Are you university educated, white collar and earning more than $15,000 a month? Then you are likely to be actively involved in the stock market or investment funds.
The problem for the financial services industry is that there are simply not enough of your type.
So in the absence of some spectacular, genetic engineering the issue for the industry is how to find more customers.
This apparently simple exercise has had some of the territory's finest marketing mandarins tugging - if not tearing - at their hair.
It has been even worse for the unit trust/mutual fund industry which make claims of only between four and seven per cent of the potential market.
The investing public still sees the products as risky and highly speculative despite the industry's best attempts to get across the message that fund's lower risk by diversifying across asset classes and securities.