Results: 61

Digital Targeting Segments neither contain nor reveal any personally identifiable information.

Targeting Segment Icon: Financial CohortsFinancial Cohorts

Financial Cohorts® is an asset-based consumer segmentation system that groups households based on proprietary measures of assets, total income, discretionary spending, and credit use. Marketers at IXI Network member firms use Financial Cohorts Digital to better understand the estimated financial and behavioral characteristics of households in their target clusters in order to increase the relevance and effectiveness of marketing efforts.

Learn More
Financial Cohorts Cluster Detail

Percentages listed are the percentage of all US households (HHs) that fall into this segment.

<$100K Assets, Age <35, Major Metro: Starting Out - Getting By: A1

Ambitious, young singles relying on modest incomes and few assets. Simple finances. Rent their apartments.

2.8%(of HHs)

<$100K Assets, Age <35, Major Metro: Starting Out - Financial Challenges: A2

Young, single renters with low incomes and almost no assets. Spend little and may present a high credit risk.

1.4%(of HHs)

<$100K Assets, Age <35, Major Metro: Starting Out - Planners: A3

Young, married couples that have started investing in mutual funds and accumulating retirement assets. Have a mortgage and may present some credit risk.

2.4%(of HHs)

<$100K Assets, Age <35, Major Metro: Starting Out - New Investors: A4

Young investors strategically using their financial resources to invest in funds, stocks, and interest-bearing accounts. Manage credit well.

2.2%(of HHs)

<$100K Assets, Age 35-54, Major Metro: Working Class - Financial Challenges: B5

Singles and married couples with minimal education. Utilize credit heavily and have few, if any, assets and financial investments.

3.4%(of HHs)

<$100K Assets, Age 35-54, Major Metro: Working Class - Conservative Savers: B6

Singles with moderate incomes and few assets. Invest in a mix of simple, low-risk, interest-earning deposits. May present some credit risk.

4.8%(of HHs)

<$100K Assets, Age 35-54, Major Metro: Working Class - Credit Reliant: B7

Moderate-income families with simple financial investments like deposit accounts. May present a somewhat high credit risk. High mortgage balance relative to income.

3.1%(of HHs)

<$100K Assets, Age 35-54, Major Metro: Working Class - Investors: B8

Moderate-income families aiming for a diversified portfolio, including a heavy proportion of mutual funds and retirement funds. Low credit usage.

4.9%(of HHs)

<$100K Assets, Age 55-64, Major Metro: Uncertain Future - Financial Challenges: C9

Singles, most with no kids at home, preparing for retirement. Rely on modest incomes and minimal assets. Many lines of credit and may have adverse credit information.

0.7%(of HHs)

<$100K Assets, Age 55-64, Major Metro: Uncertain Future - Credit Reliant: C10

Married couples without children who are nearing retirement. Modest incomes and assets, including deposits and mutual funds. Reliant on credit and may present a credit risk.

0.7%(of HHs)

<$100K Assets, Age 55-64, Major Metro: Uncertain Future - Conservative Savers: C11

Mature, childless single and married households with moderate incomes and assets. Invest in interest-earning deposits and carry moderate credit balances.

1.0%(of HHs)

<$100K Assets, Age 55-64, Major Metro: Uncertain Future - Investors: C12

Pre-retirement couples with reasonable earnings and assets. Regularly use credit and invest heavily in high-risk investments and annuities. Retirement-focused.

1.0%(of HHs)

<$100K Assets, Age 65+, Major Metro: Social Security Seniors - Minimal Assets: D13

Retired single and married couples with virtually no assets. Little credit. Uninvolved in banking activities.

0.9%(of HHs)

<$100K Assets, Age 65+, Major Metro: Social Security Seniors - Very Elderly: D14

Senior households living off minimal assets. Prefer low-risk investments, including interest bearing deposits. May present moderate credit risk.

