In a recent conversation with Hubbis, Amrita Banta, Managing Director at Agility Research & Strategy, shed light on the company’s mission to decode the shifting priorities of high-net-worth (HNW) and ultra-high-net-worth (UHNW) clients. With a dual focus on data-driven research and strategic consulting, Agility Research & Strategy, along with its digital platform Affluential.com, has carved out a niche in helping private banks and luxury brands better understand the needs and aspirations of the world’s wealthiest consumers.
Banta discussed how her team’s access to affluent clients globally has become a strategic differentiator in an industry where understanding this elusive segment is increasingly complex. As the lifestyle, investment behaviours, and consumption patterns of the wealthy undergo a post-pandemic transformation, Agility’s insights are helping financial institutions and luxury brands respond with more targeted, data-backed strategies.
Bridging the Knowledge Gap on HNW and UHNW Clients
At the heart of Agility’s value proposition is its ability to provide what many financial institutions and brands struggle to obtain: direct access to and insights from affluent clients who are not yet their clients. “There is often a lack of up-to-date knowledge about this segment,” Banta said. “Post-COVID, their needs have evolved significantly. They’re more mobile, many have multiple residences, and they are navigating complex cross-border wealth and lifestyle issues.”
Agility Research & Strategy equips banks, insurers, and wealth managers with data that goes beyond asset allocation to capture lifestyle preferences, wealth transfer intentions, digital behaviour, and global mobility. “Where are their children studying? What motivates their philanthropic giving? How do they approach intergenerational wealth transfer? These are all part of the conversation,” Banta explained.
Such intelligence, she noted, helps private banks better serve both existing and prospective clients—particularly as the competitive landscape intensifies.
Generational Nuance: From Silver Economy to Social Media-Savvy Heirs
Banta pointed to a widening generational divide that many brands and banks must navigate.
“We see that the older generation—people in their 60s and 70s—are spending significantly on travel, wellness, and lifestyle. They’re highly mobile and deeply engaged,” she said. “But at the same time, the next-gen wealthy are inheriting and deploying capital in very different ways.”
For this younger segment, social media plays a central role in shaping financial and lifestyle choices, and their preferences tend to favour flexibility, speed, and digital convenience. “They’re more deeply tuned into what’s happening in crypto, private markets, or sustainable investing,” Banta observed. “Brands and financial institutions need to balance both generations—offering traditional service depth, while innovating around digital engagement and values-based messaging.”
She also emphasised the growing influence of women in wealth creation and decision-making.
“Women are increasingly making key financial choices, whether it’s for their families or for themselves, in areas that were once dominated by men—like automobiles or technology. That shift must be reflected in how brands approach segmentation and engagement.”
Lean Luxury and Bespoke Experiences Over Logos and Opulence
A significant behavioural shift among UHNW clients has been the move away from conspicuous consumption toward what Banta described as “quiet and lean luxury.” Affluent clients today are placing greater value on exclusivity, craftsmanship, and personalised experiences—rather than large-scale displays of wealth.
“Brands like Brunello Cucinelli and Loro Piana, which focus on understated luxury, are outperforming more logo-heavy brands,” she noted. “These labels don’t scream status, but they signify discernment and quality. In many cases, they’re more expensive than better-known luxury brands.”
Agility’s work with private banks reflects this change. “We’re helping clients move from large, opulent events to smaller, curated gatherings of 20 to 25 people,” Banta said. These experiences may include fireside chats with subject matter experts—on topics ranging from skiing to poker—creating more intimate settings where clients connect through shared interests rather than displays of wealth.
From Products to Purposeful Experiences
Another defining trend is the shift in spending from material goods to meaningful experiences. Banta noted that wealthy consumers—especially younger ones—are seeking out travel, health, and adventure experiences that offer personal enrichment. “We’re seeing a move toward wellness retreats, slow travel by luxury train, or even trekking expeditions,” she explained. “These experiences are harder to access and more exclusive than a luxury handbag.”
This trend is particularly noticeable among Chinese HNW clients, who are increasingly making luxury purchases abroad due to changing domestic sentiment. “While there’s a political climate that discourages overt luxury spending in China, affluent Chinese are still spending—just in different geographies like Japan, Singapore, and Europe,” Banta said.
She added that the industry’s focus must shift towards creating immersive environments and strategic partnerships to engage these clients—rather than simply raising prices. “Post-COVID, luxury brands increased prices substantially, but younger consumers are pushing back. They’re not going to pay US$10,000 for a bag that cost US$4,000 four years ago.”
Helping Banks Segment, Attract and Retain Affluent Clients
When asked how Agility engages with private banks, Banta was clear about the unique value they provide. “We don’t just speak to the bank’s clients—we speak to clients of competing banks. That’s a strategic blind spot many institutions have,” she said. “If you’re UBS, you know your own clients well. But do you understand why someone is with Julius Baer or JP Morgan instead?”
This form of competitive insight is especially valuable for prospecting and market expansion. “We help identify unmet needs, barriers to switching, and ways to attract these clients,” Banta said. “Banks use this intelligence to refine propositions, create targeted marketing, and run client acquisition campaigns.”
Another area of engagement is proposition testing and segmentation. Agility helps banks assess whether their offerings resonate with different audiences—be it female decision-makers, young entrepreneurs, or retired executives. “We test messages around themes like sustainable investing, legacy planning, or niche asset classes like fine wine and digital assets,” she added.
Supporting Thought Leadership and Strategic Marketing
Beyond data and segmentation, Agility also plays a key role in supporting banks’ public-facing content strategies. “We feed insights into their public relations and thought leadership efforts,” Banta said. For example, a bank may conduct a study with Agility on sustainable investing trends among next-gen entrepreneurs, publishing the results as branded research.
“Rather than just stating product features, this approach anchors the bank’s messaging in real-world data, giving them more credibility and relevance,” she said.
In an increasingly competitive wealth landscape—where loyalty is fragile and clients are being targeted by a growing range of digital and traditional providers—Banta emphasised the need for continuous, granular understanding. “Ultimately, our role is to help financial institutions not only attract new clients but retain existing ones by better understanding what truly matters to them.”
With its global reach and evolving suite of insights, Agility Research & Strategy is positioning itself as an indispensable partner for institutions aiming to deepen their understanding of the world’s most affluent and elusive clients.
Link to the article: Amrita Banta of Agility Research & Strategy: Understanding the Evolving Behaviour of the World’s Wealthiest – Asian Wealth Management and Asian Private Banking
“Understanding the Evolving Behaviour of the World’s Wealthiest” courtesy of Hubbis (July 31, 2025). © 2025 Hubbis. All rights reserved.