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Effectively Serving the Mass Affluent

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16 March 2015
Ashley Longabaugh
William Trout

Abstract

Wealth managers today face the question of how to effectively capture and retain the next generation clients, who are, for the most part, in the mass market (MM) or mass affluent (MA) investor segments and part of Generation X and Y.

In the report Effectively Serving the Mass Affluent, Celent assesses the MA client segment and studies how this customer group offers wealth managers a great, albeit perplexing opportunity to profitably thrive in today’s environment. Celent defines the MA segment as those individuals who hold between $250K and $1 million in investable assets.

“Our estimates show that the mass affluent segment makes up approximately 16% of the US retail investor population, second in size to the mass market,” says William Trout, a senior analyst with Celent’s Wealth Management practice and coauthor of the report. “While Generation X and Generation Y are not synonymous with ‘mass affluent’ per se, they can serve as a prism for understanding this particular customer segment.”

Some of the main findings of this survey are as follows:

  • The mass affluent segment is a challenge to serve profitably, but represents a strong opportunity for wealth managers who can appropriately segment this market and deliver the right products through the right delivery channels.
  • The upward mobility of the MA market will become a greater focal point across the industryas wealth managers reach saturation with respect to existing high net worth and ultra-high net worth clients
  • Improvements in technology and automation can enable wealth managers to serve mass affluent clients with solutions historically only available to high net worth investors.
  • At the enterprise level, the benefits offered by an integrated platform can translate into more cost-efficient delivery and an improved experience for the mass affluent client.

“Technology and customer segmentation will be key drivers in successfully capturing the mass affluent market,” says Ashley Globerman, an analyst with Celent’s Wealth Management practice and coauthor of the report. “Robust digital strategies, the digitization of processes and data, flexible investment architectures, and tailoring products and services based on specific client classifications will enable firms to acquire this customer segment.”

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