What is a centi-millionaire?
- A centi-millionaire holds US$100 million+ in liquid wealth.
- Around 30,450 worldwide, more than double in 20 years; ~36% in the US.
- Small enough to reach individually, wealthy enough to commission anything.
- The decisive buyers for trophy property, yachts, jets and blue-chip art.
A centi-millionaire is someone with US$100 million or more in liquid investable wealth. The term names a fast-growing class of the super-rich that sits above the ultra-high-net-worth tier (US$30M+) and below billionaires, and it has become one of the most important segments in luxury and wealth marketing.
How many are there, and where?
There are roughly 30,450 centi-millionaires globally, and the population has more than doubled in twenty years. The United States is home to about 36% of them, concentrated in the leading wealth cities, while the Global South is climbing the ranks quickly. For the full geographic picture, see HNWIs by country and where the wealthy are moving.
The $100 million tier is small enough to name and reach individually, and wealthy enough to commission almost anything.
Why centi-millionaires matter to brands
This tier is the sweet spot for the highest-value categories: trophy property, superyachts, private aviation, blue-chip art and bespoke commissions. They are few enough that account-based, relationship-led marketing is realistic, and wealthy enough to be the decisive buyers in a launch. Unlike the broad HNWI universe, a centi-millionaire audience can be mapped almost person by person.
Reaching them
Centi-millionaires are reached the way all top-tier wealth is reached: through family offices, trusted advisors, private introductions and a discreet events calendar, not mass advertising. The interests and brands differ by how the wealth was made, which is why we build personas per segment. For the channel detail, see how to reach high net worth individuals.
Questions, answered.
What is a centi-millionaire?
A centi-millionaire is someone with US$100 million or more in liquid investable wealth. The tier sits above ultra-high-net-worth (US$30M+) and below billionaires.
How many centi-millionaires are there?
Around 30,450 worldwide, more than double the number two decades ago, with roughly 36% of them in the United States (Henley & Partners).
Where do most centi-millionaires live?
The United States holds about 36% of the world’s centi-millionaires, with major concentrations in leading wealth cities; the Global South is rising fast (Henley & Partners).
Marketing to the $100M+ tier?
We’ll profile the buyers, the brands they commission, and how to reach them, with sources.
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