0.7%(of HHs)

<$100K Assets, Age 65+, Major Metro: Social Security Seniors - Conservative Savers: D15

Older, mostly retired, childless, married couples with modest assets. Most savings in CDs and other deposit products. May present lower credit risk.

0.8%(of HHs)

<$100K Assets, Age 65+, Major Metro: Social Security Seniors - Mixed Investments: D16

Retired, empty-nester singles and couples with a mix of low-risk investments, including mutual funds and deposits. Many lines of credit and high credit balance relative to income.

0.9%(of HHs)

$100K – $1MM Assets, Age <35, Major Metro: Youthful Promise - Planners: E17

Young married couples and families with fair assets and income. Hold relatively complex, high-risk investments. Many lines of credit, but low credit utilization.

0.7%(of HHs)

$100K – $1MM Assets, Age <35, Major Metro: Youthful Promise - Credit Dependent: E18

Households with moderate assets and several high-risk investments. Heavily dependent on credit. Likely paying off student loans.

0.3%(of HHs)

$100K – $1MM Assets, Age <35, Major Metro: Youthful Promise - Mixed Investments: E19

Professional college graduates enjoying good earnings and assets. Manage credit accounts well and have a mix of higher risk investments.

0.8%(of HHs)

$100K – $1MM Assets, Age <35, Major Metro: Youthful Promise - Thriving Investors: E20

Thirty-something professionals with significant earnings and assets. Have complex and diversified portfolios. High discretionary spending and relatively low use of credit.

0.5%(of HHs)

$100K – $1MM Assets, Age 35-54, Major Metro: Rising Stars – Credit-Active Investors: F21

Educated, married professionals with kids. Moderate assets and income. Highly leveraged but maintain good credit scores. Fairly risky portfolio.

1.1%(of HHs)

$100K – $1MM Assets, Age 35-54, Major Metro: Rising Stars – Retirement Planners: F22

Professional families with healthy assets, income, and spending. Complex portfolios, focused on retirement planning. Maintain many credit relationships.

3.8%(of HHs)

$100K – $1MM Assets, Age 35-54, Major Metro: Rising Stars – Savers: F23

Professional families and singles, savers with fair assets and income. Conservative investors with a retirement plan. Maintain low credit balances.

2.2%(of HHs)

$100K – $1MM Assets, Age 35-54, Major Metro: Rising Stars – Investors: F24

Risk-tolerant families seeking a diverse, complex portfolio. “Buyers of the Best” with high assets and low credit utilization.

3.5%(of HHs)

$100K – $1MM Assets, Age 55-64, Major Metro: Safe and Secure – Credit-Active Investors: G25

Heavy credit users with multiple credit lines/accounts. Pre-retirement couples with complex portfolios. Moderate assets and higher incomes.

0.4%(of HHs)

$100K – $1MM Assets, Age 55-64, Major Metro: Safe and Secure – Savers: G26

Mature, financially secure, risk averse, savers. Use credit minimally. Married couples and singles ready for retirement.

0.9%(of HHs)

$100K – $1MM Assets, Age 55-64, Major Metro: Safe and Secure – Retirement Planners: G27

Married homeowners with good assets and earnings. Portfolios consist of medium-risk mutual funds and stocks. Manage credit well. Planning for retirement.

1.2%(of HHs)

$100K – $1MM Assets, Age 55-64, Major Metro: Safe and Secure – Investors: G28

Married, childless households with high assets and incomes. Maintain good credit and complex portfolios. Risk-tolerant.

1.4%(of HHs)

$100K – $1MM Assets, Age 65+, Major Metro: Respected Seniors – Post-Retirement Mix: H29

Retirees with adequate assets and income. Financially well organized and spend modestly. Conservative investors with many credit lines but low utilization.

1.6%(of HHs)

$100K – $1MM Assets, Age 65+, Major Metro: Respected Seniors – Very Elderly: H30

Older households with healthy assets and income. Low credit utilization. Spend little and prefer face-to-face financial transactions.

