Mass Affluent Consumer Banking

How Banks Can Identify, Target, and Serve This $177 Trillion Global Market

On paper, mass affluent consumers (those with $100,000 to $1 million in liquid assets) are a prize for banks. But targeting difficulties and product limitations have prevented them from serving the market. Now new technologies are opening this opportunity.

Key Question: What do bank strategists and marketers need to know to attract, convert, and retain mass affluent customers?

Key Stat: The 613 million individuals worldwide who fall into the mass affluent category hold $177.2 trillion in assets, or more than a third of global wealth, per 2023 UBS estimates. They’ve historically been underbanked, giving early-moving financial institutions (FIs) an advantage.

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    Table of Contents

    1. Executive Summary
    2. Mass affluent customers are an enormous opportunity for retail banks
    3. Mass affluent consumers’ priorities and anxieties create some specific needs
    1. Banks have struggled to serve the mass affluent market
    2. Banks now have a growing array of tools to break into the mass affluent space
    3. Banks should prioritize three strategies when serving mass affluent customers
    1. EMARKETER Interviews
    2. Sources
    3. Media Gallery

    Interviewed for This Report

    Justin MacInnis
    CIBC
    Senior Consultant, Digital Strategy
    Interviewed January 12, 2024

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    authors

    Maria Elm

    Contributors

    Suzy Davidkhanian
    VP, Content
    Tiffani Montez
    Naomi Rebuelta
    Copy Editor
    Amy Rotondo
    Director, US Research
    Matt Torpey
    Senior Chart Editor
    Julia Woolever

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