Case Study

Ultra-high net worth product research

Optimizing future 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 120-person quantitative survey across 5 European nations, GLG provided the client with both deep contextual insights and broad statistical validation to de-risk their strategy.

Senior Project Leadership: The project was overseen by a lead with experience directing 10+ GLG engagements across payments, cryptocurrency, AI, and compliance, ensuring highly specialized insight extraction.

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

Actionable Product Differentiation: The findings directly 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 edntrepreneurs 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 20 qualitative, 60-minute interviews across Europe, capturing insights from 13 UHNW entrepreneurs and investors alongside 7 Family Office and Wealth Managers. Phase two expanded into a quantitative survey of 120 respondents across the UK, Germany, Switzerland, France, and Luxembourg, capturing 69 entrepreneurs and 51 family offices qualified to evaluate premium card offerings.

OUTCOME

GLG delivered insights revealing that UHNW individuals demand seamless, personalized travel experiences and quickly abandon legacy brands when service falls short, opening doors for digital-first challengers. Because these clients typically 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.

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