Ever wondered what sets the ultra-wealthy apart from the rest of us? It's not just their bank accounts — it's their unique investing habits. From Fortune 500 CEOs to $500 million eCommerce tycoons, we've had a front-row seat to some of the most common investments they make in their future wealth and health. From island real estate to rare collectibles, here's a list of 13 items into which the ultra-rich are pouring their funds.

1. At-Home Wellness Compounds

You won't find the wealthiest members of society at your local Planet Fitness or even your country club gym. The elite class prefers to build world-class wellness resorts in their backyard. These super-rich are designing their own at-home health and wellness compounds, placing all the latest tools, technology, and services at their fingertips. Think serene massage suites, decked-out in-ground hot tubs, and the best luxury hot tubs money can buy, combined with multi-level swimming pools and hyperbaric and cryotherapy chambers. Many even have architect wellness regimens to extend their healthspan and lifespan. Appliances like European cold plunges, custom home saunas, and sprawling gyms with all the equipment you could ever need are commonplace in the homes of billionaires. 

Of course, this is all backed by a private chef who prepares nutritious meals for their entire family throughout the day, and the best personal trainers money can buy, and a mindfulness guru who guides them through meditative sessions within their private sanctuary. 

2. Island Real Estate

Private islands are the pinnacle of real estate for the ultra-rich. These secluded paradises offer pristine beaches, luxury villas, private airstrips, and complete control over access — not to mention, for some, an ideal location for a private doomsday bunker. Some super-wealthy develop their private escapes to maximize their ROI or personal enjoyment. 

Richard Branson and Leonardo DiCaprio are among those who have transformed their private islands into luxury resorts. Rumor has it DiCaprio shelled out $1.75 million for his island off the coast of Belize. And although Branson paid a relatively meager $120,000 for Necker Island in the 1970s, he's invested tens of millions of dollars since then to build the eco-conscious resort of his dreams.

3. Custom Yachts and Submarines

For the ultra-wealthy, yachts are more than just a means of travel — they are floating mansions. Custom yachts feature everything from helipads and swimming pools to art galleries and gourmet kitchens. Companies like Migaloo even design submersible superyachts, such as the M5, which is rumored to cost $2 billion. These investments offer the rich complete privacy and the ability to explore remote locations while enjoying a luxury lifestyle on the water.

4. Concierge Medicine

Health is a priority for the super-rich, who often invest in concierge medicine. This includes access to personal doctors available 24/7, expedited tests, and VIP treatment. Boutique medical practices charge as much as $80,000 annually per family for these services. Many ultra-wealthy individuals also explore cutting-edge therapies, such as genetic engineering, to prolong their lives and enhance their well-being, reflecting the long-term planning they bring to all their investments.

5. Genetic Engineering

The ultra-wealthy are increasingly considering genetic engineering and biotechnology to enhance health and longevity. This includes advanced genome editing technologies, personalized medicine, and even stem cells to repair or regenerate damaged tissues. Some are exploring potential breakthroughs in aging reversal and longevity extension. In addition, pet cloning is becoming popular, with companies charging up to $100,000 to replicate a favorite pet.

6. Private Equity

Private equity is a significant focus for ultra-wealthy investors, with many allocating a high percentage of their portfolios to this asset class. The ultra-rich invest heavily in private companies, contributing not only to their wealth but also to their influence in the business world. Private equity investments are often riskier but provide long-term returns far exceeding public market performance.

7. Custom or Vintage Cars

The ultra-rich commission bespoke luxury cars from brands like Rolls-Royce, scoop up limited editions by companies like Koenigsegg, or buy vintage Ferrari or Aston Martin models at auction. In 2019, when Koenigsegg debuted its ultra-exclusive Jesko supercars, the Swedish automaker sold all 125 of them in just five days—an incredible feat when you consider each one cost $3 million. For the wealthy, these custom or vintage cars are not just a means of transportation but an investment that can increase in value as their rarity or age increases. 

