Name one bank that the average person on the street recognizes as an exclusive bank that only rich people can afford to use, like they do with Ferarri or Rolls Royce.
Typically UHNW has a private family office, something between a concierge and philanthropy and a private investment organization, which maintain relationships with private banking services provided by Credit Suisse, UBS, etc. It can cost 1-2 million USD a year to run a private family office.
You never hear about family offices and in some areas you may only see a discreet sign at a posh building saying "private banking" and all of these folks want to keep it that way. The branding play here is being tight-lipped and discrete.
The Bentley of banks is not for UHNW, just like mass luxury products are neither.
The Bentley of banks is for people like this:
https://twitter.com/FloydMayweather/status/11469115382272368...
I think you're on to something. I wouldn't be surprised if Soho House or other private clubs work with retail banks towards something like this.
One time, long ago, I had money once, and I was a member of HSBC Premier. It allowed to me to cut lines at the bank, have a small lounge area, and get free coffee. But that's about it. I don't think it would cost them too much to sign a deal with Soho House or WeWork or something like that, and offer tickets to see Beyonce at some private concert or something like that.
There could be market for something like that.
J.P. Morgan's private bank even issues the "Reserve Card", which is identical to the Chase Sapphire Reserve, except that it is made out of palladium to show off to anyone who cares and it has a higher annual fee.
You flaunt a R-R, you don't flaunt your bank.