The Affluent Opportunity in Germany: How Banks Can Win 8.8 Million Affluents
Lejla Selimovic
13 Nov 2025
Germany’s Affluent segment is quietly reshaping the wealth landscape.
According to BCG Research and the Deutsche Bank Private Banking Report, 8.8 million Germans now hold between €100k and €2m in investable onshore wealth, together controlling over €1.7 trillion in assets.
Yet, despite this enormous potential, most of these so-called “poor millionaires” remain without sufficient advice or tailored solutions.
The reason? Complexity, regulation, and outdated service models that still divide clients into either retail or private banking segments, leaving millions underserved.
The Shift Banks Can’t Ignore
Affluent clients differ from traditional private banking customers in almost every way.
83% are employed or self-employed, compared to a predominantly retired high-net-worth base.
They’re digital-first, actively managing their investments, and see their portfolio as a gateway to financial freedom and early retirement (HSBC Affluent Investor Snapshot 2025).
At the same time, they are cost-sensitive, well-informed, and research-driven, often turning to self-execution tools rather than traditional advice. For banks, this means a clear imperative: Adapt or lose an entire generation of investors.
Only Having Them as a Client Is Not Enough
A massive generational wealth shift is already underway.
The Capgemini World Wealth Report 2025 estimates that 63% of €90 trillion in global wealth will pass to the next generation by 2035.
Even more striking:
81% of heirs say they will not stay with their parents’ bank, and
46% cite the digital experience as a deciding factor in choosing a new partner.
This is not just a trend but an once-in-a-decade opportunity for financial institutions to redefine their value proposition.
What Today’s Affluents Expect
Based on findings from HSBC, Capgemini, and Fincite WealthTech Radar 2025, three client expectations dominate:
1) Frictionless digital experiences with access to human advisors on demand
2) Personalization at scale while retaining full control
3)A broader set of investment products balancing upside with protection
But it goes deeper than that.
Affluents want:
Holistic wealth overviews that include liquid and illiquid assets in one place
Dynamic financial planning that adjusts in real time to markets and inflation
Intelligent portfolio insights including risk, performance, and actionable ideas
Anytime, anywhere access across devices, channels, and advisors
In short: They expect a Private Banking experience but delivered digitally!
Why This Matters for Banks and Wealth Managers
Affluents are no longer a “nice-to-have” segment and they represent the next growth engine in European Wealth Management.
This transformation is already underway. Institutions that invest in future-ready digital platforms are capturing not only new Affluent clients but also building loyalty that endures beyond the coming wealth transfer.
To serve this group effectively, banks must move away from fragmented, manual processes and embrace digital, efficient, and scalable ecosystems.
At fincite, we’ve supported leading banks and wealth managers across Europe in exactly this transition. With our SaaS platform, fincite • cios, institutions can seamlessly connect onboarding, advice, investment, ordering and reporting processes, delivering the Private Banking experience Affluents expect: digital, personalized, and accessible.
