Segment, position and price · output 13 of 34
Buying committee: everyone who has to agree before money moves.
The seats that can stop a purchase, what each asks before shortlisting and before signing, and which questions you cannot answer yet. Found in lost deals, community threads, reviews and the rules of your market.
Buying committeeOutput 13 · POSITION
In
everyone in the room, and the ones who are not
↓
Out
Every seat that has to agree
What each asks, at each gate
The questions you cannot answer
What you know at the end
Every seat that has to agree before anyone signs.
What it cannot tell you
Who is blocking it without telling you.
How it gets made
What goes in
Lost deals
Community threads
Competitor pages
Rules and contracts
Named, structural or inferred, and marked which
→
What comes out
The seat grid
The report
The blanks are the point
→
How long
2days
start to finish
re-check when a route changes
The output, in full
Built on WealthKarma, a retirement app for Gulf expats. Every count is real and every gap is marked as a gap.
Buying committee8 seats · 13 unanswered · 12 deals, 17 interviews, employers page · 19 Aug 2026
01 · The seats
Bought directly
The one who handles the money
Signs up. Every interview you have is with this person.
Named · 17 of 17
The partner who doesn't
Can object and doesn't. Defers to whoever handles it.
Named · 1 person
I'd go with whatever they decide.
The one they ask
A colleague, a friend, an adviser. Ends it in a sentence.
Named · 4 of 12 deals
My colleague uses a guy. I'd rather sit across a table from someone.
Bought by an employer
The one who champions it
HR or people team. The employers page is written for them.
Named · 1 company
The one who pays
Holds the budget. Can refuse on cost alone.
Structural
The one who reviews it
Legal, compliance, or whoever owns employee data.
Structural
The one who chose what they have now
Picked the current broker, insurer or benefits setup. Has to explain the change.
Structural
The employee
Didn't choose it. Makes it worthless by not opening it.
Named · 3 of 12 deals
I get the gratuity at the end. I assumed that was the pension.
02 · What each asks, and when
Bought directly
Seat
Getting on the list
Getting chosen
The one who handles the money
Where do I even start?
Can I trust an app with this?
The partner who doesn't
Is this something I handle?
Am I fine with whatever they pick?
The one they ask
What is this, and would I put my name on it?
Why not just use my guy?
Bought by an employer
Seat
Getting on the list
Getting chosen
The one who champions it
Does this cover more than retirement?
What do I tell my CEO this does for us?
The one who pays
What does this cost per employee?
What do we get back for it?
The one who reviews it
Who are these advisers, and are they licensed here?
Is this advice, and are you allowed to give it?
The one who chose what they have now
What's wrong with what we already give them?
Does this replace what I put in, or sit beside it?
The employee
My company gave me this. Worth my time?
Will my employer see my money?
Answered without you in the room Answered, proof is borrowed Nobody has asked them You answer it and something of yours disagrees
03 · Where it breaks
Thirteen of sixteen. Ranked by whether the seat can say no on its own, then by how late you find out.
1
The one who pays has no price to look at.
Nothing on the employers page says what it costs. Put a number, or a range, on the page.
2
The page promises advice and the footer takes it back.
"Unlimited 1:1 access to financial advisors" giving "guidance on savings, retirement, and investing", above a line saying the content "does not constitute financial advice". Reconcile it in one sentence, checked by whoever gives the advice.
3
Nobody has spoken to the person your buyers ask.
Four dead deals name them. Three conversations with the colleagues and advisers users said they went to.
4
You don't know what employers already give people.
Whoever picked the current broker or insurer has to explain replacing it. Ask the one company using you what it displaced, and what nearly stopped it.
5
No employee has been asked whether their employer can see their money.
Put the question in the next five onboarding conversations at the company already using it.
6
You tell people where to start and they don't start.
"I signed up and then just… didn't." Get the completion number for lesson one before writing anything else about it.
04 · The finding
Four of twelve buyers asked someone before deciding. Nobody has ever spoken to that person.
05 · What can't be known
Four of the eight seats have never been spoken to. Their questions here come from the structure of the purchase and from what your pages fail to say, not from anything they said.
One partner interview is one person. It may not hold in a house where nobody clearly handles the money.
One company is using the employer product. There is no second one to check any of this against.
The employer questions come from the page as it stood on 19 August 2026.
Where it sits
Research
Compete
Position
Message
Launch
Measure
you are here · 13 of 34
Want this for your company
This is one of thirty-four. The diagnostic tells you which ones you're missing.
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