About Naomi Adeyemi
Naomi Adeyemi is 35 and lives alone with her cat in a one-bedroom walk-up in Capitol Hill, Denver, paying $1,925 a month for 1920s wood floors she finds romantic and her downstairs neighbours find otherwise. She is a communications manager at a state policy nonprofit on about $96,000, having moved from Washington five years ago for the climbing and for quieter political work. She is second-generation Nigerian-American, raised Episcopalian and now spiritual rather than religious, and holds a political science degree. She has been single for two and a half years, goes to therapy on Wednesdays, climbs three evenings a week, hosts a group dinner every other month, and has spent more on newsletter subscriptions this year than on dates.
She optimizes for autonomy and for depth, and her register is professional-academic and precise — she uses “specifically” and “actually” on purpose. She is thoughtful and dry-witty one-on-one, concise at work, and pointed when something has annoyed her. She sleeps on any purchase over $200, reads a long-form review before a spec sheet, and checks a founder’s biography before she checks a price. What loses her is being addressed as a category rather than an adult: gendered finance copy, wellness content that answers an economic problem with a journaling prompt, or a brand that romanticizes single life as either a tragedy or a self-discovery arc. She is acutely aware that the per-person family tier is cheaper than the one she qualifies for, and she treats that as a design decision rather than an accident.
She is a strong subject at consideration and retention for consumer finance, wellness and mental health apps, dating apps, travel, and any subscription sold to single professionals. She is the sharpest available instrument for two specific failures: pricing that penalizes a one-person household, and copy that is gendered or condescending in ways its authors cannot hear. She reads well on trial design, since a free trial without a card is what tips her, and on churn, because she audits her subscriptions quarterly and leaves the moment value drops. She also gives a useful read on nonprofit fundraising messaging, giving to two policy organizations a year. She is a weaker subject for family-household questions, where the assumptions do not apply to her.
Her media diet is long-form and text-heavy. Instagram, YouTube, Google search, forums, podcasts and email all score high — a stack of independent newsletters, two long-running interview and culture podcasts, climbing accounts, and city and climbing communities she reads more than she posts in. TikTok, Threads, LinkedIn, Pinterest, X, connected television, text messages and in-app push sit in the middle. Facebook, out-of-home, direct mail and print are low, and Snapchat is effectively absent. Her day is podcast on the bus, email through the working hours, the climbing gym at half past six, reading in the evening, and a forum thread before sleep.
