The definition of wealth is not universal – while some may picture millionaires with yachts and private jets, banks operate with far more pragmatic thresholds.
In Germany, financial institutions begin labeling customers as “affluent” once their liquid assets reach €100,000.
At this point, the service experience already changes: shorter waiting times, easier access to personal advisers, and a noticeably warmer welcome.
How banks classify their wealthy clients
According to industry reports, the “affluent” category covers clients with liquid assets between €100,000 and €1 million.
Beyond that, anyone crossing the million mark joins the circle of so-called High-Net-Worth Individuals (HNWI).
At the very top of the pyramid are the Ultra-High-Net-Worth Individuals (UHNWI) – those holding at least €30 million in investable wealth.
In these cases, banks are not looking at property or illiquid investments but focus specifically on capital that can be invested.
Why the ‘super-rich’ are not every bank’s favorite
It may seem surprising, but customers with hundreds of millions are not always the most sought-after.
Experts note that servicing ultra-rich clients often demands high levels of personal consulting, which reduces margins for the banks.
In contrast, the affluent segment – those between €100,000 and €1 million – tends to generate steadier profits because digital processes can cover much of the service, while personal advice remains available when required.
This balance makes them particularly attractive to financial institutions.
Perks for the affluent
Even at the entry level of €100,000, customers enjoy noticeable advantages. Affluent clients often receive priority service: calls are routed more quickly to personal advisers, avoiding long waits in call centers.
At the same time, they prefer hybrid solutions – handling everyday transactions digitally while keeping the option for tailored advice when major decisions arise.
Personalized financial planning, however, remains a service primarily reserved for millionaires and beyond, where needs become increasingly complex.
A competitive market for banks
The battle for these customers is intense. German banks face growing competition not only from each other but also from international institutions, especially from Switzerland and Liechtenstein, which have a long tradition in private banking.
As Deloitte consultants note, the affluent segment is currently one of the most hotly contested areas in financial services.
The rising number of millionaires
Official data confirm that the wealth landscape in Germany is shifting.
According to the Federal Statistical Office, more than 34,500 individuals declared incomes above one million euros in 2021 – nearly 18% more than the year before.
On a global scale, a report by Boston Consulting Group estimated the number of ultra-wealthy individuals at 73,000 in 2024.
Germany ranked third worldwide with around 3,300 UHNWI, collectively holding an estimated €1.8 trillion, equivalent to nearly a quarter of the nation’s total financial wealth.
Why even smaller savers benefit
For many people, such figures may seem out of reach.
Yet there is a silver lining: those who manage to build up €100,000 in investable assets are already part of a select group courted by banks.
Whether the money sits in a savings account, securities portfolio, or other liquid assets does not matter.
What counts is the overall financial capacity – and banks are ready to roll out preferential treatment from this threshold onward.
