Making a private Facebook group is just too plebeian, based on Credit Suisse’s trademark filing for an invitation-only social networking site for the wealthy, Eleven.
The name comes from the company's 11 Madison Ave address in NYC—not the number of figures in members’ net worth (only eight) or the number of cars required for an invite.
In addition to being a high-class Facebook, Eleven would provide a wealth of other services, such as auction sales, investment services, and brokerage services for luxury goods.
Eleven is the latest way financial institutions are trying to find ways to attract younger millionaires and billionaires, who tend to be self-made and more diverse, and invest differently than older generations. [AdAge]
