Just the essentials: get the datapoints financial services brands need to make better decisions

See our complete financial services guides:

• Predictive AI for banks and credit unions
• Predictive AI for financial services (debt, mortgage, lending)
• Predictive AI for insurance brands

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If you’re leading marketing at a financial services brand—credit unions, regional banks, fintech lenders, mortgage providers—you already know how critical data is to keeping your funnel moving. You’ve built strong programs to generate leads, pre-qualify applicants, and feed loan officers. But there’s always another level of efficiency and ROI to unlock when you have richer context on the households you’re targeting.

Think about prioritizing applications in the call center: better data means fewer unqualified prospects, more productive reps, and stronger portfolio growth. That’s where Faraday comes in.

The Faraday data platform

To take your efforts further, you don’t just need more data—you need the right data, delivered in a way that’s immediately usable across your CRM, loan origination system, and campaigns.

That’s where Faraday’s three-part data platform comes in:

• Identity completion: Fill in the blanks with verified names, addresses, emails, and phone numbers so every record maps to a real household.
• Consumer data: Enrich your customer records with the Faraday Identity Graph (FIG), which includes over 1,400 responsibly sourced datapoints covering 240M U.S. adults and households. These datapoints span demographics, lifestyle, property, and behavioral attributes that make segmentation, targeting, and prioritization easy—even before layering on custom predictions.
• Custom predictive datapoints: AI-trained scores built on your own records—like Likelihood to Refinance, Default Risk Proxy, or ValueScore—so you can prioritize and personalize at scale.

Essential data packages

One way we make the consumer data layer easier to use is by curating industry essential data packages: sets of 20 datapoints that we’ve determined to be most predictive for your industry. We identify these datapoints using our Faraday predictor leaderboard, which ranks datapoints by their predictive power in each particular industry vertical. For financial services, these packages are tuned to help you qualify applicants, segment portfolios, and drive smarter outreach.

• How they’re chosen: We analyze all 1,400+ datapoints in the FIG and surface the ones with the strongest predictive signals for your vertical. That way you get the attributes that matter most, without paying for data you don’t need.

• How they’re delivered: Essential data packages show up just like any other Faraday datapoint—directly appended to your records in your CRM, call center platform, or lead management system in real time through our API or in scheduled batch. No extra setup required.

• How they’re different: Most data vendors hand you a pile of raw attributes. Faraday packages are curated, validated, and aligned to your outcomes. Our data is high-quality, responsibly sourced, and refreshed regularly—and we take on the work of figuring out what’s actually useful for you.

The financial services essential data package

Here’s what’s included in the standard package for financial services brands:

Data Trait	Description
Is millennial	Indicates whether a household contains an adult from the Millennial generation
Shopping styles	Segments households by preferred shopping behavior—online, in-store, luxury, deal-driven, and more—based on transactions, media habits, and survey data
Household income	Estimated annual household income, based on modeled narrow- and broad-band income ranges
Gender	Gender of the individual
Dwelling type	Structural classification of the residence (single-family, duplex, townhouse, apartment, mobile home)
Child presence in household indicator	Indicates whether a child is present in the household
Family composition	Classifies the household by the marital status of adults and the presence or absence of children
Miscellaneous online topic spending interest	Flags households with reported online spending in topics not covered by other interest categories
Age	The age of the individual
Is gen x	Indicates whether a household contains an adult from Generation X (born 1965–1980)
Is baby boomer	Indicates whether a household contains an adult from the Baby Boomer generation (born 1946–1964)
Home market value change direction	Indicates whether a household's estimated home market value has recently increased or decreased
Individual marital status	Marital status
Purchased via internet	Likely to make purchases via the internet channel
Credit card payment indicator	Indicates whether the individual has made a purchase using a credit card
Household income change direction	Indicates the household income has had an increase or decrease
Childrens spending quintile	Ranks an individual into five tiers based on spending on children's products including apparel, toys, furniture, games, and educational materials
New adult to file indicator	Indicates a new young adult has recently been added to the household record—an early signal of first-time credit or account activity
Income tier derivation	Indicates the type of information used to derive a household's income tier assignment
Low to median household income pct	Estimates the share of households in the surrounding postcode earning at or below 80% of the postcode median household income

These datapoints give you immediate visibility into whether a lead or applicant is likely to be a fit for your business, before your loan officers ever pick up the phone.

Why this matters

When you add these essentials to your leads and customer records, you:

• Save money by rejecting unqualified applicants earlier in the funnel.
• Increase conversions by prioritizing the right households for your products.
• Boost efficiency by making sure your reps and loan officers aren’t wasting time on poor fits or low-probability approvals.
• Prove ROI to the CFO with data-driven evidence that marketing spend is driving real portfolio growth.

Smarter data, real results

Industry essential data packages are how Faraday makes your records AI-ready, without heavy lifting from your team. Combined with verified identity completion and custom predictive datapoints, they give you the full modern data stack your financial services brand needs to compete.

Ready to see how these datapoints can transform your funnel? Get started on buy.faraday.ai for self-serve access, or talk to a Context Consultant if you're evaluating for a larger contract or want to talk through activation angles.