01
Client context
The firm served high-net-worth clients through relationship managers and wanted to reach the broader affluent segment efficiently.
02
Business challenge
It was unclear how much human advice affluent investors expected, and what they would pay for.
03
Research objective & questions
Define the needs, service model and pricing expectations for a hybrid digital-plus-advisor offer.
- How do affluent investors make investment decisions today?
- When do they want a human advisor versus digital tools?
- What fee models are acceptable?
- What builds trust in a new wealth provider?
04
Methodology & approach
- Investor IDIs
- Affluent and emerging high-net-worth investors.
- Advisor interviews
- Relationship managers and independent advisors.
- Concept testing
- Alternative hybrid service models.
- Fee preference survey
- Acceptability of fee structures.
05
Sample & geography
- ~25 investor IDIs
- ~10 advisor interviews
- ~400 survey respondents
- Geography — India (metro cities)
06
Key findings
- Investors wanted digital tools for tracking and human advice for major decisions.
- Transparent flat fees were preferred over commission-based models.
- Goal-based planning resonated more than product selection.
- Trust depended on advisor credentials and clear conflict-of-interest disclosure.
07
Business implications
- Launch a hybrid model with scheduled advisor reviews and digital tracking.
- Adopt a transparent flat-fee structure.
- Lead with goal-based planning and advisor credentials.
08
Outcome
The firm received a validated hybrid service design, fee approach and trust-building priorities.
Example engagement — Shows how Hoog approaches this type of question. Not a specific client project. Findings are directional.