Abstract: A system and method for determining affluence is provided. A plurality of accounts associated with a first geographic area are identified with each account has a number of transactions in a historical spend database associated with it that exceed a frequency of use threshold. The average income of the geographic area exceeds a predetermined income threshold. A total spend for each account from transactions in the historical spend database is associated with a spending range. The discretionary portion of the total spend for each account from transactions in the historical spend database is determined. An affluence category is associated with each account based on the total spend and the discretionary portion of the total spend of each account.