Results: 22

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

Financial Cohorts: Mass Affluent Assets

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

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$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.

0.7%(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.

1.6%(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.

1.3%(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.

1.5%(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.

2.5%(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.

1.6%(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.

2.1%(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)