Introducing the Established Affluent 

Building your high-net-worth value proposition

Welcome to the Advisable Australian 2022

The Established Affluent, building your high-net-worth value proposition

In our latest Advisable Australian report, we delve into the Established Affluent segment, some of the wealthiest and most well-established Australians who, combined, control an estimated $4.1 trillion of household wealth, presenting an attractive and lucrative market for financial advisers to tap into.

We explore the Established Affluent through multiple dimensions that encompass their Financial Capability, Financial Resilience and Financial Wellbeing. By using this broader definition of wealth and then considering their relationship with technology and their brand attitudes, we developed a more holistic picture of what these investors look like, and how they behave.

This report is designed to help financial advice businesses better understand HNW investors, segment their target audience and enhance their advice value proposition. Read this report to get an understanding of:

  • The profile of the Established Affluent - Get a deeper understanding of what sets the Established Affluent apart from other segments through statistics, including their demography, attitudes, wealth status and goals, plus drivers of client satisfaction. 
  • How to tailor your advice proposition for the Established Affluent - Learn how to construct investment portfolios that are suitable to the complex needs of these high-net-worth individuals, whilst building out your advice offering to non-wealth areas, and expanding your inter-generational offer to appeal to their children.
  • Evolving your service proposition to maximise client satisfaction and engagement - Explore the art of personalising and creating a bespoke tailored service offer for your HNW clients, as well as how to digitise the advice experience for older clients, and build advocacy and love with value-added services.
  • Marketing to acquire the Established Affluent - Marketing and brand strategies to acquire, expand and retain this client base.


The Advisable Australian Survey which is the basis for these reports was conducted by CoreData and in field from October 28 to November 23, 2021, and received 1,616 valid responses consisting of 403 responses from those ‘currently advised’ by a financial adviser, 426 who are ‘considering advice' and 787 ‘unadvised and not considering advice'.

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