For the first time, Eton Solutions is speaking directly to multi-millionaires who do not have a family office of their own, with the launch of a marketing for its new consumer-facing platform, EtonAlpha.
The campaign positions the product as a digital “family office in a box,” offering sophisticated wealth management tools previously accessible only to ultra-high-net-worth families.
At the centre of the campaign is a video that guides viewers through a generational wealth journey. It showcases a virtual family office where every asset – from investments, trusts and wills to homes, cars, art and jewellery – can be viewed and managed in real time.
In one scene, a man reviews all family accounts on an iPad; in another, a woman checks updated valuations of residences, cars, wine collections and art. Their son examines the family’s full statement of assets, while a voiceover reminds viewers: “Your Legacy shouldn’t live in pieces.”
The campaign promotes EtonAlpha, which leverages the same technology that underpins more than 960 established family offices worldwide, bringing institutional-grade digital solutions to individuals with smaller but still substantial wealth.
Traditionally, family offices are set up by families with $100 million to $250 million in investable assets. Therefore, EtonAlpha aims to meet the growing demand from high-net-worth individuals who want to move away from manual management and adopt a consolidated, digital-first approach.
The campaign will run across digital and social channels for the next month.