[Issue Interview] "Generational Shift in Traditional Wealthy Apgujeong... A Partner Supporting the Transfer of Wealth Across Generations"

"We look beyond the numbers to see the person"
Imisook, Director of KB GOLD & WISE the FIRST Apgujeong Center, shares her philosophy on client trust and asset management

▲ Imisook KB GOLD & WISE the FIRST Apgujeong Center Director

"We look beyond the numbers to see the person."

Imisook, Director of the KB GOLD & WISE the FIRST Apgujeong Center, described her approach to client management in these terms.

Apgujeong is known as a gathering place for ultra-high-net-worth individuals, and is considered a traditional wealthy neighborhood among affluent areas. This is also why KB GOLD & WISE the FIRST chose Apgujeong as its first location. KB GOLD & WISE the FIRST provides private, comprehensive asset management services to clients with financial assets of 3 billion won or more, and currently operates in three locations: Apgujeong (the first branch, opened in 2022), Banpo (the second branch, 2024), and Dogok (the third branch, 2024). Director Imisook joined KB Kookmin Bank in 1989 and, after managing high-net-worth clients in the Daegu region for more than 17 years, achieved the nation's highest asset management return rate outside of Seoul and the metropolitan area?a rare accomplishment. This background led to her appointment as director of the Apgujeong Center, a key battleground in wealth management.

Director Imisook said, "The wealthy in Apgujeong entrust their assets only after building trust over a long period, rather than focusing on short-term returns." She added, "KB GOLD & WISE the FIRST also prioritizes addressing clients' concerns and difficulties, rather than simply selling investment products."

Director Imisook explained that she focuses on the 'person' rather than just the numbers when dealing with clients. She analyzed, "Most Apgujeong clients are in their 50s to 70s, and many are first-generation wealth holders who have accumulated assets through real estate or business." She continued, "They tend to be conservative and place the highest importance on stability and trust." Rather than pursuing aggressive investments, these clients prioritize preserving their wealth and consider the transfer of assets to their family, and even their lineage, for generations. In fact, as many clients are more concerned with gifting than inheritance, they view wealth transfer as a mid- to long-term project and prepare accordingly.

As an example, Director Imisook shared the story of a manufacturing company CEO in his mid-50s. She said, "This client’s asset structure was focused on real estate under the corporation's name and unlisted stocks with high expected returns, but liquidity was low and the risks were very high." She continued, "By analyzing the client's retirement timeline, children's education, and gifting plans, we secured liquidity over three years through real estate sales and investments, and simultaneously worked with tax experts to organize unlisted stocks and establish a gifting plan." Director Imisook now manages the assets of this client’s spouse and children as well. Through trust, her client base has expanded from individuals to entire families.

Director Imisook also noted that a generational shift is underway even in Apgujeong, a traditional wealthy neighborhood. She said, "In recent years, new wealthy individuals who have rapidly accumulated assets through virtual assets and startups have been moving into Apgujeong." She added, "Although they make decisions more quickly than traditional wealthy residents, they share a common interest in tax savings and asset gifting."

Director Imisook is also known for her attentive care for both clients and staff, taking a genuine interest in their personal and professional milestones. She said, "If I had worked solely with promotions or positions in mind, I would not have made it this far." She smiled and added, "I feel most rewarded when clients see me as a trustworthy partner."

Even for Director Imisook, there were difficult times. She confessed, "Like most office workers, I also experienced significant work-related stress," and added, "Just when I thought, 'I really need to quit,' I was diagnosed with breast cancer." Battling breast cancer became a turning point in her life. She emphasized, "After returning to work following my treatment, I am most grateful to the clients who continued to trust and rely on me."

She always puts 'clients' at the center of her decisions. When she first took over the center, there was some tension among staff due to differences in work styles. She did not see this as conflict, but rather as a process of adjustment and mutual understanding. "Once, after assigning a new client to one staff member, another staff member expressed disappointment," she recalled. "But I simply matched the client with the staff member who best suited their needs." She emphasized, "The most important thing is to trust each other and move forward as 'one team.'"