Goldman Sachs launches AI-driven wealth platform for mass affluent clients

Goldman Sachs is making a decisive move into the mass affluent market with the launch of a new AI-powered wealth platform designed to deliver personalized financial planning at scale. The initiative marks a significant shift for the 155-year-old investment bank, which has traditionally catered to ultra-high-net-worth individuals and large institutions. By targeting clients with investable assets between $250,000 and $5 million, Goldman aims to capture a growing demographic seeking sophisticated advice without the exclusive price tags of traditional private banking.

The platform combines algorithm-driven insights with human oversight, offering users tailored investment portfolios, tax optimization strategies, and retirement planning tools. One of its core features is a machine learning engine that analyzes market data, client behavior, and stated goals to make real-time recommendations. Goldman emphasizes that the technology is meant to augment, not replace, its human advisors. Clients can choose to interact primarily with the digital platform or work in tandem with a dedicated advisor for more complex needs.

To power the service, Goldman recently invested in Conquest, a Canadian fintech that specializes in AI-driven financial planning software. Conquest’s platform is already used by tens of thousands of advisors globally, including major firms like Morgan Stanley and RBC. The technology allows advisors to model different financial scenarios quickly, incorporate shifting market conditions, and update plans dynamically. With this partnership, Goldman is integrating Conquest’s tools directly into its new mass affluent offering.

The move reflects a broader trend across the wealth management industry, where established players are embracing digital solutions to reach untapped segments. Competitors such as JPMorgan Chase, UBS, and Charles Schwab have rolled out hybrid advisory models that combine automation with personal consultation. These models appeal to a generation of investors who expect the convenience of mobile apps but still value the reassurance of human expertise, especially during volatile markets.

Goldman’s expansion comes at a time when the mass affluent segment is growing rapidly in the United States and abroad. Rising home equity, equity market gains, and the ongoing transfer of wealth from baby boomers to younger generations are driving demand for accessible, high-quality financial guidance. By lowering the entry threshold, Goldman hopes to establish early relationships with clients who may eventually qualify for its private wealth division.

Industry analysts say the bank’s brand recognition and reputation for institutional-grade research could give it a competitive edge. However, they also note that the mass affluent market is crowded and highly price-sensitive. Goldman will need to balance the cost of personalized service with the efficiencies promised by automation. The bank is positioning the platform as a long-term growth engine, one that could both diversify its revenue base and strengthen its foothold in retail financial services. If successful, it may also signal a broader shift in how elite financial institutions think about their customer base, blending prestige with accessibility in a way that aligns with the digital age.