I worked with a start-up that focused on providing software for private family offices. These are for UHNW people who have more than 100 million USD. They do not want to brag that they go to the Bentley of banks. They want to keep it as private as possible.

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.