Subtle Ways to Appeal to High-Net-Worth Markets

The clients you would categorize as high-net-worth or ultra-high-net-worth don’t often see themselves that way. It’s strange, but it’s something we hear from advisors on a regular basis.

Even though it’s a legitimate niche, it’s the only one that has this problem. You can present yourself as a retirement specialist or an expert in business succession—but how do you target high-net-worth prospects when you can’t use the term “high-net-worth?”

You can start by thinking about what they need instead of who they are. For instance, wealthy individuals and families are often most concerned with protecting their assets. Even more than the average investor, their fear of loss is much greater than their desire for gain. 

So if your value proposition is built around the idea of preservation, you’re doing two things: touching on a relevant pain point for your target market, and sending the message that the people you work with are generally past the accumulation phase. They aren’t chasing it; they already have it. 

This gives your brand relevance that’s not likely to be misunderstood, and it also sidesteps some of the implications that can come along with marketing to these groups. Because targeting wealthy investors seems transparently self-serving; helping families build lasting legacies seems like a much-needed service.

But at some point, you may have to be a little more direct, and that’s when you might consider a euphemism or two. “Significant,” “meaningful” and “multigenerational” wealth can all help get the point across, but for the same reasons as above, you may want to think about using them sparingly.

As important as words are, remember that much of your brand’s weight comes from its look and feel. The images you choose, the polish with which you present your materials, and the kinds of experiences you create will all amplify your message so that it reaches the right people.