America is divided into social groups based on the income and financial resources of its citizens. One of the groups that is part of the social system are the “mass rich”. The mass-rich are described as people who earn more than the mass market, but less than a million. Very wealthy families generally hold 250,000 to 1 million in income and financial liquidity. More than 13 million households in the United States are mass affluent, accounting for 11% of all US households (Nielsen.com). The mass affluent represent the largest group in the wealth management segment. The mass affluent social group lies between the middle class and the wealthiest of consumers. The typical mass affluent consumer is usually white, married, has a white-collar job, and lives in a two-income family with one child. The mass affluent are characterized as individuals who live a lifestyle distinct from the rest of the consumer market with regards to financial preferences and media consumption. This social group lives in the suburbs, are empty nesters and are part of the baby boom generation. Consumers who are part of the affluent mass work in clerical jobs in finance, business management and hold multiple investment accounts. Well educated and very sophisticated, these consumers do not classify themselves as wealthy. These individuals do not classify themselves as wealthy but have multiple investment accounts including 401ks, IRAs, and CDs. The typical mass affluent consumer does not make many shopping trips but spends more money per trip than the average customer (Nielsen.com). Two-thirds of the mass affluent are 55 or older, which is why so many turn to IRAs. The mass affluent social group with around 22 million... half of the paper... price and communication. If financial services companies focus on providing special services to the mass of the rich, including packages, the mass of the rich will begin to take part in financial services at an even higher rate than the rich. Banks must offer adequate services and consultancy services for which the segment is willing to pay without feeling ripped off. Holding 43% of the world's wealth, the mass wealthy are at a disadvantage and deserve their time to have the same services offered in the banking sector as the mass wealthy. If the banking industry provides exceptional services to the wealthy, the American social system should not prevent the mass wealthy segment from obtaining financial advice. It's time for a change in American banking, and the affluent masses are the future of the affordable lifestyle movement.