How banks can use affluent customer data to drive loyalty

By- Dhruv Verma, Founder & CEO – Thriwe

India’s affluent and high net worth population is expanding at a record pace. As reported, the country today has 8.71 lakh millionaire households. This growth has reshaped expectations within the premium banking category. Affluent customers engage regularly with global travel ecosystems, luxury retail programs, curated dining platforms and experiential hospitality networks. These sectors already recognise customer identities, anticipate preferences and respond with accuracy. Banks that serve affluent and HNI clients should now deliver the same level of personal relevance. Loyalty in this segment depends on intelligent, timely and lifestyle aligned engagement that reflects who the customer is, rather than what they spend.

A Shift from Transactional Data to Lifestyle Intelligence

Banks have always held rich transactional information, but affluent expectations require a deeper interpretation. Transactions do not reveal lifestyle fully. Premium retail patterns, international travel habits, wellness routines ...