What’s a Persona?
A persona is a group of people who share key traits—like family status, income, homeownership, or recent life changes—that make them a great fit for a specific life insurance or annuity solution.
In WealthSmyth, Personas are saved searches—combinations of filters that help you quickly zero in on qualified prospects without manually sorting through long lists. Your Warm network will usually reveal one or two types of people—your natural personas—who already know and trust you and are most likely to respond. But when working with colder leads, you need to filter efficiently—and that’s where basic filtering with MACHO and advanced targeting with Personas really shine.
How Personas Work in WealthSmyth
Every persona is built from filters you can combine to find your ideal prospects:
MACHO traits (Married, Age 30+, Children, Homeowner, Occupation)
Gender
Birthdate
Household income
Home value range
Education
Recent job change or home purchase
Once you save your filter set, WealthSmyth creates a dynamic audience—a real-time list of contacts who match that persona.
Two Types of Personas
Most personas fall into one of two categories:
Category | What they’re solving for | Product Fit |
Life Insurance | Risk of dying too soon | Term, IUL, Final Expense |
Annuities | Risk of living too long (outliving money) | Fixed Indexed Annuities, SPIAs, MYGAs |
Examples of Common Personas
Here are a few persona templates to get you started:
Million Dollar Baby (IUL)
Ideal for parents looking to build long-term savings for their children with a permanent policy.
Attribute | Filter Example |
Children | ✅ Yes |
Age | 30–45 |
Homeowner | ✅ Yes |
Household Income | $100K+ |
Education | College or higher |
MACHO Score | 4+ |
Final Expense
Great for seniors who want to leave a legacy or cover end-of-life costs with an affordable, no-fuss policy.
Attribute | Filter Example |
Age | 55–80 |
Income | <$60K |
Home Value | <$300K |
Education | Any |
MACHO Score | 2+ |
Fixed Indexed Annuity (FIA)
Designed for pre-retirees who want protection from market volatility and guaranteed income in retirement.
Attribute | Filter Example |
Age | 50–70 |
Household Income | $75K+ |
Homeowner | ✅ Yes |
Recent Job Change | Optional filter |
Education | College or higher |
MACHO Score | 3+ |
Tips for Using Personas
🔎 Start with people you already know—see what patterns emerge
🧠 Use MACHO as a shortcut to identify good fits
📥 Save filter sets as Personas to reuse across campaigns
📊 Your Persona becomes a live Audience in WealthSmyth—always updated.