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State of the Affluent 2014 
WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446 
FEBRUARY 2014
The State of the Affluent 2014 
WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446 
We’ll Explore: 
• Who the Affluen...
WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446 
Who the Affluent Are 
We will explore three distinct levels of af...
WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446 
Who the Affluent Are 
The Affluent segment is by far the largest ...
The Affluent Are Baby Boomers 
All three groups consist primarily of baby boomers (born between 1946 and 1964) 
or older. ...
The Affluent are Married 
Nearly 3 in 4 Affluents is married, while that ratio climbs to 4 in 5 for 
Super and Ultra Afflu...
The Affluent Don’t Have Children at Home 
Affluent households are less likely to have children present in 
the home compar...
The Affluent are Educated 
The proportion of the affluent that have at least some graduate education stands higher than 
t...
WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446 
Where the Affluent Live 
San Francisco is home to Affluents with ...
The Finances of the Affluent 
Within the Affluent category, there is a median of just under $1.5M in 
Investable Assets, g...
The Finances of the Affluent 
The median net worth of households in the three categories, essentially adds in 
the value o...
The Affluent Own Businesses 
An important part of the wealth of the affluent can be attributed to business 
ownership. One...
The Affluent Own Businesses 
The size of businesses owned in each of the three categories shows 
striking contrast. With m...
More Affluent Individuals Have Higher 
Owner Equity 
Median value of owner equity reinforces the picture of those in the 
...
The Interests and Lifestyles of the Affluent 
– Boating and Sailing 
“Boating interest” to someone in the affluent categor...
The Interests and Lifestyles of the Affluent 
- Golf 
While a substantial portion of affluent individuals are golfers, 
ma...
The Interests and Lifestyles of the Affluent 
- Travel 
Interest in travel has a very broad definition, including interest...
The Interests and Lifestyles of the Affluent 
- Other 
Sizable proportions of each affluent group express an interest 
in ...
The Affluent Give to Charity 
Giving to charity is widespread in all three groups, from just under two-thirds (65.7 
perce...
WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446 
And Give Substantially 
The dollar amount given to charitable cau...
The Affluent Participate in Charity 
Leadership 
Many of the affluent are interested not only in supporting 
charitable ca...
Key Types of Nonprofits Served by the 
Affluent 
Philanthropy, voluntarism and grant-making organizations lead 
the list o...
Political Giving by the Affluent 
The rate of political giving is at 50.7 percent in the affluent group, 55.8 
percent amo...
Political Giving Split Relatively Evenly 
The total average amounts individuals have contributed to 
political causes at b...
About WealthEngine Data 
Influenced by more than 60 data sources, WealthEngine offers the most 
comprehensive wealth and l...
WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446 
WealthEngine 
4330 East West Highway 
Bethesda, MD 20814 
800.933...
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State of the Affluent

