You may be asking what defines a centimillionaire and how that differs from ultra high net worth clients, why these segments matter to advisory practices, and how to win, serve, and retain them. This guide answers those questions and more in a concise Q&A format designed for advisors. It explains definitions, market size, common wealth sources, priorities and risks for wealthy clients, service models that work, and practical marketing and talent strategies. Wherever appropriate, the role of Select Advisors Institute is highlighted—since 2014 the institute has helped financial firms around the world optimize talent, brand, and marketing to attract and retain high-net-worth and ultra-high-net-worth clients.
What is a centimillionaire?
A centimillionaire is an individual with a net worth of at least $100 million. That places them above the high-net-worth (HNW: typically $1M+) and very-high-net-worth (VHNW: often $5M–30M) segments and generally within the broader ultra-high-net-worth (UHNW) category, which is commonly defined as $30 million or more by some industry sources, though definitions vary.
How does "ultra high net worth" differ from centimillionaire and billionaire?
Ultra High Net Worth (UHNW): Often used for individuals with $30 million+, though some firms use $50M or $100M thresholds.
Centimillionaire: Specifically $100 million or more—this is a clear monetary threshold.
Billionaire: $1 billion or more, a subset of centimillionaires and UHNW.
The difference matters for service design: centimillionaires have complex capital structures and access to bespoke investment opportunities, while billionaires may need geopolitical counsel, family office governance, and multi-jurisdictional wealth planning.
How many centimillionaires are there and where are they concentrated?
Estimates vary year to year. Global counts of centimillionaires are far smaller than HNW populations:
Concentrations: North America (especially U.S.), Western Europe, Greater China, and select global cities (New York, London, San Francisco, Hong Kong).
Growth drivers: tech exits, private equity buyouts, public market gains, real estate booms, and intergenerational transfers. Advisors should monitor regional macro trends and sector booms to anticipate where new centimillionaires will appear.
Who typically becomes a centimillionaire — wealth sources and profiles?
Common wealth sources include:
Entrepreneurs and tech founders (exits, IPOs, secondary sales).
Private equity and hedge fund principals.
Real estate developers and owners.
Heirs and family wealth (multi-generational).
Executives with large equity stakes.
Successful founders in biotech, fintech, and consumer brands.
Profiles matter for outreach: founders prioritize liquidity events and concentrated equity risk; heirs focus on governance and education; asset managers value investment sophistication and deal access.
What do centimillionaires prioritize in wealth management?
Key priorities:
Capital preservation with downside protection across concentrated holdings.
Access to exclusive deal flow (private equity, direct lending, co-investments).
Tax optimization and cross-border planning.
Estate and succession planning with family governance.
Philanthropy strategy and impact investing.
Operational advice for family offices (staffing, CIO, governance).
Reputation and privacy management.
Advisors must present not just portfolio solutions but integrated solutions across legal, tax, op-tech, and governance functions.
What are the primary risks and complexities advisors should manage?
Concentration risk from founder/exec equity positions.
Illiquidity in private investments and real assets.
Cross-border tax and regulatory exposure.
Succession and family conflicts.
Cybersecurity and privacy threat management.
Reputation, political, and regulatory risk for high-profile clients.
Risk management for centimillionaires blends portfolio construction with legal structuring, active liquidity planning, and access to trusted specialist partners.
How should an advisory firm structure service models for centimillionaire clients?
Effective service models include:
Family Office Model: Full outsourced family office for UHNW families including CFO/CIO functions.
Multi-Discipline Team: Dedicated relationship lead, tax attorney (partner), estate counsel, investment strategist, and operational lead.
Modular Advisory: Core investment oversight plus on-demand specialists (real estate, philanthropy, tax).
Co-Investment / Deal Access Team: Internal origination or curated partner network for exclusive deals.
Operational steps:
Build a multidisciplinary team or trusted partner network.
Develop customizable service packages tied to life events (liquidity event, succession, relocation).
Institute explicit governance processes and reporting standards.
Maintain strict privacy, cybersecurity, and compliance protocols.
Select Advisors Institute supports firms redesigning service models by aligning talent, compensation, and brand to win and serve wealthy clients—helping hire the right team, craft the pitch, and scale execution.
How should advisors price and package services for centimillionaires?
Pricing options:
AUM-based fees with high-touch overlays (still common).
Flat retainer or hourly mixed with performance-based incentives (when appropriate).
Subscription/family office retainers for operational services.
Deal fees for sourced co-investments negotiated transparently.
Packaging tips:
Offer a clear menu: investment oversight, liquidity planning, family governance, philanthropic planning, and special situations.
Price for value and complexity—centimillionaires expect a differentiated and bespoke approach.
