Not all investors see the same story.

You’ve probably spent time refining your investor messaging by highlighting key milestones, financial performance, and your long-term strategy.

But here’s the problem: not all investors see the same story.

• One investor cares about your EBITDA margin.
• Another just wants to know when you’ll turn cashflow positive.
• A third is only interested in your ESG credentials.

Each one sees your company through a different lens - and filters your announcements accordingly.

Enter the investor persona.

Communication theorist Denis McQuail explains that audiences aren’t passive receivers - they are selective, active interpreters of information. He describes how people are drawn to content that reflects their interests, beliefs, and goals - a phenomenon known as selective exposure and perception.

When you treat your investors as one big homogenous group, you ignore the fact that different people:

• Engage with information differently
• Seek different proof points
• Filter your message based on their own mental models

That’s where investor personas comes in. 

Marketers have been using personas for decades. They don’t just talk about their product to a generic audience - they tailor the message to distinct customer types.

An investor persona is a semi-fictional profile based on real data and insights. It represents a type of customer with specific behaviours, motivations, and objections.

You can - and should - do the same for your investor base.

How to build your investor personas.

Start by creating 3 to 4 broad profiles.

These don’t have to be perfect - they just need to reflect patterns you’re seeing in your register or hub. Here’s a simplified example:

🧠 The institutional analyst

• Reads every word of your ASX announcements.
• Cares about forecast accuracy, margins, and governance.
• Wants proof points and consistent performance.

💸 The yield seeker

• Retired or income-focused retail investor.
• Interested in dividends, cashflow, and stability.
• Wants reassurance, not risk.

🌱 The ESG-aligned investor

• Sees business through a sustainability lens.
• Asks about impact, reporting frameworks, and long-term value creation.
• Responds to vision, transparency, and integrity.

🚀 The growth believer

• Buys the future, not the past.
• Wants to hear about market size, traction, and momentum.
• Needs conviction that you're going big.

Put the personas to work.

Once you have your investor personas:

1. Tag investors who fall into each persona on your hub and create segments for each persona.
2. For each announcement, media release, interview, webinar, or email campaign that you do, ensure there is a gold in there for each one of them.

Remember: If you’re treating all investors the same, you’re missing the opportunity to connect deeply with any of them.

Take a look at your last release and ask yourself: “Would each of them see something relevant here?”. If not, it’s time to refine your message.

If this is something you need help with, speak to your dedicated CSM or reply to this email to discuss your messaging.

Cheers,

Dylan