If you’re leading wealth management at a bank or credit union, you’ve likely noticed something striking. The best growth opportunity isn’t out in the market—it’s already banking with you.

The mass affluent segment (households with $100,000 to $1 million in investable assets and incomes between $75,000 and $250,000) represents over $42 trillion of U.S. wealth. Yet many institutions continue to underserve this segment, leaving the door open for fintechs and digital platforms to capture relationships that should be theirs.