What would Sally do? Personas for retail financial services

Personas are ‘pen portraits’ that bring to life users or customers of a system, service or product.  Giving a personality and back story to your customers helps keep your thinking true to their real needs and goals.  Rather than using  ‘user’ or a segment descriptor such as ’empty nester’, or ‘this is what I would do’, what would Sally do?

Here’s a set of personas for financial service organisations, geared towards the retail / B2C market.  Sally is included (Shes skint).