Decoding
Affluence

Starting with buyer personas and ideal customer profiles, we decode the behaviour of our 30,000 member affluent panel to define your strategic foundations.

The buyer persona panel is GDPR compliant, secure and human
The buyer persona panel is GDPR compliant, secure and human

GDPR Compliant, Secure & Human

The Affluence Spectrum

When we say ‘affluent’ we mean the top 10% of the global population, from mass affluent to billionaires.

Global wealth segment population data for ideal customer profile targeting

Wealth Segment
% Population
Total People
Billionaire
0.001%
3,323
UHNW
0.01%
510,810
VHNW
0.1%
4.38m
HNW
1%
36.4m
Mass Affluent
10%
613m
The affluence spectrum used to build ideal customer profiles, from mass affluent to billionaires
Wealth Segment % of Global Population Total People Worldwide
Billionaire0.001%3,323
Ultra High Net Worth (UHNW)0.01%510,810
Very High Net Worth (VHNW)0.1%4,380,000
High Net Worth (HNW)1%36,400,000
Mass Affluent10%600,000,000
Sources: Altrata ’25 & UBS Global Wealth Report ’25.

Who is on the panel?

The buyer persona panel represents diverse cohorts. From investors to royalty, sporting legends to art collectors.

Buyer persona panel membership is maintained through proprietary research & rigorous editorial selection.

How do we use the panel?

The most powerful asset in advertising is the truth. Truth happens when you listen to your audience before speaking to them.

We start with consumer insights before we build strategy
We start with consumer insights before we build strategy
Our services

We distil before we draft

Before we put pen to paper, we hand-vet the 100 humans who best fit your ideal customer profile.

  • Wealth / Age / Marital Status / Location / Gender / Seniority

  • Yachts / Jets / Cars / Art / Businesses / Real Estate

  • Industry / Interests / Philanthropy / Collecting / Roles / Personality

We map human truth to drive affinity

We discover the brands they trust, the media they consume, the way they live & make purchase decisions.

The brands affluent buyer personas trust in fashion and nightlife
Cultural footprint mapping for affluent customer personas
Publications, podcasts and digital spaces where affluent customers live
Media ecosystems mapped from our buyer persona panel

Cultural Footprint

Media Ecosystems

Lifestyle Codes

Emotive Traits

Emotive traits and audience insight from the affluent panel
Lifestyle codes that shape ideal customer profile decisions
Lifestyle codes, travel and jets, of affluent audiences
The personality drivers that determine how they react to a message

Head
Heart
Hands

Head: strategic clarity from the buyer persona panel

We use our affluent panel to find human clarity

Heart: turning ideal customer profile insight into movements

We turn moments into movements

Hands: placements that signal belonging to your ideal customer

We find placements that signal true belonging

Our work

Going deeper

Our psychographic process provides clarity without the cost or bias of focus groups. However, for deeper product-focused feedback, we can arrange private interviews or digital groups.

We are not a data company

Our affluent panel is a secure, human tool we use to help you build better products, services & campaigns by knowing your customer. We never sell database access. We trade in Strategy + Creative², not information.

Strategy and creative, we trade in insight not data
Building ideal customer profiles securely in compliance with GDPR
Building ideal customer profiles securely in compliance with GDPR

GDPR Compliant, Secure & Human

Client testimonials for our ideal customer profile and buyer persona work

“Niki has a deep understanding of her audience and a clear, strategic vision for what success looks like. It was genuinely inspiring to work with her”

Naomi Cykiert, Marketing Lead Europe, Fortune

“Working with Niki was an eye opener. She is a true master of her craft, and understands, more than most, the cultural and contextual nuance of our UHNW audiences”

Nawaf Rajeh, Executive Director of Marketing Innovation, Diriyah Company

“Niki has a rare ability to build and execute winning strategies for Ultra-High-Net-Worth Individuals. She applies a laser-sharp focus to targeting, positioning, and engagement.”

Muhammad Raheel Walayat, Chief Marketing Officer, DAMAC Properties

“Niki built a scalable system to grow, nurture and convert our Fortune 500 CFO audience. We now get high recommendation rates that convert again and again.”

Shelly Adams, The Finance Business Partner

Questions worth answering

  • If your campaigns reach affluent eyeballs but conversion stalls, you have a targeting problem disguised as a creative one. Psychographic personas are the first step to solving that. Let’s have a conversation about yours.

  • Most buyer personas are proto-personas (made up internally). Ours are based on at least 100 people who are hand-vetted to match your ideal target customer. By knowing your customer we maximise reach, resonance and results while minimising cost per action. If your current personas feel thin, let’s look at that.

  • We manually vet every panel member and never sell database access. We abide by the principles of the GDPR and only use our panel for strategic marketing insight. Let’s discuss how our approach can help your next brand project.

Ready for reach, resonance, results? Let’s talk