It is commonly said that being wealthy makes life easier, which holds true, especially as Thailand’s economy slows and incomes rise slowly. Banks have turned their focus to the Wealth business segment—affluent individuals with much higher purchasing power than other customer groups—and are offering more benefits to Wealth clients.
Wealth Management businesses focus on managing the funds and assets of various client groups. A common measure of wealth is AUM (Assets Under Management), which is the total value of assets under the bank's management, such as deposits and mutual funds.
Currently, we see that Wealth clients are segmented in various ways, for example:
- Entry-level group with approximately 1–3 million baht in AUM
- Group with 10–49 million baht in AUM
- Group with 50 million baht or more in AUM
Being a premium client at a bank entitles one to various benefits, such as loans with lower interest rates, access to exclusive lounges, and special service channels.
An interesting trend is the intensifying competition in the "entry-level Wealth" segment. For instance, LH Bank focuses on this group, starting at an AUM of around 500,000 baht. For clients with AUM between 2–10 million baht, they can "include loan values as assets," meaning debt can count toward AUM. For example, if a client has savings of 500,000 baht but a 5 million baht loan with the bank, they can immediately access Wealth benefits. This is a significant market shift since banks previously counted only existing assets.
Previously, Wealth benefits were accessible only to the very wealthy, such as free safe deposit box fees, restaurant discounts, premium credit card perks, or home maintenance services. This reflects how smaller banks are "stepping up" their efforts to attract clients.
Mid-sized banks are also adapting. For example, ttb reserve has adjusted its services to focus more on lifestyle benefits, offering practical perks like restaurant discounts or cashback. Traditional Wealth benefits, such as free checkbooks or basic services, are no longer as appealing.
For high-net-worth Wealth clients, the focus remains on generating higher returns and expanding loan options. For example, Kasikornbank allows clients with an AUM of 50 million baht or more to use land as collateral for loans, but these funds must be reinvested within the bank’s system. SCB Wealth is also pushing this model aggressively in 2026.
For value-conscious individuals, it is no longer necessary to maintain AUM with just one bank. For instance, someone with 10 million baht might split deposits across 3–4 banks to maximize benefits, potentially gaining more perks than depositing the entire amount with a single bank.
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