Global banks are hosting summer programs to get in early with young heirs who will soon become “the world’s most sought-after clients” for wealth managers — a Camp Rich, if you will, Bloomberg’s Suzanne Woolley says. Banks are realizing that they cannot dismiss young heirs or the potential business they bring, so they’re working to get ahead of the “generational shift in wealth” by capitalizing on the youngsters’ impressionable nature. The camp entails a “three-day workshop for people who were born loaded. Part tutorial and part self-actualization exercise, the event is designed to stamp the UBS brand on the minds of the next generation of the ultra-wealthy — in essence, to hook them while they’re young.” The programs speak to the wants and needs of millennials: Banks are acutely aware of the uninspiring nature of droning on about the importance of investors, so they shift their content to cater to the heirs’ propensity for entrepreneurism and philanthropy. By coming off as relatable, these institutions leave their mark and plant the seeds to reel in the heirs’ business.