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Something interesting has happened in the advisory world over the past few years. Independent advisers have built strong enough brands that high-net-worth families are increasingly willing to work with them.
And many advisers, looking at the work they do for a $500,000 family, are asking themselves, “If I could do the same amount of work for a $2 million family, wouldn’t that be more profitable?”
The logic is understandable. The reality is more complicated.
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Moving upmarket feels exciting and strategically smart, but many advisers who pursue it without preparation may end up hurting their growth rather than helping it.
By wandering into a space they’re not equipped to serve yet, they could leave behind the mass-affluent clients they were well positioned to win.
If you’re thinking about making high-net-worth families a legitimate part of your growth strategy, here’s what you need to consider before taking the leap.
Needs vs wants: A fundamental shift
An adviser who works with us at AE Wealth Management said it well: “When you move upmarket, you’re shifting from a needs-based relationship to a wants-based one. That distinction matters more than many advisers realize.”
With a mass-affluent client — someone worth $500,000 to $2 million — the value proposition is relatively clear. There are typically gaps in their plan that, left unaddressed, could materially impact their retirement security.
The call to action practically writes itself: “Your plan has these gaps, and addressing them matters.” There’s urgency. There’s tangible risk. The client feels it.
A $5 million family doesn’t feel that same urgency. If their budgeting is reasonable, markets will likely cover them. The fear of running out of money in retirement doesn’t resonate the same way. What this client is really asking is, “How do I maximize what I’ve built?”
That’s a much harder question to answer well — one that requires an entirely different approach to planning, proposals and communication.
Adopting a new skill set
The shift from intellectual intelligence to emotional intelligence becomes critical here. Technical competence matters, to be sure, but high-net-worth families also expect their adviser to understand them deeply, from their psychological profiles and family dynamics to their relationships with money.
This task may be more difficult because wealthier clients are often worse at actualizing what they want from their money. Helping them figure out their goals and how to get there is the real work.
Approach high-net-worth advising as a new business line
If you’re serious about serving high-net-worth clients, don’t think of it as a gradual evolution of what you already do. Think of it as adding a new line of business to your practice — because that’s precisely what it is.
When advisers branch out to add estate planning or tax planning to their firms, they don’t just apply their existing tools to a new problem. (At least, I hope they don’t.) Instead, they build the right infrastructure for the work.
The same logic applies here. Your mass-affluent business model and the people, tools and processes that support it can stay in place. What you need to build is a separate framework for high-net-worth families.
That framework requires you to make deliberate decisions across a few dimensions:
Build a value proposition that’s specific to this audience. What you offer a high-net-worth client needs to be distinct from what you offer a mass-affluent client.
The messaging, planning approach and solutions must reflect that difference.
Define your target market precisely. “High net worth” is too broad to be useful. A $5 million family looks very different from a $15 million family, and a $25 million family is a whole other thing.
Decide which segment you’re targeting and put the right tools and team in place to serve them effectively.
Consider specialization. There’s a meaningful difference between targeting any $2 million to $10 million family and targeting, say, engineers or entrepreneurs who fall into that income range.
If you can become fluent in a specific niche, understanding their stock option plans, psychological profiles and priorities, you bring a level of credibility that’s hard to replicate.
Your client lifecycle has to change, too
Attracting a high-net-worth client is only the beginning. How you propose solutions to them, how you review their plan and how you retain them over time all look different at this level.
Proposals need to cover different ground. High-net-worth clients have access to and expect a broader range of solutions. Tax strategy plays a more prominent role.
The product mix may include private markets or more sophisticated income solutions. The proposal itself needs to reflect that expanded scope.
Reviews also need to match the promise. If your initial proposal is more sophisticated, your ongoing review process should reflect that. Clients who signed on for a comprehensive, high-touch approach need to see it delivered consistently.
Retention at this level is also relationship-driven, in a particular way. High-net-worth families place a high value on connections with people who share their life experience.
The adviser who figures out how to facilitate those connections and bring together like-minded clients creates a kind of value that goes well beyond portfolio management. You become a connector for a community, not just a collector of assets.
A note on ‘new’ high-net-worth clients
There’s one more thing worth noting: Working with a $2 million family today is not the same as it was even five years ago.
Markets have risen dramatically, and a meaningful number of people who now have $2 million may have never expected to get close to that number. They may not have the same financial acumen or emotional relationship with wealth that a client who inherited generational money or someone who built wealth over decades may have.
Understanding where your clients fall on that spectrum matters when you’re designing how to serve them.
Preparing to move upmarket
Going upmarket is a legitimate growth strategy, but it’s important to be ready for the move. Advisers who win high-net-worth clients through pure inertia (a referral here, a community event there) may find themselves in client relationships they’re not fully prepared to serve.
If you’re willing to make the necessary changes to your value proposition, infrastructure, team and overall approach to client relationships, the opportunity is real.
If you’re not, you may be better off focusing on three to five more mass-affluent families than chasing a family you’re not set up to serve well.
The question to ask yourself isn’t whether high-net-worth clients are worth pursuing; it’s whether you’re ready to build the practice that can serve them the way they expect to be served.
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