Private jets parked at Friedman Memorial airport at the Allen & Company Sun Valley conference on July 10, 2025 in Sun Valley, Idaho.
Kevin Dietsch | Getty images
JP Morgan Private Bank is launching a new lifestyle service for its rich customers, offering discounts and references over everything, flights to private jets and trips to staffing and catering art.
This decision comes as private banks and wealth management companies seek to find ways to serve customers outside of basic investment and financial advice, which have become increasingly merchant. JP Morgan said that ultra-high customers and family offices are increasingly turning to their wealth advisers for wider non-financial advice.
“There is a growing trend among customers who want our advice outside of traditional wealth management,” said William Sinclair, co-head of the World Office practice of JP Morgan Bank. “They consider JP Morgan as a source of confidence because of our customers.”
The services will give American customers of the private bank of JP Morgan access to a specialized network of companies that have been carefully verified and organized by the bank. There are no additional costs to access services, and customers will receive exclusive offers, free consultations, reduced prices and other offers from the platform companies.
Services include everything, private jet flights and luxury trips to staff granting, health care management and collectors. They also include aggregate financial replenishment programs, accounting and payment services of invoices (called “CFO services”), which are highly requested by ultra-rich investors and family offices.
For travel advice, customers will be able to access Valerie Wilson Travel, which JP Morgan acquired in 2022 as part of its purchase of a Frosch travel management company. The bank did not appoint other companies available on the platform, but said they included a wide range of providers in various services.
In private aviation, customers will be able to choose from a reaction card program, a fractional property or a charter, according to their needs. For collectibles, customers will be able to obtain advice on the management, maintenance or sale of their collections, cataloging and catering, for sale or purchase on primary or secondary markets.
For the staffing of staff, customers will have access to recruitment companies specializing in families and households. The service will also include financial management services and financial reporting tools, where customers can see all their investments in one place.
Sinclair said that private jet services tend to be the most requested by private banking customers, as well as payment of invoices and payroll management for household employees. He said that business owners who sell their businesses often ask the bank to help find new health insurance plans.
Emily Margolis, head of lifestyle for private banking, said JP Morgan will add more services to the platform as it develops.
“We examine physical security, insurance, more in -depth HR, areas that we see more requests,” said Margolis.