The segment is growing in size and importance as total US household assets cross US$100trillion.

Mass affluent households in the US now represent a US$25 trillion market opportunity, as total household financial assets crossed US$102 trillion at the end of 2025, according to t he Cerulli Report: U.S. Retail Investor Solutions 2026. The report notes that overall household assets grew 12% year on year, with wealth continuing to expand across different segments. Households with between US$100,000 and US$2m in financial assets have increased their total wealth from US$14 trillion in 2013 to U