Best Practice Report

Intermediary Personas In Financial Services: Key Attributes

January 1st, 2018
Robert McKinnon, null
Robert McKinnon


Financial services providers often fail to distinguish the roles, needs and preferences of key stakeholders within intermediary (partner) organizations. By understanding the key attributes of partner personas, a financial services provider can more effectively deliver meaningful content. Providers also must consider which intermediary personas are active during each stage of the partner’s journey. In this report, we examine the key attributes of four intermediary (partner) personas, including their relevance to specific stages of the partner’s journey.

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