Leveraging client data analytics, profitability, generational insights and psychographic data, we build profit-driven lifestyle segmentation strategies and actionable Persona Maps to focus profitable relationship development.

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Lifestyle Segmentation Strategy

Our Lifestyle Segmentation Strategy provides financial institutions with intelligent data driven insights about their greatest target audience segment opportunities to grow market share, share of wallet and profitability.

Segmentation strategy development is driven by geo-coding client data, and leverages lifestyle data and market big data insights to identify your priority targets. These key audiences are defined based on engagement level, product/service adoption and usage, profitability, branch location, buying habits, channel usage, forecast segment growth and other vital data analytics.

The shift from using demographic profiles to rich lifestyle psychographic data is an evolution of best practice marketing planning, strategy development and execution. Detailed segment analytics provide absolute clarity about your ideal targets, their behaviors, profitability and predictive triggers.

We help clients identify how each segment ranks on a wide range of product relationship patterns and profits. By identifying recency patterns and trends we calculate which segments will also drive future growth, engagement and profitability.

The Lifestyle Segmentation Strategy will address the following topics:

  • Which segments are currently served and served best?

  • Which segments are most profitable?

  • Who are the fastest growing segments?

  • What is your current penetration of segments in your key markets?

  • What are the missed opportunities today of under-tapped segments in your markets?


Robust data-driven clarity of your priority segments can have far-reaching implications for your organization.

These data insights will drive better-informed new client acquisition; digital campaign and targeted media. It can also be leveraged for other high-level organizational decisions such as branch network expansion and new product development.

Lifestyle Segments to Persona Maps

The Lifestyle Segmentation Strategy identifies the top priority psychographic segments, their banking behaviors, financial preferences and profitability for the future growth of your financial institution. Then we humanize the data insights contextually by creating tightly defined Persona Maps.

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Each Persona Map includes a narrative about lifestyle and buying propensities, triggers and preferences (spending habits, debt profiles, saving and investment challenges), including  brand affinities, social activities and media habits.

Persona Maps help inform day-to-day decisions, targeting and member/customer interactions. Persona development helps identify life events, anticipated needs and predictive triggers for a consumer's banking journey that help you deliver relevant, personalized content to deepen relationships, retention and user experiences.