Building a successful mass affluent strategy 2006

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