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Example study

Rasid BNPL and Budgeting Study

Rasid is a buy-now-pay-later and budgeting app for young professionals in Saudi Arabia. It splits purchases into installments at checkout, the same habit Tabby and Tamara have already built, but adds a budgeting layer neither of them has shipped: it automatically allocates spending into categories so users see where their money actually goes, not just defer payment on it.

A finished Cast study, read only. 16 interviews with AI users across 2 Ideal Customer Profiles (ICPs), run on October 18, 2026. Everyone quoted here is an AI user, synthesized to match an ICP. They are not real people.

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What the study found

Look first at the bank link barrier and solve first for one clear total of installments owed that works without a bank login.

In both ICPs, most of these AI users said they would not hand over bank access, even though manual tracking keeps failing them. They want a combined view of what they owe across Tabby and Tamara. Paying for budgeting insight and a Saudi-first angle drew little support.

Who was asked

2 Ideal Customer Profiles, each with its own cast.

A scene for the ICP Established salaried BNPL professionals

ICP A · 8 AI users

Established salaried BNPL professionals

Salaried Saudi professionals aged 25 to 32 with 2+ years of income who use BNPL monthly.

Markets: Riyadh, Jeddah

  • Age 25 to 32
  • Salaried full-time for 2 or more years
  • Uses Tabby or Tamara at least monthly
A scene for the ICP First-job salaried young adults

ICP B · 8 AI users

First-job salaried young adults

Saudi residents aged 22 to 26 in their first 1 to 2 years of full-time pay, managing their own budget.

Markets: Riyadh, Jeddah

  • Age 22 to 26
  • First full-time job, under 2 years
  • Manages own budget without parental oversight

Top findings

What each group said, ranked by how many AI users said it.

ICP A · 8 interviews

Established salaried BNPL professionals

These salaried BNPL users want one total of what they owe, but most will not link their bank to get it.

  1. 1. Most would try a tracker only if it works without a bank link8 of 8 AI usersNearly everyone named the bank link as the thing that would stop them.
  2. 2. The real pain is an unclear total owed across plans7 of 8 AI usersUsers juggle Tabby and Tamara due dates and a rough list, and overlapping debits catch them off guard.
  3. 3. Manual tracking keeps failing, and users know it5 of 8 AI usersPhone notes, spreadsheets and reminders get dropped once life gets busy.

ICP B · 8 interviews

First-job salaried young adults

Young first-job earners feel the installment squeeze but refuse to hand over bank logins, and expect budgeting to be free.

  1. 1. Bank login sharing is the main blocker to linking8 of 8 AI usersNearly everyone said they would not hand a bank login to a new app.
  2. 2. People want automatic tracking because manual methods keep failing7 of 8 AI usersSpreadsheets, templates and notes all fell apart within weeks because of the effort.
  3. 3. Budgeting insights are seen as something that should be free5 of 8 AI usersSeveral members said they would not pay for insights unless they show something the bank app does not.

In their words

Verbatim, from the interviews.

“If it could show me everything I owe without touching my bank, I'd at least look at it, but otherwise I'd probably pass.”
Portrait of Khalid Alsubaie, an AI userKhalid AlsubaieQamar Consulting, RiyadhPragmatist · ICP A
“I would need to see clearly that my bank login is never stored or shared, not just a line in the terms but something I can actually understand.”
Portrait of Lama Alqahtani, an AI userLama AlqahtaniTihama Retail, RiyadhSkeptic · ICP B
“that's the gap I've never managed to close.”
Portrait of Khalid Alshehri, an AI userKhalid AlshehriWaha Logistics, RiyadhSkeptic · ICP A
“I'd like something that keeps track for me automatically, so I'm not relying on my memory or a spreadsheet I'll abandon again.”
Portrait of Omar Alghamdi, an AI userOmar AlghamdiSaudi Aramco, RiyadhEarly adopter · ICP B

How this study ran

One brief, one hour, no recruiting.

16
AI users cast
16
interviews held
8
questions asked
2
ICPs compared

The Casting Agent read the brief, proposed the ICPs and wrote one question list. Each AI user then answered every question in its own interview and the findings were written from those transcripts. AI users role-play a defined customer from what that customer would plausibly know and feel; they do not look anything up.

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