Inside the minds of the mega-wealthy: And what they want from their advisors

How do billionaires think? And perhaps more importantly, what do they think when it comes to how their money is managed and its impact?

That’s what JPMorgan’s elite 23 Wall Team have revealed in the firm’s 2025 Principal Discussions Report, drawn from interviews with 111 principals spanning 28 countries and 15 industries, families each with fortunes large enough to move markets.

It shows that they are redefining what it means to be rich in an era when volatility, technology, and social scrutiny are reshaping the meaning of success.

“Principals remind us that prosperity is about much more than financial capital,” says Andrew L. Cohen, executive chairman, Global Private Bank. “Their perspectives challenge us all to rethink what it means to build enduring wealth, placing purpose, connection, and stewardship at the very heart of their journey.”

Roughly nine in ten respondents said their truest form of wealth isn’t measured in dollars but in time, health, and relationships, while 85% described “success” as the ability to help others and lead with integrity.

It highlights that values-based planning is now the expectation and wealth creators want their capital to reflect their character.

Geopolitical tension tops the worry list for 56% of principals, while nearly four in five have already integrated AI into their personal lives, and about 70% use it in their businesses. Clients may want exposure to innovation, but they also crave guidance on when and how to trust it.

“AI is opening new doors for families and their enterprises, but true success lies in balancing innovation with discernment,” Cohen said.

The report looks at specialty assets that blend personal passion with strategic purpose. Sports teams are the standout with 34% of principals holding ownership stakes, often citing them as both community investments and family legacies. Art (23%) and collectible cars (10%) also feature prominently, not just as trophies but as assets that can be monetized, collateralized, or passed down.

The world’s richest families are doubling down on formal governance, family councils, and philanthropic infrastructure and more than 70% maintain a dedicated philanthropy team to ensure impact and accountability.

Younger family members increasingly see wealth as a platform for influence, not indulgence. They expect transparency, alignment, and measurable outcomes from both investments and giving.

The report shows that the world’s wealthiest families increasingly want advisors who act as partners and educators, not just money managers. Respondents emphasized:

• Active collaboration: 70% prefer advisors who involve them directly in governance, deal structures, and strategy—reflecting a shift from delegation to co-creation.
• Values alignment: Principals want advisors who understand family purpose, not just performance metrics.
• Integrated expertise: They favor teams that bridge investment, philanthropy, and family governance.
• Succession engagement: Many expect advisors to help educate rising generations and facilitate communication across family branches.

In short, advisors are expected to be strategic confidants helping families translate values into action and legacy.

Read the full 2025 Principal Discussions Report from JPMorgan Private Bank.