Comprehensive Guide to Private Banking Services


Intro
Private banking is a term that resonates with wealth and exclusivity, yet many remain in the dark about its specific nuances and benefits. At its core, private banking provides bespoke financial services tailored to high-net-worth individuals. Unlike retail banking, where services are often standardized for the masses, private banking focuses on creating personalized experiences that address the unique needs of affluent clients. This distinction is crucial, as it signifies a shift from transactional banking to a more relational and advisory approach.
The world of private banking encompasses a wide array of services, from customized investment strategies to estate planning and tax optimization. Understanding these offerings and how they align with personal financial goals is essential for anyone looking to enhance their financial acumen.
In this exploration, we will unravel the complexities of private banking. We will touch on critical topics such as the distinct features of private banks, the qualities that define their clientele, and the competitive landscape within the industry. Additionally, we will highlight the significance of various investment strategies, delve into risk management practices, and discuss how technological innovations have transformed the sector. This journey aims to equip readers with the insights necessary to navigate their financial futures with confidence, ensuring they can build meaningful relationships with the institutions suited to their needs.
Stay tuned as we dive deeper into understanding private banking services and the value they bring to sophisticated investors.
Understanding Private Banking
Private banking serves as a specialized area of banking that caters to high-net-worth individuals, offering tailored financial services that go beyond traditional banking methods. For those seeking financial guidance that resonates with their unique circumstances, understanding private banking can be essential. This section shines a light on the core aspects of private banking, emphasizing its significance in navigating wealth management, investment opportunities, and personalized financial strategies.
Definition and Scope
Private banking is best understood as a distinct financial service that targets affluent clients who require sophisticated management of their wealth. Unlike standard retail banking, private banking focuses on individual relationships, allowing clients received bespoke services such as investment advice, estate planning, and tax optimization. These services are often provided by a dedicated banker who becomes a trusted partner in ensuring clientsโ financial goals are met.
In simple terms, private banking encompasses a wide range of activities, including but not limited to:
- Investment management: Professional handling of clientsโ portfolios to maximize returns.
- Estate planning: Assisting clients in preparing for the transfer of wealth to future generations.
- Tax planning: Personalized strategies to minimize tax burdens.
- Credit and lending solutions: Providing tailored financing options that align with clientsโ solvency and liquidity needs.
Overall, the scope of private banking extends beyond mere transaction facilitation; it cultivates a deeper financial relationship grounded in trust, discretion, and customized strategies.
Evolution of Private Banking
The concept of private banking has evolved significantly over the years, akin to how a river carves its course through the landscape, adapting to shifts in the environment. Historically, private banking was synonymous with exclusive, often aristocratic clientele, as banking institutions catered primarily to wealthy families. However, as global wealth has diversified, the landscape has shifted.
In the past few decades, various factors have contributed to this transformation:
- Globalization of Banking Services: As markets have opened up globally, private banking has expanded its reach. High-net-worth individuals from emerging economies are now seeking such services, diversifying the clientele.
- Technological Advancements: Online banking and wealth management tools have risen in popularity, leading to more convenient access to wealth management services that were once confined to the opulent walls of bank branches.
- Regulatory Changes: Increased regulations have fostered greater transparency and competition in the private banking sector, compelling banks to better serve their clients by offering enhanced service options.
Overall, the evolution of private banking reflects broader economic trends, innovation in service delivery, and an ongoing commitment to accommodating the sophisticated needs of modern affluent clients.
Key Features
Understanding private banking is incomplete without recognizing its unique features, which set it apart from conventional banking. The following elements are noteworthy:
- Personalized Service: Clients benefit from dedicated relationship managers providing tailored advice and support. This personalized touch fosters a sense of exclusivity and trust.
- Comprehensive Wealth Management: Rather than focusing solely on investment strategies, private bankers consider all aspects of a client's financial situation. They craft holistic plans that encompass immediate needs as well as long-term goals.
- Access to Exclusive Investment Opportunities: Private banks often present clients with unique products, such as hedge funds or private equity, that are not available to the average investor.
- Legacy Planning: Private banking emphasizes long-term stewardship of wealth, including strategies for wealth transfer and legacy building applicable to future generations.
"The essence of private banking lies in its ability to adapt services to the individual needs and aspirations of each client."
