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To capture a multi-trilliondollar opportunity, firms needto reinvent how they engage, Contents Summary A market pivot: Why the 5Ps must evolve—nowIntegration is the unlock: A new model for the next eraThe path forward Part 1: Building a high-performancewealth management operating model 14 Structuring experience and efficiencyReinventing the front and middle office for next-gen wealth managementAccelerating performance: Turning the operating model into a growth engine Part 2: Deep dive: Brand and human advice models Sidebar:Global wealth front-office operating model trends inspiring Asian peers Part 3: From design to adoption—How Asia’s leading wealth firms Challenges slowing the pace of transformation40From design to delivery: What it takes to scale44Sidebar:From pilot to performance— AcknowledgementsThe Advisory Board Summary Rethinking growth in Asia’s wealth sector The market, as measured by investible assets, is projectedto reach US$363 trillion by 2026, according to our researchbased on a survey of more than 4,762 investors and 16 seniorexecutives across 11 key markets; yet most firms are onlycapturing a small share of this immense potential. Traditionalapproaches, such as incremental business unit expansion and With structuralredesign, wealthmanagement firmsare reinventing The evolving 5P framework forfront-office reinvention This year’s report introduces 5Ps—Pricing, Penetration(onshore), Penetration (offshore), Productivity and Proposition—as the framework for capturing the region’s opportunity.Each of these levers is critical, but productivity stands out.Many firms rely on expanding the RM headcount to drive From fragmentation to integration Several firms are moving past simply adding technologyto existing frameworks and are instead rebuilding theiroperating models from the ground up. This reinvention As firms deploy these steps to scale delivery,technology is rapidly evolving from supportive Redefining client engagement In parallel with structural redesign, wealthmanagement firms are reinventing howtheir business engages clients at every level.The focus is on building models that activate Agentic AI as a strategic catalyst Gen AI has a major role to play at the heart of anyreinvented operating model. While gen AI hasgained traction since mid-2024, the next leapfor Asia’s wealth firms lies in agentic AI—autonomous, goal-driven systems that interpretcontext, make decisions and act with minimalhuman input. Unlike instruction-based AI,agentic AI facilitates end-to-end workflow Brand strategy plays a key role in thistransformation. Firms are making deliberatechoices about whether to use a single brandacross all segments, multiple brands tailored The human advice model is also evolving,in which firms are tailoring their approachbased on the complexity of client needs. The call to action Firms need to act decisively to reinventthe front office and operationalize the5Ps by embedding gen AI and agenticAI at the core of their operating models.Doing so will transform how they Scaling with precision Building on this foundation, the report recommendsfive practical steps for firms to achieve scalablegrowth. Digital wealth front doors and super-appscan institutionalize the bank-client relationshipwhile improving client experience and bankproductivity. AI-powered RM cockpits and assistantpools can further boost productivity and service Firms that lead this integrationwill define the future of Asia’swealth management industry; About theresearch This report is the fourth annual installment ofAccenture’s Asia-Pacific wealth management It is based on Accenture’s primary research, as well as theauthors’ expertise in relevant areas. Notably, our investorsurvey sample size increased significantly in 2025, making The research included: Accenture’s Asia Affluent and HNW Investor Survey,Q1 2025 A survey of more than 4,762 investors across 11 markets:Australia, China (mainland), China (Hong Kong SAR), India,Indonesia, Japan, Malaysia, Singapore, Thailand, Vietnam Forty percent of respondents were affluent (with investableassets of US$100,000–1 million) while 60% fell within thehigh-net-worth (HNW) (with investable assets of more than Accenture conducted the survey between October 2024 Accenture’s Asia CXO Industry Benchmark Survey,Q1 2025 Accenture conducted 16 in-depth interviews with CXOs ofwealth firms operating across Asia. Most interviewees werethe operating head of the wealth business for a region or Accenture worked with Phronesis Partners to conduct theAsia Affluent Investor Survey. The 2024 edition of this report Accenture wealth management Asia research advisory board Edmond NgManaging DirectorHead of Client Advisory Arnaud TellierChief Executive Officer Evonne TanHead of Barclays Private Bank, Wei Mei Tan, CFA, CA, CAIAManaging DirectorGlobal and Asia Head of Advisory Thomas RupfCo-Head Singapore andChief Investment Officer Samir SubberwalGlobal Head, Wealth Soluti