40% of Your Deposit Growth Comes From Just 5% of Customers

Not all customers contribute equally to your growth. In fact, a small group—often just 5%—can drive up to 40% of your total deposit growth. That’s the power of understanding your high-value segments.

This insight, grounded in the Pareto Principle and supported directionally by research from Bain & Company and Deloitte, illustrates the outsized role that key customers play in your institution’s success. Yet many banks still rely on broad campaigns that treat all customers the same—leaving opportunity on the table.

Identifying that 5% is only the beginning. To truly maximize value, you need to engage them in ways that are timely, relevant, and data-driven.

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With solutions like EngagementIQ, WordCom helps financial institutions:

• Identify their most valuable and at-risk depositors
• Segment audiences based on real behaviors, not just demographics
  Launch hyper-targeted campaigns to deepen relationships and drive measurable balance growth

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Customer Retention

EngagementIQ detects when key depositors are at risk—such as when a CD is nearing maturity—and triggers personalized, well-timed communications that improve retention and prevent funds from walking out the door.

Precision Targeting

Rather than relying on broad demographics, EngagementIQ uses custom segmentation and predictive modeling to identify:

• Customers with low balances but high overall asset potential
• Life events like a new home purchase or a growing family that signal new product needs
• High-value customers showing signs of disengagement who need a nudge back into activity

Optimized Communication

No more one-size-fits-all. EngagementIQ allows for sophisticated, automated messaging across email, direct mail, digital ads, and more—ensuring your most valuable customers receive offers that resonate.

Reduced Cost of Funds

By retaining existing deposits through proactive, tailored messaging, EngagementIQ helps reduce your cost of funds—a smarter, more affordable alternative to high-cost acquisition campaigns.

Understanding that mid-year budget constraints are real, WordCom offers campaigns that:

• Target ~20,000 households
• Require no long-term contracts
• Are cost-effective and highly measurable
• Provide actionable insights that justify (and shape) larger future efforts