Direct Deposit Potential Scores
The likelihood that a checking customer routes a recurring payroll deposit to the account.
Across 139.6M U.S. households in the Semcasting file, 15.1M clear the high-fit bar for direct deposit potential (score 65+, the top 10% nationally). Among metro areas they concentrate in San Jose, Provo, Sioux Falls: in the San Jose metro area, 53.9% of households are high-fit, 4.98× the national rate. 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.
Fair Lending qualified
No race, sex, age, marital, familial or public-assistance inputs, and no proxies for them.
Household + zip signals
Semcasting household fields combined with Census, HMDA, IRS, FDIC, BLS and CFPB data for the zipcode.
State and zip indexes
Scores roll up to every U.S. state and zipcode, indexed to the national average (100).
Households national audience
- U.S. households scored
- 139.6M
- High-fit (score 65+)
- 15.1M
- Qualified (score 57+)
- 35.8M
- U.S. zipcodes indexing 120+
- 2,539
Share of households clearing the high-fit bar in the top metro area vs the nation. Qualified tier (score 57+, the top 25%): 35.8M households. Average score 48.4.
States highest high-fit share
| State | High-fit | Share |
|---|---|---|
| District of Columbia | 109K | 31.7% |
| Utah | 294K | 24.3% |
| Massachusetts | 660K | 23.3% |
| New Jersey | 776K | 21.8% |
| North Dakota | 61K | 18.3% |
| Minnesota | 443K | 17.9% |
Zipcodes highest index, 2,000+ households
| ZIP | Households | Index |
|---|---|---|
| 20148Ashburn, VA | 22,397 | 169.7 |
| 75022Flower Mound, TX | 9,416 | 167.1 |
| 20105Aldie, VA | 12,133 | 166.4 |
| 20152Chantilly, VA | 11,469 | 164.0 |
| 10004New York, NY | 2,459 | 163.4 |
States with at least 50,000 scored households. The largest high-fit audiences by count are in Texas (1.8M), California (1.6M), New York (1.0M), Illinois (891K), New Jersey (776K).
Metro areas highest high-fit share, 100,000+ households
| Metro area | High-fit | Share | vs U.S. |
|---|---|---|---|
| San Jose-Sunnyvale-Santa Clara, CA | 362K | 53.9% | 4.98× |
| Provo-Orem-Lehi, UT | 75K | 33.2% | 3.07× |
| Sioux Falls, SD-MN | 42K | 31.6% | 2.92× |
| Salt Lake City-Murray, UT | 147K | 30.8% | 2.85× |
| Boston-Cambridge-Newton, MA-NH | 587K | 30.0% | 2.77× |
| Raleigh-Cary, NC | 187K | 29.6% | 2.73× |
District of Columbia is a single urban core, so it is shown among states but is better compared with metro areas. The Washington metro area as a whole: 22.9% high-fit across 2.5M households.
Common questions
Where do direct deposit potential households concentrate?
By share of households, in the San Jose, Provo and Sioux Falls metro areas. In San Jose, 53.9% of households are high-fit, 4.98x the national rate. By count, the largest high-fit audiences are in Texas (1.8M), California (1.6M), New York (1.0M).
What does high-fit mean for direct deposit potential?
A score of 65 or higher, the top 10% of U.S. households for this outcome. Qualified (score 57 or higher) is the top 25%. These are percentile cuts across all scored households, not a count of households that need the product.
Is the direct deposit potential score Fair Lending qualified?
It uses no race, sex, age, marital status, familial status or public-assistance inputs, no fields that stand in for them, and no credit bureau data. It is not a credit decision. Zip-level targeting should still get a disparate-impact review before media or offer allocation.
Evidence base data behind direct deposit potential
- Semcasting dataSemcasting household file
- Federal statisticsIRS SOI 2022 ZIP data
- Federal statisticsCensus ZIP Code Business Patterns
- Federal statisticsBLS QCEW
- Federal statisticsCensus ACS 2024 5-year
How the score is built
Each household's direct deposit potential score (0 to 100) combines its own household fields (40%: income level 60%, digital activity 40%) with market signals for its zipcode (60%) from IRS SOI 2022 ZIP data, Census ZIP Code Business Patterns, BLS QCEW, Census ACS 2024 5-year. Each zip signal is converted to a national percentile. Weights follow Semcasting's acquisition driver model and are refined as campaign and account-opening results come in. State and zip indexes compare an area's average score with the U.S. average (100).
How it is confirmed
Every scored file carries a fixed 10% holdout. As account-opening and campaign outcome data comes in, each score is fitted to actual results and lift is reported by score decile against the holdout.
What it is not
The score is not a credit decision and uses no credit bureau data. It excludes race, sex, age, marital status, familial status and receipt of public assistance, and any field that stands in for them. Zip-level targeting should still get a disparate-impact review before media or offer allocation.