OptimaFI today announced the launch of Household Insights, a deposit intelligence solution that enables community banks and credit unions to understand the fundamental drivers of the composition of their deposit base. Household Insights provides explanatory and actionable data to understand key issues like Cost of Funds trends and Liquidity Risk by contextualizing macro financial data with household level metrics, significantly enhancing ALCO and board level decision making.
An institution exports a CSV file from standard loan and account data —no integration, no IT project—and receives a household-level view of its deposit base benchmarked through OptimaFI’s Peer Performance Index™, built from over 14 billion aggregated and anonymized normative data points. The output is a set of executive-ready reports designed not for a one-time review, but for recurring use in the meetings where deposit strategy is actually discussed.
Most community institutions can report total deposits, average balances and product counts. Fewer can answer the questions those numbers raise in a board or ALCO setting—why cost of funds is moving, whether a handful of households account for an outsized share of liquidity, or how relationship depth in one segment compares to what peer institutions have achieved. The data to answer those questions typically exists inside the core, but extracting it, standardizing it, and placing it in peer context has historically required either a consulting engagement or an integration project that competes with other IT priorities.
“Community financial institutions already have the data they need. The challenge is organizing it into a format that supports better strategic decisions and then contextualizing it,” said Tim Keith, CEO of OptimaFI. “That’s what Household Insights delivers—a repeatable, peer-benchmarked view of relationship structure that holds up in a board room.”
The solution surfaces insights across three dimensions where peer context changes the conversation:
- Funding cost structure. How the mix of product penetration and average household balances compares to peer norms—and what that comparison suggests about pricing leverage and vulnerability
- Concentration exposure. Where high-balance, low-engagement households represent a liquidity dependency that deposit totals alone do not reveal
- Relationship depth. How household-level engagement distributes across standardized segments, making it possible to identify where incremental deepening will have a measurable impact on retention and profitability
Household Insights is available now. OptimaFI is offering a complimentary 90-day trial for a limited time, with annual subscription pricing tiered by asset size for banks and member count for credit unions. To learn more about Household Insights and schedule a demo, visit the OptimaFI website.
Rick Claypoole, President of OptimaFI’s SaaS Solutions group, will be hosting a relevant breakout session at America’s Credit Unions Finance Council Conference the week of May 17th in San Diego. The session is titled: “What the Traditional Numbers Miss: A Conversation on Household Insights for Small Credit Unions.”
About OptimaFI
OptimaFI partners with more than 2,500 banks and credit unions to boost profits, strengthen customer relationships, and identify growth opportunities through data-driven insights. Leveraging its proprietary Peer Performance Index™ of 14 billion normative data points, the firm benchmarks institutions against peers and delivers targeted, product-specific strategies to optimize profitability. OptimaFI brings nearly four decades of experience serving community institutions with banking, analytics, and marketing expertise. Its pay-for-results marketing program ensures clients only pay for booked accounts, with all campaign costs covered. OptimaFI maintains rigorous data security standards and undergoes annual audits to protect sensitive financial information. Learn more at https://OptimaFI.com.
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