Características e necessidades da gestão patrimonial para indivíduos high net worth: um estudo de caso para uma família cearense

Abstract

This paper aims at analyzing the main perspectives of the wealth management scenario for High Net Worth individuals in the state of Ceará. Through the study of characteristics and structures that nowadays have specialized services for the HNW public, behavioral patterns of these individuals were inferred and panoramas of future behaviors that can guide the performance of managers were addressed. A survey was conducted with an individual with HNW profile, belonging to the structure of a Multi-family Office located in Fortaleza, Ceará, which serves around 33 local families, aiming at analyzing the local investor’s profile and how the structure supplies the customer demands in the various areas of its equity composition. It can also be used as a basis for the performance of other management structures present in the state. The profile of the individual studied was quite consistent with what was expected, presenting a wide variety of assets in its portfolio, with the presence of real estate inherent to the persona of the investor from Ceará, and confirmed the tendency of HNW individuals to seek specialized and more comprehensive structures in management services.