Case Studies: Financial Services

Global Private Banking Strategy

A major global bank was searching for a differentiating strategy for its private banking division. The category had traditionally been marketed as a tax avoidance / tax efficiency vehicle with long-term relationships best characterized as stodgy.

Approach:

MCAworks identified the family office as the key gatekeeper and target constituency, and followed by completing a series of qualitative interviews with those personnel. The resulting strategy emphasized a portfolio of services and approaches, each of which could be tailored to the specific needs of the family and the family office involved.

Results:

The client’s private bank today ranks as one of the major institutions of its kind in the world.