We have arrived at an era where the old perception that buying a luxury home worth hundreds of millions ties up capital or reduces investment liquidity must be reconsidered. In today’s financial world, tangible assets (Hard Assets) in prime locations are increasingly powerful tools for preserving and enhancing wealth seamlessly.
A recent compelling case study of a high-level business ecosystem model is the partnership between super-luxury real estate giant Sansiri and Siam Commercial Bank (SCB), a leader in wealth management. They have joined forces to bridge the worlds of high-end living and investment.
Looking back, previous generations viewed buying real estate or land mainly as "security," a long-term family inheritance asset. However, after global crises, investor behavior has changed dramatically. Today, a group called "New Wealth" or "Young Successor" (aged 25-40) is growing rapidly, increasing by up to 30%.
This group earns well, achieves success quickly, and plans early retirement. They no longer see real estate as mere bricks and mortar but regard it as a "core wealth asset class"—a survival strategy and shield amid high market volatility. Moreover, they tend to "buy new and upgrade every 3-5 years" to rotate assets and seek better future returns.
This aligns with insights from Sree Ampai Rattanamuyur, Chief Marketing Officer of Sansiri Public Company Limited, who clearly reflected this behavioral shift:
"The concept of wealth is no longer limited to a certain group. Young people today plan their finances, seek security, want their money to work, and aim for earlier retirement. Unlike before, when wealth was about having a lot of money, now people view real estate as a starting point for investment and more than just a place to live."
She also revealed that today’s wealth clients prioritize Access, Experiences, and Exclusivity over mere asset ownership or financial returns. They invest in "Life Gain"—quality of life through good housing. Buyers no longer seek only material value from fashion items like bags or watches but look for assets serving as long-term financial tools.
This is akin to a form of long-term wealth accumulation to pass value to the next generation, enhancing wealth at every life stage—integrating living, wealth management, and lifestyle experiences seamlessly.
In the past, disbursing tens or hundreds of millions to buy a home often temporarily drained liquidity from portfolios. Today, financial institutions and developers use financial leverage (special home loan credit facilities) to unlock this, allowing large investors to maintain cash flow and allocate capital safely to other assets to grow wealth.
Especially the growing Young Successor segment, which seeks full wealth recognition benefits, supported by financial institutions designing efficient investment solutions.
Within financial institutions like SCB, there are currently about 130,000 wealth clients across three main segments:
Insights align showing clients commonly use real estate to rebalance and diversify portfolios during economic volatility. Also, younger generations view homes differently—not necessarily living in the same house as parents but seeing homeownership as a "Wealth Journey" leading to life success and future-oriented investments.
SCB also revealed that "Legacy Planning" is a highly popular theme among Thai people nationwide, not just in Bangkok. Everyone includes real estate as part of their intergenerational wealth transfer plans, extending to the third generation through complex, systematic mechanisms such as wills, family constitutions, and Family Offices.
From a business strategy perspective, the joint campaign between the luxury real estate brand and leading financial institution under the concept "Curated with WEALTH-MASTERY" is a case study worth watching. This is not a mere discount promotion but "The Ultimate Synergy"—seamlessly connecting the Living Ecosystem with the Wealth Ecosystem.
With a target of over 13 billion baht, this offers buyers of homes priced from 10 million baht upward immediate access to the bank’s wealth portfolio. In a global economy and geopolitical environment of high uncertainty, "Confidence is the New Currency." The ultra-high-net-worth market is no longer driven by price wars but by brand expertise and location potential. Amid severe inflation, top-tier real estate acts as a value preservation tool and offers excellent long-term growth, driven by increasing land scarcity.
From an asset management perspective, Promsiri Manolmai, Head of High Net Worth and Affluent Banking at Siam Commercial Bank, discussed future wealth management trends, noting that the sector continues to grow globally and in Thailand. Wealth here is spread not only across deposits or investment portfolios but also family businesses, real estate, and alternative assets.
Therefore, future leaders in wealth management may not be banks with the most products but those that best understand clients’ lives, wealth, and families. Real estate remains a key core asset class for wealthy clients; luxury homes are not just residences but Strategic Life Assets and critical chapters of the Wealth Journey.
"Wealth management business continues to grow, especially in Thailand where clients’ wealth is diversified across family businesses, real estate, and various alternative assets. Future wealth management leaders will be those who understand clients’ lives, wealth, and families best. Real estate is thus more than just housing; it is a Strategic Life Asset and a vital part of the Wealth Journey."
Looking at statistics from Sansiri’s top-tier client portfolio (minimum purchases over 80 million baht), interesting psychographic data confirm that premium real estate is truly a prime asset.
Regarding client groups:
Moreover, wealth markets are no longer confined to Bangkok but are spreading to economic hubs and tourist cities. Phuket ranks as the second prime location after Bangkok, offering diverse products and a high number of foreign clients, followed by Chiang Mai and Pattaya.
Under this cooperation, Sansiri clients purchasing properties from the Sansiri Luxury Collection and participating luxury projects—over 37 projects including detached houses, condominiums, and townhomes nationwide, such as brands Narasiri, Setthasiri, Narinsiri, and VIA—and who get approved and utilize home loan credit facilities from Siam Commercial Bank, will receive exclusive, comprehensive wealth management solutions from SCB WEALTH. These are designed to seamlessly integrate three key dimensions: living, investing, and wealth management.
It is evident that in a boundaryless financial world, buying luxury homes is no longer about "paying a lump sum for residence" but a smart asset allocation science. The transition from property developer to lifestyle provider, and from bank to trusted wealth partner, clearly reflects how "luxury homes" have become a key puzzle piece guiding investors to sustainable wealth success.
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