Category
Financial Services
Built for financial services teams deciding which markets are gaining consumers who can pay for insurance and advice, where those consumers are, and what they can afford.
COICOP 12.4/.5/.6/.7
Financial services and other services in numbers, 2026 to 2036
USD 6.89T
Spending in 2026
USD 11.87T
Spending in 2036
+USD 4.99T
Added by 2036
5.60%
Annual growth to 2036
USD 844
Per person a year
9.7%
Share of the global wallet
nominal USD, current prices
We map and forecast financial services spending across cities.
We can identify the future city markets for financial services.
Annual consumer spending on financial services and other services, 2000 to 2040.
- Tokyo: USD 68bn in 2000
- New York City: USD 59bn in 2000
- Los Angeles: USD 45bn in 2000
- Osaka: USD 29bn in 2000
- San Francisco: USD 28bn in 2000
We analyse which demographics will contribute most to that growth.
By spending tier
- Rich: 46.4% of spending in 2026, 57.4% of the spending added by 2036
- Upper middle: 15.7% of spending in 2026, 15.2% of the spending added by 2036
- Core middle: 22.5% of spending in 2026, 18.1% of the spending added by 2036
- Lower middle: 13.2% of spending in 2026, 9.2% of the spending added by 2036
- Poor: 2.3% of spending in 2026, 0.2% of the spending added by 2036
By age band
- 65 and over: 23.7% of spending in 2026, 32.3% of the spending added by 2036
- 45-65: 29.3% of spending in 2026, 27.8% of the spending added by 2036
- 30-45: 19.2% of spending in 2026, 16.3% of the spending added by 2036
- 15-30: 16.4% of spending in 2026, 14.8% of the spending added by 2036
- 0-15: 11.5% of spending in 2026, 8.9% of the spending added by 2036
We break down services into subcategories.
Area is spending in 2026. USD 6.89T across 8 published lines of the model.
Financial services
USD 2.83T · 41.1%
Social protection
USD 1.21T · 17.6%
Other services
USD 1.05T · 15.2%
Life insurance
USD 547bn · 7.9%
Insurance connected with transport
USD 506bn · 7.3%
Insurance connected with the dwelling
USD 376bn · 5.5%
USD 277bn
- Insurance connected with healthUSD 277bn
- Other insuranceUSD 92bn
Financial services
USD 2.83T · 41.1%
Social protection
USD 1.21T · 17.6%
Other services
USD 1.05T · 15.2%
Life insurance
USD 547bn · 7.9%
Insurance connected with transport
USD 506bn · 7.3%
Insurance connected with the dwelling
USD 376bn · 5.5%
Insurance connected with health
USD 277bn · 4.0%
Other insurance
USD 92bn · 1.3%
Five decisions a financial services team can settle with this data.
01
Market entry and prioritisation
The cities holding the most financial services spending today are not the ones adding it fastest. Across the forty largest markets in the model the spread runs from 3.0% a year to 11.5%, which is the difference between a market that transforms by 2036 and one that barely moves. We rank every city on the spending that is forming rather than the spending already there.
02
Pricing and affordability
Spending on financial services and other services by rich consumers compounds at 6.60% a year, against 0.67% for the poorest. A cheaper range can hold its volume and still be defending a shrinking share of the growth, because the growth is not sitting where the volume is. We map spending power against your own price range in every market you sell in.
03
Category and portfolio strategy
Inside the category, other services compounds at 6.71% a year while social protection manages 5.00%. Those are two different shelf decisions inside one category averaging 5.60%, and the average is what most portfolio reviews are still built on.
04
Segmentation and targeting
Spending on financial services and other services by the over-65s compounds at 7.11% a year, against 4.54% for the under-15s. In New York City the over-65s already hold 20% of the category. A pipeline aimed at the wrong life stage is chasing the slower half of the market, and the gap widens every year to 2036.
05
Demand forecasting and sizing
The category adds $4.99 trillion between 2026 and 2036, and none of it arrives evenly. A capacity decision taken now rests on the market that will exist in ten years rather than the one visible today. We project every market and every year to 2050.
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Financial Services
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