Wealth managers prioritise client engagement and growth in 2026
Meeting evolving client expectations and deepening engagement with customers are the top priorities for wealth management professionals this year, according to research from WTW.
The study, conducted in collaboration with the Thinking Ahead Institute, gathered the views of 250 wealth management professionals across five regions and 27 countries, with each firm managing at least $500 million in assets.
When asked about their top business priorities over the next two to three years, respondents cited meeting evolving client expectations as their leading focus (51%), reflecting the range of trends impacting the industry and the drive to offer more personalised and responsive services.
Shaped by technological innovation, digitalisation, and the adoption of AI and advanced analytics, wealth managers are rethinking how portfolios are constructed, risks are assessed, and client interactions are managed, requiring the adoption of more data-driven ways of working.
The second priority is expanding or developing new services and capabilities, cited by 32% of respondents. Investment-related services – including investment management, family wealth planning, and financial advice – are the most frequently prioritised for expansion, with around 70% of firms focusing on these areas.
These functions are generally performed in-house, whereas other growth areas – such as estate planning, legal and tax services, custody, and philanthropy – tend to rely more on external expertise through outsourcing.
Number three on the list of priorities is adaptation to changing regulatory and compliance demands, including anti-money laundering (AML) rules, know-your-customer (KYC) requirements, and reporting obligations under frameworks like the EU’s MiFID II or the US SEC’s Form ADV. Wealth managers must also monitor cross-border tax compliance, such as FATCA and CRS, and implement robust data protection measures under privacy laws.
Challenges
Attracting and retaining skilled professionals is the greatest challenge for wealth managers, cited by 40% of respondents.
In parallel, over one-third of wealth managers anticipate that the accelerating pace of digital transformation will pose significant hurdles for their people and culture, with many highlighting the difficulty of keeping up with technological advancements.
Regional differences
WTW’s report further finds that regional dynamics remain pronounced. The research identifies differing rates of digital adoption and client values across continental Europe, Asia, North America, and the United Kingdom, requiring wealth institutions to build flexible, regionally sensitive strategies.
In Asia and continental Europe, business ownership remains the leading source of wealth, driving greater entrepreneurial focus and appetite for innovation, while inherited wealth dominates in the UK and North America, further reinforcing the need for bespoke multigenerational planning.
Commenting on the report, Ben Leach from WTW, said: “Our research clearly shows that wealth managers are responding to a new era of client expectations and industry complexity. Deepening engagement, attracting and retaining top talent and responding to regional differences are no longer just aspirations they are essential to sustaining growth and delivering value.”
