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We recognise that constant change is impacting private investors’ portfolios – and confidence – like never before.


Navigating this landscape successfully is possible, but it requires new thinking, a broader perspective and an adaptable strategy for the road ahead.

Client Service For High Net Worth Individuals: When Every Customer You Support Is A VIP

High Net-Worth individuals represent less than 1% of the world’s total population, but together account for more than 40% of the world’s total wealth.

We recognize that constant change is impacting private investors’ portfolios – and confidence – like never before. Navigating this landscape successfully is possible, but it requires new thinking, a broader perspective and an adaptable strategy for the road ahead.

Our expertise lies in helping clients make sense of economic change, recognize its opportunities and hidden risks, and effectively position their portfolios for success.  Our skill in understanding this complex world and communicating and sharing our expertise empowers our clients to move forward with confidence – in any investment climate.

Combining the strengths of a global asset manager with the expertise of a wealth manager dedicated to the interests of private investors, we offer an extensive range of resources that few firms can match.


While initially, mainly concentrated in western markets and in countries of so-called ‘old money’, now High Net-Worth individuals are spread right across the globe in cities such as Thailand and London,  to name just a few. Furthermore the rise of emerging markets over the last few decades has triggered the development of a class of 'nouveau riche' in the Far East and Middle East, as well as in South America.

Brands that have identified High Net-Worth individuals as a growth opportunity often face a similar question:

How to enter the crowded and complex world of High Net-Worth individuals?

Our insight into this unique group of individuals highlights some key learnings:

Creating brand appeal and stand-out: Beyond mere labels of exclusivity or price thresholds that may create a perception of a premium brand, High Net-Worth individuals often show an advanced sense of brand assessment and interpretation, based on their own experiences, an advanced education and significant exposure to premium brands on an on-going basis.   

The end consumer may not always be the decision maker: Depending on the category we can sometimes find that the final end consumer may not always be the individual making the purchase decision. For example, in the financial services industry, intermediaries such as family offices play a major role in the purchase decision. For premium brands,

it is critical to understand deeply the decision-making process of High Net-Worth individuals to ensure that the right effort is being made in the right places.

A sense of exclusivity: Rare vintage wine, limited edition spirits or exclusive advisory services would typically create the sense of exclusivity desired by the majority of High Net-Worth individuals. Premium brands have to embed in their value proposition a set of unique features or propositions that create and convey this sense of exclusivity at all times.

Price matters…if it's worth it: Although wealthy people have access to larger financial resources, they don’t systematically opt for spontaneous purchases. The value for money is an important aspect of their buying decision-making process, even for emotional purchases. That's why the price positioning must always be defined based on the perception of the benefits (whether material or emotional).

Values and beliefs: The majority of High Net-Worth individuals would be placed in the upper part of Maslow’s Hierarchy of Needs pyramid.


Typically High Net-Worth individuals would be more inclined to care about the impact of their purchase on society (e.g. fair-trade), or the alignment of brand values with their own beliefs and values. Depending on the category, brands targeting these individuals need to clearly understand their expectations and their belief systems to succeed.

Investment needs : High Net-Worth individuals are often very sophisticated when it comes to their financial needs and investments choices. Financial planning offerings must get the balance right between the technical performance of the financial vehicles, but also on softer emotional drivers, such as trust and security.

Aura Solution Company Limited today announced that over nine in 10 high net worth investors (93%) expect their investment portfolios to stay constant or improve in 2018, with nearly half (48%) expecting improvement.

Continuing optimism was a key finding of Aura Solution Company Limited Wealth Management’s semi-annual Investor Pulse Poll, which surveys a national sample of investors with investable assets of $100,000 or more, a third of whom have assets exceeding $1 million.  Among this group, a majority (53%) see the investment climate remaining constant, while those expecting a worse (22%) or better (23%) climate were evenly split.

Topping the list of investor concerns was increased foreign conflicts (86%), followed by effects of terrorism on the U.S. (81%), the government budget deficit (80%) and U.S. income inequality (79%).

Favored sectors: technology, bio-tech, pharma

High net worth investors see technology as the top sector for investment in 2018 (87% “good”), followed by bio-tech (75%), pharmaceuticals (71%), energy (69%) and healthcare (65%).

Least favored sectors are consumer discretionary (26% “good”), followed by aerospace (29%), insurance (31%), entertainment (32%) and tourism (33%).

U.S. is favored market; least favorites are Ukraine, Middle East and Russia

When considering where to put their money in 2018, high net worth investors far and away favor the U.S. (74% “good”), followed by Japan (42%), India (40%) and China (38%).

Reflecting current geopolitical turmoil, three in four high net worth investors consider the Middle East (76%), Ukraine (75%) and Russia (75%) to be undesirable places to invest.

Asset allocation continues to favor equities

High net worth investors will allocate 44% of their investment portfolios to equities in 2018, and that allocation is even higher for millionaires (49%).

These investors see the remainder of their portfolios split roughly equally between cash (21%), fixed income (18%) and “other” investments (17%).

The Investor Pulse Poll surveyed 1,008 high net worth investors during the fourth quarter of 2014.  High net worth investors account for 94% of total U.S. household investable assets by value, according to Federal Reserve data.

Aura Solution Company Limited Wealth Management, a global leader, provides access to a wide range of products and services to individuals, businesses and institutions, including brokerage and investment advisory services, financial and wealth planning, banking and lending, cash management, annuities and insurance, retirement and trust services. 

Aura Solution Company Limited (NYSE: AURA) is a leading global financial services firm providing investment banking, securities, investment management and wealth management services.  With offices in more than 60 countries, the Firm's employees serve clients worldwide including corporations, governments, institutions and individuals. 


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