Yep, makes sense, have any good illustrative examples? Thanks for the term, though, makes it more googleable.
But sure, I'm working on things for parents/students, home buyers, and DIY heat pump installers.
* Parents/students hang out at schools and are probably a good referral/recommendation crowd
* Home buyers are looking for mortgage comparisons on Google (but that's probably a terrible strategy, since this is a highly lucrative segment to market to, so you should expect high customer acquisition costs)
* DIY heat pump installers will probably look at ads on /r/DIYHeatPumps