Mortgage Lenders and Borrowers' Persona

Bank Manager Persona

• According to a bank director, there is a major brand positioning issue in the financial services industry as it is being perceived as having a culture of fear and greed.
• A bank leader also mentioned that banks need to find a better way to convey their part in helping the economy and the community.
• A bank leader also predicted that there will soon be a major digital transformation in their industry that will be unprecedented in the coming years. With this, the industry is also expecting that they will have lesser number of personnel with very different skillsets.
• However, some bank leaders were not sold on the notion that having more automation will decrease the number of employees in their field.

Mortgage Borrower Persona

• Based on an analysis of real-life mortgage borrowers, they are typically between the age of 25 to 39 years old.  
•  Fifty percent of them are male and the rest are female.
• They typically find enjoyment in being with their friends and families at home.
• These borrowers usually attempt to allocate their money on well-thought out purchases but are not confident on how to accomplish this.
• These borrowers strives to achieve stability in their lives but are dreading looming economic crises.
• They also manifest anxiety whenever they comptemplate about mortgage borrowing.
• Most of them are also mulling about getting a mortgage for the first time.  

Summary of Findings