Organise your clients into groups of people with similar needs so you can tailor your messaging, plan your marketing, and ultimately prepare your business for success.


In marketing speak, customer personas are ideal representations of clients. By definition, they are quite generic and stereotypical, however they are critical to understanding how you can best communicate and serve customers at scale.

Most businesses will have anywhere from 5 to 20+ personas, but the most successful businesses are those that have identified a narrow set of 3 or 4, and focused their efforts on servicing them as best they can.

This narrow focus allows their marketing and communications to be more relevant, and thus more effective, in differentiating their services and attracting customers.


Below is a breakdown of the 5 most common (and broad) client personas seen in financial services. Where do your customers fit?