When it comes to financial firms, ultra-wealthy households prefer to work with the biggest and what they perceive as the best. They also reward exemplary service with loyalty.
A new Millionaire Corner wealth level study finds that nearly three-quarters of households with a net worth of a least $25 million said that once they have found a firm, provider or advisor with which they are satisfied, they do not seek new ones.
More than half (58 percent) said they prefer to work with the industry’s “best” firms, even if they do not have a conveniently located office. Fifty-six percent said they prefer working with a firm that has a specialized practice for people with their level of assets. Similarly, nearly half (49 percent) said they prefer to work with a large national company rather than a small, local firm.
A global presence and services and products with a strong brand recognition are also important for nearly four-in-ten.
Elder baby boomers ages 56-65-years-old are the most likely to stick with a financial firm, advisor or provider whose work satisfies them. Ninety-three percent said they would not seek new professional vs 60 percent of those under the age of 55.
The 56-65 age group also puts the highest premium on firms that cater specifically to people with their level of assets (66 percent) and firms they consider to be the best, regardless of their office location (64 percent).
Not surprisingly, those under the age of 55 are the most likely (39 percent) to use specialized firms for higher risk financial products such as alternative investments and hedge fund investing. (Older households are more apt to be more risk tolerant and to protect their principal).
The wealthiest of the ultra-wealthy households (with a net worth of at least $125 million) put the highest importance on working with a firm that has a global presence as well as specialized firms for higher-risk alternative investments and hedge fund investing.