Mass Market < $100,000Financial Cohorts classifies consumers into clusters based on a multi-dimensional framework including financial capacity, investment style and householder demographics. The clusters are then placed into standard groups within broad asset ranges. All clusters in the ‘Mass Market’ tier show estimated investable asset values below $100K.
Hover over the underlined cluster name or icons for more information.
A1. Getting By
Ambitious, young singles relying on modest incomes and few assets. Simple finances. Rent their apartments.
% of HHs: 3.0%
Assets: $0.9K
Income: $48.1K
Spending: $28.3K
Credit Use: High
A2. Financial Challenges
Young, single renters with low incomes and almost no assets. Spend little. Generally lower credit scores. Simple finances.
% of HHs: 0.6%
Assets: $0.1K
Income: $25.5K
Spending: $12.8K
Credit Use: Very High
A3. Planners
Young, married couples that have started investing in mutual funds and accumulating retirement assets. Have a mortgage and may have lower than average credit scores.
% of HHs: 1.7%
Assets: $17.6K
Income: $70.6K
Spending: $35.1K
Credit Use: High
A4. New Investors
Young investors strategically using their financial resources to invest in funds, stocks, and interest-bearing accounts. Many lines of credit.
% of HHs: 1.9%
Assets: $55.5K
Income: $95.8K
Spending: $45.9K
Credit Use: Moderate
B5. Financial Challenges
Singles and married couples with minimal education. Utilize credit heavily and have few, if any, assets and financial investments.
% of HHs: 2.9%
Assets: $0.1K
Income: $46.7K
Spending: $17.7K
Credit Use: High
B6. Conservative Savers
Singles with moderate incomes and few assets. Invest in a mix of simple, low-risk, interest-earning deposits. Lower than average credit scores.
% of HHs: 3.7%
Assets: $29.9K
Income: $64.3K
Spending: $30.1K
Credit Use: High
B7. Credit Reliant
Moderate-income families with simple financial investments like deposit accounts. High likelihood of low credit score. High mortgage balance relative to income.
% of HHs: 2.1%
Assets: $7.2K
Income: $76.6K
Spending: $32.3K
Credit Use: High
B8. Investors
Moderate-income families aiming for a diversified portfolio, including a heavy proportion of mutual funds and retirement funds. Moderate credit usage.
% of HHs: 3.1%
Assets: $60.8K
Income: $109.9K
Spending: $42.3K
Credit Use: Moderate
C9. Financial Challenges
Singles, most with no kids at home, preparing for retirement. Rely on modest incomes and minimal assets. Few lines of credit and may have adverse credit information.
% of HHs: 1.3%
Assets: $2.2K
Income: $43.3K
Spending: $13.2K
Credit Use: High
C10. Credit Reliant
Married couples without children who are nearing retirement. Modest incomes and assets, including deposits and mutual funds. Reliant on credit and may have lower credit scores.
% of HHs: 0.7%
Assets: $5.5K
Income: $69.4K
Spending: $29.8K
Credit Use: High
C11. Conservative Savers
Mature, childless single and married households with moderate incomes and assets. Invest in interest-earning deposits and carry moderate credit balances.
% of HHs: 1.5%
Assets: $42.2K
Income: $58.7K
Spending: $27.6K
Credit Use: High
C12. Investors
Pre-retirement couples with reasonable earnings and assets. Moderately use credit and invest heavily in low-risk investments and annuities. Retirement-focused.
% of HHs: 1.4%
Assets: $56.6K
Income: $97.2K
Spending: $35.3K
Credit Use: Moderate
D13. Minimal Assets
Retired single and married couples with virtually no assets. Little credit. Uninvolved in banking activities.
% of HHs: 1.2%
Assets: $3.1K
Income: $27.7K
Spending: $9.4K
Credit Use: Very High
D14. Very Elderly
Senior households living off minimal assets. Prefer low-risk investments, including interest bearing deposits. Moderate credit scores.
% of HHs: 1.3%
Assets: $41.2K
Income: $46.7K
Spending: $22.7K
Credit Use: Moderate
D15. Conservative Savers
Older, mostly retired, childless, married couples and singles with modest assets. Most savings in CDs and other deposit products. Lower credit scores.
% of HHs: 1.6%
Assets: $7.5K
Income: $57.2K
Spending: $27.3K
Credit Use: High
D16. Mixed Investments
Retired, empty-nester singles and couples with a mix of low-risk investments, including mutual funds and deposits. Many lines of credit and moderate credit balance relative to income.
% of HHs: 1.7%
Assets: $62.2K
Income: $76.5K
Spending: $31.5K
Credit Use: High
M43. Meager Means
Small-city singles and married couples with minimal assets and low incomes. Use credit heavily. Deposit-heavy portfolios.
% of HHs: 2.7%
Assets: $0.1K
Income: $47.9K
Spending: $23.8K
Credit Use: High
M44. Credit Reliant
Low-income households with negligible assets living in smaller cities. Heavily reliant on credit with high balances compared to income.
% of HHs: 0.8%
Assets: $3.9K
Income: $28.5K
Spending: $10.6K
Credit Use: Very High
M45. Planners
Families planning for retirement by investing in mutual funds and their 401K. Have moderate incomes, modest assets and a deposit-heavy portfolio.
% of HHs: 1.6%
Assets: $25.8K
Income: $79.8K
Spending: $35.9K
Credit Use: High
M46. Near Retirement
Older, childless households that prefer low-risk investments. Have meager assets and occasionally use credit cards. Live in low-income areas of small cities.
% of HHs: 1.4%
Assets: $7K
Income: $54.9K
Spending: $23.4K
Credit Use: High
M47. Beginning to Invest
Singles and couples with modest assets and moderate incomes. Portfolios have a moderately complex mix of investments, including mutual funds and retirement funds.
% of HHs: 1.8%
Assets: $59.2K
Income: $77.9K
Spending: $32.3K
Credit Use: Moderate
P54. Financial Challenges
Largest cluster. Working-class single and married couples with almost no investments. May struggle to get credit. Living on tight budgets.
% of HHs: 5.5%
Assets: $0.1K
Income: $50.3K
Spending: $29.8K
Credit Use: High
P55. Credit Reliant
Blue collar homeowners with low assets and incomes who utilize credit heavily. Confused when selecting financial products. Saving is a challenge.
% of HHs: 1.2%
Assets: $0.5K
Income: $25.9K
Spending: $9.6K
Credit Use: Very High
P56. Conservative Planners
Families with modest incomes and assets. Have deposits and investments, favoring annuities, retirement assets and mutual funds. Use credit moderately.
% of HHs: 3.8%
Assets: $48.8K
Income: $71K
Spending: $32.3K
Credit Use: Moderate
P57. Conservative Investors
Lower-income, retired households that have some assets, primarily deposits. Low credit usage. Unsure about their financial choices.
% of HHs: 4.2%
Assets: $2.8K
Income: $55K
Spending: $24K
Credit Use: Moderate