleast

focused

onare

thrill/excitementandexclusivity.ReliabilityExclusivitySableshouldwork

onpromotingboldness

to

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

neobanking

&neobrokerage,which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

toneobanking

&neobrokerage,which

ofthe

following

brands

do

youlike?”;Multi

Pick;“Whenit

comes

toneobanking

&neobrokerage,which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:

n=17,

Sable

users’,n=27,

Sable

enthusiast,

n=754,

neobanking

&neobrokerageusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Sable

fans,

33%

state

that

they

get

excited

about

neobanking

&neobrokerageservicesBrand

profile:

attitudesWhat

doconsumersthink

ofneobanking&neobrokerage

ingeneral?67%56%52%52%44%33%24%22%21%19%18%17%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trust

aboutneobanking

topicsrelating

toIget

excitedIliketotalkabout&neobrokerageservicesneobanking

&neobrokerageBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

neobanking

&neobrokerage

do

youagree

with?”;

Multi

Pick;“When

it

comesto

neobanking

&neobrokerage,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=27,

Sableenthusiast,

n=754,

neobanking

&neobrokerageusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1171%

of

Sable

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

neobanking

&neobrokerage,

theaverage

awareness

of

abrandinthe

United

Statesis32%.

Awareness

of

Sable,however,

is

at15%.Awareness15%

ofU.S.

neobanking

&neobrokerage

users

saythey

likeSable,compared

toanindustryaveragebrandpopularityof

23%.9%

of

industryusers

intheUnitedStatessaythey

useSable,with

the

average

usageofabrandat18%.BuzzPopularity71%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

64%.Sablehasbeen

noticed

lessinthe

media

compared

toother

brands,with

a“Buzz”score

of12%

compared

to22%.Sooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Neobanking

&neobrokerage‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=185,

respondents

who

know

the

individual

brand

(popularity),

n=185,respondents

who

know

the

individual

brand

(usage),

n=17,

respondents

who

have

used

the

individual

brand

(loyalty),

n=185,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Sable

ranks

outside

the

Top

10

in

awareness

within

the

neobanking

&neobrokeragemarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofSableRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.1ChimeSoFi79%57%54%49%49%43%37%30%29%25%15%23RobinhoodE*TRADEAcornsDave45Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67Varo8GoBankCurrentRevolutOutofallrespondents,

15%

were

aware

of

Sable.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.85%9AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

of

Sable

is

15%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofSableRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1ChimeDave57%33%30%28%27%27%26%25%22%21%15%23RobinhoodAcornsGoBankCurrentE*TRADESoFi4Outofconsumers

who

knew

thebrand,

15%

saidtheyliked

Sable.

Thisranksthemoutsidethe

Top

10compared

to

other

brandssurveyed

inthismarket.567885%9VaroPopularityN/A10Revolut14

Notes:“When

it

comesto

neobanking

&neobrokerage,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=185,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Sable

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofSableRank#

BrandUsage

%45%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

toneobanking

&neobrokerage,

which

of

the

followingbrandshaveyou

usedinthepast12

months?”.9%1Chime2Dave29%3CurrentRobinhoodGoBankVaro23%Outofconsumers

who

knew

thebrand,

9%

saidtheyused

Sable.

Thisranksthemoutside

the

Top

10compared

to

other

brandssurveyed

inthismarket.420%520%619%7HMBradleyAcornsSoFi18%818%91%Usage918%N/A10E*TRADE16%15

Notes:“When

it

comesto

neobanking

&neobrokerage,which

ofthe

following

brands

have

youused

in

the

past12

months?”;

Multi

Pick;

Base:

n=185,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Sable

is

fifth

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofSable’s

consumersRank#

BrandLoyalty

%88%Afterascertaining

the

usageof

abrandinthe

last12months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1Chime2E*TRADESoFi77%29%375%4RobinhoodSable75%571%6Wise70%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

neobanking

&neobrokerage,

which

of

the

following

brandsareyoulikely

to

useagaininthe

future?”.7RevolutAcornsGoBankMyBambu69%71%868%967%Outofrespondents

whohaveused

Sable,71%

saidthey

would

usethebrand

again.LoyaltyN/A1064%16

Notes:“When

it

comesto

neobanking

&neobrokerage,which

ofthe

following

brands

areyoulikely

touse

again

in

the

future?”;

MultiPick;Base:

n=17,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Sablehas

a

score

of

12%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofSableRank#

BrandBuzz%56%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1ChimeDave12%237%3E*TRADEAcornsRobinhoodSoFi30%Outofconsumers

who

knew

thebrand,

12%

saidtheyhadheardaboutSableinthemedia.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.429%527%626%7CurrentGoBankBMTX25%824%88%921%BuzzN/A10eToro21%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=185,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomakedata-drivendecisions

andunlocknewgrowthopportunities.?

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