Elevating the Multi-Generational Wealth Coversation
Client: JPMorgan Private Bank
Differentiate in a crowded private banking market while engaging the next generation of wealth holders, who were increasingly involved in family decisions but felt disconnected from traditional private banking.
The Challenge
A multi-generational positioning and content platform designed to speak to both established clients and their adult children. This included a refreshed messaging framework, thought leadership on legacy, philanthropy, and succession planning, and a digital experience showcasing real-world wealth scenarios. We also developed next-generation content tailored to younger audiences, along with materials to support private client events and partner communications.
How we did it
The work strengthened multi-generational client relationships and accelerated growth: 29% increase in multi-generational household retention, 15% growth in assets from next-generation clients, and a 62% increase in introduced relationships through referral partners.