Borrowell is a financial technology company that was the first to bring free credit scores to Canadians. Borrowell matches middle$-$ to low$-$income users with alternative lenders to assist them in building their credit ratings. Borrowell focuses on the Generation X and Generation Y cohorts, as they are normally the cohorts looking to move into a new phase of credit usage for properties and larger purchases. Borrowell is focusing on what type of segmentation?