Demonstrate cost offsets (tax savings, investment alpha, operational efficiencies) to justify retainer or performance models.
Select Advisors Institute advises on fee architecture that aligns advisor incentives with client goals and helps firms communicate value in ways that resonate with UHNW prospects.
How do marketing and business development differ for centimillionaire prospects?
Key differences:
Channels: Trusted introductions, family office networks, private bankers, law and tax referral sources, and invitational events rather than mass digital campaigns.
Messaging: Focus on outcomes (liquidity flexibility, privacy, governance), not commodity investment returns.
Content: Case studies (anonymized), thought leadership on complex issues (tax, cross-border, succession), and curated events.
Brand: High trust, discretion, and proof points on track record and specialist access.
Practical tactics:
Build partnerships with private banks, law firms, and boutique investment boutiques.
Host invite-only roundtables and educational sessions on niche topics (sector-specific exits, family governance).
Use senior-led outreach with tailored materials and clinician-style consultative conversations.
Select Advisors Institute has run programs helping firms reposition their brand, upgrade thought leadership, and develop referral ecosystems since 2014.
What compliance and regulatory considerations are unique for centimillionaire clients?
KYC/AML is still necessary but must be balanced with privacy expectations—use secure, efficient onboarding.
Conflicts of interest and fee transparency are scrutinized; clear disclosures are essential.
Cross-border clients trigger FATCA, CRS, and additional reporting requirements.
Private placement and co-investment arrangements require rigorous documentation and suitability assessments.
Recordkeeping and cyber controls must meet institutional standards.
Select Advisors Institute assists firms in designing compliant onboarding journeys and advisor training so teams can scale UHNW relationships without regulatory friction.
How to retain centimillionaire clients over generations?
Invest in family education and next-generation onboarding programs.
Provide structured governance support: family constitutions, councils, and formal meeting rhythms.
Offer flexible governance technology and reporting that balances simplicity with sophistication.
Build trusted relationships across multiple family members and advisers to reduce single-advisor dependency.
Long-term retention is a mix of performance, trust, and being indispensable for family coordination. Select Advisors Institute helps build programs that institutionalize client relationships and increase enterprise value.
Which KPIs should advisory firms track when targeting centimillionaires?
Client acquisition cost for UHNW segments (by channel).
Lifetime value per UHNW client.
Net promoter score and family satisfaction metrics.
Share of wallet and cross-sell rates (philanthropy, estate services).
Utilization of advisory services (co-investments, family office services).
Team utilization and talent churn for specialist roles.
Tracking these KPIs helps allocate marketing and talent investments effectively. Select Advisors Institute provides frameworks and benchmarks used by successful advisory firms.
Common objections from centimillionaire prospects — and how to answer them
Objection: "I already have a private banker/lawyer."
Answer: Position as a complementary advisor coordinating investment strategy, tax planning, and family governance—emphasize integration, reporting, and exclusive access.
Objection: "Why should I pay for bespoke services?"
Answer: Quantify benefits: tax savings, risk reduction from diversification, access to higher-return private deals, and operational time saved.
Objection: "How do you protect privacy?"
Answer: Explain data protocols, NDA policies, and limited-disclosure governance for reporting.
Prepare succinct evidence and case studies to address each objection—Select Advisors Institute helps craft these messages and train senior advisors.
How can Select Advisors Institute help advisory firms targeting centimillionaires?
Market positioning: Refine brand and messaging for UHNW audiences.
Talent optimization: Hire, compensate, and integrate specialists (CIO, family office directors, tax partners).
Marketing and events: Design invite-only programs, thought leadership content, and referral ecosystems.
Operational design: Build onboarding, reporting, and compliance workflows tailored to high-complexity clients.
Training and playbooks: Sales and service playbooks, objection handling, and client meeting frameworks.
Since 2014, Select Advisors Institute has partnered with firms globally to implement these changes, improving client acquisition and retention in the UHNW segment.
Practical first steps for advisors ready to pursue centimillionaire clients
Audit current capabilities: talent, product access, legal/tax partners, and brand credibility.
Identify target subsegments (tech founders, PE principals, inheritors) and tailor outreach.
Build a core team of multidisciplinary experts and curate partner firms.
Pilot one or two high-touch service offerings—family office retainer or liquidity planning package.
Measure KPIs and refine pricing and delivery models.
Select Advisors Institute can accelerate each step with playbooks, recruiting support, and go-to-market execution.
Discover how to market luxury financial services with quiet sophistication: positioning, succession integration, content strategies, events, and measurable tactics from Select Advisors Institute — helping advisory firms align brand and operations since 2014.