High-Net-Worth Individuals’ Buying Habits Revealed: 2022 Edition

Expanded research into HNWIs’ habits

In the final few days of the old normal, Receptional surveyed 100 high-net-worth individuals (HNWIs) about how they buy financial products online. Fast-forward 18 months and a lot’s changed. 97% of the wealthiest consumers now manage their finances online, according to Ofcom. Yet the Edelman Trust Barometer indicates that consumer confidence in finance firms has slipped.

Against this backdrop, we decided to survey HNWIs again, expanding our panel to 400 individuals and asking deeper questions to understand:

• The channels HWNIs now use for their financial research
• The touchpoints that most influence their choice of firms
• How the above vary by income and investment portfolio size.

New insights into digital’s growth

The research has revealed that:

• 67% now begin their buying journey with an online search – up from 36% last year
• 75% now make investment decisions based solely on online advice
• That means social, written and video content have increasing levels of influence.

We discuss these findings in detail – and offer pointers on how your approach to owned, earned and paid channels should respond – in this eBook.