0.8%(of HHs)

$100K – $1MM Assets, Age 65+, Major Metro: Respected Seniors – Complex Investments: H31

Highly educated singles and couples with a complex portfolio and significant assets. Conservative spenders that rarely max out their credit.

1.8%(of HHs)

$1MM+ Assets, Age <35, Major Metro: Young Millionaires - Young Investors: I32

Young, financially-savvy households with $1M+ in assets, healthy incomes and high spending. Have a complex, mutual fund-heavy mix of investments. Use credit moderately.

0.3%(of HHs)

$1MM+ Assets, Age 35-54, Major Metro: High-Powered Careers – Planners: J33

Well educated, married homeowners with very complex banking and investment profiles. Have substantial assets and incomes. Limited use of credit.

1.1%(of HHs)

$1MM+ Assets, Age 35-54, Major Metro: High-Powered Careers – Accumulators: J34

Affluent singles and families with a complex investment mix of primarily mutual funds and deposits. Low credit use.

0.4%(of HHs)

$1MM+ Assets, Age 35-54, Major Metro: High-Powered Careers – Investors: J35

Families with substantial incomes and heavy spending habits. Use credit wisely and hold their $1M+ assets in a complex variety of financial products.

0.7%(of HHs)

$1MM+ Assets, Age 35-54, Major Metro: High-Powered Careers – High Worth: J36

Super-wealthy, risk-tolerant families with substantial assets in a complex mix of investments, including stocks, bonds and mutual funds. “Buyers of the Best.”

0.4%(of HHs)

$1MM+ Assets, Age 55-64, Major Metro: Successful Executives – Accumulators: K37

Married, well-off empty nesters with complex portfolios that show a bias for mutual funds. Highly insured and may have multiple homes. Use credit sparingly.

0.3%(of HHs)

$1MM+ Assets, Age 55-64, Major Metro: Successful Executives – Investors: K38

Wealthy households with complex portfolios containing high-risk investments, mainly stocks and mutual funds. Advice-oriented. Well managed credit.

0.5%(of HHs)

$1MM+ Assets, Age 55-64, Major Metro: Successful Executives – Very Wealthy: K39

Ultra-wealthy, mature households heading into comfortable retirement. High incomes, high spending, and a highly complex investment mix. Advisor-oriented and risk tolerant.

0.3%(of HHs)

$1MM+ Assets, Age 65+, Major Metro: Eminent and Wealthy – Well-Planned Retirement: L40

Retired, married homeowners with a complex mix of investments, heavily focused on funds. Use credit moderately. Have well-planned retirement.

1.4%(of HHs)

$1MM+ Assets, Age 65+, Major Metro: Eminent and Wealthy – Very Elderly: L41

Seniors with significant wealth. Complex, high-risk portfolios contain interest-bearing deposits, mutual funds and stocks. Use credit somewhat sparingly and limit their balances.

0.8%(of HHs)

$1MM+ Assets, Age 65+, Major Metro: Eminent and Wealthy – Wealthiest: L42

Wealthiest cluster. Retired, married couples with high incomes and over $5M in assets. Complex portfolios with high proportion of stocks. Work with financial advisors. “Buyers of the Best.”

0.8%(of HHs)

<$100K Assets, Small City: Strugglers and Strivers - Meager Means: M43

Small-city singles and married couples with minimal assets and low incomes. Use credit heavily. “Spenders” rather than “savers.”

2.7%(of HHs)

<$100K Assets, Small City: Strugglers and Strivers - Credit Reliant: M44

Low income, home-owning families with negligible assets living in smaller cities. Heavily reliant on credit with multiple credit lines and high balances.

1.3%(of HHs)

<$100K Assets, Small City: Strugglers and Strivers - Planners: M45

Families planning for retirement by investing in mutual funds and their 401K. Have moderate incomes, modest assets and a deposit-heavy portfolio.

