Marketing and technology company HNW announced Tuesday that it is launching a retail banking practice.

The New York company said it plans to focus on helping banks and financial services companies reach the affluent. HNW said it has about a decade's worth of experience working to reach folks with more than $250,000 in "investable assets."

"As we've watched the market evolve, it has become very clear that banks and financial services institutions continually struggle to connect with the mass affluent," said Stacey Haefele, HNW's president and chief executive. "Our goal is to build a Retail Banking practice that fuels conversation between private banking, brokerage and investment brands and the elusive mass affluent segment."