Nearly 45% of respondents to the EY Global Wealth Research Report believe that investing has become more complex, shifting priorities from simple return maximization toward a more comprehensive approach. The way people invest is also evolving: 51% of respondents now hold alternative assets in their portfolios, and around 60% expect artificial intelligence to play a significant role in wealth management.
In Poland, the number of people with assets exceeding PLN 400,000 has more than tripled over the past decade, reaching 4 million residents, according to EY-Parthenon’s analysis. This group controls around 62% of the country’s total wealth. Meanwhile, the number of individuals with assets above PLN 4 million has doubled, from around 50,000 to 100,000.
Rising Demand for Comprehensive Advisory Services
“The Polish Wealth & Asset Management segment is expected to grow strongly in the coming years, catching up with other European markets. This creates rising demand for proactive advisory services – focusing on comprehensive support, conscious and personalized goal-setting with clients, and taking into account lifestyle, family, and long-term objectives. Financial institutions, including banks, are also expanding their investment offerings for affluent clients. Building trust through personalized support is key to developing long-lasting client relationships,” said Mateusz Stępiński, Director at EY-Parthenon.
Despite a significant increase in household savings in Poland, the region remains more cash- and deposit-focused (around 50% of savings) compared with Spain (35%) or Italy (26%). However, there are signs of change: in 2024, Poles invested a record amount in investment funds.
“The structure of investment funds is evolving, with a growing share of fixed-income instruments such as government and corporate bonds or money market securities. This reflects a relatively low appetite for risk among Polish investors. Education and modern wealth management tools can help clients diversify and strengthen their financial health,” added Stępiński.
Moving Beyond Return Maximization
The 2025 EY Global Wealth Research Report, based on 3,600 respondents across 30 countries, shows that 45% of investors see today’s investment environment as more complicated. The main reasons cited are economic slowdown and recession risks (55%), inflation (52%), and market instability – including the impact of AI on companies (45%).
Clients are therefore shifting their focus:
- 86% discuss preserving and protecting wealth with advisors
- 79% focus on investment strategy
- 77% want better understanding of how daily actions affect personal finances
- 75% review long-term financial goals and planning
Wealth Transfer Becoming More Complex
Wealth transfer is increasingly seen as a challenge: 45% now view inheritance as highly complex, up from 31% two years earlier. Nearly three-quarters of respondents have discussed retirement planning with their advisors, 72% have explored ways to reduce tax burdens (including inheritance tax), and 64% have prepared for succession. Yet only 6% have actually transferred wealth so far.
Most clients (81%) plan to pass on real estate to spouses or children. Many also intend to reinvest inherited assets (50%), maintain existing portfolios (42%), or invest in real estate (36%). Other planned uses include funding children’s or grandchildren’s education (27%), charitable giving (16%), debt repayment (11%), and supporting retirement income (29%).
“The upcoming wave of intergenerational wealth transfer represents both a challenge and an opportunity – especially in Poland, where this phenomenon is still relatively new. It offers financial institutions the chance to build trust and long-term relationships, as seen in international practice,” said Stępiński.
Growing Interest in Alternative Investments
While financial performance remains the main driver in choosing a wealth manager, diversification is becoming increasingly important. Half of respondents (up from 36% in 2022) now see access to diverse products – including digital assets – as a key factor when selecting a provider.
Currently, 70% of clients still invest in cash equivalents, but interest in alternatives is growing:
- 51% hold alternative assets (e.g., hedge funds, private equity, or real estate)
- 53% invest in index funds and ETFs, while another 29% are considering them
However, demand often exceeds advisory focus: 27% of clients want to learn more about alternatives, but only 15% have discussed them with advisors.
“Clients are showing growing interest in alternative investments. Advisors should present a full spectrum of opportunities, tailored to risk profiles and expected returns. Trends such as the integration of digital assets with traditional finance make this space more accessible, even for cautious investors,” Stępiński noted.
Can AI Replace Wealth Advisors?
Currently, about 29% of assets are self-managed by investors – a figure likely to rise with the spread of AI-based tools. Already, 60% of clients, including high-net-worth individuals, expect AI to play a major role in managing their wealth. Trust in AI is highest among millennials: 63% would follow AI investment recommendations without human oversight.
“AI is entering wealth management with force, enabling rapid and precise analysis of vast data sets – also for clients themselves. Agentic AI, or personalized AI agents, is emerging as a trend, offering clients more frequent and higher-quality interaction. However, empathy and human experience remain irreplaceable. Advisors are increasingly valued as trusted consultants who understand client needs and market realities – providing security in uncertain times,” concluded Stępiński.
About the Report
The 2025 EY Global Wealth Research Report was conducted between October and December 2024 using both qualitative and quantitative methods. It surveyed over 3,600 respondents across asset classes ranging from $250,000 to over $30 million in wealth. Participants came from 30 countries, including the US, Canada, Brazil, Mexico, major European states, GCC countries, Australia, China, India, Japan, and Southeast Asia.
Source: Manager+