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State of the Affluent

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State of the Affluent

  1. 1. State of the Affluent 2014 WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446 FEBRUARY 2014
  2. 2. The State of the Affluent 2014 WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446 We’ll Explore: • Who the Affluent Are • The Finances of the Affluent • The Interests and the Lifestyles of the Affluent • How the Affluent Give Based on data and analytics from WealthEngine
  3. 3. WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446 Who the Affluent Are We will explore three distinct levels of affluence as shown above. For many, the ‘Affluent’ with $1M to $5M in Investable Assets represent the ‘sweet spot’ for clients and prospects
  4. 4. WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446 Who the Affluent Are The Affluent segment is by far the largest segment, with 92.7% of all affluent households.
  5. 5. The Affluent Are Baby Boomers All three groups consist primarily of baby boomers (born between 1946 and 1964) or older. In the Affluent group, more than nine out of ten (91.7 percent) are 50 years of age or older. WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446
  6. 6. The Affluent are Married Nearly 3 in 4 Affluents is married, while that ratio climbs to 4 in 5 for Super and Ultra Affluents. Within the general population, just over half (56%) of adults are married. WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446
  7. 7. The Affluent Don’t Have Children at Home Affluent households are less likely to have children present in the home compared with the general population. WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446
  8. 8. The Affluent are Educated The proportion of the affluent that have at least some graduate education stands higher than the population overall. According to U.S. Census records for 2010, 27.36 percent of all people 25 and older in the U.S. had only a high school diploma, while 36.3 percent had some college or a college degree and 16.8 percent had some graduate school or a graduate degree. WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446
  9. 9. WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446 Where the Affluent Live San Francisco is home to Affluents with the highest median level of investable assets.
  10. 10. The Finances of the Affluent Within the Affluent category, there is a median of just under $1.5M in Investable Assets, growing to a whopping $64M within the Ultra Affluent category. WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446
  11. 11. The Finances of the Affluent The median net worth of households in the three categories, essentially adds in the value of real estate to the investable assets figures. It tells us that among the Super and Ultra Affluent, the real estate slice is a relatively small portion of overall net worth. Among the Affluent, it is proportionately higher. WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446
  12. 12. The Affluent Own Businesses An important part of the wealth of the affluent can be attributed to business ownership. One-third of the affluent, three quarters of the super affluent and nearly nine out of ten of the ultra affluent own businesses. WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446
  13. 13. The Affluent Own Businesses The size of businesses owned in each of the three categories shows striking contrast. With median average revenues of $750K, many in the Affluent group are small or very small business owners. WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446
  14. 14. More Affluent Individuals Have Higher Owner Equity Median value of owner equity reinforces the picture of those in the Affluent category being true small business owners. Super and Ultra Affluents, however, are the ones to watch for large potential equity events. WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446
  15. 15. The Interests and Lifestyles of the Affluent – Boating and Sailing “Boating interest” to someone in the affluent category may mean the motorboat used for pulling water skiers at the lake, but a luxury oceangoing yacht to someone in the ultra affluent group. WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446
  16. 16. The Interests and Lifestyles of the Affluent - Golf While a substantial portion of affluent individuals are golfers, many more are not. This calls into question the conventional wisdom. WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446
  17. 17. The Interests and Lifestyles of the Affluent - Travel Interest in travel has a very broad definition, including interest in domestic travel or international travel, recreational vehicles, family vacations or cruise vacations. WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446
  18. 18. The Interests and Lifestyles of the Affluent - Other Sizable proportions of each affluent group express an interest in gourmet cooking, collectibles and antiques, and arts. WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446
  19. 19. The Affluent Give to Charity Giving to charity is widespread in all three groups, from just under two-thirds (65.7 percent) of the affluent donating to charities up to just under three-quarters (74.1 percent) of the ultra affluent group. WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446
  20. 20. WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446 And Give Substantially The dollar amount given to charitable causes varies substantially by level of affluence. The estimated median amount given by individuals in a given year ranges from $4,662 for those in the affluent category up to $71,550 for those in the ultra affluent group.
  21. 21. The Affluent Participate in Charity Leadership Many of the affluent are interested not only in supporting charitable causes financially but also assisting them by providing leadership. WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446
  22. 22. Key Types of Nonprofits Served by the Affluent Philanthropy, voluntarism and grant-making organizations lead the list of organizations served by affluent individuals. WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446
  23. 23. Political Giving by the Affluent The rate of political giving is at 50.7 percent in the affluent group, 55.8 percent among the super affluent and 58.3 percent among the ultra affluent. WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446
  24. 24. Political Giving Split Relatively Evenly The total average amounts individuals have contributed to political causes at both the federal and state level over their lifetimes. WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446
  25. 25. About WealthEngine Data Influenced by more than 60 data sources, WealthEngine offers the most comprehensive wealth and lifestyle profiles available. These include popular and unique data from the following sources: WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446 • Acxiom household profiles • D&B business information • Hoover’s • State business registrations • DataQuick real estate • Lexis Nexis • SEC daily stock transactions • Reuters Market Guide • GuideStar directors and trustees • Federal and state political donations • WealthEngine philanthropic donations • Marquis Who’s Who • Airplane and boat ownership • And more….. Depending on the source, WealthEngine data may be self-reported, regulatory or modeled. To view WealthEngine’s privacy policy, please visit this page.
  26. 26. WEALTHENGINE.COM | INFO@WEALTHENGINE.COM | 800.933.4446 WealthEngine 4330 East West Highway Bethesda, MD 20814 800.933.4446 info@wealthengine.com www.wealthengine.com Stay Connected WealthEngine™, Inc. is a leading provider of wealth intelligence and marketing services to nonprofit, luxury goods, retail, and financial organizations. The company’s unique data-driven approach to analytics, prospecting, and marketing has delivered actionable strategies and measurable results to more than four thousand clients. Headquartered in Bethesda, MD, WealthEngine serves both the United States and the United Kingdom. For more information, visit www.wealthengine.com.

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