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Advance is targeting college students, graduate students, and those having just entered the workforce (primarily between the ages of 21 and 29). Most will be well-educated, but are just starting to get their feet under them financially. Many will have student loans or other debt weighing on them, but will have a positive outlook.
Within that audience, we are targeting those that don’t have regular incomes. An irregular income (from student loans, summer jobs, research grants, odd jobs, etc) makes it more difficult to gain a sense of financial control, which is what our product offers.
Our audience will largely be avid social media users, smartphone users, and generally technically savvy.
Some adjectives we’d like to invoke: