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What will cause users abandon their current tools and use OnePay will be the simplicity, the benefits it receives as a user that makes them really save time and money right away, and finally the attention and customer care. The brand basically will revolve around the idea that OnePay is their personal bill concierge, someone that is always there not only to help them with their bills but to save them money and pamper them.
These people are between 20-35 year old that lives in big and up-and-coming cities in states like Texas, California, New York, and Washington. Where they work a steady 9-5 job and sometimes participate in the sharing economy doing either freelancing on the side or using another app to bring in some extra cash.