What the World’s Richest Families Fear Most — And the Human Values Driving Their Decisions Today

Global billionaires shift focus to purpose, wellbeing and long-term legacy in a rapidly changing world

Dubai: The world’s richest families are redefining the very concept of wealth, prioritising time, health, relationships and purpose over traditional financial measures, according to new insights from J.P. Morgan’s Global Private Bank. The findings—drawn from conversations with more than 100 billionaire principals across 28 countries—highlight a transformative shift in how the ultra-wealthy view prosperity amid global uncertainty.

More than 90% of surveyed principals said their definition of prosperity is no longer tied to money, but instead to the quality of their relationships and their ability to live with intention. Nearly 85% now measure success through impact, creativity and values-led leadership, marking a new era in global wealth stewardship.

Andrew L. Cohen, Executive Chairman of J.P. Morgan Global Private Bank, said the openness of these families offers unusually candid insights into a community rarely seen in public. “Their candor provides invaluable lessons for anyone seeking to build wealth with long-term impact,” he said.

Rising Global Risks Top the Agenda

Despite unmatched financial strength, billionaire families are increasingly focused on global risk. Geopolitical tensions are now the leading concern for 56% of principals, who cite global fragmentation and conflict as the biggest threats to their businesses, communities and wealth.

Climate challenges, disruptive technologies, uneven regional growth and volatile markets compound these concerns. Many families are now restructuring their governance models, reassessing diversification strategies and building resilience into long-term planning—especially those managing assets across multiple jurisdictions.

AI Becomes an Essential Part of Life and Business

Artificial intelligence is rapidly integrating into the daily lives of the ultra-wealthy.

• 79% use AI for personal tasks such as research, writing, travel planning and creative projects—primarily to reclaim time and improve decision-making.
• 69% leverage AI in business operations to boost productivity, enhance data analysis and support strategic planning. Some have reported significant cost reductions, especially in legal research and due diligence.

However, principals remain cautious. “AI is opening new doors,” Cohen said. “But true success comes from balancing innovation with human judgment and values.”

Passion Investments on the Rise

A growing number of billionaires are expanding beyond traditional investment categories. While 75% maintain globally diversified portfolios, many are increasingly drawn to passion-driven assets.

• 34% have invested in sports ownership, viewing teams and arenas as both lucrative ventures and platforms for community influence.
• Art (23%) and collectible cars (10%) are gaining popularity for their cultural significance and strategic financial value.
  Luxury collectibles are also being used more frequently as collateral for liquidity.

“Ownership has evolved from hobby to business,” Cohen noted. “These assets unify families while generating financial returns and community impact.”

Philanthropy Remains Central to Legacy

Philanthropy is at the heart of long-term planning for ultra-wealthy families. More than 70% have established structured philanthropic teams to ensure impact and accountability. For many, charitable giving is also a way to involve younger generations in leadership and values-building.

As one principal put it: “When I think about my legacy, I think about giving back.”

EMEA Billionaires Blend Innovation With Caution

Across Europe, the Middle East and Africa, billionaire families are embracing innovation while navigating heightened global risks.
Natacha Minniti, Head of 23 Wall International and Global Co-Head of Family Office Practice at J.P. Morgan Private Bank, said the region’s leaders are “redefining modern stewardship.”

• 63% oversee long-established, multi-generational legacies.
• 37% are self-made business owners.
• 74% are integrating AI into personal and business functions.
• 20% are investing in sports ownership.
• Yet 68% cite geopolitical tension as their top concern.

A New Wealth Model Built on Purpose

The findings point to a fundamental shift: today’s wealthiest families are moving from simple financial accumulation to purpose-driven, values-centered stewardship. The world’s richest are increasingly guided by meaning, human connection and long-term impact—reshaping what global wealth will look like for generations to come.