Case Study: Financial Services Firms achieve $2.5M incremental revenue and $20M new AUM with Equifax WealthComplete

Finding Value In Low Potential Customers Brokerage Firm Gains $2.5 Million in Incremental Revenue

A leading brokerage firm faced a common challenge: thousands of low‑balance accounts with limited growth potential that nonetheless consumed advisor time and firm resources. The firm needed to distinguish which small accounts could grow and which should be deprioritized, and to find a way to derive value from truly low‑potential relationships without diverting FAs from higher‑opportunity clients.

Using Equifax’s WealthComplete total asset estimates to segment customers, the firm isolated roughly 100,000 “Monitor” households with low balances and limited additional assets, implemented a $50 annual fee for accounts below a threshold (with waivers for strategic relationships), and ran targeted communications. The program produced an ROI of over 300% in six months, $2.5 million in incremental revenue from about 50,000 fee‑assessed accounts, and $20 million in new AUM from roughly 2,000 customers who raised balances to avoid the fee, allowing FAs to focus on higher‑potential accounts.