Portfolio management system

A computing system, comprising:

• one or more processors;
• system memory;
• one or more computer-readable storage media having stored thereon computer-executable instructions that, when executed by the one or more processors, causes the computing system to perform a method comprising:
• identifying, by a processor, a user data set defining a group of prepaid cardholders including individuals who, in a predetermined time period, have not loaded money onto a prepaid card or loaded the money onto the prepaid card for the first time;
• developing a messaging campaign to target the prepaid card holders, the messaging campaign including at least one incentive for the prepaid cardholders to initiate a direct deposit account;
• tracking actions of the prepaid cardholders related to the messaging campaign;
• and
• determining, by the processor, effectiveness of the messaging campaign based on a number of direct deposit accounts initiated by the prepaid cardholders after receiving the messaging campaign.