Financial Durability
Financial Durability segments enable online marketers to differentiate online audiences based on their likely resilience to keep spending and meet financial commitments - even when under financial stress. Through five unique segments, marketers can differentiate and target online consumers from least to most resilient. Households in the ‘most resilient’ segment are most likely to be able to keep spending and pay current and future bills on time, despite economic and financial impacts.
Segment data updated Q2, 2026
Financial Durability - Least Resilient
Households likely to be least resilient in time of financial change.
Financial Durability - Less Resilient
Households likely to be less resilient in time of financial change.
Financial Durability - Average Resilience
Households likely to have average resilience in time of financial change.
Financial Durability - More Resilient
Households likely to be more resilient in time of financial change.
Financial Durability - Most Resilient
Households likely to be most resilient in time of financial change.
*Digital targeting segments from Equifax were not developed or intended to be taken into consideration as a factor in establishing or determining an individual’s eligibility for personal credit, insurance, or employment, or for any other purpose contemplated under the Fair Credit Reporting Act, 15 U.S.C. § 1681 et seq. Equifax targeting segments neither contain nor reveal any personally identifiable information.
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