The Advantages of Private Banking
Private banking is often seen as the cream of the crop in financial services, offering a suite of advantages that cater specifically to affluent clients. What sets private banking apart from traditional banking? Itโs not just about having a fat wallet. Itโs about the relationship and personalized attention that come with it. Let's dig into three core benefits that highlight why private banking could be a game changer for those looking to optimize their financial landscape.
Personalized Financial Services
Every client is unique, and private banking understands that to the core. Instead of a one-size-fits-all approach, private banks create custom financial strategies, tailored to individual goals, risk tolerance, and life circumstances. This personalized touch means your private banker takes the time to know you.
For instance, if youโre an entrepreneur looking to grow your business, your banker wonโt just throw investment options your way. Theyโll sit down with you, analyze your cash flow, offer advice on financial forecasts, and discuss potential funding sources that fit your specific situation.
In fact, many private banking clients report a deeper sense of trust in their financial decision-making due to this tailored service. Itโs this relationship-driven model that often results in enhanced satisfaction. Just imagine having a financial ally who really gets you and your aspirations!
Access to Exclusive Investment Opportunities
When you step into the realm of private banking, doorways to unique investment options swing wide open. Unlike the average investor, clients of private banks may find themselves being offered opportunities that are typically reserved for institutional investors. This includes:
- Private Equity Funds: Investments in companies that are not publicly traded, which often promise higher returns.
- Hedge Funds: High-risk, high-reward opportunities that can become part of an investment portfolio with the guidance of a skilled banker.
- Venture Capital: Investing in startups with high growth potential, something that comes with its own set of risks but can be lucrative if done correctly.
- Real Estate Investments: Access to exclusive real estate deals that may not be available to the general public.
Having the ability to dive into these exclusive channels can elevate an investorโs portfolio significantly. Thatโs the kind of access that makes one ponder; are you really ready to play in the major leagues?
Integrated Wealth Management
Another hallmark of private banking is the integration of wealth management services that encompass everything from estate planning to tax strategies, all under one roof. In many cases, you get a one-stop shop. This means your wealth isnโt just managed; itโs optimized across various aspects.


Your private banker often works alongside your tax advisor and estate planner, making it easier to move assets efficiently without the usual red tape. You capture synergies that just wouldn't be possible without such close coordination.
Additionally, integrated wealth management often includes lifestyle-related services, such as philanthropy management, which can be pivotal when planning how to give back. It allows high-net-worth individuals to make impact investments, supporting causes theyโre passionate about while also benefiting financially.
"The key here is that this holistic approach not only seeks to grow wealth but also to sustain and protect it across generations."
In essence, private banking goes beyond mere transactions โ it's about establishing an enduring financial legacy.
Identifying Top Private Banks
Identifying leading private banks is crucial for anyone looking to navigate the often complex terrain of personal wealth management. Private banking isnโt merely about financial transactions; itโs about building a lasting relationship with a bank that understands the nuances of wealth preservation and growth. When one seeks out these institutions, they should keep a keen eye on various factors which can make or break their banking experience. This section provides a roadmap to guide potential clients in selecting the right private banking partner.
Criteria for Selection
Choosing a top-tier private bank involves careful consideration of several key criteria:
- Reputation and Trust: A bank's reputation is often built over years, reflected through customer testimonials and industry rankings. You want to partner with a bank that enjoys credibility.
- Personalized Services: Each client has distinct financial needs. Look for banks that offer tailored solutions rather than one-size-fits-all approaches.
- Investment Options: Examine the variety of investment choices available. A leading bank provides access to a diverse range of asset classes, including stocks, bonds, and alternative investments.
- Research and Expertise: The presence of seasoned advisors who offer insights on market trends and risk management can significantly influence your investment outcomes.
- Technology Integration: In this day and age, a bank's ability to offer efficient digital solutions is indispensable. Those that invest in technology create smoother, more transparent experiences for their clients.
While these criteria serve as a solid foundation, every individual's specific priorities may vary based on their unique financial situations.
Global Leaders in Private Banking
When talking about leaders in private banking, certain institutions stand out above the crowd due to their long histories and exceptional services:
- UBS: Based in Switzerland, UBS leads the global market with its vast resources, expert advisors, and extensive product offering that caters to high-net-worth individuals.
