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Wealth in Sweden: HNW Customers

Wealth in Sweden: HNW Customers


Wealth in Sweden: HNW Customers is based on our 2014 Global Wealth Managers Survey. The results of the survey are accompanied by best-practice case studies on how to target Swedish HNW residents where applicable.


  • Understand the major sources of HNW wealth in Sweden and the industries from which it has been amassed.
  • Interpret the investment portfolios of Swedish HNW individuals through detailed asset allocation analysis.
  • Evaluate product and service demand among Swedish HNW individuals, from discretionary asset management to art advisory and philanthropy services.
  • Analyze the best methods to capture new Swedish HNW clients and how best to maintain communication during the client relationship.
Reasons To Buy
  • How do Swedish HNW individuals amass their wealth?
  • Which investments make up an average Swedish HNW investment portfolio?
  • Which wealth management products and services are in demand in Sweden?
  • How often do Swedish wealth managers contact their clients through email, social media, and face-to-face meetings?
  • How do Swedish HNW individuals compare to their global peers?
Key Highlights

Swedish HNW investors hail from diverse backgrounds, with relatively equal numbers of first-generation entrepreneurs, family business owners, and those who have earned their income from employment. Inheritors, while a smaller segment, still account for over a fifth of the market.

Equities, both local and foreign, account for the largest share of Swedish HNW portfolios. The heavy use of funds in Swedish HNW portfolios reflects the broad range of funds available to Swedish HNW investors, as well as the desire to diversify their assets across borders, which funds can assist with.

Swedish HNW investors are most interested in investing via advisory mandates, followed by discretionary mandates. General financial planning advice and pension-specific advice are critical services that every wealth manager needs to assist their clients with, both now and in the future.

  • Executive Summary
    • Swedish HNW individuals come from varied backgrounds
    • Key findings
    • Critical success factors
  • Introduction
    • Wealth in Sweden: HNW Customers is part of a series of coverage
    • The majority of data is drawn from our 2014 Global Wealth Managers Survey
  • Profiling the Swedish HNW Consumer
    • Sources of wealth
      • Swedish HNW individuals come from varied backgrounds
      • Many HNW individuals have built their fortunes through financial services
    • Expats form only a small part of the HNW population
      • The expat opportunity is limited in Sweden
      • Dedicated expat services are not a necessity in the Swedish market
      • HNW expats are mainly from Western Europe, Scandinavia, and the US
  • Understanding Asset Allocation Trends Among Swedish HNW Individuals
    • Swedish HNW portfolios are dominated by equities
      • Equities account for the bulk of Swedish HNW portfolios
      • Sweden's HNW individuals prefer direct investments
      • Swedish HNW individuals express a strong interest in equity funds and direct equity investments
      • Demand for bonds, property, and alternatives is expected to grow
  • Product and Service Demand Among Swedish HNW Individuals
    • Asset management services
      • Swedish HNW individuals prefer advisory asset management
      • Demand for discretionary and advisory asset management is forecast to rise strongly
      • Sophisticated HNW investors are increasingly looking for low-cost discretionary mandates
    • Planning services
      • Financial planning and pensions are the most sought-after areas of advice
      • Pensions planning will continue to rise in importance as the population ages
      • HNW individuals are keen to plan their retirement using a variety of investment options
    • Credit products
      • HNW demand for credit is currently strong in Sweden
      • Demand for loans is expected to drop sharply, while demand for mortgages is set to grow moderately
    • Art advisory and philanthropy services
      • Demand for both art advisory and philanthropy services is limited
      • Demand for philanthropy advice is expected to grow substantially
    • Insurance
      • HNW demand for protection is moderately high
  • Customer Acquisition and Communication
    • Client acquisition
      • Clients are mainly being acquired via internal referrals
    • Client communication
      • Quarterly face-to-face meetings are the norm
      • Telephone and email are the most frequently used channels of communication
    • The Swedish wealth industry is underutilizing social media
      • The wealth management industry's own views and policies are preventing the use of social media
      • Most clients are offered mobile apps, but functionality leaves room for improvement
  • Appendix
    • Abbreviations and acronyms
    • Definitions
      • Affluent
      • Mass affluent
      • High net worth (HNW)
      • Liquid assets
    • Methodology
      • Verdict Financial's 2014 Global Wealth Managers Survey
      • Verdict Financial's 2013 Global Wealth Managers Survey
    • Secondary sources
    • Further reading

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