The Mass Affluent and Evolving Investment Strategies

June 2021 | Examining Needs, Goals, and Priorities | Provider Competition | Self-Service Investing | Information, Advice, and Planning

Historically, the mass-affluent sector has been an important market for financial-services providers in terms of revenue opportunities and potential for relationship expansion. Although definitions of “mass affluent” vary somewhat, Phoenix Synergistics uses investable liquid assets of $100K to $1M to define this segment. While the segment encompasses all age groups, Millennials are a particularly important cohort in examinations of mass-affluent households.

A development paralleling the recent, decade-long bull market is mass-affluent consumers’ adoption of self-service or “DIY” investment platforms. This movement has included robo-advisors, mobile-based fintech offerings, traditional no-load or low-cost brokerage providers, and hybrid products that provide an element of “personal touch” in the digital environment. As investors and service providers assess the market during the COVID-19 pandemic, re-evaluating if these types of self-service tools will continue to meet the needs of mass-affluent households is an issue of key strategic importance.

This study will assess the reaction of mass-affluent households to recent market volatility; gauge the level of continued confidence in the investment strategies, tactics, and tools they have been using; measure changes in investment allocations and balance movements; and determine what planning, product, and channel needs may exist in the near future.


National Survey

A total of 1,500 national online interviews will be conducted with consumers age 18 or older with investable assets of $100K to $1M.

Project Report

The final report, available in late June 2021, will present results of a Phoenix Synergistics in-depth analysis of national survey results. It will feature a Strategic Insights commentary examining the investment behavior of mass-affluent consumers.

Major Competitor Profile

A profile of overall financial activity for the top financial institutions used will be included as part of the project report.

Project Report Outline

  • Strategic Insights with key findings and implications
  • Competitive Intelligence
  • Survey Analysis
  • Survey Methodology

Email sent!