J.P. Morgan Private Bank is expanding its offerings beyond traditional wealth management by launching a new lifestyle service for its affluent clients. The program provides access to discounts, exclusive offers, and curated referrals for services ranging from private aviation and luxury travel to household staffing and art restoration.
The initiative reflects a growing trend in the wealth management industry, where financial advice and investment products have become more standardized. High-net-worth individuals and family offices are increasingly seeking guidance from their financial institutions on personal and lifestyle matters, viewing them as trusted partners in broader aspects of their lives.
According to William Sinclair, co-head of the Global Family Office Practice at J.P. Morgan Private Bank, many clients now expect comprehensive support that extends well beyond asset management. The new platform was designed to address that need by connecting clients to a carefully vetted network of providers across a wide spectrum of services. Clients can access the platform at no extra charge, with benefits that include free consultations, discounted rates, and tailored offers.
The scope of services is extensive. For travel, clients can rely on Valerie Wilson Travel, acquired in 2022 through J.P. Morgan’s purchase of travel management company Frosch, to design personalized itineraries and luxury experiences. In private aviation, options range from jet card programs and fractional ownership to charter flights, depending on individual preferences. Collectors can receive specialized advice on managing and maintaining their collections, including cataloging, restoration, acquisitions, and sales in both primary and secondary markets.
Household staffing needs are also a major focus, with access to recruiting firms that specialize in placing employees for family offices and private residences. Additional offerings include health-care management and “CFO services” such as bookkeeping, bill payment, and financial reporting, which allow clients to consolidate and monitor all of their investments in one place. These financial management features are particularly sought after by ultra-wealthy families and business owners.
Private jet services, bill paying, and payroll management for household staff remain among the most requested features. Many entrepreneurs who sell their companies also look to the bank for assistance in areas such as health insurance. As demand grows, J.P. Morgan plans to expand the platform further, with upcoming additions likely to include physical security, enhanced insurance offerings, and specialized human resources services.
Emily Margolis, head of lifestyle services, noted that the platform will continue to evolve in response to client feedback, ensuring that it adapts to the increasingly complex needs of today’s ultra-high-net-worth households.
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