What Does a Finance Buyer Persona Look Like? (+Examples)

A buyer persona is a detailed profile of your ideal customer built from real data and insights.

It goes beyond basic demographics by highlighting goals, challenges, and decision-making processes.

By creating accurate buyer personas, you can tailor your messaging, content, and services to meet the specific needs of your target audience.

But what does a fully fleshed-out buyer persona look like?

This guide will help you build buyer personas for your clients and suggest what types of content work best to engage them.

Each persona includes the critical elements needed to create a profile that will guide your marketing strategy.

What Should a Buyer Persona Include?

A comprehensive buyer persona typically includes the following sections:

• Name and Role: A name and professional title to make the persona feel real.
• Demographics: Key details such as age, location, and income level.
• Professional Background: Information on the persona’s career path and current role.
• Goals: What are their main objectives in their professional or personal life?
• Challenges: What obstacles do they face in achieving their goals?
• Values: What do they prioritise when selecting a solution or service provider?
• How They Find Solutions: How do they research and choose providers or solutions?

By including these elements, you can better understand your target customers and align your marketing efforts to resonate with them.

Now, let’s look at four fully developed buyer personas for financial services professionals.

Financial Services Persona Examples

Accountants: Targeting Small Business Owners

Target Clients: Small business owners, entrepreneurs, and freelancers.

Accountants often work with small business owners who need help with bookkeeping, compliance, and tax preparation.

These clients are busy managing their business and rely on accountants to handle the financial side.

Example Persona: Small Business Owner Seeking Financial Clarity

Name: Kevin Murphy
Role: Owner of a small e-commerce business
Demographics:

• Age: 42
• Gender: Male
• Location: Cork, Ireland
• Income: €90,000 per year
• Education: Bachelor’s in Business Administration
• Family: Married with two children, aged 10 and 12

Professional Background:
Kevin runs a small e-commerce store that sells personalised gifts.

He handles the day-to-day operations, customer service, and product management.

While he is comfortable with business, the financial aspects are overwhelming.

He hires an accountant to handle his taxes, manage his financial statements, and ensure compliance with regulations.

Goals:

• Ensure his business stays compliant with Irish tax laws.
• Reduce the time he spends on bookkeeping and tax preparation.
• Gain a better understanding of his business’s financial health.

Challenges:

• Lacks in-depth knowledge of accounting and tax laws.
• Struggles to manage his time between business operations and financial responsibilities.
• Worries about making costly mistakes that could lead to penalties or audits.

Values:

• Efficiency and accuracy when dealing with finances.
• Clear, actionable advice from his accountant.
• Long-term relationships with trusted financial partners.

How He Finds Solutions:
Kevin often searches online for quick answers to accounting questions, but when it comes to big decisions or taxes, he prefers seeking professional help. He values accountants who offer proactive advice and streamlined services that save him time.

Content Types That Work Well:

1. How-to Guides on Financial Management

• Examples: “How to Set Up an Efficient Bookkeeping System for Your Small Business” or “Top 5 Accounting Mistakes Small Business Owners Make (and How to Avoid Them).”
• Why: Kevin struggles with bookkeeping and compliance, so practical, easy-to-follow guides will help him manage his finances more effectively.

2. Tax Preparation and Compliance Checklists

• Examples: “End-of-Year Tax Checklist for Small Businesses” or “Quarterly VAT Reporting: A Step-by-Step Guide for E-Commerce Businesses.”
• Why: With a lack of in-depth accounting knowledge, Kevin would benefit from checklists that simplify the complex tax preparation and compliance processes.

3. Case Studies on Successful Small Business Accounting

• Examples: “How One E-Commerce Business Streamlined Their Finances and Saved Time” or “How Automated Accounting Software Helped Reduce Errors for a Small Business.”
• Why: Kevin values efficiency and actionable advice, so case studies showing how other businesses have benefited from accounting solutions would resonate with him.

4. Financial Planning Webinars for Small Businesses

• Examples: “Maximising Cash Flow: Tips for Small Business Owners” or “Planning for Growth: Accounting Strategies to Scale Your Business.”
• Why: Kevin wants to free up time from day-to-day financial tasks, so webinars on cash flow and growth strategies will give him insight into long-term planning and financial management.

Tax Consultants: Targeting High-Net-Worth Individuals

Target Clients: High-net-worth individuals, multinational companies, and expatriates.

Tax consultants often deal with clients with complex tax needs, such as high-net-worth individuals with international assets or businesses operating across borders.

