Empathy map for Degroof Petercam

Hi there ! 👋

Here is my empathy map and all my pondering process for Degroof Petercam, the most significant private bank in Belgium.

Firstly, here is my targets :

1. The wealthy entrepreneur : A successful entrepreneur looking to secure, diversify and optimize his or her wealth after rapid growth.
2. The family business manager : An active heiress who wants to preserve the family heritage while reconciling performance, transmission and social impact.
3. The affluent retiree : A self-sufficient senior seeking financial stability, clarity in asset management and tailor-made estate solutions.
4. The foundation or institution : A committed player that aims for sustainable, rigorous asset management aligned with its long-term missions.

User pains :

• Lack of clarity in tax arrangements
• Concerns about inheritance and the durability of one's assets
• Doubts about performance compared to other players

User gains :

• An investment strategy consistent with your values
• Human, stable and professional support
• A bank that speaks its own language: discretion, ethics, high standards

What I found about Degroof Petercam

• Degroof Petercam is a Belgian independent investment house, created in 2015 through the merger of Banque Degroof and Petercam, with over 150 years of financial expertise.
• It offers integrated services in private banking, asset management, investment banking, and asset services, with a strong emphasis on sustainable (ESG) investing aligned with broader societal goals.
• Its target clients include high-net-worth individuals, entrepreneurs, institutional clients, wealthy families, and philanthropic foundations.

I defined target personas :

• Based on this segmentation, I got four representative personas — entrepreneur, family heir, affluent retiree, and foundation — aligned with Degroof Petercam’s customers.
• Each persona embodies typical needs, motivations, and aspirations that the bank addresses through its high-end, personalized services.

I identified common pains: complexity of financial management, succession concerns, lack of transparency, market volatility, etc.

... and key gains: trusted relationship, personalized strategies, ESG-conscious investments, exclusive access to products — all in line with Degroof Petercam’s positioning and value proposition .

I built the empathy map using the four quadrants: Says / Thinks / Does / Feels, to reflect each persona’s behavior, thoughts, emotions, and statements.

Every element was crafted to match Degroof Petercam’s values and communication tone: Sustainable investment, human approach, custom made, trusted advisor, transparency, education, customed customer services, and more.

Conclusion :

The empathy map I produced directly stems from this process: starting from reliable data about Degroof Petercam to define a realistic persona, identifying their needs and goals, and creating an empathy map aligned with the bank’s vision and promise.