High net worth investors and the emerging affluent prefer mega-brands to more traditional financial institutions. Market analyst Datamonitor found that mega-brands like Chase Manhattan, Bank of America and Citibank hold advantages in key areas that these customers covet. These characteristics include comprehensive and global products varying in risk levels that are well positioned to capitalise on market gains.

Customer relationship management is another attribute possessed by mega-brands that appeals to these cash-rich customers. Such suppliers can track clients from simple retail investors to emerging affluent and then breed them into high net worth investors.