Case Study: Leading Bank targets high-opportunity customers and uncovers a $42B asset-growth opportunity with Equifax WealthComplete

Leading Bank - Customer Case Study

A bank’s marketing team needed to launch a direct-mail cross-sell campaign but lacked visibility into customers’ total investable assets, risking inefficient outreach and missed opportunity. Their challenge was to identify and prioritize the customers most likely to generate high returns from outreach.

The bank appended WealthComplete total-asset estimates to its customer file (using ZIP+4 and age), segmented households into four treatment groups (Protect, Develop, Maintain, Reduce Costs), and targeted the high-opportunity Develop segment. Modeling showed a $42B potential uplift if Develop customers’ balances reached Protect levels—realistic capture scenarios ranged from about $2.12B (5%) to $8.5B (20%)—enabling the bank to reallocate resources, prioritize outreach, and capture millions in incremental assets.