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Promote Better Financial Health With New Audience Conditions

February 23, 2021 | 0 min read

Financial wellness is a focus for financial institutions, fintechs, and consumers alike. In a recent bankers survey we found that most financial institutions have financial wellness as a top priority for 2021. Similarly, in a recent consumer survey, we found that 79% of consumers said they’d like for their financial institution to help them understand how they can invest and grow their money. It seems, however, that while 74% of financial institutions have shifted their focus to customers’ financial well-being, only 43% are taking action to emphasize the financial wellness of their customers. 

In 2020, we added the Audiences feature to our Marketing solution, empowering you to segment your customers in advanced ways and create relevant products, messaging, and experiences for each individual’s needs. 

New Ways to Segment Your Customers 

The new Financial Health conditions let you segment your customers by:  

  • Customers’ financial standing 
  • Spend to income ratio and debt to income ratio
  • Emergency savings resiliency
  • Overdraft fees and late fees

MX leverages a number of different variables to segment your customers into four financial wellness categories — Vulnerable, Building, Stable, and Strong. These groups each have unique needs, and MX enables you to communicate specific information to each group.
Reach out to Vulnerable customers to inform them on ways to avoid overdraft fees or build better financial habits. And the other end of the spectrum, Strong customers still have room to improve. Encourage them to take a look at your investing products or other tools that will help them grow.


For a deeper dive, customers can also be segmented by conditions such as behaviors based on transactions, user demographics, product engagement, engagement with external organizations, and much more.

A More Complete and Relevant Financial View 

Today, forward-thinking fintechs and financial institutions already use data to better understand their customers. It’s no longer a matter of whether or not to use data, but if you have the right tools to gain the insights you need to be competitive as the financial ecosystem evolves. 

With audience segmentation you can use multiple data elements in a single query, group objects in a query, and add logical operators (and/or/nots) to queries. What that really means is you can do all the technical stuff  without technical support. The more you’re able to control every aspect of your communications, the faster you can get your offers out the door, and the more likely you are to reach people when it matters to them most. MX’s analytics and marketing solutions can help discover customers that:

  • Have high interest rates and offer them lower rates with your products
  • Are living paycheck to paycheck, so you can provide them with financial assistance and loan options 
  • Repeatedly incurred late fees, so you can offer them tools to track spending and budget smarter 
  • Have accounts outside of your institution and create campaigns to win their business

When you create hyper-specific audiences and then target those customers with personalized campaigns based on specific conditions, each customer feels like you’re speaking directly to them. The more you can show your customers that you understand their specific financial situation at any given time, the more likely they are to come to you when they need to make a financial decision. This creates win-win scenarios for both your customers and your institution. 

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