Changing Needs and Priorities
Key Finding from a Recent SYNERGISTICS Research Survey:
Results from a 2013 SYNERGISTICS Mass Affluent survey revealed that many of the Mass Affluent use some type of professional or advisor, with advisors at their financial institution being most widely mentioned. Even so, they are cited by a minority leaving significant room for growth in this area. Does this change as they approach being a high net worth segment?
Highlights of the Study
This study examines the financial activity, behavior and perceptions of those with investable assets of $100K or more (including those with assets of more than $1M) in order to assess the changes that occur as the mass affluent market transitions to a high net worth segment.
National Internet Survey – 700 consumers age 18+ – including 600 with assets of $100K-$1M and 100 with more than $1M.
May 1, 2015 — Charter fee/Intro pricing ends.
May 1, 2015 — Final acceptance of comments on questionnaire.
July 2015 — Project Report available.
- Are there differences between mass affluent and highly affluent households in terms of attitudes, perceptions, and expectations that will impact providers’ marketing and communication strategies for reaching these customers? How do aspects such as market volatility, health care costs, changes in tax laws or tax rates, and financial product complexity impact this environment?
- How does the financial profile – including provider relationships, banking products, savings and investment accounts, and credit services – change or shift as households move from a mass affluent to a high net worth status? How does the demand for new financial products and services differ among these segments?
- How do relationships with various financial professionals and advisors broaden or change when assessing activity among mass affluent and high net worth households? Is there a shift from a “DIY” approach to a need for more professional guidance? Are there differences in communication preferences in terms of the desired frequency of contact with professionals or advisors and channels used?
- Do channel patterns for financial information and advice change or vary as asset level or financial status increases? Does social media have a role as a marketing and communications avenue for reaching mass affluent and high net worth households?
- Is there an asset level or other point of financial status at which receptivity to the concept of “wealth management” – encompassing services such as estate planning, tax minimization strategies, and specialized credit and insurance services – becomes more positive and broadens? Are there segments for which it is more appropriate to market these services using an ad hoc approach?
- How extensively are PFM services used by mass affluent and high net worth households? What is the potential for certain types of planning tools and services positioned under the PFM umbrella – such as for tax planning, reaching investment goals, examining loan scenarios, net worth calculations, and budget planning?
- How can financial institutions identify and target those segments that are mass affluent, high net worth, or possibly a transition group in between? Beyond traditional descriptors such as age, household income, and asset level – are there more in-depth variables related to household needs, perceptions, and priorities?
- Financial providers – including banks, mutual fund companies, and brokerage companies – have for many years recognized the mass affluent sector as an important segment for relationship expansion and revenue opportunities. Although definitions vary, investable liquid assets of $100K to $1M is the typical criteria for segmenting these households. The improving economy and rebounding stock markets have made mass affluent customers even more attractive. Cross-selling efforts for deposit products, investments, and credit services have intensified as this market “shakes off” the effects of the economic recession and credit market crisis.
- A key question to address, however, is at what point do mass affluent customers transition to high net worth? What are the implications of this for providers – in areas such as product design, communication tactics, delivery channels, and advisory services? Will personal contacts and a higher level of service become more important to a customer segment that is largely technology savvy and comfortable using channels such as online and mobile banking, as well as dealing with online providers? And very importantly, how will customers’ own self perceptions impact how providers approach them? Do once objectionable terms such as “affluent” and “wealth management” become more acceptable when financial assets or net worth reach a certain threshold?
- These are the types of issues that must be addressed as providers adjust marketing strategies and tactics for that portion of the mass affluent customer base that is transitioning to a high net worth status. [F234]