- Credit Suisse: Also from Switzerland, Credit Suisse offers innovative wealth management solutions, blending traditional personal banking with cutting-edge digital services.
- J.P. Morgan Private Bank: An extension of its parent bank, J.P. Morgan Chase, this private bank combines investment strategies with international insights to optimize clientsโ portfolios.
- Citi Private Client: This branch of Citibank focuses on delivering exceptional service, particularly emphasizing personalized investment strategies tailored to individual goals.
Each of these banks offers a combination of tradition, innovation, and responsiveness that attracts investors looking for reliable partners in wealth management.
Regional Private Bank Rankings
Regional dynamics can greatly influence private banking experiences. In certain markets, smaller institutions can provide a variety of local insights while offering personalized services that bigger banks might overlook:
- RBC Wealth Management (North America): This bank has established a strong foothold by leveraging local expertise and personalized service for its clientele.
- Santander Private Banking (Europe): With a focus on wealth preservation, they combine local knowledge with global reach.
- ANZ Private Banking (Australia): Known for catering specifically to high-net-worth Australians, ANZ offers comprehensive and bespoke wealth management services.
- NAB Private Banking (Australia and New Zealand): This bank provides tailored financial solutions, particularly to local entrepreneurs and business owners.
Understanding your local banking landscape is crucial in identifying banks that align with your financial objectives. While global leaders are appealing, regional institutions often provide a personalized touch that can be invaluable in wealth management.
Clientele Characteristics
Understanding the clientele characteristics within private banking is paramount. It not only sheds light on who these institutions cater to but also highlights the specific needs and expectations of high-net-worth individuals (HNWIs). As private banking serves a select group of clients, recognizing these dynamics is a crucial aspect of grasping the overall functionality and offerings of these specialized banking services.
Who Utilizes Private Banking Services?
Private banking is a tailored financial service primarily aimed at wealthy individuals. Clients seeking these services typically include:
- High-Net-Worth Individuals (HNWIs): Those with liquid assets usually exceeding a certain thresholdโoften viewed as at least one million dollars. They seek personalized advice and exclusive investment opportunities.
- Business Owners: Entrepreneurs and private business owners frequently turn to private banks for specialized credit services and investment management that align with their unique financial situations.
- Professional Athletes and Entertainers: With their significant earnings, this group often requires customized financial advice and investment planning, especially to ensure long-term wealth preservation.
- Inherited Wealth Holders: Individuals who have inherited significant assets may not have the expertise in managing such wealth effectively, making private banking essential.
These clients typically value privacy, personalized service, and strategic investment approaches tailored to their complex financial narratives.
Wealth Thresholds
When discussing private banking, the concept of wealth thresholds is significant. These thresholds can vary from one financial institution to another, but they typically start around one million dollars in liquid assets. However, some banks might require more substantial sums, generally in the range of five million to ten million or even more for ultra-high-net-worth clients.
Establishing these thresholds is essential for banks regarding their client acquisition strategies. For instance, a bank may provide different services or levels of attention based on the wealth bracket a client falls into. Moreover, the higher the wealth threshold, the more comprehensive the banking services offered, including:
- Estate planning
- Tax optimization strategies
- Access to exclusive funds and investment opportunities
Demographics of High-Net-Worth Individuals
Demographic factors play a crucial role in understanding the private banking clientele. Here are some aspects to consider:
- Age: Most HNWIs tend to be in their forties to sixties, although younger individuals, especially successful tech entrepreneurs, are increasingly entering this bracket.
- Gender: Historically, the majority of private banking clients were male, but there is a noticeable rise in female clients, particularly as more women gain wealth through business, inheritance, and career advancements.
- Geographic Distribution: Countries with strong economies like the United States, China, and Germany house significant numbers of HNWIs, creating varied clientele across global private banking networks.
- Educational Background: Many high-net-worth clients often have a higher education degree, which influences their understanding and management of their financial portfolios.
In summary, the clientele characteristics of private banking services reveal a diverse yet distinct group of individuals with unique financial needs. Recognizing and adapting to these characteristics allows institutions to craft better services and solutions tailored to the affluent.
Investment Strategies in Private Banking


Investment strategies in private banking play a vital role in achieving the financial objectives of high-net-worth individuals. This topic is significant as it not only encompasses a variety of tailored investment approaches but also highlights how private banks cater to the unique needs of their affluent clientele. Investors today are inclined towards strategies that allow flexibility, risk mitigation, and robust returns.
