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The Mass Affluent Market

Changed Perspectives


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As traditional wholesale and retail lines of business face margin compression from the current interest rate environment and continued pressure on fees, many wealth management firms are seeking to garner greater market share in the mass affluent market. For these firms, the appeal of pursuing a market that encompasses millions of potential customers versus hundreds of thousands seems clear – Forrester Research estimates that 40 million people in America have assets of $100,000 to $1 million (excluding the value of their home).

Over the past few years, the mass affluent market has suffered losses from a series of market forces: the equity market value erosion during 2008, the current economic malaise in Europe, the slow recovery of the U.S. economy, and the artificial lowering of interest rates. How has this impacted investor attitudes of the mass affluent segment?

Several years after the financial crisis, with financial institutions aggressively targeting mass affluent clients, the time is right to develop a deeper understanding of this segment, and to assess how recent events may have impacted their priorities and preferences.

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