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Evaluating a Home Equity Direct Mail Offer to the Credit Card Customer Base

Championed a strategy to offer home equity loans to existing credit card customers of a national credit card issuer.  Testing was conducted to understand the impact on consumer behavior, total customer profitability and individual line-of-business revenue. 

Business Result: There was an initial drop in credit card balances among customers who accepted the home equity offer.  However, by the end of a six-month period, credit card balances were restored to pre-existing levels and there was no change in risk behavior.  Total bank profit increased 40% and total bank attrition decreased 30% for customers who had both a home equity loan and the client's credit card versus those with only the client's credit card in a matched control group.


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