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Persona template for: The retiree that doesn't think superannuation is enough

Save time and money by starting with this 'The retiree that doesn't think superannuation is enough' persona example. Learn how to make your financial services website easier to use for Ray. By putting the user first (in this case Ray), you will be creating an experience that meets Ray's expectations, supports their goals and remedies any pain points. This persona example could be used for the financial services industry.

Meet 'The retiree that doesn't think superannuation is enough', named Ray

"A few of our friends have popped off already and more than a few have suffered some major health setbacks. We have insurance through super but is it enough? Am I too old to do anything about it?"

Ray is nervous about what life has in store for him.

This persona is motivated by being ready incase of any scenario. This persona is 66, and lives in a coastal area . Ray is married, has no children and is often kept busy with volunteering at the local animal shelter.

People like Ray are comfortable with technology.

Ray has fallen in love with a dog at his shelter and wants to adopt her but understands that comes with costs and doesn't know if they can handle them.

How Acme Financial Pty Ltd can help Ray

Ray has come to Acme Financial Pty Ltd because Ray's problem is not knowing if his super will be enough to last them. Acme Financial Pty Ltd could help Ray with this problem by building a stronger supplementary income for them, but one of the reasons why Ray has not yet engaged with Acme Financial Pty Ltd is fear that he is too far behind to do anything about his circumstance.

Website visit goals for www.acme-fin.com.au

Learn how to make your website easier to use for 'The retiree that doesn't think superannuation is enough' persona.

'The retiree that doesn't think superannuation is enough' has recently been visiting websites in the financial services sector and has arrived at www.acme-fin.com.au. Ray has found that most of the websites in the financial services sector have similar messaging and wants to know the main points of difference of Acme Financial Pty Ltd.

Important
Website goals Barriers How we can help
seeing options that would suit him and his life stage besides relying on super. a strong focus on adding to super instead of supplementary options. listing other popular options retirees can follow if they are unhappy with their super

Technology

Comfort level with technology

Ray is comfortable with technology.

Time

Spare time

On an average day, Ray has an excess of spare time.

Jargon

Jargon familiarity

Ray is not familiar with the industry specific terms that are used in the financial services industry.

Social media usage for Ray

Of all the time spent on social media on an average day, the distribution of time is as follows:

Facebook: no usage

Devices that Ray uses to access the Acme Financial Pty Ltd website

Computer

Desktop / laptop

Ray uses a computer to access the Acme Financial Pty Ltd website when he gets home before dinner is ready.

Tablet

iPad

Ray uses a tablet to access the Acme Financial Pty Ltd website sometimes if he is up late in his bed.

Mobile

Smart phone

Ray uses a mobile to access the Acme Financial Pty Ltd website during down time at the shelter.

The retiree that doesn't think superannuation is enough
Stats for 'Ray' insert_chart
  • Life-stage: retired
  • Age: 66 years
  • Annual income: $6,000 - $10,000
  • Internet usage: a few times a day
Relationships group
  • Marital status: married
  • Children: no
Education/skills school
  • Education level: an Undergraduate degree
  • Technical level: comfortable
  • English level: native

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Learn about persona creation

You can learn more about user personas with our articles. Each article is designed to help you improve your digital marketing and improve your content.

The above audience persona templates are good to give you an idea of what a persona is, or to help explain the concept to your marketing team, other team members or you sales team. But these are proto personas. To help with design and marketing decisions, you need to create personas that are based on research are needed.

Going beyond marketing persona examples

You can learn to create your own personas by learning from the below articles. These articles will cover the basics of what personas are and what they are not. In short, personas aren't just a bunch of facts like demographic information and job titles. Personas go beyond demographic stats and takes into consideration attributes such as a person's motivations, behaviour patterns and goals.

Personas are not necessarily a representation of your existing customers. Instead they are a representation of your ideal customer or target customer, and include information that would influence their purchase decisions. Personas also include what's stopping them from buying a product or service from you such as common pain points. Good personas are based on good market research so it's important to learn how to turn a proto persona into a persona that's based on user research.

Articles on digital and content marketing

You can learn more about digital marketing with our articles. Each article is designed to help you improve your digital marketing, and make your digital content more appealing to your potential customers.

If you want to learn how to
  • create your own bespoke personas,
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