MarketrixRisk-averse founder
Trust-first deciderWho do I call when something goes wrong?
Runs a regulated business and asks 'who do I call when something goes wrong' before 'what does it cost'. Established brands and physical branches carry real weight.
Physician turned operator running three outpatient clinics with 40 staff. Holds $2.1M in operating cash and has lived through a payroll failure caused by a frozen account. Values continuity, a named banker and a branch within driving distance.
- Confidence that funds are safe and insured
- A human to escalate to within the hour
- Stability over novelty
- Fintech marketing that avoids the word 'bank'
- Support that's chat-only
- Unclear FDIC coverage on swept balances
Looks for FDIC and 'who holds the money' before features; checks leadership and About pages; prefers phone over chat.
A payroll scare; a news story about a fintech failure; an insurance renewal that asks about banking.
Each trait scored 0–100, where 50 is the population average.
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