寄生的生意 如何用富豪的情報(bào)賺錢

For most of us, fascination with the ultra-wealthy isa pastime. To the sellers of yachts, mansions andjewelry, as well as to fundraisers and portfoliomanagers, the finding, tracking and pitching of theuber rich is serious business.

對我們大多數(shù)人而言，對超級(jí)富豪的關(guān)注只是一種閑時(shí)消遣罷了。而對游艇、豪宅、珠寶賣家，以及資金募集人和投資組合經(jīng)理來說，尋找、追蹤和招攬超級(jí)富豪則是一項(xiàng)嚴(yán)肅的工作。

Wealth-X, a digital platform for identifying UHNW(ultra high net worth) individuals, two weeks agoannounced a “multimillion dollar” investment fromthe $8 billion Insight Venture Partners fund, a proof point of growth.

致力于發(fā)現(xiàn)超級(jí)富豪的數(shù)字平臺(tái)Wealth-X在兩周前宣布，坐擁80億美元的風(fēng)投公司Insight VenturePartners為其提供了“數(shù)百萬美元”的投資，這充分說明Wealth-X增長強(qiáng)勁。

The platform’s database so far includes more than 100,000 profiles spanning the globe, eachrepresenting a net worth believed to be more than $30 million, based on publicly availableinformation. This collection represents a half or less of the world’s total of such individuals;and it’s a number that keeps growing.

迄今為止，Wealth-X的數(shù)據(jù)庫包含全球各地超過10萬名富豪的檔案資料，根據(jù)可獲得的公開信息，其中每個(gè)人的資產(chǎn)凈值據(jù)信都在3,000萬美元以上。全球這類超級(jí)富豪中，有差不多半數(shù)被收錄在這個(gè)數(shù)據(jù)庫中，而這一數(shù)字還在持續(xù)增長。

Co-founded by Mykolas Rambus and David Friedman, Wealth-X competes with Wealth Insight,Wealth Engine, another digital venture, as well as Relationship Science. Employing a staff ofmore than 200 in 13 offices, Wealth-X builds profiles and dossiers of individuals.

Wealth-X是由麥克拉斯o蘭巴斯和大衛(wèi)o弗里德曼共同創(chuàng)立的，其競爭對手包括金融服務(wù)提供商WealthInsight、另一家數(shù)碼企業(yè)Wealth Engine、以及商業(yè)決策公司Relationship Science。該公司的13個(gè)辦事處雇有200多名員工，為超級(jí)富豪建立檔案和資料。

A year’s subscription to the service costs $18,000 and includes the services of Wealth-Xemployees, who will sketch the interlocking relationships among the ultra wealthy and fellowmembers of corporate and philanthropic boards. The company’s subscriber list currentlynumbers more than 300.

這項(xiàng)服務(wù)的年訂閱費(fèi)為1.8萬美元，Wealth-X還會(huì)為客戶勾勒超級(jí)富豪與其所在公司和慈善機(jī)構(gòu)董事會(huì)的其他成員之間的關(guān)系網(wǎng)。目前已有超過300人訂購了這項(xiàng)服務(wù)。

So-called “social mapping” could snag an introduction to, say, a reclusive oil wildcatter whoserves on the same symphony board as a friend, client or acquaintance of a Wealth-Xsubscriber.

這種所謂的“社交地圖”可以讓W(xué)ealth-X用戶抓住機(jī)會(huì)，結(jié)識(shí)身處同一個(gè)交響樂團(tuán)董事會(huì)的另一位超級(jí)富豪，比如說一位低調(diào)的石油大亨，將其發(fā)展成為自己的朋友、客戶或是熟人。

“We’re used by eight of 10 of the largest global banks, most Ivy League schools, every yachtmanufacturer and several dozen high-end retailers,” said Rambus, speaking from a conferenceon wealth in Paris. “We’re starting to see an increasing number of casinos become interested inus.”

