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Market Share

Attracting The Younger Customer

Where’s The Growth? Who’s Buying? How One Bank Found Out


As a well-established community bank, we at Peoples Federal Savings Bank have long understood the need for younger customers. But two years ago, we were surprised to learn that our customers, with an average age of 55, were considerably older than we thought. It really was a wakeup call for the bank, where I am president and CEO. Our market area is the city of Boston and its surrounding communities of Allston, Brighton, Brookline, Jamaica Plain, Norwood, West Newton and West Roxbury. We have been serving these neighborhoods for 120 years. But two years ago, we knew we needed to do something different.

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