Sasha is focused on managing her debt, improving her financial situation, and achieving financial stability.
Sasha is heavily burdened with debt and
is focused on getting out of it
She needs access to affordable credit products with low costs and interest rates
She relies on accessible online banking services and mobile payment options to help them manage her money
She’s looking into help for managing her debt, including budgeting and financial planning advice
Mum to a corgi - hopes to start a family someday
Loves cooking programmes
Values her individuality &
All I think about is
money. I’m constantly
checking my bank
balance. I feel anxiety
about my finances…
my number one priority
is clearing my debt.
I could use some
advice - I don’t really
know how to begin…
Most debt fighters
are women aged 25-54
Heavily burdened with debt and struggles to pay off her loans
to pay check
Reliant on banking apps, mobile wallets and buy-now-pay later apps
Paying towards a mortgage
Dependant on credit and loans, and makes only the minimum monthly payments
Has a low credit, score, but carefully monitors her credit score
Unable to cover larger than expected costs without incurring further debt
When it comes to her current financial mood, Sasha and other debt-fighters are either cautious, worried or distressed. Some 40% Debt Fighters would struggle if their debt goes up by £200
Sasha and other debt fighters are the least likely to have a savings account, or have depleted their savings accounts
She cannot afford to save - any savings she may have had go towards paying down her debt
She primarily uses new financial technology apps, from banking to mobile wallets, but also buy now pay later apps
She somewhat distrusts financial, banking and credit institutions
When shopping for a credit product the most important factor is low cost/interest, she doesn’t to care about customer service, and doesn’t investigate hidden costs.
Debt fighters like Sasha have considered cheaper credit and show an above-average interest in one-off financial incentives to switch banks. However, inconvenience and their poor financial history are significant barriers to switching.
Overall, the key financial needs
of Debt Fighters are focused on
managing their debt, improving
their financial situation, and
achieving financial stability.