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  3. The seasoned professional

Template for 'The seasoned professional' persona, Patricia

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

Meet 'The seasoned professional', named Patricia

"I want to get ahead of the game in planning for my retirement so that I don't stress about it later"

Patricia expects her business to grow in the future so she wants to begin the process of planning for retirement now while she has more spare time.

This persona is motivated by being able to retire comfortably. This persona is 40-50, and lives in the suburbs . Patricia is married, has 2 children and is often kept busy with work and taking her children to soccer practice.

People like Patricia are comfortable with technology.

She likes spending quality time with extended family when they are in town.

How Acme Financial can help Patricia

Patricia has come to Acme Financial because Patricia's goal is to have peace of mind, knowing that she has a retirement plan in place. Acme Financial could help Patricia with this goal by consolidating and simplifying her financial accounts, but one of the reasons why Patricia has not yet engaged with Acme Financial is she wants to be sure that she chooses the right advisor.

Website visit goals for www.achme-finance.com

Learn how to make your website easier to use for 'The seasoned professional' persona.

'The seasoned professional' has recently been visiting websites in the Financial services sector and has arrived at www.achme-finance.com. Patricia 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
seeing an overview of their estate planning business no case studies of current clients creating an area with video case studies of the different services offered

Technology

Comfort level with technology

Patricia is comfortable with technology.

Time

Spare time

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

Jargon

Jargon familiarity

Patricia is not familiar with the industry specific terms that are used in the Financial services industry.

Social media usage for Patricia

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 Patricia uses to access the Acme Financial website

Computer

Desktop / laptop

Patricia uses a computer to access the Acme Financial website at work.

Tablet

iPad

Patricia uses a tablet to access the Acme Financial website while waiting for her kids to finish practice.

Mobile

Smart phone

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

The seasoned professional
Stats for 'Patricia' insert_chart
  • Life-stage: established in their career
  • Age: 40-50 years
  • Annual income: $71,000 - $90,000
  • Internet usage: many times a day
  • Social media usage: not active
Relationships group
  • Marital status: married
  • Children: 2
Education/skills school
  • Education level: an Undergraduate degree
  • Technical level: comfortable
  • English level: fluent

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More persona templates for the Financial services industry

See persona examples and templates created using our persona generator tool.

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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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