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Module 06 - Intelligence programme

Leisure, identity
& lifestyle

What wealthy individuals actually do with their time, and how those choices signal values, community affiliation, and identity. The growing overlap between lifestyle and investment - private aviation, sports ownership, longevity spending - is reshaping what 'wealth services' means.

Research themes
01
Private aviation - utility or identity
The fractional vs. whole-ownership debate, the rise of jet cards, and how aviation spending signals client priorities and network affiliations.
02
Sports ownership and participation
From NBA franchises to Premier League clubs to boutique F1 team stakes - sports are increasingly a UHNW asset class. Why the wealthy buy in, and what it signals.
03
Private members' clubs and social infrastructure
The global proliferation of tier-1 clubs (Soho House, Core Club, Annabel's, Aman) and what club membership reveals about networks, values, and community.
04
The longevity economy
Wealthy clients are spending unprecedented sums on personalised medicine, biological-age testing, and longevity clinics. A rapidly forming category of 'health capital'.
05
Travel, residences, and global lifestyle
The patterns of multi-residence ownership, travel habits, and how 'where wealthy people spend time' maps onto jurisdiction, residency, and asset decisions.
Why it matters - by the numbers
$38B
Annual private aviation market globally - up 41% since 2019
2.3×
UHNW individuals are 2.3× more likely to hold private club memberships than a decade ago
$28K
Average annual UHNW longevity/health spending - up from $8K in 2018
4.1
Average number of residences among $50M+ wealth band
What the module delivers
D
Annual Wealthy Lifestyle Report
Definitive global reference - aviation, clubs, residences, travel, health. What wealthy clients are choosing, and why.
Q
Longevity & health capital tracker
The fastest-growing discretionary expenditure category in UHNW life. Updated quarterly.
A
Lifestyle intelligence for RMs
The cultural context relationship managers need - what clubs matter where, what events matter when.
B
Lifestyle-to-portfolio signals
How lifestyle choices predict investment behaviour - a new residence, a new club, a new sport. Each has a pattern.
How wealth providers apply this
From insight to action. Three concrete ways private banks and wealth firms translate this module into commercial advantage.
01
Equip RMs with genuine cultural fluency
The adviser who can discuss Cowdray polo, a new Aman hotel, or a biological age test at Fountain Life is the adviser who is called first. Use our lifestyle intelligence to turn RMs from portfolio managers into genuine peers in their clients' worlds.
02
Build experiential client programmes that clients actually value
Most bank client events are poorly calibrated and under-attended. Use our research on what wealthy clients want from their leisure and social time to design experiences clients cross continents to attend - and which measurably deepen loyalty.
03
Create new advisory propositions in longevity and health capital
UHNW longevity spending is now $28K per year and rising. The firm that integrates health capital into the wealth conversation - connecting clients to the right longevity clinics, personalised medicine programmes, and wellbeing advisers - is inventing a new product category that clients will pay significant retainers for.
The sales pitch, in one paragraph

Your clients spend far more time living their wealth than managing it. The adviser who understands their world - the aviation, the clubs, the residences, the health preoccupations - is the one they call first. The one who only knows their portfolio is replaceable.

Module 06 is available as a standalone subscription, or bundled within Intelligence and Partner tiers.
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