Know your customer. It's the first thing they teach you in business school...and for good reason! If you want to succeed in the business world, you need to know who you are selling to. Conceptually, this is understood by just about everyone. However, fewer understand how to put this into practice. But what does knowing your customer actually mean? Simply put, it means understanding every-thing there is to know about them so that you can drive better, more personalized sales experiences. It also means having the answers to lots of questions about them. Such as - Where do they live? What are they interested in? What do they value? And to some companies...How much wealth do they have?

Wealth matters. Financial services organizations, luxury retailers, travel and hospitality companies, luxury vehicle manufacturers, companies that sell products that are high-end considered purchases, and even nonprofits can ben-efit greatly from knowing the wealth of their potential prospects. Understanding the capacity of these individuals is a critical component of their buyer profiles. This group of organizations make up a very sophisticated community and understands that knowing everything you can about your prospects - including their wealth - will set you apart in the marketplace. At WealthEngine, we specialize in helping you find, understand, and engage with wealthy individuals. Our world-class consumer database compiles 1,500 data attributes for over 240 million individuals in the US. That's nearly a half-trillion data points to give organizations more information to help them improve their sales, marketing, and fundraising efforts. While we have data on the majority of the US population, our clients tend to focus on individuals with a significant financial capacity. They are commonly looking for "the millionaire next door". And with that, the Wealth Report was born.

The following pages detail millionaires with a net worth greater than $1 million in the San Francisco area and its metro surroundings.These high net worth individuals are ideal prospects for organizations in many considered-pur-chase industries, such as luxury retail, hospitality, travel, automotive, financial services, and any other space where wealth matters.

© 2017 WealthEngine, Inc. All Rights Reserved

Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been compiled together

for informational purposes. WealthEngine is not making any recommendations for action based on the data within this report. Readers are encouraged to consult with their

appropriate legal, accounting, and professional counsel before implementing any suggested actions. WealthEngine has no liability for errors, omissions, or inadequacies in

the information contained herein or for interpretations thereof and shall not be held liable for any claims or losses that may rise from the implementation of the data in this

report. The data are subject to change at any time.

To start understanding millionaires in the San Francisco area, we should first look at the entire population. We have data on about 6.67 M individuals that live in the region. Only about 27.14% of the overall population is worth greater than $1 million and qualifies as a millionaire.

Now that we understand the millionaires as they relate to the overall population, we can have better context as we zero in on millionaires throughout the rest of the report. There are 1,809,015 millionaires within the San Francisco area. The majority of those are individuals with a net worth between $1-$5 million. However, there are some ultra high-net worth individuals that live within the region. 794 individuals are worth over $500 million. These individuals are the ideal prospects for companies looking to sell extremely high priced items or for nonprofits looking for major donations. The breakdown of the millionaires by net worth is below, organized by the estimated net worths

72.9%

27.1%

Millionaire Breakdown by Net Worth

Total Profiles in the San Francisco Area

6.67 M

Total Millionaires in the San Francisco Area

1.81 M

1,631,905

129,661 37,077 5,670 2,097 1,811 794

$1M

-$5M

$5M

-$10

M

$10M

-$25

M

$25M

-$50

M

$50M

-$10

0M

$100

M-

$500

M

>$50

0M

Millionaire Breakdown by Net Worth

Not all millionaires are created equal. They differ greatly, from age to gender to the types of cars they drive, their political affiliations, and even where they are clustered. The rest of this report dives deeper into San Francisco millionaires to under-stand what makes them unique and different from those in the rest of the country.

We'll start our analysis of San Francisco millionaires with a look at a breakdown by age. As you can see from the data below, there are millionaires at all points in the spectrum. The majority of our millionaires cluster in the middle, but we have some very young people, with 5,453 people under 30, and some elderly individuals, with 6.5% of millionaires over the age of 90!

0.3% 1.4%

7.3%

19.6%

28.4%24.2%

12.2%

6.5%

<30

30-4

0

40-5

0

50-6

0

60-7

0

70-8

0

80-9

0

>90

Millionaire Breakdown by Age

The millionaires in San Francisco tend to skew more male than female. 53% of the individuals are male and 47% are female.

