Conservative, risk-averse retirees focused on health, security and maintaining an income from investments or the pension, even if they're mortgage-free.
Helix Personas is designed to provide accurate profiling of Australian consumers across a variety of attributes. The attributes that have been included in creating Helix Personas have been selected as the most predictive and defining consumer attributes. Helix Personas is a Trademark of Roy Morgan Research. Values Segments devised by Michele Levine of Roy Morgan Research and Colin Benjamin of The Horizons Network. All figures are based on 14+ population.