What Wealthy Investors Really Want While individual investors have different emotional payoffs, most of them are attracted by specific products and services. The wealthier an individual is, the more complex and time-consuming his or her money management process is. Most investors don't know the best way to build portfolios. If they have any understanding at all, it relates to buying individual stocks, bonds or mutual funds. They have no clue when it comes to asset allocation and modern portfolio theory.
Advisors assume their clients have a much higher level of understanding then they really have.
One of the most attractive services you can communicate to wealthy investors is asset allocation and portfolio management. The emotional payoffs they seek from these services are reducing their stress, the feeling of financial security and the comfort of knowing that a professional taking the responsibility of managing it all for them. Nobody likes paying taxes. And the wealthier you are, typically the more taxes you have to pay. The benefits they seek are tax reduction and more income or net worth.