Santander Private Banking’s strategy for high-net-worth (HNW) clients in Europe was defined by a clear shift towards a more advice-led, fee-based model, supported by stronger digital tools and a broader investment platform.
Rather than relying primarily on transactional activity, the bank pushed further into discretionary portfolio management and advisory mandates, positioning these services as the core of its private banking proposition for affluent clients who want professional portfolio oversight, market access and more consistent guidance across asset classes.
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