One offer does not fit every household
The NetGain strategy segments, then targets, banking customers across the entire spectrum – not just the customers attracted to free checking offers. NetGain accurately pinpoints potential customers at the individual household level by utilizing First Manhattan Consulting Group’s Financial Personality® marketing system - the leading segmentation approach for financial services.

How does it work?
Drawing on information from primary research, psychographic data, subscriber data, demographics, and intricate modeling, the Financial Personality® segmentation system enables NetGain to identify the best targets for each program.

Blankets do not make good marketing tools
Gone are the days of blanketing a neighborhood with a mailer and expecting a high response rate. Common demographics (such as distance to branch, age, and income) are not enough to predict what prospective customers need and want most.

The Financial Personality® Framework allows you to pinpoint individual households, giving you greater insight and, more importantly, greater response. NetGain’s tailored approach outperforms bulk mail, carrier routes, or current resident mailings. So you can put an end to using methods that simply don’t work.

Some tools are better made for the job
Unlike other segmentation schemes, NetGain is customized for a variety of financial institution products. Initially conceived for same-store deposit growth, NetGain has been expanded to include home equity and small business. Because consumers’ needs and attitudes vary by category (e.g., deposits vs. home equity), we use category-specific Financial Personaility® Frameworks to inform our high-performing direct mail programs.