Case Study: Leading Brokerage Firm uncovers $30B+ in untapped assets and prioritizes high‑value clients with Equifax WealthComplete

Quantifying the Opportunity and Creating Client Treatment Groups Best Practices for Brokerage Firms

A leading brokerage firm with more than 2,500 financial advisors struggled to quantify the total asset opportunity and its share of wallet across thousands of client households, leaving advisors without a clear way to prioritize their time and target high-potential clients.

The firm used WealthComplete to attach household-level total asset estimates (via ZIP+4 and age) and benchmark firm AUM (662,675 households; $106.3B AUM vs. $256.7B estimated total assets). Clients were segmented into four treatment groups (Develop, Protect, Maintain, Manage) and Client Action Planner reports were created for each advisor. Focusing on the Develop segment revealed roughly $30B of incremental opportunity; capturing 10–20% of that gap would add about $3–6B in AUM, enabling more effective cross-sell/upsell and better advisor prioritization.