Invesco, a global investment management firm, has launched Personalised Investor Engine (PIE), a new behavioural intelligence platform technology built to help banks and online investment providers turn hesitant savers into confident, long-term investors.
The platform is designed to tackle a persistent problem across the wealth management industry: although consumer interest in investing remains strong, an estimated €10tn is still sitting in cash across Europe. According to Invesco research published earlier this month, the barrier to investing is not a lack of interest but a lack of clarity around why, when and how to act, a gap that PIE aims to close by improving the customer experience layer.
PIE works across three stages to help convert intent into action. It begins with behavioural profiling and segmentation, identifying traits such as confidence, composure, impulsivity and financial comfort to build a clearer picture of what drives or blocks each customer’s decisions, with behavioural science input from Oxford Risk.
It then personalises key decision points, including onboarding, funding, first investment, top-up and withdrawal moments, using tailored nudges and dynamic framing to help customers overcome individual behavioural barriers.
Finally, the platform integrates into an institution’s existing digital journey rather than replacing it, supporting its broader customer growth objectives.
Invesco has launched PIE in partnership with Zopa, a fast-growing UK digital bank with 1.5 million mass-affluent customers, to address one of the industry’s biggest challenges: turning investment intent into actual participation.
PIE’s design is underpinned by a 6,000-participant Invesco research study examining why savers remain in cash. The study found that external trust in financial institutions and internal self-confidence are separate barriers requiring different types of intervention, and that rising cash balances tend to deepen fear of loss rather than reduce it. Testing personalised, behaviourally-informed approaches against generic, one-size-fits-all messaging, Invesco identified clear differences in outcomes across three stages of the customer journey, findings that now underpin PIE’s approach to personalisation.
Invesco Head of Digital Distribution EMEA Sonia Bainbridge said, “Over the last decade, the industry has made investing more accessible than ever. Yet despite an estimated €10 trillion remaining in cash across Europe, millions of consumers who express an interest in investing still do not take the next step. Our research suggests the challenge is no longer access, it’s activation.
“Fear of loss, low confidence and uncertainty about making the right decision continue to prevent many people from turning intent into action. PIE enables financial institutions to identify what’s holding individual customers back and personalise the moments that matter most. By making investing feel more relevant, manageable and actionable, we can help more savers become confident, long-term investors.”
Zopa Bank senior director of wealth Natasha Wear said, “The opportunity isn’t simply helping more people access investing. It’s helping them to feel informed and building their confidence to take the first step. Applying behavioural intelligence and targeted nudges at key moments in the customer journey can play an important role in turning investment interest into long-term participation.”
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