Cracking the Code: Reaching UHNW Individuals in the Digital Age
By Hans Lagerweij
Here at Click Core Strategies, we’re always digging into what’s new in digital marketing. And one of the most interesting, and trickiest, areas right now is figuring out how to truly connect with Ultra High Net Worth (UHNW) individuals online. Unlike talking to a big general audience, reaching these discerning people means being super precise, respectful of their privacy, and deeply understanding how they actually use the internet.
The old ways of marketing often miss the mark. Wealthy individuals aren't really swayed by basic ads. Instead, they look for trusted connections, special content made just for them, and subtle interactions that offer real value. This means our digital plans for them need to be very smart, focusing on:
Making everything feel custom-made, even when reaching a lot of potential customers.
Being present, but in a quiet, smart way, on platforms where UHNW individuals go for business insights, expert opinions, and hand-picked content – not just obvious sales pitches.
Creating content that teaches and entertains, not just sells, offering unique insights and access to special opportunities that match their interests.
Building trust online by showing our deep expertise and strong connections, just like they value in the real world.
Trust is the currency when engaging UHNW individuals online, just as it is in their offline world. These individuals operate in environments where discretion, reliability, and credibility are non-negotiable. Building a digital presence that reflects those values takes more than high-quality production or flashy creative. It requires discipline in how a brand shows up, consistency in messaging, and a clear understanding of what this audience actually finds valuable. Every interaction, whether it’s a thought leadership piece or a quiet presence in the right forum, has to be intentional and well-executed.
Earning that level of trust doesn’t come from surface-level activity or chasing trends. It comes from clarity of purpose and seamless internal execution. At Click Core Strategies, we’ve seen time and again that the strength of a digital strategy is only as solid as the team behind it. Tools and tactics matter, but without people who understand the rationale, share the vision, and move in sync, even the best plan stalls. Internally aligned teams bring speed, confidence, and adaptability to the table, which is essential when you’re operating in high-stakes markets. When the entire team understands not just what to do, but why it matters, your digital efforts resonate. And with UHNW audiences, that kind of cohesion is often the difference between being ignored and being trusted.
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
