To ensure its plan sponsors had an optimal experience on its new website, Manulife sought to validate digital behaviors via digital personas. A fresh approach to persona development was employed. This included: Quantitative with a statistically sound sample. We then leveraged marketing science to identify the personas through factor analysis combined with qualitative answers from B2B Gen Pop & Manulife customers. The result: 3 solid personas were developed that differed from the ones previously identified and an algorithm was developed to identify personas.