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The Persona Blog by ExperienceLab: Enhancing Engagement in Health and Finance

Introduction to Persona-AI^tm
In today’s landscape where financial well-being is paramount, ExperienceLab is excited to present Persona-AI. This innovative system combines attitudinal segmentation with artificial intelligence, creating a robust program development system. Persona-AI streamlines the production of financial well-being content, enhancing efficiency and cost-effectiveness.  

Understanding Persona^tm

Persona, a cornerstone of our approach for two decades, is an attitudinal segmentation tool. Derived from surveys of over 8,000 employees, it mirrors the financial attitudes and behaviors of a broad American workforce. Comprising seven distinct personality profiles, Persona offers deep insights into consumers’ financial needs and preferences. This tool has been instrumental in aiding leading financial institutions in the US and UK to significantly boost engagement in their marketing programs.

The Essence of Persona -AI^tm

Persona-AI represents a transformative manufacturing process. By training AI with Persona’s rich, segment-specific insights, we’ve empowered the AI to autonomously generate relevant and engaging well-being program content. Persona-AI blends deep sector knowledge with advanced language capabilities, offering a more rapid, accurate, and cost-efficient development of well-being programs.

Our Blog’s Mission This blog aims to provide an in-depth exploration of Persona, its applications in targeting and engaging employee groups, and the enhanced efficiency brought about by AI integration. Our focus is on how Persona, augmented with AI, can streamline program development while amplifying engagement and productivity in financial well-being initiatives.

Maximizing engagement through Persona^tm targeted financial planning.
Persona revolutionizes financial well-being programs by fostering a culture of personalized financial planning. As indicated in the chart below, financial planning resonates differently with each of Persona’s seven unique attitudinal groups. Specifically, 87.7% of segment 1 members respond that they have long-term financial plans while only 7.6% of segment 6 members do.

This variance underscores the power of Persona’s segmentation. Each group represents a distinct combination of financial needs, attitudes, and behaviors.

Typing employees into segents 

Correctly typing emplopyees into segments is basic to our methodolgy. For this purpose, we have developed accurate typing tools that align employees with segments to enable targeting and tailoring of well-being programs to meet the individual needs of each employee.

Our typing allows identification of the unique ‘hot buttons’ and ‘benefit barriers’ of each employee. These insights allow employers to create targeted, engaging, and effective financial well-being strategies.

This personalized approach ensures that every employee is guided with a financial plan that speaks directly to their individual needs and aspirations, significantly enhancing engagement and financial stability. Historically, the approach has resulted in a minimum of 5-40% average increases in engagement.

[Click here for other examples of Persona^tm in action]

The Persona^tm Blog
The first section of this blog, the Application Directory, provides use cases where the Persona^tm tools are used to target and tailor popular financial well-being benefit programs including financial stress relief, financial wellness education, Health Savings Account uptake and retention and Health Savings Account Investments.

The second section, the Directory of Segments, provides employee profiles grouped by ExperienceLab’s analysis of its national research results. Each group or segment is based on their responses by 10,000 employees to over 250 research questions that demonstrate needs and preferences for well-being benefits. Benefits targeted and tailored using these groups are proven to more deeply resonate with employees to increase engagement.

In the third section, Research Resources, ExperienceLab’s head data scientist, Rob Couvillon, explains attitudinal segmentation, about how consumer groups or segments are created and about how Persona^tm can be used for financial well-being personalization.

Subscribe to get continuing updates
The Persona^tm Newsletter delivers additional personalization examples and research insights each month. Coming in future editions are posts on the use of personality research to improve financial education, to optimize shopping for healthcare and to create targeted benefits strategies. Subscribe to the newsletter by joining our mailing list. Click here to add your address and, if you wish, your comments as well. Thank you.