Example Persona: High-Net-Worth Individual with Complex Tax NeedsName: Sarah Byrne
Role: CEO of a multinational tech company
Demographics:

• Age: 48
• Gender: Female
• Location: Dublin, Ireland
• Income: €500,000+ per year
• Education: MBA, Certified Tax Advisor (CTA)
• Family: Married, one child studying abroad

Professional Background:
Sarah is a high-powered executive with extensive experience managing large multinational corporations. She oversees global operations and investments in various countries.

She works with a tax consultant to meet her personal and corporate tax obligations across multiple jurisdictions.

Goals:

• Minimise tax liability while staying fully compliant across various countries.
• Optimise her wealth preservation strategy for future generations.
• Stay updated on the latest tax laws that affect her personal and corporate finances.

Challenges:

• Navigating complex tax laws in different countries.
• Balancing her professional workload with managing her personal tax situation.
• Dealing with rapidly changing international tax regulations.

Values:

• Expertise in international tax law.
• Strategic advice that is both legally sound and financially beneficial.
• Clear, concise communication, especially with complex tax issues.

How She Finds Solutions:
Sarah consults with experts in global tax law and regularly attends high-level tax conferences.

She values tax consultants who bring innovative solutions and provide proactive insights rather than just responding to her queries.

Content Types That Work Well:

1. In-depth reports on International Tax Regulations

• Examples: “Navigating Multi-Jurisdictional Tax Laws in 2024” or “Tax Strategies for High-Net-Worth Individuals with Global Investments.”
• Why: Sarah needs to stay informed about complex, changing tax regulations, so data-driven reports will help her manage her personal and corporate tax obligations across borders.

2. White Papers on Tax Minimisation Strategies

• Examples: “Tax-Efficient Wealth Preservation for High-Net-Worth Families” or “How to Optimise Tax Structures for International Investments.”
• Why: Sarah values strategic, proactive advice and white papers that provide actionable tax minimisation strategies, which will be key resources for her wealth management.

3. Private Webinars on Global Tax Planning

• Examples: “Tax Planning Strategies for CEOs with International Portfolios” or “Understanding Cross-Border Tax Compliance for High-Net-Worth Individuals.”
• Why: Exclusive, high-level webinars focusing on her needs will help Sarah stay ahead of tax changes and optimise her strategies in a competitive landscape.

4. Case Studies on Successful Tax Planning for High-Net-Worth Clients

• Examples: “How One CEO Reduced Global Tax Liabilities by 30%” or “Managing Multi-Jurisdictional Taxes for High-Net-Worth Investors.”
• Why: Sarah will resonate with real-world examples that show how strategic tax planning can protect wealth while ensuring compliance across different countries.

Financial Planners: Targeting Middle-Income Families and Retirees

Target Clients: Middle-income families, pre-retirees, retirees.

Financial planners often work with individuals and families to help them manage their finances, plan for retirement, and achieve long-term financial security.

Example Persona: Middle-Aged Couple Planning for Retirement

Name: John and Mary Doyle
Role: Dual-income couple preparing for retirement
Demographics:

• Age: 47 (John), 45 (Mary)
• Gender: Male and Female
• Location: Galway, Ireland
• Income: €120,000 combined
• Education: Both have Bachelor’s degrees in their respective fields
• Family: Married, two children in secondary school

Professional Background:
John works in IT, while Mary is a teacher.

They have been working for over 20 years and are beginning to focus more on retirement planning.

They want to ensure they can maintain their lifestyle, save for their children’s education, and plan for healthcare costs in retirement. They’re seeking a financial planner to guide them.

Goals:

• Build a comprehensive retirement plan that aligns with their lifestyle.
• Pay off their mortgage and be debt-free before retirement.
• Save enough for their children’s university education.

Challenges:

• Lack of knowledge about retirement savings options and investment strategies.
• Balancing current financial obligations with long-term savings.
• Concern about inflation and market volatility impacting their retirement funds.

Values:

• Transparency and simplicity in financial planning.
• Personalised advice that takes into account their specific needs and family goals.
• Long-term security and peace of mind for their family’s financial future.

How They Find Solutions:
John and Mary often search online for retirement planning resources and have attended a few community financial workshops.

They rely on word-of-mouth recommendations from friends and family when selecting financial professionals and prefer straightforward, easy-to-understand advice.

