Table of Contents
- CHAPTER 1 INTRODUCTION
- Overview
- The basic measures of success
- CHAPTER 2 CRITICAL FACTORS
- Introduction
- There are 11 critical factors for successful massaffluent banking
offerings in Europe
- An offering can be improved through its marketing andadded value areas
- CHAPTER 3 CASE STUDIES
- Introduction
- ABN Amro Van Gogh Preferred Banking
- Introduction
- ABN Amro's Van Gogh Preferred Banking competes closelywith local banks
in the Asian mass affluent market
- Van Gogh Preferred Banking's financial offering is builtaround the
needs of international clients
- Van Gogh Preferred Banking offers added value to clientsin the form
of special events
- Bank of America Premier Banking and Investments
- Introduction
- Premier Banking and Investments offers a service inwhich specialist
attention is given to investment performance
- The investment aspect of the offering is tailored togive clients as
much autonomy over their investments as they wish
- The Client Manager works in close conjunction with theFinancial
Advisor to offer a rounded service
- Barclays Premier
- Introduction
- Barclays Premier focuses on the Premier Manager as asingle gateway to
a range of practical solutions
- The standalone financial offering is designed to meetpractical needs
rather than offer a lifestyle choice
- Openplan is offered to clients as a convenient solutionto a variety
of needs
- Citigroup CitiGold
- Introduction
- CitiGold attempts to meet local client needs
- CitiGold in the USA: a service designed to meetpractical needs
- Around the world CitiGold places a greater emphasis onnon-banking
benefits
- DBS Treasures Priority Banking
- Introduction
- DBS Treasures offers a rounded service focusing on theintangible
aspects of premier banking
- The financial offering is comprehensive and competitive
- The lifestyle aspect of DBS Treasures is integral to theoffering as
a whole
- HSBC Premier
- Introduction
- HSBC targets a wide range of clients
- HSBC's financial offering is designed to draw retailclients up the
banking ladder towards the private bank
- HSBC's non-banking offering focuses on travel andleisure
- Standard Chartered Priority Banking
- Introduction
- Maximising value to entrepreneurs complements thenetwork offering
- Non-banking benefits are designed to reflect local needs
- United Overseas Bank Privilege Banking
- Introduction
- UOB Privilege Banking sells itself on its internationalscope and its
appearance of exclusivity
- The UOB financial offering plays to the strengths of thebank as a
whole
- The non-banking aspect of UOB Privilege Banking is oneof the most
comprehensive in Singapore
- CHAPTER 4 THE ULTIMATE MASS AFFLUENT OFFERING
- Introduction
- The Ultimate Offering is named and marketed innovativelyand clearly at
its target client base
- The Ultimate Offering has a relationship model based onthe gateway
principle
- The product range draws upon expertise from across therest of the
bank, developing external links where internal expertisedoes not exist
- The role of the Relationship Manager is continuousmonitoring and
reporting as well as taking a proactive approach to theirclients' wealth
- The client is empowered to take part in managing theirfinances
- The Ultimate Offering ensures continuous access forclients
- The Ultimate Offering includes a range of non-bankingbenefits that
match the clients' needs and lifestyle accessed through alinked credit card
- The Ultimate Offering product range encompasses apreferential banking,
borrowing and investments offering with a clearproduct lead
- The Ultimate Offering exploits the full reach of theentire network
- CHAPTER 5 APPENDIX
- Further Reading
- Global Wealth Management SPP
- Interactive Databases
- Market Reports
- Strategic Insight Reports
- Wealth Management Competitor Tracker
- Datamonitor Asia Pacific Wealth Management SPP
- Savings and Investments SPP
- Interactive Databases
- Reports
- Briefs
- SPP writing team
- List of Figures
- Figure 1: The Ultimate Offering is built on nine mainpoints
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