High-achieving families living fast-track lives, advancing careers, finances and their school-age kids' development
Type of Prestige Positions consisting of 1.66% of households and 1.77% of population
Who We Are
- Aged 36-45
- Household income £100k-£149,999
- Two children
- Owned detached house
- High level of household technology
- Families with 2+ children
- Large, detached houses
- High value properties
- University degrees
- High income, large mortgage
- Electronic money transfers
Alpha Families are parents achieving career success while bringing up children. They are typically aged in their late thirties and forties, with children at primary or secondary school.
Their upmarket detached houses provide a comfortable environment for family life, with four or five bedrooms allowing each child to have their own space. They are typically worth twice the national average and there may be sizeable mortgage payments to make. Many owners bought their current homes within the last ten years. They are found in lower-density suburbs at the outer edges of cities, and in towns and villages that are within commuting distance of business centres.
Both parents are likely to work in high-status jobs that offer substantial salaries, some as directors of companies. They have some savings already and aim to build an investment portfolio including pensions and shares. They can afford to take several holidays a year, giving them valued time with family away from the juggles of day-to-day life.