This page is for wealth managers, private banks, and premium property firms that want an introduction, not a crowd. The reader is an expatriate or internationally mobile client for whom privacy is part of the decision. Expat Marketing does not manage money, hold client assets, or sell property. We also do not define “high net worth” by a number. Some regulatory regimes use their own thresholds for who may be treated as a professional or high-net-worth client. If your firm has an approved definition, use that wording. Do not borrow a marketing shorthand and hope it matches the licence.
Discretion is part of the product
People in this group will not complete a form that asks for account balances, property portfolios, or passport numbers. They want to know who they will meet, in which country the firm is allowed to act, and how information is kept. A public testimonial that names a client, or a case study that describes a recognisable transaction, can cost the relationship it was meant to win. If you do not have permission to tell the story, do not tell it. We will not invent one.
The first conversation is a filter. It should establish location, the type of need, and whether a meeting is appropriate. It should not establish suitability in a headline. Promised performance, implied guarantees, and “exclusive access” you cannot evidence are reasons to refuse the brief, not reasons to sharpen the ad.
What they are actually buying
Two purchases dominate the work we are asked to support. One is wealth management and financial planning for a client whose residence, family, and assets are not in one country. The page has to say who the firm can take on, and that the content is not itself financial advice. The other is premium property, where the buyer may purchase without living nearby and will ask about ownership rules, currency, and how a viewing works when they are not in the city. Those are different sales. A landing page that mixes a portfolio review with a floor plan makes both look unserious.
Where the matter is a structure across countries rather than a private introduction, read global citizens as well. Wealth is not what defines that page. Complexity is. A client can need both, and the campaign should still pick one job.
Dubai, Singapore, Hong Kong, and Portugal are location notes where cross-border planning or property already comes up. They are briefing context. They are not a map of where wealthy expatriates live, and we do not claim a share of that wealth.
Advertising limits change the media plan
You cannot quietly “target millionaires” and expect the platforms to allow it. Meta asks advertisers to declare a special ad category for financial products and services, and another for housing. Where those audience limits apply, age, gender, postcode, and some interest targeting are restricted or unavailable. In the United States and Canada, Google’s personalised advertising policy for consumer finance and for housing does not allow targeting by gender, age, parental status, marital status, or ZIP code. Rules differ by country and they change. Check the live policy before a campaign, and have the firm’s own reviewers sign the claim. This page is not that sign-off.
Search for the specific need, a clearly labelled professional introduction, and content a compliance team can read are more durable than a lookalike audience built on inferred wealth. SEO helps when the query names the service and the city. Lead generation helps when the form asks for a meeting, not for a statement of assets. Do not scrape private groups, and do not upload customer lists you are not allowed to use for advertising.
What the first meeting needs
Country of residence, the country the matter relates to, whether they want banking, planning, or a purchase, and how they prefer to be contacted. That is enough to decide whether a person should be called. A score that pretends to know their wealth from an ad click is not. If the firm can only advise certain nationalities or certain source of wealth, say so before the form, in language compliance has already accepted.
Referrals and existing-client introductions will keep doing work that ads cannot. The marketing job is to make the public route as careful as the private one: same limits, same disclosures, no extra promises.
What we will not claim
No returns. No minimum portfolio. No client counts. No “most trusted” label. No implication that an enquiry creates a client relationship. Regulated firms remain responsible for their own financial promotions.
If that standard fits the way you already work, discuss your campaign or request a callback. We reply within one business day to say whether we should proceed. The audiences hub covers the other groups, including people who need cross-border help and are not this client.