San Francisco millionaires also tend to be married. For those seeking love with wealthy individuals, only 8% of the millionaires in San Francisco are single.

Basic Demographics for San Francisco Area

Women46.5%Men

53.5%

Single8.4%

Married91.6%

What political party do the Millionaires in the San Francisco area align with?

Democrat91.6%

Republican3.9%

Other / No Affiliation 4.5%

In 2017, it's hard to find individuals who aren't very political, and individuals in the San Francisco area are no different. The millionaires slant more Demo-crat, with 92% aligning with Democrats and 4% aligning with Republicans.

About 4% don't align with either of the two main parties and likely avoid arguments at their Thanks-giving dinners.

The millionaires in the San Francisco area have unique vehicle tastes. Below, we've listed the top car makes and the top car models amongst these wealthy individuals. The most popular car make amongst this group is BMW and the most popular car model is the BMW 3 SERIES. The top 3 for each category is listed.

Top Car Makes Top Car Models

BMW

MERCEDES

TOYOTA

123

123

BMW 3 SERIES

MERCEDES-BENZ E CLASS

BMW 5 SERIES

Owning a plane or a boat is synonymous with high net-worth individu-als. Very few people can afford these luxury vehicles, making millionaires prime targets for manufacturers in this space. The people in San Francis-co are no different. Only 12,710 of the millionaires own their own boat and only 9,938 own private planes.

Plane & Boat Owners

Planes 0.5%

Boats 0.7%

Most Saturated Millionaire ZIPs in San Francisco Area

123

94027 Atherton, CA

94028 Portola Valley, CA

94970 Stinson Beach, CA

San Francisco is a big place. There are locales within the region that have a higher saturation of millionaires. The top 3 are listed to the left. Ather-ton, CA is the city within the San Francisco area most densely populated with millionaires.

ConclusionOver the past few pages within this report, we've given you a high-level sample of the individuals within the San Francisco metro area. We've shared a small number of data points and aggregated them at the metro area for easier analysis. But your sales and marketing doesn't operate at the aggregated level. You are engaging with individuals and targeted segments. We can help you with that. Behind every graph and stat, there are a number of individuals that make up the data. We know who they are and how to best engage with them.

This isn't even the full subset of the data that's available through the WealthEngine platform. You can personalize your outreach efforts in many ways with the following additional pieces of information: Real Estate, Business Information, Stock Holdings, Charitable Giving History, Demographics, Family Details, Lifestyle Preferences, Interests, Buying Patterns, and more. With detailed contact information along with these profiles, such as Name, Address, and Email Address, you have a number of different ways to engage at the individual level with your ideal prospect.

To understand more about the millionaires in San Francisco or anywhere else in the US, contact us and setup a free demo. Let us show you the powerful things you can do with wealth intelligence.

About WealthEngine

Contact Us Today for a Free Demo

WealthEngine is the leading provider of predictive marketing analytics, audience development, and wealth intelligence services. Named a Cool Vendor in Data-Driven Marketing by Gartner, marketers use WealthEn-gine's comprehensive insights to understand what drives consumer decisions and when best to engage them. For more than two decades, WealthEngine has provided wealth intelligence solutions to help marketing and financial services professionals create strategies to extend their reach and build their prospect pipe-line. WealthEngine’s leading consumer database contains 1,500+ attributes on over 240 million US indi-viduals. That’s nearly a half trillion data points powering its suite of products and services. This combina-tion of great products and world-class data has positioned WealthEngine as the premier consumer wealth intelligence solution. Headquartered in Bethesda, MD, WealthEngine provides clients in the United States with solutions that provide a complete picture of the people they already know, and tools to find new people they would like to get to know. WealthEngine works with luxury organizations, financial services firms, nonprofits, hospi-tals, institutions of higher education, political campaigns, advocacy groups of all sizes, and any other orga-nization looking to use wealth data to enhance their efforts. WealthEngine’s primary mission is to provide their clients with consumer intelligence to achieve sales and marketing success.