Economic conditions significantly determine the overall functioning of the family. Previous research was more often focused on deepening knowledge about the impact of poverty on the lives of children and their families, while the focus of the research was significantly less often on the impact of affluence on children's upbringing. This paper presents the results of qualitative research, the goal of which was to gain insight into the experiences of experts about the specifics of children growing up in a culture of affluence and to look at some peculiarities of professional work with such families. The research was conducted using the method of semi-structured interviews with five experts (four social workers from social care system and one professional employee from primary school). The analysis of the obtained data was carried out through thematic analysis. The research results show that experts emphasize certain specificities of parenting in affluent families and that they recognize specific protective and risk factors to which children who grow up in a culture of affluence are more often exposed. Also, the paper describes the challenges faced by professionals in their professional work with parents and children from affluent families. In conclusion, the suggestions of experts are listed for improving the system of support and protection of children and youth who grow up in a culture of affluence, and who are exposed to specific risks that often remain unrecognized by society.