Família, patrimônio, saúde, viagens: o que move o brasileiro de alta renda

Para o brasileiro de alta renda, tranquildade tem um preço de R$ 17 milhões. Este é o valor médio que os brasileiros com renda mensal de R$ 15 mil ou mais consideram necessário investir para parar de trabalhar ou trabalhar apenas em atividades que gostam, de acordo com um estudo inédito do Google Brasil. O estudo interviewou 792 pessoas do país.

O objetivo varia muito: 37% acreditam que R$ 5 milhões seriam suficientes, enquanto 22% dizem que precisam de mais de R$ 30 milhões. Sete em cada dez afirmam guardar dinheiro para alcançar a reserva desejada. Os brasileiros de alta renda também estão preocupados em preservar o que conquistaram. 80% dos entrevistados são casados e 84% têm filhos, então o principal medo apontado por eles (cited by 79%) é exatamente falhar com a família.

"Não conseguir proporcionar aos filhos a vida desejada ou proteger o legado representa uma das principais dimensões do medo familiar," says the study. Loss of status, liquidity or wealth also appear among the concerns of the wealthiest. Called "social insecurity," it was cited by 78% of respondents, which helps explain the search for products such as insurance, pensions, asset protection and wealth management.

Failure to achieve public goals, including missing growth opportunities, business failures or feeling stagnant, was pointed out by 73% of respondents. Only then does the economic landscape appear as a source of concern (63%). The concept of wealth is also associated with experiences and well-being: 89% say they feel satisfied investing and saving money, while 93% find pleasure in relaxing activities, the same percentage as vacations, good restaurants and cultural programs.

Most consider vacations as the main reward ritual. Visiting countries never visited is the main attraction for 65%, while 63% want to know more of the world and the same percentage wants to know more of Brazil. Among the highest earners, interest in destinations where friends have already been, culinary tourism and experiences in exotic locations is growing.

Health and longevity have also gained space in this equation. 84% say health is "everything they desire" or "desire greatly." Being recognized as a reference in daily self-care is important to most respondents. Genetic tests, biomarkers, longevity interventions, monitoring devices, and services like concierge medicine and 24-hour AI health are part of this universe.

The wealthiest also seem to be becoming more selective in how they relate to others. On social media, 74% are exposing themselves less and 81% have already done a "cleaning" in the accounts they follow. High income also maintains a very intertwined relationship with financial institutions. On average, respondents have accounts in 8.7 institutions, with 92% having accounts in traditional banks and 89% in digital banks.

The multiplicity of relationships also appears in the contraction of products: in the case of insurance, for example, the proportion is 68% among high income versus 33% among the generally banked. In credit, interest rates are the main decision factor for 65% of respondents, but they are far from being the only concern. For 61%, it is essential to have a credit limit compatible with their needs; 59% value flexible terms and conditions, while 57% point to ease and little bureaucracy as important factors.

More than half of respondents had no formal financial education in their youth. As a result, 58% prefer to delegate financial decisions to experts, against 42% who like to personally manage their investments. "To win over Brazil's high-income customers, financial institutions need to go beyond competitive products and rates: they must offer real personalization, excellent consultative service, a diversified portfolio (including global and protective solutions), and an experience that recognizes the value and complexity of this client," the Google study says.