Dave Root recalls the launch of what D.B. Root & Co. calls “the Family Office for the mMillionaire” as the result of an analysis of just who the firm was serving. “Looking at our clients, we were looking at people who are what you would describe as middle class. But when you looked at their net worth and their financial picture they were well into that millionaire class status. Their lifestyle and their upbringing were pretty well rooted in the middle class, sharing the same values–hard work, all the things that their parents and grandparents had embedded in them. We felt that identifying our target market with a single phrase or word would help define for us who our clients are; we came up with the term mMillionaire.”
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