Building A Successful Mass Affluent Strategy 2006

This report provides a detailed exploration of the current state of mass affluent offerings and premier banking services around the world, and constructs a prototype mass affluent offering based upon the analysis of case studies, which draws out the critical factors involved in creating a successful proposition.

• Assesses the mass affluent service provided by 8 leading banking networks worldwide
• Includes insight from those within the industry regarding the development of mass affluent services

Global banks tend to pick and choose the markets in which their mass affluent service is launched, depending on the profile of that country. For example, despite having a presence across a number of markets, ABN Amro has chosen only to offer Van Gogh Preferred Banking in selected markets.

The non-banking side of many mass affluent offerings provides lifestyle benefits that are completely separate from the banking side of the offering. However, the more advanced mass affluent offerings are those that incorporate banking issues into the non-banking side, providing a rounded service.

Clients should be able to rely on their Ultimate Offering relationship manager to fulfill two main ongoing functions: to continuously monitor the state of their finances, reporting regularly to the client, and to take a proactive role in improving their clients' financial health.

• Gain insight into the successful mass affluent services offered by global competitors
• Understand the variation in market standards for mass affluent services worldwide
• Discover the key factors determining the success or failure of mass affluent offerings in a variety of markets