The purpose of this document is to provide an updated iteration on the Personas that best describe Levels Members. These personas have been captured through the insights gleaned from the ongoing feedback calls that have taken place since January of 2020.

It's important to note that Personas 2.0 is focused on our Consumer go-to-market strategy. What we've found through our early Enterprise exploration (as of May 19, 2021) is that the personas and goals of Members that use Levels through an Enterprise channel have different personas, as compared to Members that join Levels through a Consumer channel.


There are 7 main Personas that represent Levels Members, based on the ~6,500 people that have been through the Beta as of May 19, 2021. These Personas have been identified through the feedback calls and segmentation data collected to date.

The Personas are as follows:

Process for Personas 2.0

As of May 19, 2021, we have undertaken more than 1,000 Member feedback calls, mostly led by @Mike DiDonato. Initially, the majority of the calls were captured with qualitative feedback and recorded as call notes.

For Personas 2.0, we asked ourselves: What data do we have that can help to drive insights and decisions about Levels Member Personas?

As such, we reviewed data from: