Historically wealthy clients have been bundled into one homogenous group. However, more sophisticated segmentation models have emerged to unlock the profit potential of niche sub-segments. Wealthy clients tend to be global citizens, so this space is impacted by a host of developments on the international stage. It is essential that companies understand strategic international drivers which will mould this category in the future.

Important factors to consider when building a compelling value proposition that will entice the highly lucrative wealth segment include:

Understand how key market drivers are shaping the wealth segment globally and locally. For example, how is the biggest wealth transfer in human history, taking place now, sculpting the wealth segment?

Analyse how financial companies around the world are dealing with the opportunities and challenges presented by an evolving wealth segment. For example, how are financial services companies adapting to attract wealthy millennials coming of age? How are financial services companies humanising the increasingly digital customer experience for their ultra-high net worth clients?

Understand the unique needs and aspirations of wealthy clients who are steadily becoming global citizens in work and play, with expanding financial requirements across multiple geographies.

Analyse how technology is shaping the customer experience through Artificial Intelligence, robo-advisors, digital currencies, blockchain, exclusive social networking platforms, etc.

Understand how competitors in the local and international market are approaching and engaging with ultra-high net worth sub-segments. For example, TechPreneurs/TechStars, graduate professionals, Sports & Entertainments stars, China’s Bling generation, etc.

It is essential to have an accurate picture of the complex and intricate market dynamics and competitor landscape of the wealth segment market, enabling you to design your own compelling value proposition based on what makes your company unique and special.

It is important to assess your competitors against the following attributes:


Strategy encompasses the competitors past and future aspirations and key focus areas which defines its core competitive advantage.


Unpack how competitors segment the wealth market and the value proposition offered to each client sub-segment.

Brand Proposition

Understand the company’s heritage and the intrinsic brand proposition which forms the platform for all marketing and communication to the end client.


Understand how your competitor engages with wealthy clients to build strong enduring relationships, and trust.

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How can BEI help you?

Deep Dive Understanding

BEI has over a decade of experience in the financial services environment, providing us with a clear picture of key developments and dynamics shaping the competitor landscape locally and globally and across the various sub-segments within financial services. Our benchmarking tools enable companies to compare their value proposition against their competitors, indicating areas of potential improvement.

Marketing engagement best practice

A decade of tracking marketing initiatives in the financial sector and correlating these initiatives with published results has enabled BEI to develop a model that assesses the strengths and weaknesses of a financial services company’s marketing strategy or individual campaigns. This model has been designed to provide companies with clear recommendations on how to advance their marketing approach and yield tangible results.

Strategic Monitoring

BEI track key strategic topics on your behalf, keeping your finger on the pulse of what is happening in the financial services industry, unpacking the strategic rationale behind developments. This frees you up to unpack the strategic implications for your company and take decisive action when required.

Insight best practice

Based on our experience and feedback from working with financial services companies, BEI has developed a model which helps clients build an effective insight function, ensuring relevant insight is available to key decision makers at the right time and to a level which can be actioned and implemented to enhance business performance.