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Persona template for: The soon to retire business person

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

Meet 'The soon to retire business person', named Gary

"I want to retire comfortably but don't have the time to do all the research needed. I'm interested in financial advice but don't know who to go with"

Gary loves his job and has worked many years to get to the possition he is at today but after the birth of his grandchild his mind has switched to wanting to retire.

This persona is motivated by having financial security over his future and his family's. This persona is 55-60, and lives in the suburbs . Gary is married, has 2 children and is often kept busy with family and work life.

People like Gary are not comfortable with technology.

He has a senior position at his company and doesn't have the time to research on topics such as retirement, investment and how to lower account fees.

How Acme Financial can help Gary

Gary has come to Acme Financial because Gary's goal is retiring soon to spend more time with his grandchildren. Acme Financial could help Gary with this goal by setting him up a retirement plan so that he has peace of mind that his finances are well managed, but one of the reasons why Gary has not yet engaged with Acme Financial is lack of financial literacy and knowledge of what's involved in retiring.

Website visit goals for www.acme-anvils.com

Learn how to make your website easier to use for 'The soon to retire business person' persona.

'The soon to retire business person' has recently been visiting websites in the Financial services sector and has arrived at www.acme-anvils.com. Gary 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.

Important
Website goals Barriers How we can help
Information on the time commitment needed to create a retirement plan Lack of time to search deep within the site Create an intuitive structure that will get Gary to the page he is interested in with few clicks
Not feel overwhelmed and get lost on the site when looking for information There are many pages on the site that Gary feels he will get lost on Create an intuitive home page with filters that is easy to use
Have a friendly experience on the site and feel comfortable There are no pictures and the text is not formatted to be easy on the eyes Improve the accessibility of the site for better user experience

Technology

Comfort level with technology

Gary is not comfortable with technology.

Time

Spare time

On an average day, Gary has very little spare time.

Jargon

Jargon familiarity

Gary is fairly familiar with the industry specific terms that are used in the Financial services industry.

Social media usage for Gary

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

Facebook: low usage
LinkedIn: medium usage

Devices that Gary uses to access the Acme Financial website

Computer

Desktop / laptop

Gary uses a computer to access the Acme Financial website at work in between meetings.

Tablet

iPad

Gary uses a tablet to access the Acme Financial website sometimes while watching TV.

Mobile

Smart phone

Gary uses a mobile to access the Acme Financial website when traveling on public transport.

The soon to retire business person
Stats for 'Gary' insert_chart
  • Life-stage: preparing for retirement
  • Age: 55-60 years
  • Annual income: $101,000 - $200,000
  • Internet usage: a few times a day
  • Social media usage: not active
Relationships group
  • Marital status: married
  • Children: 2
Education/skills school
  • Education level: a Postgraduate degree
  • Technical level: not comfortable
  • English level: native

Download this persona

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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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