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Case Studies

Segmenting the Wealthy for a Finance Brand


This US wealth management brand was looking to grow its customer base among high net worth individuals, and wanted to know who to focus its marketing on.


We identified the needs that high net worth individuals have around their finances and wealth, and built a segmentation on these needs. We identified six distinct wealth management segments, sized the opportunity within each audience and mapped their lives, moments of receptivity, and wealth management journeys to provide direction and actionability. Finally we prioritized the segments, and guided the client on their audience strategy.


The work is the foundational cornerstone of the client’s audience strategy, enabling them to develop a business, product and marketing strategy around the high net worth consumers most likely to drive their brand.