8. Private Space Travel

For those seeking to explore beyond Earth, private space travel is the newest frontier in investments. Virgin Galactic offers suborbital flights starting at $450,000 per ticket, while Blue Origin has auctioned space trips for millions. These experiences offer more than just adventure — they provide a rare view of the world, literally and figuratively, reserved only for the wealthiest.

9. Emerging Markets

The ultra-wealthy often avoid concentrating their portfolios in U.S. and European markets. Instead, they look to emerging economies like Indonesia and Chile for diversification. These markets offer growth opportunities unavailable in more developed regions, allowing the ultra-rich to capitalize on rapidly expanding industries and economies. This global strategy ensures they remain ahead of trends and minimizes their exposure to regional risks.

10. Cash Management

While they indulge in luxury, ultra-wealthy individuals practice disciplined portfolio management. Regular rebalancing ensures their asset allocations align with their long-term goals and risk tolerance. They also emphasize conservative cash management, with a focus on disciplined savings. Despite their wealth, the ultra-rich often live below their means and maintain a large portion of their assets in safe, liquid investments to protect against market volatility.

11. Rare Art and Collectibles

The super-rich invest heavily in rare art and collectibles, which are passions and financial strategies. Pieces by renowned artists like Picasso and Monet frequently sell for tens of millions at auction, making art a luxury item and a high-performing investment the über-rich can also display in their celebrity-worthy homes. Art investments saw a 29% increase in value in 2022, outpacing other luxury goods despite economic downturns. Beyond paintings, they invest in rare wines, vintage cars, and memorabilia — items that appreciate over time and act as significant assets in their portfolios.

12. Private Aviation

Private jets are not just a luxury but a necessity for the ultra-wealthy, who value time efficiency and privacy. These jets offer unparalleled convenience, allowing for flexible travel arrangements and access to locations that may be difficult to reach via commercial airlines. The ultra-wealthy invest in private jet ownership, jet-sharing services, or fractional ownership programs, with companies like NetJets catering specifically to their needs.

13. Luxury Watches

Luxury watches are a popular investment among the ultra-rich, who view them as status symbols and valuable collectibles. Brands like Patek Philippe, Rolex, and Audemars Piguet offer limited-edition pieces that appreciate significantly over time. Some rare watches have sold for millions at auction, making them a strategic investment and a personal indulgence.

Frequently Asked Questions

What investments do millionaires make?

Millionaires typically invest in diversified portfolios that include stocks, bonds, real estate, and mutual funds. They often balance riskier investments with safer options like bonds and real estate to maintain long-term growth.

What do billionaires invest in the most?

Billionaires focus heavily on private equity, large-scale real estate, and direct ownership in companies. They also diversify into emerging markets and high-growth industries such as technology and healthcare. Additionally, private credit is becoming an increasingly popular asset class among billionaires for its stability and returns.

What creates 90% of millionaires?

Real estate is a significant driver of wealth creation, with 90% of millionaires building their fortunes through real estate investments. This asset class provides steady appreciation, tax advantages, and opportunities for generating passive income.

What is a surprising asset class the rich are using to build wealth?

Fine art and rare collectibles are becoming increasingly popular as alternative investments. These assets offer significant appreciation and hedge against traditional market volatility, with the art market growing by 29% in 2022 alone.

How do the ultra-wealthy approach travel and vacations?

The ultra-wealthy prioritize privacy and luxury, often owning private jets and yachts for convenient travel. They stay at exclusive resorts or private villas with dedicated staff and bespoke itineraries. Some even indulge in space tourism, booking private space trips with companies like Virgin Galactic and Blue Origin.

What kind of personal services do the super-rich typically employ?

The ultra-rich employ a range of personal services, from private chefs and butlers to personal trainers and concierge medical services. Luxury concierge services handle extravagant requests like shutting down landmarks for private events or booking entire islands for vacations.

How do the ultra-wealthy invest their money differently from average people?

The ultra-wealthy invest heavily in private equity, illiquid assets like real estate and art, and emerging markets. They also focus on alternative investments, such as fine art and collectibles, which are appreciated over time. Rebalancing portfolios and conservative cash management are vital practices that set them apart, ensuring their wealth grows sustainably over the long term.