Reports within this resource cover the financial services industry at a time of economic growth and prosperity. Early reports show the lingering impact of the Great Depression and subsequent New Deal policies which broke up large financial institutions. A psychological research study on the selection of a new name for the Farm Bureau Insurance Companies was commissioned at a time when the company was still thought of by policyholders as “on my side”. Reports also demonstrate how the post-war financial industry emphasised savings, such as Five promising new avenues in stimulating increased savings with Savings and Loan Associations, while at the same time introducing innovations which made borrowing more acceptable, Proposal for a motivational research study aimed at creating leadership position for the American Express credit card plan.

Prudential Insurance Company of America sought out motivational researchers for employee training purposes, as shown in Tabulation sheet showing the raw data and computations for test 1: jobs associated with your insurance agent's personality and training. Financial institutions also turned to marketing firms to analyse the impact of television advertising, Creative analysis and ad test of Nationwide's football series of ads.