Portfolio Diversification Techniques
One of the cornerstones of effective investing is portfolio diversification. The idea behind this approach is relatively simple: not putting all your eggs in one basket. By spreading investments across different asset classesโsuch as stocks, bonds, real estate, and commoditiesโclients can reduce exposure to any single economic event. This technique is particularly crucial for private banking clients, given the substantial amounts at stake.
For instance, a client might combine high-risk technology stocks with safer government bonds, balancing the volatility of the stock market with the stability of fixed income. Moreover, strategic allocation into diverse geographical markets can further lessen systemic risks. Private banks often provide access to unique investment vehicles that might not be available to retail investors, amplifying the opportunities for effective diversification. This ensures that clients can weather financial storms with greater ease.
Alternative Investments
The world of alternative investments is ever-expanding and offers promising avenues for private banking clientele. Unlike typical stocks and bonds, alternative investments include assets like private equity, hedge funds, real estate, and commodities, which can introduce more complexity, but also greater potential returns.
High-net-worth individuals benefit from these investments because they tend to have lower correlation with traditional markets. For example, during periods of economic downturn, commodities might outperform stocks, providing a buffer against losses. Additionally, private equity allows investors access to high-growth startups or established businesses seeking capital, which can yield impressive returns over the long run. However, itโs essential to approach alternative investments with caution due to potential illiquidity and the complexity of management.
Long-Term vs. Short-Term Strategies
When considering investment approaches in private banking, terms like long-term and short-term strategies are often discussed. Investors need to define their financial goals clearlyโwhether theyโre looking for quick gains or a sustainable growth trajectory.
Short-term strategies involve quick trades and frequent monitoring of markets. This can be appealing for clients looking to capitalize on recent trends or market inefficiencies. However, this tactic often involves heightened risk and demands a solid understanding of market movements. On the other hand, long-term strategies focus on building wealth gradually through stable investment returns. This could mean holding onto quality stocks for several years and riding out market volatility. Many private banks encourage a long-term view, promoting the philosophy that patience often rewards investors through compounding growth.
โInvesting is not about timing the market, but about time in the market.โ This adage rings particularly true in private banking, where clients can benefit substantially from sustained engagement with their investments.
In summary, a well-rounded investment strategy in private banking should incorporate a mix of portfolio diversification, exploration of alternative investments, and clarity on whether the focus is on long-term stability or short-term gains. Each clientโs individual needs will shape these strategies, allowing private banks to design personalized plans that align with their financial goals.
Risk Management in Private Banking
In the realm of private banking, effective risk management stands as a critical pillar supporting both the integrity of financial institutions and the wealth of their clients. Managing risks appropriately can safeguard investments while enhancing long-term growth prospects. Financial institutions dedicated to private banking must therefore equip themselves with comprehensive strategies to navigate various risks, ensuring their clientele maximizes gains while minimizing losses.
Assessing Investment Risks
Understanding and evaluating the multitude of investment risks is paramount for any private bank. These risks can be micro or macro in nature, spanning from individual asset volatility to broader economic shifts affecting entire sectors. Some key areas where risks appear include:
- Market risk: Pertains to the fluctuations in investment value due to changing market conditions.
- Credit risk: Involves the potential for a loss in case borrowers default on loans.
- Liquidity risk: Relates to the difficulty of selling an investment without dramatically affecting its price.
Clients must be astute in identifying these risks as they directly correlate to the performance of their portfolios. Private banks employ detailed assessments and various tools, such as stress testing and scenario analysis, to gauge the potential impact of adverse conditions on investments. By employing data analytics, banks can forecast potential downturns and advise clients freshly.
Hedging Strategies
To manage investment risks better, private banks often offer hedging strategies tailored to individual client needs. Hedging serves as a protective mechanism, helping to offset potential losses in investments. Some prevalent hedging techniques include:
- Derivatives: Utilizing financial instruments such as options and futures can provide a cushion during market volatility.
- Asset allocation: Strategically distributing investments across diverse assets can lower overall risk.
- Insurance products: In some cases, banks offer products that can protect assets against specific risks.
For instance, a client heavily invested in tech stocks might consider derivatives to hedge against technological sector downturns. This proactive approach ensures clients are not left high and dry when the going gets tough.
