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Persona template for: The adult expecting an inheritance

Save time and money by starting with this 'The adult expecting an inheritance' persona example. Learn how to make your financial services website easier to use for Jason. By putting the user first (in this case Jason), you will be creating an experience that meets Jason's expectations, supports their goals and remedies any pain points. This persona example could be used for the financial services industry.

Meet 'The adult expecting an inheritance', named Jason

"I don’t want to think about it but I suppose an inheritance is on the cards before too long. I know my parents aren’t giving it the thought it deserves so I am taking it into my own hands"

Jason is nervous to think about his parents not being around but knows that the circle of life is inevitable. He has been personally keeping track of his parents health in his free time.

This persona is motivated by upholding his professional reputation. This persona is 49, lives close to the city and works in the city. Jason is married, has 3 children and is often kept busy with work and visiting his parents.

People like Jason are very comfortable with technology.

Sense Jason is practically on call for his work he does not have time to plan out investment strategies himself.

How Acme Financial Pty Ltd can help Jason

Jason has come to Acme Financial Pty Ltd because Jason's problem is he doesn't understand why investing is better than saving. Acme Financial Pty Ltd could help Jason with this problem by laying out the pro & cons of the different ways to invest, but one of the reasons why Jason has not yet engaged with Acme Financial Pty Ltd is he has only been saving his money so far and not thought about investing it.

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

Learn how to make your website easier to use for 'The adult expecting an inheritance' persona.

'The adult expecting an inheritance' has recently been visiting websites in the financial services sector and has arrived at www.acme-fin.com.au. Jason 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
He is looking for a step-by-step overview of how the inheritance process works Jason finds it hard to find information specific to him because inheritances are different for everyone based on the assets available Using a clear and concise visual of the general timeline for an inheritance to be put in place and offering personalised help for his specific situation
Trying to get in contact with an advisor that specialises in estate planning Most all advisors are claimed to be specialised in all areas Implement a filtering tool to put people like Jason in contact with the right professional and use personalisation to prioritise the advisors that can help him
To educate himself on the basics of investing and how it differs from just saving The educational guides are hidden within the tools section which is not in an intuitive location Improving the IA so that is it intuitive for him to locate the educational guides. Implementing a mechanism for Jason to quickly hide irrelevant content (eg a filtering or tagging system)

Technology

Comfort level with technology

Jason is very comfortable with technology.

Time

Spare time

On an average day, Jason has a moderate amount of spare time.

Jargon

Jargon familiarity

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

Social media usage for Jason

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

Facebook: very low usage
Twitter: low usage

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

Computer

Desktop / laptop

Jason uses a computer to access the Acme Financial Pty Ltd website while he has openings at work.

Tablet

iPad

Jason uses a tablet to access the Acme Financial Pty Ltd website when he is over at his parents place.

Mobile

Smart phone

Jason uses a mobile to access the Acme Financial Pty Ltd website while taking the bus to work.

The adult expecting an inheritance
Stats for 'Jason' insert_chart
  • Life-stage: preparing a last will and testament
  • Age: 49 years
  • Annual income: $2m - $5m
  • Industry: pharmaceutical
  • Internet usage: many times a day
  • Social media usage: not active
Relationships group
  • Marital status: married
  • Children: 3
Education/skills school
  • Education level: a PhD
  • Technical level: very 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,
  • design briefs
  • and policies/procedures
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