- Its early adopters
- They are digital users (Ex: They use Bancolombia at hand)
- They are between 25 and 50 years old
- They are aware of the economy of time and attention. They prioritize simple processes
- They enjoy. They like to celebrate life, live in the moment and follow their passions.
- They make risky but responsible decisions, they do research beforehand.
- They choose brands that they connect with, that are fun and creative,
- They support diversity - for some it is natural - and the sustainability of the planet
- They care about the environment
- They want a financial system that speaks to them in their language
- They are careful with their personal data
- Behaves differently depending on age and income level
- Pays attention to: Health and safety, service and personal attention, ease and convenience, product origin, trust and reputation