MarketrixMarketrixEvidence by reference.
'Total annual cost' is the only priority in every persona's top three.
Spend controls polarise: first for tooling and finance personas, bottom-half for everyone else.
Support expectations split by tech comfort — chat is enough for builders, a phone number is non-negotiable for first-business founders.
19 respondents skipped the open-ended 'switching' question — the switching persona in particular declined to speculate without a concrete offer.
Modal answer per question per persona. Simulated respondents answer from their own grounding transcripts.
| Question | ASAI-heavy spender | CFCost-scrutinising founder | PFFirst-time US founder | PSSolo technical founder | RFRisk-averse founder | RBRevenue-funded business owner | SFSupport-seeking founder | SWSwitching founder | NFNon-US founder applying remotely | FOFinance operator on a small team | MFMobile-first founder | BKBookkeeper / fractional CFO |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| What matters most when choosing a business bank? | Spend controls & cards | Total annual cost | Total annual cost | API & integrations | Deposit safety / insurance | Speed of incoming payments | Human support / branch | Total annual cost | Total annual cost | Spend controls & cards | Speed of incoming payments | Total annual cost |
| How confident are you in estimating your annual banking cost today? | 5 | 5 | 5 | 5 | 3 | 5 | 4 | 3 | 5 | 5 | 5 | 5 |
| Which type of provider do you use today? | Fintech / neobank | Fintech / neobank | Fintech / neobank | Fintech / neobank | National bank | Regional / community bank | National bank | National bank | Fintech / neobank | Fintech / neobank | Fintech / neobank | Fintech / neobank |
How participants answered each question.
Bar length is how many reached the question.
Across 480 participants whose progress through the form was recorded. A question is only counted as skipped by someone who reached it.
“A migration plan with a named person, and proof payroll won't miss a cycle.”
Per-step reaction replay — what every persona thought at every step.
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