In recent years, when I talk to COTRUGLI alumni or interview MBA candidates, I often ask a simple question:
Where are you now (Point A), and where do you want to be in 2–3 years (Point B)?
If Point B seems too easy, I push further:
What’s your Point C?
Something that feels almost unreachable—a moonshot goal.
Surprisingly, very few people define their Point C as becoming a high-net-worth individual (HNWI).
Why Point C Should Include Wealth Creation
Over the last 20 years, I’ve spent most of my time in the UAE, Monaco, and Southeast Europe. These places attract people with ambitious visions—people who think big about wealth, freedom, and legacy.
Lately, Croatia and Montenegro are becoming hotspots for HNWIs seeking opportunity, safety, and lifestyle. Montenegro, in particular, has quietly become a standout success story in this space.
Next week, I’ll be in Montenegro, managing one of my dormant businesses—and observing up close what’s been working.
Montenegro’s Playbook for Attracting the Wealthy
Montenegro is attracting millionaires by combining strategic policy with long-term vision. Here’s what they’ve done right:
1. Favorable Tax Environment
Montenegro offers a flat personal income tax rate of 9%—among the lowest in Europe. There are also exemptions on dividends and capital gains. This structure appeals strongly to individuals looking to optimize wealth.
2. Residency-by-Investment Program
The program offers residency through:
- €250,000 investment in real estate, or
- €450,000 investment in a local business
There’s also a clear pathway to citizenship. That level of accessibility and flexibility is rare in Europe.
3. High-End Developments
Projects like Porto Montenegro have triggered an avalanche of interest. Ultra-luxury resorts, gated communities, and marina-based developments have made Montenegro a rising hub for elite tourism and lifestyle migration.
Lessons for the Region: What Southeast Europe Can Learn
While not perfect (Montenegro is not yet Monaco or Dubai), the country offers a practical roadmap that others in Southeast Europe can follow.
Let’s look at what countries in the region already have going for them—and what they could build on.
Croatia
Strengths: Stunning coastline, UNESCO heritage sites, rising global tourism profile.
Opportunity: Create tax incentives and simplify permits for HNWIs.
Serbia
Strengths: Strategic location, flat 15% personal income tax.
Opportunity: Position itself as a low-cost, high-quality base for international entrepreneurs.
Bulgaria
Strengths: 10% flat income tax, EU membership, low cost of living.
Opportunity: Market itself as the “quiet giant” of affordable European living for the wealthy.
Slovenia
Strengths: One of the first crypto- and blockchain-forward countries in Europe.
Opportunity: Become a lifestyle-tech hub combining Alpine luxury with digital innovation.
Four Steps to Attract More Millionaires
For Croatia, Serbia, Bulgaria, Slovenia—and others—here are the four most actionable steps, ranked by impact:
1. Introduce Competitive Tax Policies
Low or flat personal income tax rates are a proven magnet. Exemptions on dividends and capital gains sweeten the deal.
2. Streamline Bureaucracy
Reduce the friction in obtaining residency and opening a business. Cut down paperwork. Go digital.
3. Launch Residency-by-Investment Programs
Design affordable, transparent programs that offer clear paths to residency—and possibly citizenship.
4. Invest in High-End Infrastructure
Think: private estates, luxury marinas, retirement villages, gated resorts, and tax-efficient private banking. Look at models in Florida, Portugal, or Dubai.
A Simple Truth About Wealth
Surround yourself with millionaires, and you increase your chances of becoming one.
Work for them. Learn from them. Partner with them. Ask for advice. You’ll grow.
So—what’s your Point C?
Not just a 2–3 year plan. But a moonshot vision that stretches what you believe is possible.
Final Thought: Business Is Personal
If you want to increase your income, your impact, and your influence—you need to think bolder.
Southeast Europe has all the raw material.
Now is the time to shape it into something extraordinary.
