CLIENTS PERSONAS
Sarah, age 30
The digital
nomad
- Active
- Sociable
- Opportunistic
“ I’m a busy, active and sociable person who likes to have a routine. When I need reassurance, I turn to my friends, and their opinion means a lot to me. I work a lot because I’m hoping to get a promotion that will give me the salary I need to pay for my three yoga classes a week and finally get on the property ladder. I have a list of life projects I want to achieve, but I don’t really know where to start, so I live my life one day at a time. ”
I don’t really want to talk much about money. I feel like I’m on the right track already.
Motivation to act
Getting a deal, entering a contest or promotion
Relationship with technology
Management of my finances
Anthony, age 38
The financial libertine
- Balanced
- Educated
- Disciplined
“ I work hard to support my family and make sure we can enjoy a comfortable lifestyle. We have a strong connection to family and friends and enjoy sharing lots of precious time with them, such as the annual hockey game we play with the kids. I generally think of myself as an active person. I feel confident about the future and my ability to send my daughter Olivia to university. We’re even thinking about having another child. ”
Being in good financial health won’t make you happy, but it certainly won’t hurt.
Motivation to act
Ensuring my family’s financial well-being
Relationship with technology
Management of my finances
Diane, age 62
The trusting traditionalist
- Loyal
- Cautious
- Family first
“ My husband has just retired, and I’m one step closer to retirement myself, now that I’m working part time. We have built a nest egg for ourselves and are easing gently into this new phase of our lives. I think we have what we need to ensure our financial security and not leave a burden for our family if something were to happen. ”
For me, family comes first and my greatest assets are my children and grandchildren. Money is a secondary concern.
Motivation to act
Having peace of mind