Case Study: Regional banks achieve targeted acquisition of profitable younger, mass‑affluent prospects with Equifax

Regional banks - Customer Case Study

A regional bank facing stiff competition for deposits found its customer base skewed older and less affluent than the national average and wanted to increase assets under management (AUM) and lifetime value by acquiring younger, mass‑affluent households. The challenge was to identify those high‑potential prospects and reach them with the right products, pricing and messages through preferred channels.

Using Equifax’s Financial Cohorts asset‑based segmentation, the bank mapped customers into 61 clusters, identified six target clusters that matched its age and affluence criteria, and narrowed its prospect list by 90% to 170,000 households. Those targets hold more than $54 billion in assets (over $300k per household) and $9 billion in deposits, and the campaign—if it achieves a 2% response and captures 10% of invested assets—could grow AUM by about $108 million and deposits by about $18 million while enabling more efficient, targeted marketing.