Regulatory Compliance Considerations
Navigating regulatory landscapes is another vital aspect of risk management in private banking. Compliance with laws set by bodies like the SEC or Financial Conduct Authority can help avert potential pitfalls. Regulations often emphasize consumer protection, prompting banks to implement robust frameworks that not only comply with existing laws but also anticipate future changes.
- KYC (Know Your Customer): A mandatory process where banks collect relevant identifying information, this plays a crucial role in managing risk and ensuring clients' assets are safeguarded.
- AML (Anti-Money Laundering): Institutions must maintain protocols that align with regulatory demands to avoid potential disciplinary actions.
- Data protection laws: As banks increasingly rely on digital solutions, compliance with regulations regarding consumer data security has become paramount.
Adhering to these standards not only mitigates risk but also enhances clients' trust in the institution. A strong regulatory compliance program is akin to a well-oiled machine; it ensures everything runs smoothly and clients feel valued and secure.
"Effective risk management is not just a protective measure; it's a strategy that fosters growth and builds trust between clients and their bankers."
Ultimately, the integration of risk management into the fabric of private banking operations enriches client relationships, safeguards wealth, and enhances the financial institution's reputation in a competitive marketplace.
Technological Advancements in Private Banking
In todayโs rapidly shifting financial landscape, technological advancements play a pivotal role in shaping private banking services. As clients demand more personalized and efficient solutions, banks have turned to innovations to enhance their offerings. This section explores how these advancements impact client relationships and overall banking efficiency.
The Role of Fintech
Fintech, or financial technology, has revolutionized the way private banking operates. With the integration of advanced systems and tools, banks can streamline processes and improve customer service. These platforms allow clients to manage their portfolios in real-time, making it easier to monitor investments and receive timely updates.
For example, robo-advisors are becoming a common feature among private banks. These systems use algorithms to provide investment advice, catering personalized recommendations based on individual risk tolerance and goals. Additionally, fintech innovations enable banks to collect and analyze data on client behavior, allowing for more informed decision-making and targeted marketing.


The integration of fintech not only improves client experiences but also minimizes operational costs. By automating routine tasks, banks can redirect resources toward more strategic objectives, ultimately enhancing profitability.
Digital Banking Solutions
Digital banking solutions are a key ingredient in the recipe for modern private banking. Mobile apps and online platforms now offer clients a suite of services that can be accessed from anywhere, at any time. This accessibility is transforming the traditional client-bank relationship.
No longer bound by the constraints of physical branches, clients can execute transactions, view account statements, and communicate with financial advisors in a few clicks. Banks like JPMorgan Chase and Goldman Sachs have invested heavily in such platforms, ensuring they deliver a seamless user experience.
Digital solutions also include the incorporation of artificial intelligence. Chatbots and virtual assistants are now commonplace, providing clients with instant support. Clients appreciate being able to get answers to their questions without being placed on hold or shuffling through layers of customer service.
Data Security and Privacy Issues
With the wave of technological transformation, data security and privacy often come to the forefront of discussions. Private banks handle sensitive information, and safeguarding this data is crucial. Investing in robust cybersecurity measures is no longer optional; itโs essential.
To ensure client trust, banks must adopt practices such as encryption and multi-factor authentication. These measures provide a shield against data breaches, which can have lasting reputational effects.
Moreover, compliance with regulations like the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) adds another layer of complexity. Banks need to navigate these regulations carefully to avoid hefty penalties.
"In the realm of private banking, protecting client data goes hand in hand with fostering long-term relationships. The strength of trust is often built on a foundation of security and transparency."
The growing emphasis on data security underscores its importance not just for protection, but also for building a sustainable banking environment in which clients can feel safe entrusting their financial well-being.
With their reliance on technology, private banks are witnessing a shift in how they operate. Embracing these advances not only enhances client satisfaction but also positions them favorably in a fiercely competitive market. As the boundary between convenience and security blurs, the future of private banking will undoubtedly hinge on its ability to evolve with these technological trends.
The Future of Private Banking
The landscape of private banking is undergoing a notable transformation. This evolution is more than just surface-level change; itโs a fundamental shift responding to various external factors, including technology, changing client expectations, and increased regulatory scrutiny. Understanding the future of private banking holds significant relevance for high-net-worth individuals and investors, as it informs how these services may adapt and evolve to meet emerging needs.
