Amid a slowing economy, the wealthy or those with significant wealth continue to grow, becoming a substantial market segment that all players are eager to compete for. TMBThanachart Bank (ttb) is persistently advancing in this market through its “ttb reserve” service.
Nattawan Apiratanapimolchai, Head of Strategy and Personal Customer Sales Business Group at TMBThanachart Bank (ttb). She revealed that the Wealth market outlook for 2026 shows that despite global economic volatility—including U.S. import tax issues, escalating geopolitical tensions, and slower GDP growth—the affluent customer segment continues to expand with increasing per capita wealth accumulation, presenting a significant opportunity to broaden the customer base.
Furthermore, insight data collected over five years from ttb privilege and ttb reserve indicates that Thailand's High Net Worth (HNW) clients have grown more knowledgeable and interested in taxation and inheritance matters. Many families are transitioning from Generation 1-2 to Generation 2-3, creating an opportunity for the bank to offer tailored financial services to this group.
However, the primary needs of Thailand’s HNW segment can be categorized into three main areas:
1. Strong returns Given the recent downward trend in deposit interest rates, clients are seeking alternative options such as structured notes with embedded derivatives, where the bank’s Investment team is playing an increasingly active role.
2. Benefits and privileges Clients increasingly desire lifestyle-related privileges, such as travel categories and discounts at various merchants. To meet this demand, ttb reserve has enhanced these offerings, emphasizing diverse benefits—including reward points, tailored credit cards, and superior foreign exchange rates—rather than focusing on a single type of privilege.
3. Advisors who understand clients’ needs This aspect is particularly challenging, as ttb is in the process of building a team of close client advisors who thoroughly understand every risk and client requirement.
For 2026, ttb reserve plans to expand its customer base by at least 5,000 accounts, a 10% growth from the previous year’s 50,000 accounts. Meanwhile, ttb privilege aims for Assets Under Management (AUM) of 750 billion baht, growing 6% from the prior year. Alongside targeting the third generation of HNW families, the bank is focusing on the healthcare sector, especially medical professionals who earn high incomes but lack time to manage their finances.
Additionally, ttb intends to broaden the range of financial products held by clients, who currently typically hold 3-5 products such as ttb reserve, deposit accounts, mutual funds, and derivatives. In the future, the bank plans to expand home and auto loan offerings to better serve this clientele.
Regarding clients seeking higher returns through increased investment, current AUM distribution among ttb’s Wealth clients is approximately 65% in deposits, 30% in investments, and 5% in insurance. The bank aims to increase the investment proportion to 40% within the next five years, reducing deposits to around 60%.
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