Results: 12

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

Financial Cohorts: Major Metro: 35-54

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

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<$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 – $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)

$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)