B05: Premium Fortunes

Asset-rich families with substantial income, established in distinctive, expansive homes in wealthy enclaves

Type of Prestige Positions consisting of 1.07% of households and 1.35% of population

Who We Are

  • Aged 46-55
  • Household income £150k+
  • Two children
  • Owned detached house
  • High level of household technology

Key Features

  • Company directors
  • Expensive detached houses
  • 5+ bedrooms
  • Highly educated
  • High discretionary income
  • myWaitrose

Description

Premium Fortunes are wealthy families who live in top-of-the-range detached homes in prestigious suburbs. They are married couples aged in their late forties, fifties or older, some with school-age or adult children. Most families have been settled in their homes for a number of years.

These prosperous residents own large, attractive houses priced at a premium level – many are worth over a million pounds. Situated among other similarly expensive properties, they have numerous bedrooms, ample space to entertain and quality cars parked on the drive. Families enjoy a pleasant and quiet home environment located within a commutable distance to the business opportunities offered by major cities.

The parents work in high-status managerial and professional jobs. A significant number are registered as directors of companies. They earn very high salaries or dividends and have amassed considerable investments. On top of the sizeable equity in their home, many own shares and ISAs and have investments such as SIPPs.

They use the internet frequently for practical information and shop online for music and tickets for events, also checking reviews before making larger purchases. They are less frequent users of social media and watch relatively few hours of television.