From a Click to a Close: The Art of Converting UHNW Clients
By Hans Lagerweij
My last post was all about the top of the funnel - the difficult challenge of finding and making that first, smart impression on Ultra High Net Worth (UHNW) individuals. But once they've clicked on an exclusive report or shown interest in a bespoke service, what happens next? This is where the real work begins: turning a click into a trusted connection and, eventually, a new guest.
For this audience, conversion isn't a quick transaction. It’s a high-touch human process. They’re not looking to “buy now”; they're looking for a partner, an expert, and an experience that matches their high standards. This means the lower funnel strategy must be flawless, focusing on:
A perfect hand-off: The moment a UHNW individual expresses interest, the hand-off from your digital platform to a human contact must be immediate and seamless. A slow or clumsy response at this stage can kill trust and a potential relationship forever.
Creating an exclusive experience: The conversation that follows must feel just as personalized and exclusive as the content that attracted them. This is the time for a one-on-one consultation, access to unique insights, or an invitation to a private event—something that demonstrates you understand their needs.
Content that builds conviction: At this point, your content should move from being purely educational to building conviction. This means sharing success stories, demonstrating your unique expertise with specific case studies, and providing the detailed, strategic information they need to make a decision.
This is also where internal alignment becomes non-negotiable. Converting UHNW prospects requires a tightly integrated effort across marketing, sales, and service. A single misstep, such as a missed follow-up, inconsistent messaging, or miscommunication between departments, can undo weeks or months of work. When teams operate from the same playbook and understand not just what to deliver but why it matters, the experience feels seamless from the client’s perspective. That seamlessness communicates competence and reliability without needing to say it outright.
At Click Core Strategies, we have seen that in the UHNW space, success hinges on subtlety and precision. You are not competing on volume or visibility; you are competing on trust and credibility. Every stage of the journey must reflect the standards of the audience you aim to serve. When your strategy, execution, and people are aligned, a single click can evolve into a long-term relationship built on confidence and shared value.
In the UHNW world, the last mile of the conversion journey is not paved with transactions. It is built on trust, attention to detail, and the ability to deliver an experience that quietly exceeds expectations.
Hans Lagerweij
Non-executive Director, ClickCore Strategies
Hans, originally from the Netherlands, holds an MBA from Erasmus University Rotterdam and an MA in Brand Management. His early career foundation was built in brand activation, development, and sales roles within the packaged consumer goods industry. He then transitioned to the travel and tourism sector, where he has a proven track record of leading, turning-around and growing businesses. His experience includes CEO and President roles at Quark Expeditions and Victory Cruise Lines as well as leading international businesses for Albatros Travel and serving as a Senior Vice President at Four Seasons. Hans now leads Flying Dutchman Consultancy, focusing on growth strategies. He is also a Non-Executive Director of ClickCore Strategies and a board advisor for several startups. His book “The Why Whisperer, how to motivate and align teams that get your strategy done” was released in May 2025
