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Persona template for: The client that wants a new advisor

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

Meet 'The client that wants a new advisor', named Joshua

"I already have a financial plan and a financial adviser. It’s going OK… but maybe I should get a second opinion"

Joshua is skeptical that his current advisor is doing everything they can for him.

This persona is motivated by being able to visit his children all throughout the country. This persona is 58, lives in a coastal area and works in the suburbs. Joshua is married, has no children and is often kept busy with getting his last child through school.

People like Joshua are not comfortable with technology.

He does not want his current advisor to take it personally because they have been working together for many years.

How Acme Financial Pty Ltd can help Joshua

Joshua has come to Acme Financial Pty Ltd because Joshua's goal is retiring by the time his youngest child leaves for Higher education. Acme Financial Pty Ltd could help Joshua with this goal by helping plan out what he will need to do in the coming years, but one of the reasons why Joshua has not yet engaged with Acme Financial Pty Ltd is he does not want to leave his current advisor until he knows it will be better.

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

Learn how to make your website easier to use for 'The client that wants a new advisor' persona.

'The client that wants a new advisor' has recently been visiting websites in the financial services sector and has arrived at www.acme-fin.com.au. Joshua 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 what differentiates this financial services company from his current advisor's company and what added value he would get from switching. The website doesn't highlight the points of difference nor the value proposition that this financial services company offers. Highlighting the unique benefits that financial services company offers people like Joshua.

Technology

Comfort level with technology

Joshua is not comfortable with technology.

Time

Spare time

On an average day, Joshua has plenty of spare time.

Jargon

Jargon familiarity

Joshua is very familiar with the industry specific terms that are used in the financial services industry.

Social media usage for Joshua

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

Facebook: no usage
Twitter: low usage
LinkedIn: very low usage

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

Computer

Desktop / laptop

Joshua uses a computer to access the Acme Financial Pty Ltd website at work when he doesn't have a task to be working on.

Tablet

iPad

Joshua uses a tablet to access the Acme Financial Pty Ltd website sometimes while watching tv with his wife at night.

Mobile

Smart phone

Joshua uses a mobile to access the Acme Financial Pty Ltd website while he is eating breakfast.

The client that wants a new advisor
Stats for 'Joshua' insert_chart
  • Life-stage: preparing for retirement
  • Age: 58 years
  • Annual income: $51,000 - $70,000
  • Industry: retail
  • Internet usage: once a day
  • Social media usage: not active
Relationships group
  • Marital status: married
  • Children: no
Education/skills school
  • Education level: an Undergraduate degree
  • Technical level: not comfortable
  • English level: fluent

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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
that are specific to your marketing strategy, then we have a number of articles for you below.

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