Who Visits Personal Financial Management Sites?
In Q2 2011, customers earning $100K+ comprised 41% of all PFM visitors and 31% of all DDA customers. Moreover, 54% of PFM visitors** were superprime customers with a credit rating of at least 720, compared to only 44% of DDA customers who qualified as superprime.
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*DDA holders include customers of online banking services such as checking and savings.
**A PFM visitor is defined by Comscore as someone who has visited a PFM site at least once in a given quarter.