If you’re targeting UHNW clients....

.... and think the market has a winning formula on how to do so – you may have already lost.

Building offerings for UHNW is not a marketing exercise. It’s a strategic architecture. And right now, most brands are replicating legacy models instead of focusing on where the UHNW space is going.

I’m currently leading a fascinating project with a company that understands this.

This is a brand with real heritage, deep resources, and the courage to think differently about how they enter one of the most complex, competitive, and emotionally-nuanced markets in the world.

And the difference started with one decision from the CEO:

“We begin with the experience, because that’s where the brand actually lives.”

That’s it. The playbook rewrite begins there. Their competitors in this space have been copying one another for years with only minor tweaks. The UHNW audience is bored. They have seen it all, and they are looking for something that feels truly original.

Most companies treat experience as a bolt-on, something added once the product or space is already defined. But when you build the experience into the DNA from the beginning, every element - architecture, brand voice, service design, and sales approach - becomes part of a single ecosystem of desire.

Here’s how we’re bringing this to life with them:

🔹 Partnering with their marketing agency to infuse experience strategy into the brand’s core, not as a veneer, but as structure. Experience isn’t an addition here; it’s the organizing principle.

🔹 Developing a launch and sales strategy that signals experience as the differentiator from day one. Nothing about this looks or behaves like anything else in their sector.

🔹 Conducting a physical design assessment to identify experience hot spots, engineer visionary touchpoints, and suggest additional changes that anticipate where the UHNW market is going next - not where it sits today.

As the project evolves, we’ll be their design partner for all experiences, excellence standards, and service codex creation, building a competitive moat that is nearly impossible to replicate. And creating an offering designed to live on the “must-have” list in this segment.

What wins is distinctiveness - the kind that makes a brand impossible to ignore and indispensable to own.

So, if you’re building for the UHNW, entering new territory, or redefining your brand:

Start with experience. Embed it early. Design for emotional primacy, not parity. Because in this tier, sameness is a slow death.