Emerging mass affluent investors ($100,000 to $250,000 in investible assets) are embracing banking and investment tools with an ardor that demands the attention of traditional wealth managers. Millennials, in particular, require a new generation of integrated digital services. Rising credit needs should be supported by liquidity tracking and spending optimization tools, for example.
As artificial-intelligence--powered analytics and data connectivity allow financial institutions to deliver consolidated access to brokerage and banking for a hyper-customized financial experience, face-to-face advisor interaction proves to be important. Matching needs to digital tools alone is rendered difficult by the diversity of this segment. And recent developments at Edward Jones and JPMorgan Chase underscore the strategic importance of a strong branch presence. Understanding investors from behavioral, demographic, and cultural/family perspectives offers a way to successfully compete for these clients.
Key questions discussed in this report:
- Who are the emerging mass affluent (EMA)?
- What are the financial and technology needs of this segment?
- How can wealth managers better serve these investors?
Access Softek’s EasyVest, Edward Jones, Charles Schwab, Citi, Digit (recently rebranded Oportun), eMoney (Fidelity Investments), Envestnet, Fidelity Investments, JPMorgan Chase, MoneyGuidePro (MGP), Ntropy, Plaid, PortfolioPilot, U.S. Bank, Wells Fargo
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