The HNW market is not simply a homogeneous subset of the total financial services market. It is made up of a number of micro-segments each with a specific and distinct set of characteristics, and each with a different set of values. HNW individuals often behave in a counter intuitive way and although in most cases “the rich are like the rest of us, it’s just that they have more money”, their response to issues concerning their wealth often surprises even the most experienced observer.

The challenge facing all businesses wishing to participate in the HNW market is to understand how these segments will react to the products or services offered to them.  We believe that behavioural profiles provide the best foundation for developing marketing and product strategies.

Building on our research with more than two thousand HNW individuals, MDRC has developed 6 discrete behavioural segments that focus on financial services in the broadest context.