San Diego-based Claritas Inc. has redesigned and updated a market segmentation system used in the financial services industry for targeting prospects and customers. The latest version allows marketers to integrate their own research data with financial information from Claritas’ product.
Based on the behavior of nearly 450,000 consumers the segmentation system was created using household-level consumer records. It now classifies consumers into 58 segments within 13 groups, up from 42 segments within eight groups in the old version.
Among the many new segments are several based on high levels of income producing assets, with names like business class, savvy savers and family fortunes. Only three segments from the old system were retained: wealth market, comfortably retired and young urban renters.
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