Mass Affluent Target Propositions, 2021 Update – A Key for Sustainability and Growth

Targeting the mass affluent demographic has worked its way up the priority list for banks and wealth managers in recent years. Some banks are not new to capturing this demographic with dedicated services, but in this digital transformation period competition for this lucrative (yet somewhat untapped) group is on the rise. Heightened competition and regulatory costs for wealth managers, low interest rate margins for banks, and new digital entrants keen to keep their business afloat are all reasons a host of players are targeting the mass affluent.

Using proprietary datasets, this report provides insight on the size of the current and future global mass affluent market. The report also examines how a selection of banks have targeted the mass affluent demographic, how their propositions have evolved over time, which services they offer, and where the strengths lie in their mass affluent propositions.


– The global wealth market will increase by 8% in 2021, surpassing the $150tn mark.

– With 2021 expected to be a more prosperous year than 2020, mass affluent investors will see their wealth grow by 6.4% in 2021, rising to just over $78tn.

– On average, banks with the overall largest share in a market also tend to have the largest proportion of mass affluent individuals.

Reasons to buy

– Understand the size of the mass affluent market opportunity, currently and over the next five years.

– Gain insight on mass affluent investor behaviors.

– Compare your mass affluent proposition to those of banks with the largest market share in selected countries.

Companies mentioned





Bank of America



Goldman Sachs




Table of Contents

Table of Contents

Executive Summary

Market overview

Key findings

Critical success factors

Sizing and Forecasting

The global wealth market will increase by 8% in 2021, surpassing the $150tn mark

Mass affluent investors will see their wealth grow by

6.4% in 2021 to just over $78tn

Mass affluent investors maintain a diversified portfolio

Mass affluent thresholds vary across countries and banks

Targeting the mass affluent is key for sustainability and growth

Competitive Dynamics

Mass affluent strength is an outgrowth of a large market share

Niche mass affluent propositions are being launched at pace

The emerging affluent and new HNW individuals are not being neglected

HSBC Premier

DBS Treasures


Barclays Premier

Bank of America’s Merrill Edge


Abbreviations and acronym

Secondary sources

Further reading

About GlobalData

Contact Us

List of Tables

List of Tables

Table 1: Mass affluent proposition thresholds vary from bank to bank

Table 2: HSBC Hong Kong offers dedicated services for the mass affluent, HNW, and UHNW

Table 3: HSBC Premier services (Hong Kong)

Table 4: DBS offers three services, ranging from the mass affluent to the UHNW

Table 5: DBS Treasures (Singapore)

Table 6: Citibank targets the emerging affluent as well as mass affluent and HNW individuals

Table 7: Citigold US services

Table 8: Barclays provides dedicated services for mass affluent to UHNW individuals

Table 9: Barclays Premier services

Table 10: Bank of America offers multiple options for different affluent groups

Table 11: Bank of America Merrill Edge provides services for the mass market to the mass affluent

List of Figures

List of Figures

Figure 1: The value of liquid assets for the mass affluent will surpass $90tn by 2025

Figure 2: The mass affluent market harbors the largest share of wealth across most regions

Figure 3: Mass affluent investors have diversified portfolios despite property holding a significant proportion

Figure 4: Mass affluent consumers prefer a wide range of providers for their investments

Figure 5: Most wealth managers agree that robo-advice can help reach untapped demographics

Figure 6: Net interest margins for banks have either stagnated or reduced over the past decade

Figure 7: Banks’ overall current account market share correlates with their mass affluent market share

Figure 8: HSBC leads in Hong Kong in terms of mass affluent market share

Figure 9: HSBC Premier customers have Premier status worldwide – something few competitors can match

Figure 10: DBS leads in terms of mass affluent current account market share in Singapore

Figure 11: The DBS Treasures website leads with a focus on technology

Figure 12: DBS Wealth Chat was launched in 2018

Figure 13: Citibank does not have a significant share of the mass affluent current account market in any country

Figure 14: Citigold provides a wide range of travel and lifestyle benefits

Figure 15: The UK mass affluent market is spread across multiple players

Figure 16: Barclays Premier offers exclusive services on top of its Personal Banking proposition

Figure 17: Bank of America holds over a quarter of the mass affluent current account market in the US

Figure 18: Merrill Edge offers three different digital investment and trading platforms, including a hybrid option


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