Bank Marketing Audiences: Retail Segments and Acquisition Scores
Eight retail banking segments, five acquisition outcomes and two financial-inclusion audiences, scored for every U.S. household and indexed by metro area, state and zipcode. No protected-class inputs and no credit bureau data. At $1.50 to $3.00 CPM, these audiences are priced at approximately 50% or less of the market rate, with results reported every week.
Retail banking segments
Everyday banking
Households likely to value a full-service checking and savings relationship for day-to-day money management.
Top metro: Fargo, 4.68× 15.6Mhigh-fitMortgage & home lending
Households likely to be in the market for a purchase mortgage, refinance or home equity line.
Top metro: Hartford, 3.24× 15.0Mhigh-fitSmall business banking
Owner-operator households likely to need business checking, lending and treasury services.
Top metro: Boulder, 4.00× 14.4Mhigh-fitWealth & private banking
Affluent households with investable assets suited to wealth management and private banking.
Top metro: San Jose, 6.45× 14.0Mhigh-fitAuto & consumer lending
Households likely to finance a vehicle or take an installment loan.
Top metro: Hickory, 2.54× 15.5Mhigh-fitCredit card
Households likely to open and actively use a bank credit card.
Top metro: Appleton, 3.42× 14.3Mhigh-fitDigital direct banking
Households likely to open and run accounts through mobile and online channels.
Top metro: Albany, 2.65× 14.4Mhigh-fitInsurance services
Homeowning and asset-holding households likely to need home, auto and life coverage.
Top metro: Slidell, 3.60× 14.2Mhigh-fitAcquisition outcomes
Banking switch potential
The likelihood that a household moves its primary checking relationship to a new bank in the next 12 months.
Top metro: Clarksville, 4.43× 14.0Mhigh-fitNew-to-bank checking propensity
The likelihood that a household opens a checking account at a bank it doesn't use today.
Top metro: Colorado Springs, 3.67× 15.4Mhigh-fitOffer responsiveness
The likelihood that a household responds to a deposit acquisition offer, such as a cash bonus or fee waiver.
Top metro: Olympia, 3.46× 15.5Mhigh-fitDirect deposit potential
The likelihood that a checking customer routes a recurring payroll deposit to the account.
Top metro: San Jose, 4.98× 15.1Mhigh-fitPrimary bank potential
The likelihood that a household makes a new bank its main bank: direct deposit, bill pay and most balances.
Top metro: Denver, 3.72× 16.0Mhigh-fitInclusion & credit-building
Banking access (underbanked)
Households likely to be unbanked or to rely on check cashers, money orders and other nonbank services.
Top metro: Brownsville, 5.96× 15.9Mhigh-fitCredit-building opportunity
Households in areas with limited access to prime credit who are likely to benefit from credit-building products: secured cards, credit-builder loans and financial coaching.
Top metro: Florence, 5.16× 14.0Mhigh-fitAll briefs compared high-fit tier, top 10% of households
| Brief | Type | High-fit households | Top metro area | vs U.S. | ZIPs indexing 120+ |
|---|---|---|---|---|---|
| Everyday banking | Segment | 15,567,433 | Fargo | 4.68× | 4,882 |
| Mortgage & home lending | Segment | 15,037,004 | Hartford | 3.24× | 2,402 |
| Small business banking | Segment | 14,397,003 | Boulder | 4.00× | 5,575 |
| Wealth & private banking | Segment | 13,967,621 | San Jose | 6.45× | 5,031 |
| Auto & consumer lending | Segment | 15,477,288 | Hickory | 2.54× | 10,215 |
| Credit card | Segment | 14,255,369 | Appleton | 3.42× | 3,935 |
| Digital direct banking | Segment | 14,410,256 | Albany | 2.65× | 4,690 |
| Insurance services | Segment | 14,233,280 | Slidell | 3.60× | 4,133 |
| Banking switch potential | Acquisition outcome | 14,007,564 | Clarksville | 4.43× | 643 |
| New-to-bank checking propensity | Acquisition outcome | 15,429,353 | Colorado Springs | 3.67× | 1,065 |
| Offer responsiveness | Acquisition outcome | 15,531,080 | Olympia | 3.46× | 1,991 |
| Direct deposit potential | Acquisition outcome | 15,106,985 | San Jose | 4.98× | 2,539 |
| Primary bank potential | Acquisition outcome | 16,035,754 | Denver | 3.72× | 945 |
| Banking access (underbanked) | Inclusion | 15,896,889 | Brownsville | 5.96× | 7,843 |
| Credit-building opportunity | Inclusion | 13,971,512 | Florence | 5.16× | 7,093 |
High-fit is a percentile cut, the top 10% of the 139.6M scored households for each brief, not a count of households that need the product.
How the banking scores are built
Segments
Each household's segment score (0 to 100) is 60% its own Semcasting household fields (income range, homeownership, home value, digital activity) and 40% Fair Lending qualified zipcode statistics from Census ACS, IRS SOI and FFIEC HMDA, each converted to a national percentile.
Acquisition outcomes
Acquisition scores blend household fields with market signals for the zipcode, including FDIC Summary of Deposits, CFPB complaints, BLS QCEW and Census business patterns. Every scored file carries a fixed 10% holdout, and lift is reported by score decile as outcome data comes in.
Inclusion & credit-building
Two audiences for Bank On accounts, second-chance checking, secured cards, credit-builder loans and CRA outreach only. They are concentrated in zips with more minority residents, so any credit or fee-bearing offer needs a disparate-impact review, and firm offers of credit need FCRA prescreening.
What it is not
Not a credit decision, and no credit bureau data. No race, sex, age, marital status, familial status or public-assistance inputs, and no fields that stand in for them. Zip-level targeting should still get a disparate-impact review before media or offer allocation.