Mass Affluent Investors: Customer Targeting

Date: 2015-11

Its large size makes the mass affluent segment an attractive target market, but wealth managers need to understand the different opportunities available across the globe. Some mass affluent populations and groups prefer more intensive communication strategies or more hand-holding throughout the investment management process, required a differentiated targeting and out reach.

– Understand best-practice examples from competitors within the market and where the mass affluent fit in terms of strategy.
– Place a dollar value on the difference between a mass affluent client and a retail market equivalent.
– Compare mass affluent and mass market channel preferences

– In which segments is the mass affluent opportunity sufficiently developed as to be a viable market in terms of size and assets?
– Through which channels do the mass affluent prefer to interact with this financial services partners?

Key Highlights
The mass affluent market is a broad collection of investors from different economic sectors at distinct lifestages. However, key demographics where the mass affluent include the retired segment; older investors with substantial assets but little income; and the pre-retirement market, where higher earners are solidly in the accumulation phase.

Younger consumer groups do figure in the mass affluent market but are concentrated among those professionals and self-employed groups. Wealth managers able to pursue longer term strategies will still pursue such younger consumers, even if they are only part of the emerging affluent market.

Mass affluent individuals tend to be comfortable with digital channels, particularly for such tasks as monitoring portfolios or accounts. While the mass affluent are typically older, they display none of the reluctance towards digital channels that such consumers typically have.”

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