Marketing Development Strategy for Wealth Management Products to Increase High Net Worth Individual (HNWI) Customers


  • Rizka Aula Assaf International Women University, Bandung, Indonesia
  • Eddy Jusup Supardi Universitas Pasundan, Bandung, Indonesia
  • Juanim Juanim Universitas Pasundan, Bandung, Indonesia


Wealth Management, HNWI, Holistic Marketing Management, Marketing Strategy.


This study aims to identify, examine and obtain analysis results regarding Retail Banking marketing management, Wealth Management marketing management, factors that may hinder the development of Wealth Management product marketing strategies, Wealth Management service product marketing development strategies in the future carried out by Permata Bank so that Bank Permata can increasing HNWI customers. The research method used is a qualitative method with a single case study approach. The research results show that there are inhibiting factors for the marketing of PermataBank's wealth management services, which consist of internal company factors (employee factors and product limitations factors); and external environmental factors (competitor factors and government regulatory factors). The marketing development strategy for wealth management products is carried out by PermataBank to increase HNWI customers by developing multichannel distribution, expanding strategic partnerships, implementing a strategy to expand the target of millennial customers and increasing the capabilities of frontliners (relationship managers).


Ali, Hasan. (2013). Marketing dan Kasus-Kasus Pilihan. Yogyakarta: CAPS (Center for Academic Publishing Service).

Cooper, R. N. (1985). Economic interdependence and coordination of economic policies. Handbook of international economics, 2, 1195-1234.

Dabholkar, P. A., & Bagozzi, R. P. (2002). An attitudinal model of technology-based self-service: moderating effects of consumer traits and situational factors. Journal of the academy of marketing science, 30, 184-201.

David, M. (2017). Statistics for managers, using Microsoft excel. Pearson Education India.

Fitzsimmons, S. R., & Stamper, C. L. (2014). How societal culture influences friction in the employee–organization relationship. Human Resource Management Review, 24(1), 80-94.

Fuadi, F. (2021). Bank dan Lembaga Keuangan Non-Bank (Teori dan Aplikasi). Penerbit Adab.

Hanson, S. G., Kashyap, A. K., & Stein, J. C. (2011). A macroprudential approach to financial regulation. Journal of economic Perspectives, 25(1), 3-28.

Hassan, H. A. (2020). Takaful models: origin, progression and future. Journal of Islamic Marketing, 11(6), 1801-1819.

Indonesia, I. B. (2017). Wealth management: Tata kelola. Gramedia Pustaka Utama.

Klaus, P. P. (2022). What matters most to ultra-high-net-worth individuals? Exploring the UHNWI luxury customer experience (ULCX). Journal of Product & Brand Management, 31(3), 368-376.

Kotler, P., & Keller, K. (2011). Marketing management 14th edition. prentice Hall.

Levine, R. (1996). Foreign banks, financial development, and economic. International financial markets: Harmonization versus competition, 224.

Lucas, M. T. (2010). Understanding environmental management practices: integrating views from strategic management and ecological economics. Business Strategy and the Environment, 19(8), 543-556.

Maude, D. (2010). Global private banking and wealth management: the new realities. John Wiley & Sons.

Mishkin, F. S. (2011). Over the cliff: From the subprime to the global financial crisis. Journal of Economic Perspectives, 25(1), 49-70.

Nugraha, U. (2013). Wealth Management. Elex Media Komputindo.

Purba, B., Rahmadana, M. F., Basmar, E., Sari, D. P., Klara, A., Damanik, D., ... & Nugraha, N. A. (2021). Ekonomi Pembangunan. Yayasan Kita Menulis.

Schwepker Jr, C. H., & Hartline, M. D. (2005). Managing the ethical climate of customer-contact service employees. Journal of Service Research, 7(4), 377-397.

Serfiyani, D. C. Y., Purnomo, I. R. S. D., & Hariyani, I. (2021). Capital market top secret: Ramuan sukses bisnis pasar modal Indonesia. Andi.

Snipes, R. L., Oswald, S. L., LaTour, M., & Armenakis, A. A. (2005). The effects of specific job satisfaction facets on customer perceptions of service quality: an employee-level analysis. Journal of business research, 58(10), 1330-1339.

Sugiyono, D. (2013). Metode penelitian pendidikan pendekatan kuantitatif, kualitatif dan R&D. Bandung: Alfabeta.

Suryahadi, A., Al Izzati, R., & Suryadarma, D. (2020). Estimating the impact of covid-19 on poverty in Indonesia. Bulletin of Indonesian Economic Studies, 56(2), 175-192.

Wirtz, J., & Lovelock, C. (2017). Managing People for Service Advantage. World Scientific.

Zain, I., & Akbar, Y. R. (2020). Bank dan lembaga keuangan lainnya. Deepublish.




How to Cite

Assaf, R. A. ., Supardi, E. J. ., & Juanim, J. . (2023). Marketing Development Strategy for Wealth Management Products to Increase High Net Worth Individual (HNWI) Customers. INFLUENCE: INTERNATIONAL JOURNAL OF SCIENCE REVIEW, 5(2), 30–42. Retrieved from