Experian Group Ltd., Costa Mesa, Calif., and New York-based First Manhattan Consulting Group have launched what they are calling the industry's "first comprehensive segmentation and scoring system" for specific financial services, including home equity and mortgage services.The Financial Personalities system enables marketers to target prospects using scores that predict a consumer's attitudes toward specific financial products, the companies said. Along with a Financial Personality score for each consumer, the system reveals aspects of each personality, such as the importance people with a certain personality attach to rates and fees and their discipline with finances, the companies said. Financial Personality scores are based on consumers' needs, attitudes, and behavior, combined with credit and demographic data. The companies can be found online at http://www.experiangroup.com and http://www.fmcg.com.

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