February 2012
Private banking 2012: Barclays’ model behaviour
Barclays Wealth has reinvented itself in just five years. With the benefit of heavy investment, it has developed a unique model of interacting with clients – using behavioural finance. It is targeting only high-net-worth clients and expanding globally.
Before the move to develop its wealth business in 2006, Barclays’ offering consisted of a handful of disconnected international businesses dotted around Hong Kong, Geneva and Monaco, and a UK presence that was seen to cater predominantly to the mass affluent.
Since then, however, the business has evolved into a global competitor that targets clients with more than $5 million in assets, and in some regions more than $10 million. It now has a presence in 20 countries, and has risen to become ranked the 10th-best global private bank in the Euromoney private banking survey.
Its ability to reinvent itself as a global wealth manager was born of a big investment in the business – an expensive undertaking that Barclays has remained committed to in spite of the downturn. Some £350 million ($545 million) is to be invested over five years, frontloaded in 2010, 2011 and this year as...
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