High Asset Gen Xers: Spread Across the Nation

Data-driven Marketing


With all of the focus on Millennials and Baby Boomers, financial marketers should also keep Generation X (born 1965-1980) top of mind – especially where Gen X households with high invested assets are located. As a whole, Gen X households control about 26% of all U.S. total invested assets, increasing their share by over 5% since 2012. If you are seeking to reach Gen Xers that might be in need of a broad array of financial products, then check the map below to find metro areas with high median assets for Gen X households.

Did You Know? Metro areas with highest median estimated invested assets for Gen X households

Source: WealthComplete®, Dec. 2012, Dec. 2017.

Invested assets may include personal financial investments held in taxable, IRA, and Keogh accounts including deposits, investments, and annuities. Median invested assets represents the middle figure when the estimated invested assets of all Gen X households in the geography are ranked.

Shift to Higher Asset Tiers
Have Gen X households increased their invested assets in the last 5 years? At least some of them have. Over 6% of Gen X households have moved up into higher estimated asset tiers, which is almost double the rate of all U.S. households.

Percent of Gen X Households by Estimated Asset Tier in 2017 (change from 2012)

  • $125,000+: 16.8% (5.1%)
  • $25,000 – $125,000: 22.0% (1.0%)
  • $0 – $25,000: 61.2% (6.1%)

Source: WealthComplete®, Dec. 2012, Dec. 2017.

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The post High Asset Gen Xers: Spread Across the Nation appeared first on Equifax Data-driven Marketing.



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