Wealth managers widen services from lifestyle perks for the ultra-rich to integrated solutions for mass affluent.
RBC Wealth Management and PNC Wealth Management are expanding their platforms in different directions, highlighting how firms are refining services to meet the needs of clients across the wealth spectrum, from emerging and mass affluent investors to ultra-high-net-worth families.
At the high end, RBC Wealth Management has expanded its lifestyle services platform for ultra-high-net-worth clients by adding new specialized partners. The enhancements broaden the firm’s Echelon offering, which blends traditional wealth management with access to curated lifestyle resources designed to support complex personal and financial needs.
The newly added services include luxury travel support, fine art advisory and appraisal expertise, and solutions focused on the storage, transportation and logistics of valuable personal assets. These additions build on an existing platform that already integrates financial planning, estate and trust services, family governance support, cybersecurity resources and other nontraditional offerings aimed at simplifying life for affluent families.
“RBC Echelon elevates the way we serve clients, deepening relationships beyond traditional wealth management,” said Bill Ringham, director of private wealth solutions for RBC Wealth Management-US.
While RBC is leaning further into bespoke lifestyle support for its wealthiest clients, PNC Wealth Management is focusing on a broader audience with the launch of PNC Premier Client, a new offering aimed at emerging and mass affluent households. The platform is designed for clients with more than $100,000 in investable assets and combines banking and investing into a single, coordinated experience.
PNC Premier Client brings together personalized banking services, investment management and financial planning under one umbrella. Clients work with integrated teams that include both personal bankers and financial advisors, supported by concierge-style service teams. The goal is to align day-to-day financial needs, such as spending and borrowing, with longer-term investment and planning objectives.
The approach reflects a growing emphasis among large institutions on serving clients earlier in their wealth journeys by offering holistic advice rather than siloed products. By integrating banking and investing, PNC aims to deepen relationships and position itself as clients’ primary financial partner as their assets grow.
Taken together, the moves by RBC and PNC illustrate how wealth management firms are differentiating their platforms at both ends of the market. Whether through high-touch lifestyle services for ultra-wealthy families or streamlined, integrated solutions for mass affluent investors, firms are investing in broader offerings to attract, retain and grow client relationships in an increasingly competitive landscape.
