RFG - CEO Strategies Group

Profit 15 sheds new light on the current “A” though “E” profit segments and allows for the development of more refined tactical planning. For example, not all “A” households attain “A” (highly profitable) status for the same reasons. For some “A” households, real estate lending is the principle factor, while for others it is core deposits. Similarly, some “E” households are highly unprofitable due to CD pricing, while other “E” households are there because of aged or inactive loans.

A Households	$500+ Household Profit
Real Estate	50%+ Household Profit is from Real Estate
Core Money	50%+ of Household Profit is from Core Deposits
Mixed	All remaining A Households
B Households	$100 to $499 Household Profit
Loans	75%+ of Household Profit is from Loans
Deposit	75%+ of Household Profit is from Deposits
Mixed	All Remaining B Households
C Households	$0 to $99 Household Profit
Low Service	HH has 1 Service (Using RFG Single Service Criteria)
Multiple Service/ Low Balance	Has Multiple Services & HH Balances < $10,000
Multiple Service/ High Balance	Has Multiple Services & HH Balances at Least $10,000
D Households	$-1 to $-99 Household Profit
Low Service	HH has 1 Service (Using RFG Single Service Criteria)
Multiple Service/ Low Balance	Has Multiple Services & HH Balances < $10,000
Multiple Service/ High Balance	Has Multiple Services & HH Balances at Least $10,000
E Households	Less than $-100 Household Profit
Non-Core	50%+ of Household Loss is from Non-Core Products
Low Loan Balance	Total Household Loan Balances <$10,000
Other	All Remaining E Households