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.”


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.


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