在巴黎的一場財(cái)富會(huì)議上，蘭巴斯表示：“我們的客戶包括全球十大銀行中的八家，還有大部分常春藤學(xué)校，所有的游艇制造商和幾十家高端零售商。我們還發(fā)現(xiàn)，越來越多的賭場也對我們的服務(wù)很感興趣。”

Speaking of Wealth-X’s own growth strategy Rambus said it is driven by “five global wealthrelated trends—Wall Street rebalancing, non-profit urgency, luxury brand segmentation,massive wealth transfer, and global wealth creation – that are playing directly into our hands.”

談到Wealth-X自身的發(fā)展戰(zhàn)略時(shí)，蘭巴斯表示，公司戰(zhàn)略的推動(dòng)因素是“與Wealth-X直接相關(guān)的全球財(cái)富五大趨勢——華爾街的再平衡、非營利事業(yè)的緊迫性、奢侈品牌的細(xì)分、財(cái)富的大規(guī)模轉(zhuǎn)移和全球財(cái)富的創(chuàng)造。”

Rambus, a native Detroiter, is a management alumnus of the Massachusetts Institute ofTechnology. Five years ago, while employed at Forbes magazine, he was trying to persuadeForbes to expand, digitize and commercialize its Forbes 400 list of the world’s wealthiestpeople.

蘭巴斯是底特律人，畢業(yè)于麻省理工學(xué)院(Massachusetts Institute of Technology)，獲得管理學(xué)學(xué)位。五年前任職于福布斯(Forbes)雜志時(shí)，他試圖說服《福布斯》擴(kuò)充其全球400富豪榜(Forbes 400)，將其轉(zhuǎn)型為數(shù)字化產(chǎn)品。

“We had lots of meetings and discussions but never could quite come up with a decision andan execution plan,” he said.

蘭巴斯說：“我們多次開會(huì)，進(jìn)行了大量討論，但沒有做出什么決定或執(zhí)行計(jì)劃。”

Rambus resigned from Forbes and came up with his own plan, in collaboration with Friedman,whom he met socially.

后來蘭巴斯離開了《福布斯》，攜手他在社交場合結(jié)識(shí)的弗里德曼一起推行自己的計(jì)劃。

Forbes, in the meantime, has created a global billionaires list, numbering 1,645, including 268new members in the latest year. Rambus thinks the number is poised to double at least in thenext decade or so, creating tremendous opportunities for organizations that sell luxury items,as well as colleges, foundations and other institutions.

與此同時(shí)，《福布斯》在2014年建立了一份全球身家10億美元以上的富豪榜單，上榜人數(shù)達(dá)到1,645人，其中包含268名新入榜者。蘭巴斯認(rèn)為，在接下來的十年中，富豪榜人數(shù)將至少翻倍，這將為奢侈品公司、大學(xué)、基金會(huì)和其他機(jī)構(gòu)提供巨大的機(jī)遇。

“For organizations in this ultra wealthy space, the opportunities are tremendous. We are still atthe beginning of a massive wealth creation wave,” he said. “The broader base of UHNWindividuals is set to expand as well.”

蘭巴斯表示：“對致力于為這個(gè)超級(jí)富豪群體服務(wù)的機(jī)構(gòu)來說，機(jī)遇是巨大的。我們?nèi)匀惶幱诖笠?guī)模財(cái)富創(chuàng)造浪潮的初期。更廣泛的高凈值群體也會(huì)持續(xù)擴(kuò)張。”

Some UHNWs no doubt like to fly below the radar and aren’t pleased that it’s easier than everto lead solicitors and marketers to them. Some have contacted Wealth-X to let them know thedatabase’s info is spot on – and a few have furnished fresh information.

毫無疑問，對律師和營銷商能以這樣前所未有的方式輕松地找到他們，某些喜歡隱藏在公眾視線外的超級(jí)富豪并不樂意。而另一些已經(jīng)聯(lián)系Wealth-X，告訴他們數(shù)據(jù)庫的內(nèi)容無誤——有幾個(gè)超級(jí)富豪還提供了最新信息。(財(cái)富中文網(wǎng))