Vietnam Affluent & Mass Affluent Investment Insights 2026
Vietnam Affluent & Mass Affluent Investment Insights 2026 is a nationwide study by Decision Lab of 837 affluent and mass affluent investors across Vietnam's wealth market. It gives financial institutions an evidence-based read on where investor expectations are heading and which institutions are earning consideration - so their teams move before the market does. The report is written for banks, wealth managers, securities firms, and insurers responsible for winning affluent investor consideration in Vietnam.
Key highlight points:
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The market is saving-heavy and under-leveraged. 68% of investors will fund major purchases from personal savings - well ahead of any credit option. Banks should lead with savings-led benefits before credit.
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Affluent investors are more open to borrowing. 47% plan to use credit cards versus 34% of Mass Affluent - the clearer target for credit propositions.
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Two segments, two wealth journeys. Mass Affluent spend to move up as wealth builders; Affluent spend to stay ahead as asset allocators and legacy planners.
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Health and education anchor both. Premium health insurance is the top major purchase for Affluent (43%) and Mass Affluent (37%) alike.
Access the 2026 report
The full 2026 report is available at VND 100,000,000, excluding VAT.
Shape the 2027 edition
The next edition is planned for February 2027. Organisations that want to include up to five customised questions reflecting their own strategic priorities can join as a contributing partner at VND 130,000,000, excluding VAT. Contributing partner slots are limited.
For full report access, contact ntd2@decisionlab.co