Building wealth with purpose: How Barclays supports Asian families in wealth transition

A GENERATIONAL shift is reshaping the private wealth landscape. While older high net worth individuals (HNWIs) traditionally focused on accumulating and preserving wealth, the newer generation – often inheritors or entrepreneurs themselves – are demanding something more: a holistic, purpose-driven approach to managing wealth.

Barclays Private Bank, with over 330 years of heritage and a global footprint across Europe, the Middle East and Asia, is evolving to meet this moment. By offering tailored advice and bespoke solutions centred on liquidity, lifestyle and legacy, the British bank is helping next-generation HNWIs navigate complexity, manage wealth transfers across generations, and align their values with their capital.

“While older generations who are founders of wealth primarily focused on capital accumulation and preservation, newer generations, especially next-gen HNWIs and inheritors, are increasingly looking for a more holistic approach. They seek partners who can address not just investment returns but also support in managing wealth transfers and family dynamics, philanthropy, sustainability and impact investing,” says Evonne Tan, head of Private Bank Singapore.

According to the bank, younger HNWIs are placing increased focus on legacy and purpose. “Beyond financial legacy, younger HNWIs are deeply concerned with their impact on society and the environment. They want their wealth to reflect their values, leading to a strong demand for sustainable and impact investments. This extends to how their family business is managed and transitioned.”

Tan adds that younger clients tend to be more open-minded, noting: “While older generations might have had more localised portfolios, younger HNWIs have a more global outlook, seeking diversification across geographies, currencies, and a broader range of asset classes, including alternatives. Many next-gen HNWIs are entrepreneurs themselves, or actively involved in family businesses, bringing a desire for innovative, dynamic and growth-oriented investment strategies that may include venture capital, private equity, and direct investments.”

Barclays’ structured wealth management framework is designed to support clients in three key areas: liquidity, lifestyle and legacy.

Liquidity involves ensuring clients have access to sufficient liquid assets for their immediate needs and unforeseen circumstances, while still optimising returns.

Lifestyle supports clients’ current financial needs and aspirations, aligning their wealth with their desired way of life.

Finally, legacy is the area where Barclays sees as increasingly important and the bank provides various solutions to support our clients’ legacy needs. These solutions include wealth planning and advisory in estate and succession planning, asset structuring, family governance support, next-generation education, and philanthropy services.

A new generation of investors

Barclays is also adapting its investment approach to match the evolving preferences of next-gen clients. “Younger HNWIs often have a strategic approach to diversification and long-term growth and a desire for uncorrelated returns. Barclays provides access to a broader spectrum of alternative asset classes, including private equity and venture capital, hedge funds, and real estate investments These alternative asset classes have become investment options for business families willing to give up access to liquidity in exchange for potentially higher returns over a longer investment time horizon,” says Ken Sze, head of Investments Asia.

Sustainable and impact investing has also become an important priority for many next-gens. “Barclays offers sustainable discretionary portfolios designed to generate risk-adjusted returns while investing in companies that align with our in-house sustainability criteria. ESG considerations are incorporated across the entire investment process, even for traditional discretionary portfolios, reflecting a broader commitment to responsible investing. Clients interested in making a measurable and intentional social or environmental impact are offered impact investing opportunities,” says Sze.

As part of its service offering, Barclays provides thought leadership content on emerging investment topics such as currency diversification strategies, as well as new thematics such as artificial intelligence, climate change, biotechnology, clean energy alternatives, and the future of mobility, delivered through webinars and strategy publications. “We aim to keep our clients informed on the latest investment trends and place a strong emphasis on personalised advice from our dedicated private bankers and investment advisers who seek to understand our clients’ specific investment goals and preferences,” says Sze.

A cross-regional expertise and global connectivity for Asian clients

Barclays’ global heritage, particularly in Europe and the Middle East, gives it a unique edge. “Europe and the Middle East have along history of established family wealth and family businesses. Our experience with these families provides invaluable insights and best practices in intergenerational wealth planning, succession, and family governance that are directly applicable to the burgeoning HNW and business family segment in Asia,” says Tom Road, team lead, global clients.

The bank also connects Asian clients to global investment opportunities. “Barclays’ strong presence in Europe and the Middle East offers direct access to investment opportunities, market insights, and differentiated strategies within these regions. For Asian HNWIs with international assets, businesses, or family members residing in Europe or the Middle East, Barclays’ seamless cross-border capabilities in banking, lending, and investments are crucial,” adds Road. Clients may benefit from access to private market and co-investment opportunities not typically available through regionally focused banks. “Our extensive network in Europe and the Middle East, combined with our investment bank capabilities, gives Asian clients access to exclusive private market deals,” says Road.

This global perspective contributes to Barclays’ disciplined active asset management approach. “In a market with increasing passive options, we champion an active, conviction-based approach to navigate complex market conditions,” says Sze.

Unlike passive strategies, Barclays’ active management model allows for risk mitigation and dynamic reallocation of assets in response to economic or geopolitical shifts.

Above all, the bank places long-term relationships at the core of its offering. “Despite offering digital tools, our model remains relationship-driven. A dedicated private banker works collaboratively with clients, their family, and external advisers to provide bespoke solutions,” says Tan.

As wealth grows more complex and values-driven, Barclays believes its combination of global insight, institutional access and personalised connection positions it well to support the next generation of clients.

Says Tan: “Clients can ensure their wealth serves not just their generation, but also leaves a positive and lasting imprint for future generations and society.”