Emerging Trends
One of the most striking trends in private banking is the integration of technology into traditional services. Technology isnโt just a luxury anymore; itโs becoming a staple. With the rise of fintech, banking institutions are re-evaluating their service offerings to be as client-friendly as possible. This includes everything from mobile banking apps to AI-driven investment advisors that can analyze vast amounts of data in real-time.
Clients expect seamless access to their financial information on their terms.
- Digital Tools: Many banks are implementing sophisticated data analytics to better understand client behaviors and preferences, enabling a personalized experience like never before.
- Blockchain Technology: This isn't only for cryptocurrencies. It's being leveraged for secure transactions, reducing costs, and improving transparency within banking operations.
- Robotic Process Automation: Automating repetitive tasks enhances efficiency and client service, allowing advisors to spend more time focusing on relationship-building.
A bank that can provide these advanced services will likely stand head-and-shoulders above its competitors.
Sustainability and Ethical Investing
As clients become increasingly conscious of their social and environmental impact, private banks are embracing sustainable and ethical investing. This trend increasingly influences investment decisions. More than just a buzzword, sustainability is now a crucial factor in how investment portfolios are structured.
The concept of investing in Environmental, Social, and Governance (ESG) criteria has gained momentum. Clients are looking for ways to align their financial goals with their personal values. Wealth management firms are responding by integrating ESG ratings into their investment processes.
โInvestors are not just interested in returns anymore; they are looking at the bigger picture.โ
Among the benefits associated with this trend:
- Potential for stable long-term returns, as sustainable companies often present lower risks.
- Alignment with client values, fostering deeper relationships based on mutual principles.
- Growing popularity and demand for socially responsible investments, affecting stock performance.
Challenges Ahead
While the future of private banking shows promise, several challenges loom on the horizon. The rapid evolution of client expectations can be tricky to navigate. What clients want today might not be what they yearn for tomorrow. Furthermore, maintaining compliance with regulations continues to be a critical challenge. With regulations tightening, banks must continuously invest in compliance frameworks and technology to safeguard consumer protections while managing client data responsibly.
Moreover, competition from non-traditional financial entities complicates the game. Startups offering innovative financial solutions often attract clients who might have previously chosen traditional banks. These newer entrants not only provide an alternative but do so with agile methodologies that legacy banks struggle to replicate.
- Increased Competition: Non-banking financial companies (NBFCs) and tech startups are reshaping the battlefield.
- Rising Client Expectations: Clients want more personalization, real-time data access, and responsiveness.
- Regulatory Strain: Adapting to constant changes in compliance requirements can drain resources.
The End
Private banking presents a unique avenue for individuals seeking tailored financial services that go beyond the traditional banking experience. It is crucial to understand just how beneficial these services can be, especially for those who wish to optimize their wealth management. By engaging with a private bank, clients gain access to a network of expert advisors, exclusive investment opportunities, and bespoke financial planning designed to align with their specific goals.
Summarizing Key Insights
Through exploring the depths of private banking, several key insights stand out:
- Personalized Attention: Clients receive custom-tailored financial services that reflect their individual aspirations and risk tolerances. The luxury of having a dedicated team to manage one's financial future can often lead to better investment outcomes.
- Diverse Investment Options: From cutting-edge market strategies to quirky alternative investments, private banking opens doors that retail banking simply cannot provide. Clients are often introduced to exclusive products that align with sophisticated investment criteria.
- Proactive Risk Management: Itโs not just about generating wealth; itโs about protecting it too. Private banking incorporates comprehensive risk assessment strategies to help mitigate potential losses and ensure stability in changing markets.
- Long-Term Relationships: Cultivating a lasting relationship with a trusted advisor fosters a deeper understanding of a clientโs evolving needs, which can lead to more effective financial strategies over time.
โPrivate banking isnโt just about managing money; itโs about understanding lives and aspirations.โ
Final Thoughts on Private Banking
Private banking is indeed an intricate service designed for individuals with significant wealth who desire personalized financial management. The evolving landscape of financial services has found a unique niche in private banking, wherein client engagement and satisfaction are paramount. With technological advancements integrating into these services, clients can also leverage digital solutions while maintaining the personal touch essential to private banking.