Demographics Overview 
 Self-Directed Audience 
 Audience Personas 
 Audience Profile By Segment:
Lending
Banking
Insurance
 
 

 

Audience

Audience Personas
Who is the Bankrate Consumer? We’ve developed four audience “archetypes” that illustrate the educated, affluent nature of our audience, and the desire to take control of their personal finances.

The Regular

“Is there a pay-off for using the Internet instead of going to my local bank?”
Natalie Smart
Age: 32
Education: Bachelor’s in Finance
Profession: Auditor for a utility company
Goals: Finding a good interest rate, Saving money
The Expanding Family
“With a three year old and twins on the way, we don’t have a lot of spare time.”
Anthony and Lisa Fillmore
Age: 42, 35
Education: BA from CMU, MA from Tufts
Profession: Writer, Middle Management
Goals: Find the right home equity loan quickly and easily.
Understand the costs before signing.
The Millionaire Next Door
“I don’t work for money, it works for me.”
Sheldon Pinkerton
Age: 52
Education: College Graduate
Profession: President of a manufacturing company
Goals: Increasing his personal wealth. Finding the best CD rates.
The Accidental Tourist
“Finding the right mortgage is difficult, if not impossible”
Sandy Mullen
Age: 34
Education: MA from Columbia
Profession: Lawyer
Goals: Understanding the mortgage comparison process. Picking a reputable lender.
  
 
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