Competing for affluent consumers in a K-shaped economy

Today’s economy is creating a wider divide between consumers who are thriving financially and those facing increasing pressure. For financial institutions seeking deposit growth and long-term customer value, identifying and engaging wealthier households, HENRYs (High Earners, Not Rich Yet), and young affluent consumers has become a strategic imperative.

The challenge is knowing where to find them.

Traditional targeting methods often miss households with significant growth potential. Equifax insights help you look beyond basic demographics to identify consumers with the financial capacity and growth potential to become valuable long-term customers.

Built on direct measurement of anonymous household assets from the IXI™ Network, Equifax Wealth Insights can help your institution:

• Identify affluent and mass affluent audiences
• Uncover hidden asset opportunities
• Understand investment preferences
• Find consumers with strong asset growth potential

In a market where growth is increasingly concentrated, understanding the consumer wallet can help you focus on the households with the greatest growth potential.

Download our 2026 Wealth Insights e-book to better understand current wealth trends.

EQUIFAX WEALTH INSIGHTS

WealthComplete® Premier
Gain a more complete view of estimated liquid financial assets for nearly every U.S. household.

Income360® Complete
Go beyond traditional demographic targeting with estimated household income insights.

Financial Durability Measures™
Understand households’ likely financial resilience, even during periods of economic stress.

Economic Cohorts®
Segment households by income, spending, affluence, financial durability, and credit capacity to identify high-potential audiences.