Abstract: A method, system, and apparatus for segmenting users based on transaction activity and propensity for conducting portable financial device transactions. The method includes: determining a subset of transaction data categories from a plurality of transaction data categories; ranking the subset of transaction data categories into at least one order; generating a predictive model for determining user propensity for prospectively increasing a frequency of portable financial device transactions based at least partially on the ranking of the at least one subset of transaction data categories; analyzing transaction data for portable financial device transactions initiated by each user of a plurality of users; generating at least one subset of users of the plurality of users; and automatically initiating a conversion action.