Debt fighters
Debt-burdened
Credit-dependent
Budget-conscious
Tech-savvy
Financially distressed
Sasha is focused on managing her debt, improving her financial situation, and achieving financial stability.
Sasha
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
Administrative specialist
Mum to a corgi - hopes to start a family someday
Loves cooking programmes
Values her individuality & empathy
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…
- Sasha
Sasha is...
Most debt fighters are women aged 25-54
Heavily burdened with debt and struggles to pay off her loans
Living paycheck 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
Financial products
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.