Content Types That Work Well:

1. Retirement Planning Guides

• Examples: “How to Build a Secure Retirement Plan for Your Family” or “5 Common Retirement Planning Mistakes (and How to Avoid Them).”
• Why: John and Mary need help understanding long-term financial planning. Practical guides will give them the knowledge and tools to feel more confident about their retirement savings.

2. Educational Content on Saving for College and Debt Management

• Examples: “How to Balance College Savings and Retirement Goals” or “A Guide to Managing Debt While Saving for Your Family’s Future.”
• Why: Balancing current obligations and future goals is their main concern, so educational content will clarify how to manage these competing priorities.

3. Webinars on Long-Term Financial Planning

• Examples: “How to Prepare for Healthcare Costs in Retirement” or “Creating a Financial Roadmap for Your Family’s Future.”
• Why: Webinars that provide real-life scenarios and long-term planning advice will appeal to them as they prepare for retirement while juggling other financial commitments.

4. Interactive Tools and Calculators

• Examples: “Retirement Savings Calculator” or “Debt Payoff Planner: See How Much You Can Save by Paying Off Your Mortgage Early.”
• Why: John and Mary are focused on securing their financial future. Interactive tools will help them visualise how different strategies can impact their retirement savings and debt payoff timeline.

Financial Advisors: Targeting Young Professionals and High-Net-Worth Investors

Target Clients: Young professionals, high-net-worth individuals, and investors.

Financial advisors focus on helping clients build wealth, manage investments, and plan for future financial growth.

Example Persona: Young Professional Seeking to Grow Wealth

Name: Alex O’Sullivan
Role: Software engineer at a tech startup
Demographics:

• Age: 32
• Gender: Male
• Location: Dublin, Ireland
• Income: €85,000 per year
• Education: Bachelor’s in Computer Science
• Family: Single, planning to buy his first home

Professional Background:
Alex is a tech-savvy young professional with a high salary and significant earning potential.

He’s looking to grow his wealth and invest strategically to secure his future.

He has a basic understanding of investing but wants expert guidance to make the most of his money and avoid unnecessary risks.

Goals:

• Build a diversified investment portfolio.
• Save for a house deposit while continuing to invest.
• Understand how to grow wealth for long-term financial security.

Challenges:

• Limited time to research investment options due to a demanding job.
• Uncertainty about how to manage market volatility and risk.
• Lack of deep knowledge about long-term financial planning.

Values:

• Convenience and accessibility when it comes to managing investments.
• Clear, data-driven advice that’s easy to act on.
• Long-term growth and security without unnecessary risks.

How He Finds Solutions:
Alex manages his money using apps and digital tools and reads financial blogs to stay updated on investment trends.

He often follows financial influencers on social media and values tools that help him quickly understand market movements.

He prefers advisors who provide digital tools and interactive resources.

Content Types That Work Well:

1. Investment Trend Reports and Insights

• Examples: “Top Investment Trends for Young Professionals in 2024” or “How to Start Building a Diversified Portfolio in Your 30s.”
• Why: Alex is focused on growing his wealth through investments. Reports that provide in-depth insights into the latest trends and strategies will resonate with his desire to stay informed.

2. Educational Videos and Podcasts on Investment Basics

• Examples: “How to Manage Investment Risk as a New Investor” or “The Basics of Stock Market Investing for Young Professionals.”
• Why: With limited time and knowledge, Alex prefers quick, easily digestible content like videos or podcasts that provide key insights while fitting into his busy schedule.

3. Interactive Investment Tools and Calculators

• Examples: “Risk Tolerance Assessment Tool” or “Investment Portfolio Allocation Calculator for Young Professionals.”
• Why: Alex is tech-savvy and appreciates tools that help him make quick, informed investment decisions. Interactive tools that show how different investment choices impact returns will be useful.

4. Case Studies on Long-Term Investment Success

• Examples: “How a Young Professional Grew Their Wealth by 50% in 5 Years” or “The Power of Compound Interest: Long-Term Investment Success Stories.”
• Why: Real-life examples of successful investments will motivate Alex and show him the long-term benefits of staying invested in the market.

Conclusion

Building buyer personas for your financial services business is key to understanding your clients, their challenges, and how you can best serve them.

By crafting detailed profiles of your ideal clients—whether small business owners seeking clarity, high-net-worth individuals managing complex tax situations, or young professionals building wealth—you can create targeted content that resonates with their needs.

This approach improves your marketing and helps you foster long-term, trusting relationships with your clients, ensuring your services stand out in the competitive financial services sector.