In order to catch the big fish, financial institutions need not worry about recent performance, fees or the size of their organization, because affluent and high-net-worth investors are more concerned with integrity and trust when choosing who to let handle their money.

"The Motivations Behind Money: Attitudes of Mass Affluent and High-Net-Worth Customers of Financial Services Providers," a recent study by Click Communications, should encourage smaller fund complexes that have struggled in the bear market: Performance and size are not the No. 1 concern of wealthy individuals.

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