In today’s world, people see themselves first and foremost as individuals – especially when they have a large amount of wealth. Therefore, they wish to be treated as individuals and to be accepted and understood in terms of their own cultural and personal norms. Most asset managers promise to do exactly this. However, the wealthy of this world also need to accept that, in the eyes of their asset managers, they are ultimately a lucrative target group – and one which is steadily growing in Asia in particular. This, in turn, is creating completely new challenges for the industry. It now has to deal with young, technically minded clients.