Wealth and Private Banking Audiences
Affluent households with investable assets suited to wealth management and private banking.
Across 139.6M U.S. households in the Semcasting file, 14.0M clear the high-fit bar for wealth & private banking (score 55+, the top 10% nationally). Among metro areas they concentrate in San Jose, San Francisco, Santa Cruz: in the San Jose metro area, 64.6% of households are high-fit, 6.45× 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 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 55+)
- 14.0M
- Qualified (score 43+)
- 36.0M
- U.S. zipcodes indexing 120+
- 5,031
Share of households clearing the high-fit bar in the top metro area vs the nation. Qualified tier (score 43+, the top 25%): 36.0M households. Average score 33.3.
States highest high-fit share
| State | High-fit | Share |
|---|---|---|
| District of Columbia | 119K | 34.8% |
| California | 3.9M | 28.1% |
| Massachusetts | 752K | 26.5% |
| Washington | 720K | 22.1% |
| New Jersey | 728K | 20.5% |
| Colorado | 468K | 18.5% |
Zipcodes highest index, 2,000+ households
| ZIP | Households | Index |
|---|---|---|
| 10069New York, NY | 3,892 | 225.4 |
| 11030Manhasset, NY | 6,289 | 225.3 |
| 11576Roslyn, NY | 4,622 | 224.5 |
| 10013New York, NY | 14,327 | 222.8 |
| 10021New York, NY | 25,425 | 222.3 |
States with at least 50,000 scored households. The largest high-fit audiences by count are in California (3.9M), New York (1.3M), Florida (1.0M), Texas (815K), Massachusetts (752K).
Metro areas highest high-fit share, 100,000+ households
| Metro area | High-fit | Share | vs U.S. |
|---|---|---|---|
| San Jose-Sunnyvale-Santa Clara, CA | 433K | 64.6% | 6.45× |
| San Francisco-Oakland-Fremont, CA | 1.0M | 58.1% | 5.81× |
| Santa Cruz-Watsonville, CA | 55K | 54.5% | 5.44× |
| Boulder, CO | 67K | 53.2% | 5.32× |
| Naples-Marco Island, FL | 81K | 39.5% | 3.95× |
| Seattle-Tacoma-Bellevue, WA | 659K | 38.9% | 3.89× |
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: 31.0% high-fit across 2.5M households.
Common questions
Where do wealth & private banking households concentrate?
By share of households, in the San Jose, San Francisco and Santa Cruz metro areas. In San Jose, 64.6% of households are high-fit, 6.45x the national rate. By count, the largest high-fit audiences are in California (3.9M), New York (1.3M), Florida (1.0M).
What does high-fit mean for wealth & private banking?
A score of 55 or higher, the top 10% of U.S. households for this segment. Qualified (score 43 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 wealth & private banking 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 wealth & private banking
- Semcasting dataSemcasting household file
- Federal statisticsIRS SOI 2022 ZIP data
- Federal statisticsCensus ACS 2024 5-year
How the score is built
Each household's wealth & private banking score (0 to 100) is 60% its own household fields (income range 38%, home value 31%, homeownership 15%, digital activity 15%) and 40% Fair Lending qualified statistics for its zipcode from IRS SOI 2022 ZIP data, Census ACS 2024 5-year, each converted to a national percentile. 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. Campaign results are compared with the holdout at the same score cutoffs, and the difference is reported as lift. Weights are refined against campaign response and booking data as it accumulates.
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.