Who could actually buy Homesy
A map of the people Homesy could plausibly serve — built from the proposition outward, not from a demographic guess. Eight buyer profiles, each with its own page; this is the overview that frames them.
Read this first. This is desk synthesis held openly as a hypothesis — a reasoned set of plausible buyers drawn from the proposition and the documents’ propensity signals, not a validated segmentation. The whole reason it exists is that an earlier assumption was wrong (below), so it’s built to be tested by primary research, not to assert a confident answer.
The original cut led with class
The first segmentation defined the primary customer as a “mid-to-high social-economic owner-occupier.” Sensible as a Year-1 focus — but the tone-of-voice and messaging work then inherited that affluent lens as if it were the whole universe of buyers, exploring how to speak to only one kind of person.
Leading with affluence as the defining segment quietly excludes valid buyers — the house-proud owner of a modest home, the value-seeker drawn by cost-price, the lower-income appliance-lover, the aspiring maintainer.
Affluence is real, but it belongs as an affordability filter and a cross-cutting attribute — not the opening cut. Start from the proposition; work outward to everyone who could genuinely buy.
Someone must afford £9.99/month plus cost-price work — so affluence re-enters deliberately, as one filter, rather than skewing the map invisibly the way it did before.
Proposition-out, in three layers
The order is the safeguard: affluence can only appear as an attribute or a filter, never as the starting point.
1 · Needs
The income-agnostic motivations Homesy could meet — attitudes and circumstances, deliberately not demographics. The shared foundation every profile references.
2 · Profiles
The plausible buyers those needs imply — each a combination of needs, with demographics (including class) noted as attributes that cut across them.
3 · Could they buy?
The honest filter — affordability, reachability, conversion. Where affluence re-enters as one real constraint. Covers who could buy, not everyone who exists.
The eight needs that could draw anyone to Homesy
Motivations and circumstances, not demographics. Unweighted in the research — real buyers have whichever needs they have. Each profile is a different combination of these.
Held apart from the neutral research: the needs most aligned with what Homesy wants to be are 4, 5, 8 and 1 (look after the home, keep things working, predictable & simple, take it off my plate). That guides which territories to lead with in messaging — not which buyers are more common or valuable. The cost-conscious, the trust-seeker and the mover matter commercially even where they’re less “on-brand.”
Eight profiles worth speaking to
Each has its own in-depth page with a needs fingerprint and an honest “could they buy?” read. They are lenses, not boxes — most real people are a blend (see the read-across below).
Who we deliberately leave out
Honest exclusions, per the documents — not everyone who exists is a plausible Homesy buyer:
Very-high-net-worth households using a managing service (wrong tier). Digitally-disengaged households (the app-first model can’t serve them yet — note this shades into part of the approaching-retirement profile). The opportunist / insurance-frame cohort (excluded by acquisition channel, not by demographics).
These are lenses, not boxes
Real buyers are blends. The profiles isolate motivations so we can see them clearly — but a single person often sits in several at once, and the fingerprints make those overlaps visible.
Common blends
House-proud and appliance-keeper (pride plus a repair ethic). Trust-seeker and cost-conscious (been burned, now value-sharp). Recently-moved over any other profile — the move is a trigger that overlays whoever they already are.
The fingerprints connect them
Because every profile is scored on the same eight needs, you can read the set as a spectrum rather than silos — profiles that spike on need 2 (trust) or need 8 (predictability) cluster, and messaging can target the need across profiles, not just the profile.
What this means for messaging
Lead with the on-brand needs (4/5/8/1), but be able to speak to all eight. The tone-of-voice redo consumes this set — covering every plausible buyer, not just the Year-1 primary the original work over-fitted to.
What this is, honestly
Desk synthesis, June 2026, reasoned from the proposition and the propensity signals, points-of-need and segments named in the Homesy Market Paper and Assumptions Audit, then deliberately widened past the original affluent framing. Profiles vary in how grounded they are: the cognitively-loaded homeowner is characterised in the documents; the house-proud, appliance-keeper, aspiring-maintainer and trust-seeker are reasoned, not evidenced — and are also the ones doing the most to correct the skew.
Confidence: directional, held as hypothesis. Each profile page carries a “what would confirm or kill it” note. This is a base to be tested and replaced by primary research, not a substitute for it.