This is the final installment in this year’s Futurewealth research, conducted by Scorpio Partnership in conjunction with Standard Chartered Private Bank and SEI (NASDAQ: SEIC). This last paper, entitled The Digital Future of Client Relationships, considers leading global companies and considers how their approach to digital channels may have inspired the Brand Love of their Futurewealthy clients. Read more at http://www.scorpiopartnership.com

1. Futurewealth 2012-2013
The digital future of client
relationships
May 2013

2. © Scorpio Partnership 2013 2
The Futurewealth project
A research venture aimed at understanding…
…all about the future of global wealth

3. © Scorpio Partnership 2013 3
The story so far…
This year’s Futurewealth research has surveyed 3,477 of the global high-net-worth.
They are have an average wealth of USD1.9 million.
So far, we have discovered the world’s Futurewealthy are much more digitally-minded
than you might think. You could go so far as to say they are interested, engaged and even
inspired by the possibilities that digital technologies present.
In this presentation, we look at leading global companies and consider how their approach
to digital channels may have inspired the Brand Love of their Futurewealthy clients. We
look at how good these global firms are at using digital channels to connect with their
Futurewealthy customers. And, we stack up how influential previous experience and digital
information are when it comes to the buying and investment choices of the Futurewealthy.

4. © Scorpio Partnership 2013 4
What is Brand Love?
• Brand Love measure the warmth, commitment and excitement that a customer feels
towards a brand. It is an indicator of the whole relationship they have with that brand.
• This year, Brand Love is based on 16 firms all recognised for the strength of their digital
marketing campaigns.

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Brand Love index score / 100
Brand Love index – by sector
All of these elite
global brands
have improved
their standing in
the eyes of the
Futurewealthy in
the last year.
Banking brands
stand out for
having the largest
improvement.
Index based on responses on three relationship dimensions: To what extent do the brands you use excite you?
To what extent do the brands you use make you feel warm? And, would you stay with the brand, even if it made
a mistake? (Comparison between 2011 and 2012 responses)

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Brand Love index – by sector
69°
53
°
Commitment
average
Mercedes Benz - 84°
American Express - 36°
Audi - 83°
American Express - 50°
Ferrari - 70°
HSBC - 36°
Excitement
average
Warmth
average
Index based on responses on three relationship dimensions: To what extent do the brands you use excite you? To what
extent do the brands you use make you feel warm? And, would you stay with the brand, even if it made a mistake? (Average
scores for excitement, warmth and commitment, and the top and bottom brand in each dimension.)
Brand Love index score / 100
Overall, the warmth
scores of banks are
distinctly chilly at 15
degrees lower than
the average across all
sectors. Their
commitment scores
too are far from
balmy, down 14
degrees. And, when it
comes to
excitement, sadly
things turn decidedly
frosty dipping 19
degrees from the elite
sector average.

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In pursuit of brand perfection…
Looking in more detail at the index, Singapore
Airlines is a good example of a relationship
all-rounder, with solid scores on all three
measures. Ferrari and Apple, by
contrast, may ignite passion in their
purchasers, but where Ferrari drivers might
forgive the odd mistake; Apple owners are
less likely to do so.

8. © Scorpio Partnership 2013 8
Brand influence touchpoints – leading car companies and
banks
When you last bought a product or service from your provider, how influential were the following factors in your decision?
(Importance on a scale of 1-10 for leading car and banking brands.)
Brand Love for banks is
currently more likely to be
built from one experience
to the next. Whereas, for
luxury car providers there
is a halo of ever-present
influencing factors – digital
and traditional, direct and
indirect.
This raises the tantalising
question: should banks
become more like leading
car companies? If
banks, like car
companies, created a
digital halo of
touchpoints, would that
create more chances for
them to influence their
favourite clients and even
deepen their Brand Love?

9. © Scorpio Partnership 2013 9
The quality of digital service – leading providers
How good was your provider at using online channels? (Performance on a scale of 1-10.)
We find this same
pattern repeated in the
on-going relationship.
Luxury car providers are
more effective at using
the digital technologies
at their disposal to
influence at every point
of contact with their
most-valued customers.
By contrast, banks are
lagging behind when it
comes to these crucial
digital information flows.

10. © Scorpio Partnership 2013 10
Brand influence touchpoints – leading banks
When you last bought a product or service from your bank, how influential were the following factors in your decision?
(Importance on a scale of 1-10 for leading banking brands by wealth segment.)
It is the wealthiest of the
Futurewealthy who see online
channels as a vital source of
knowledge. When it comes to
making decisions about their
finances, these high-powered
clients are distilling wisdom
from many digital sources.
This strongly suggests that
banks need to gear up most
for their wealthiest clients.
Because, while personal
experience matters to
everyone, for the richest good
digital resources matter
almost as much.

11. © Scorpio Partnership 2013 11
The quality of digital service provided by leading banks
How good was your bank at using online channels? (Performance on a scale of 1-10 for leading banking brands, by region.)
In Asia
Pacific, Futurewealthy
clients report higher
satisfaction levels with
the quality of digital
service provided by their
banking providers. At
virtually every
touchpoint, their banks
are creating impact with
their use of digital
channels by delivering
news, views, information
as well as keeping in
touch.

12. © Scorpio Partnership 2013 12
The digital future of client relationships
On balance, it would seem that the companies that have embraced the multi-faceted nature
of digital relationships have created chances to influence that simply did not exist before.
While we cannot say categorically that digital know-how builds the bottom line for firms; it is
a happy coincidence that almost all of the top 16 companies on our digital leaderboard
increased the Brand Love of their Futurewealthy clients in the last two years.
Car companies have driven fastest and furthest into this new territory. Luxury retail and
luxury travel are not far behind. But, banks are only in the chase.
And yet, in the time it has taken you to read these four short reports 1,643 people around
the world have gone online to search for a wealth manager or private bank.
Whether it is fear or folly holding banks back, their clients are surging ahead. What those
Futurewealthy clients are waiting for is a consistent presence and an authoritative voice
providing knowledge and views on the themes of the day. This conversation has already
started for the Futurewealthy; they are just waiting to hear more than an echo from their
wealth advisors.

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Total sample
Broken down by:
Level of wealth
Gender and work status
Age and region
Demographic profile of Futurewealth participants

14. © Scorpio Partnership 2013 14
You can download the full report from our website at
http://www.scorpiopartnership.com

15. © Scorpio Partnership 2013 15
Scorpio Partnership is the leading consumer insight and strategy consultancy to the global wealth industry. We
specialize in understanding and researching a cross section of wealthy clients, turning financial research into
actionable consumer insight to stimulate UHNW client engagement.
Scorpio partnership has been voted best global consultancy to the wealth management industry for three
consecutive years (2007-2009), runner up for Agency of the Year two years in succession (2010-11) and was
the 2012 runner up for the Judges Award for financial services insight. The firm is currently in the final shortlist
for the 2013 Thought Leadership of the Year in Asia.
The firm is independent and owned by managed.
You can find our other reports, UHNW consumer insight and HNW financial research in the Knowledge bank of
our website: http://www.scorpiopartnership.com/knowledge.php