VIPs
• Investing results in social recognition.
• Prestige is important.
• They want to affiliate with institutions and investment advisors with leading reputations.

Accumulators
• The only goal they have for investing is to make money.
• They are intensely focused on investment performance.
• They are fairly knowledgeable and
very involved.

Gamblers
• They relish the process of investing.
• They are very knowledgeable and involved.
• They have high risk tolerance.

Innovators
• They are focused on leading-edge products and services.
• They are sophisticated and like complex products.
• They are technically savvy.

Let’s take a more in-depth look at each type:
Family stewards invest in order to care for their families. Most of their investment goals and financial needs will be linked to larger family issues like college funding or the generational transfer of wealth.

Family stewards often have privately held businesses, and they like to have their children work in the business. When asked what their goals are for their investments, a typical family steward might say, “Good investing lets me take care of my family.”

Independents seek the freedom to do whatever they want by achieving financial security. They may actually hold a corporate job or run a business, but they aspire to be financially free to pursue a hobby full time, travel or even start a business around their hobby—a tour company for cyclists, for example.