This exciting new overlay on our Consumer file is called Consumer Financial Insights, which was developed by First Manhattan Consulting Group.

Consumer Financial Insights℠ reveal how households save and interact with financial services companies. The reason this is useful for marketers is that it can help to predict a consumers ability to spend. This is based on their past behaviors. Because of this, you can use these Consumer Financial Insights and match the right offer with a consumer’s financial services behavior.

The Consumer Financial Insights℠ are based on self-reported and actual financial services-related behaviors. You can use consumer financial insights across a wide range of applications. Many marketers target households based on their potential within specific asset categories. These asset categories are Deposits, Investable Assets, Mortgage, or Total Net Assets.

These are household-level scores which makes them more accurate than zip+4 scoring systems. When you use this data, you can be confident that all scores comply with regulatory data guidelines.

We can also append these scores to both customer and prospect files. For that reason, you can use this data for both invitation-to-apply campaigns and pre-screen campaigns.

Lots of Options

As we all know, it’s important to base the message and the offer on the specific criteria of the campaign.  Therefore, by choosing from these Consumer Financial Insights℠ categories, you can create your winning criteria:

    • Household Deposits Score – deposit balances held at financial institutions.
    • Investable Assets Score® – investable assets: deposits (checking, savings, money market, CD), stocks, bonds, mutual funds, retirement accounts, etc.
    • Investment Balances Score℠ – investment balances: stocks, bonds, mutual funds, retirement accounts, etc.
    • Mortgage Refinance Score® – This is a household’s likelihood to refinance a mortgage. This score is available for both pre-screen and invitation-to-apply campaigns.
    • Net Asset Score® – These are total assets minus total liabilities.


When you overlay this on top of our robust demographics, you will have a mailing list that responds. For example, the key demographics you can use include age, income, marital status, gender, home ownership and home value.

The Consumer Financial Insights overlay was created by First Manhattan Consulting Group. You can read more about their methodology at FMCG Direct.