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Template for 'The retiree that doesn't think 401(k) is enough' persona, Devin

Save time and money by starting with this 'The retiree that doesn't think 401(k) is enough' persona example. Learn how to make your banking website easier to use for Devin. By putting the user first (in this case Devin), you will be creating an experience that meets Devin's expectations, supports their goals and remedies any pain points. This persona example could be used for the banking industry.

Meet 'The retiree that doesn't think 401(k) is enough', named Devin

"A few of our friends have popped off already and more than a few have suffered some major health setbacks. We have insurance through 401(k) but is it enough? Am I too old to do anything about it?"

Devin 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 . Devin is married, has no children and is often kept busy with volunteering at the local animal shelter.

People like Devin are comfortable with technology.

Devin 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 401(k) Inc can help Devin

Devin has come to Acme 401(k) Inc because Devin's problem is not knowing if his 401(k) will be enough to last them. Acme 401(k) Inc could help Devin with this problem by building a stronger supplementary income for them, but one of the reasons why Devin has not yet engaged with Acme 401(k) Inc is fear that he is too far behind to do anything about his circumstance.


Comfort level with technology

Devin is comfortable with technology.


Spare time

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


Jargon familiarity

Devin is not familiar with the industry specific terms that are used in the banking industry.

Social media usage for Devin

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

Facebook: no usage

Devices that Devin uses to access the Acme 401(k) Inc website


Desktop / laptop

Devin uses a computer to access the Acme 401(k) Inc website when he gets home before dinner is ready.



Devin uses a tablet to access the Acme 401(k) Inc website sometimes if he is up late in his bed.


Smart phone

Devin uses a mobile to access the Acme 401(k) Inc website during down time at the shelter.

The retiree that doesn't think 401(k) is enough
Stats for 'Devin' 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,
  • 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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