1.7%(of HHs)

<$100K Assets, Small City: Strugglers and Strivers - Near Retirement: M46

Older, childless households that prefer low-risk investments. Have meager assets and occasionally use credit cards. Live in low-income areas of small cities.

1.2%(of HHs)

<$100K Assets, Small City: Strugglers and Strivers - Beginning to Invest: M47

Singles and couples with some assets and moderate incomes. Portfolios have a moderately complex mix of investments, including mutual funds and retirement funds.

1.9%(of HHs)

$100K – $1MM Assets, Small City: Mature Mainstream – Deposits and Credit: N48

Pre-retirement, home-owning couples with moderately complex portfolios that include mutual funds and deposits. Multiple lines of credit and high credit balance compared to income.

0.6%(of HHs)

$100K – $1MM Assets, Small City: Mature Mainstream – Older Conservative: N49

Couples and singles in small cities with conservative portfolios comprised of interest-bearing deposits and a few funds. Disciplined spenders who use credit cards infrequently.

1.3%(of HHs)

$100K – $1MM Assets, Small City: Mature Mainstream – Retirement Planners: N50

Retirement-focused families. Comfortable with moderate risk and invest mainly in mutual funds. Active credit card users but maintain low balances.

1.2%(of HHs)

$100K – $1MM Assets, Small City: Mature Mainstream – Older Investors: N51

Married, risk tolerant couples with high assets and incomes. Keep assets in stocks and mutual funds. Low credit card usage.

1.2%(of HHs)

$1MM+ Assets, Small City: Achievers and Winners – Elderly and Prudent: O52

Older, retired, single and married homeowners in small cities, with mixed investments managed by and advisor. Smart consumers with low credit activity.

0.7%(of HHs)

$1MM+ Assets, Small City: Achievers and Winners – Wealthy Investors: O53

Married couples in or nearing retirement with high assets, incomes, and spending. Fairly complex, high-risk investments including stocks and mutual funds. Credit well managed.

0.4%(of HHs)

<$100K Assets, Small Town & Rural: Working Small Town - Financial Challenges: P54

Largest cluster. Working-class single and married couples with almost no investments. May struggle to get credit. Living on tight budgets.

5.6%(of HHs)

<$100K Assets, Small Town & Rural: Working Small Town - Credit Reliant: P55

Married homeowners with low assets and incomes who utilize credit heavily. Confused when selecting financial products. Saving is a challenge.

2.0%(of HHs)

<$100K Assets, Small Town & Rural: Working Small Town - Conservative Planners: P56

Families with modest incomes and assets. Have deposits and investments, favoring annuities, retirement assets and mutual funds. Use credit moderately.

4.2%(of HHs)

<$100K Assets, Small Town & Rural: Working Small Town - Conservative Investors: P57

Lower-income, retired households that have some assets, primarily deposits. Low credit usage. Unsure about their financial choices.

3.3%(of HHs)

$100K – $1MM Assets, Small Town & Rural: Small Town Leaders – Older Conservative: Q58

Elderly homeowners living off their assets. Have relatively low incomes and a conservative investment mix. May carry a low credit card balance.

2.1%(of HHs)

$100K – $1MM Assets, Small Town & Rural: Small Town Leaders – Retirement Planners: Q59

Families with good incomes and a fairly complex investment mix, mainly in mutual funds. Fairly risk tolerant and manage credit well.

1.4%(of HHs)

$100K – $1MM Assets, Small Town & Rural: Small Town Leaders – Older Investors: Q60

Educated retirees with a complex investment mix. Manage finances well and stick to a budget. Risk tolerant. Very low credit utilization.

1.6%(of HHs)

$1MM+ Assets, Small Town & Rural: Country Nobility – Wealthy Investors: R61

Wealthy retirees with significant assets and income and a complex investment mix. Comfortable with some financial risk. Well managed credit.

1.0%(of HHs)


Segment data updated Q1 2018.