How can financial institutions engage the surprisingly diverse group of mass affluent customers – those who typically hold more than $100,000 in investable assets?
Using unique messages that appeal directly to their wants and needs is important, as is recognizing and targeting the subsegments within this key population. But there's more to it than that.
In this webinar, you'll learn how to effectively engage and retain mass affluent customers. Using case study examples of how organizations are accomplishing similar goals and growing their share of mass affluent customers, our speakers will discuss:
- Understanding subsegments, each with its own financial needs and expectations.
- Exploring the role of data in targeting the mass affluent segment.
- Developing a channel strategy using enhanced data analysis.
- Enhancing data capabilities to recognize the mass affluent customer across different channels.
Strengthening customer relationships through data-driven decision making.
Alok Prasad is a Managing Director at Bank of America, where he serves as the head of Merrill Edge. Launched in the summer of 2010, Merrill Edge brings together the banking strength of Bank of America and the investment expertise of Merrill Lynch to help mass affluent and small business clients meet all their financial needs in one place.
David Wallace is the Global Financial Services Marketing Manager at SAS. He defines industry strategy for the global banking and capital markets segments, along with the midmarket strategy across banking, insurance and capital markets. He has 31 years of experience in the application of information technology to solve customer needs, including a focus on the financial services industry for more than 17 years.