Case Study

Exploring ultra-high net worth cardholder preferences

Optimizing credit card product development and go-to-market strategy through targeted qualitative and quantitative insights

Overview

GLG guided a transformation in card product strategy through targeted dual-phase benchmarking, senior-led consulting, and rapid market insights.

Why GLG

Comprehensive Dual-Phase Perspective: By blending qualitative interviews with a quantitative survey across 5 countries, GLG provided the client with both deep contextual insights and broad validation to inform their strategy.

Senior Project Leadership: The project was overseen by a lead with experience across payments, cryptocurrency, AI, and compliance.

Targeted Cohort Access: GLG sourced hard-to-reach respondents, identifying and screening active entrepreneurs, investors, single-family offices, and multi-family offices.

Actionable Product Differentiation: The findings enabled the client to refine their value proposition, shifting focus toward high-priority features like FX competitiveness and seamless service to effectively target UHNW users.

CHALLENGE

A leading payments company sought exploratory research with wealth managers and family offices serving European ultra-high net worth (UHNW) individuals and entrepreneurs to inform future premium credit card development and go-to-market strategy. The objective was to analyze UHNW lifestyles, spending preferences, pain points, banking relationships, and expectations for premium card differentiation.

THE GLG APPROACH

GLG leveraged its expert network to execute a two-phased research approach led by a project lead with experience in payments, fintech, and compliance. Phase one consisted of qualitative interviews across Europe, capturing insights from UHNW entrepreneurs and investors alongside Family Office and Wealth Managers. Phase two expanded into a quantitative survey of 120 respondents across the UK, Germany, Switzerland, France, and Luxembourg.

OUTCOME

GLG delivered insights revealing that UHNW individuals demand seamless, personalized travel experiences and abandon legacy brands when service falls short, creating space for digital-first challengers. Because these clients often hold multiple premium cards, they prioritize global acceptance and FX competitiveness over standard lifestyle perks, proving that consistent service and tailored benefits are essential to capturing their loyalty.

Contact Us

Enter your contact information below and a member of our team will reach out to you shortly.