Selling To The Moderately Rich

Broker-dealer home offices should try to help advisors with the drudgework involved with serving “emerging affluent” investors.

Researchers at Cerulli Associates Inc., Boston, present that conclusion in a new report on strategies for serving individuals with net worth between $1 million and $25 million, who now control about $8 trillion in investable assets.

Those individuals are popular prospects because they hold a large amount of wealth and are relatively common, but one problem with serving them is that they are extremely diverse, the Cerulli analysts write.