Results: 42

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

Financial Cohorts: Major Metro

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

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$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.

0.4%(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.

2.0%(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.

1.0%(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.”

1.0%(of HHs)

<$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.

2.3%(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.

0.5%(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.

1.5%(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.

1.4%(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.

2.5%(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.

3.5%(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.

2.8%(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.

4.7%(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.

0.6%(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.

0.6%(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.

0.8%(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.

1.3%(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.

0.8%(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.

0.6%(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.

1.3%(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.

1.5%(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.

0.6%(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.

0.2%(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.

0.9%(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.

1.6%(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.

4.9%(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.

2.5%(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.

3.6%(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.

0.3%(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.

1.2%(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.

1.3%(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.

1.7%(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.

2.2%(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.

0.9%(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.

2.5%(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.

0.1%(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.

1.6%(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.

0.5%(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.

0.8%(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.”

0.6%(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.

0.4%(of HHs)