私人银行经典案例

乔?蒙塔纳(Joe Montana)是美式橄榄球 史上最伟大的四分卫之一。自1979年他加盟 美 国国家橄 榄球联 盟(National Football League)以来， 他一直使用同一家私人银行的 服务。但25年多以后，他开始将业务转到其 它地方。 Joe Montana, one of the greatest quarterbacks in the history of American football, has been with the same private bank since 1979 when he was drafted into the National Football League. But after more than 25 years, he is taking his business elsewhere. "Being with a bank for that long . . . they should have known my profile upside down, yet when it came to having a transaction . . . it was like pulling teeth," Mr Montana says. "It's sad when you have that type of relationship for so long." “一家银行用了那么长时间……他们应 该非常清楚我的情况，但在交易方面……就 像拔牙一样，”蒙塔纳表示。“当你将这种 关系维持了如此长的时间，这一点很让人难 过。” 连 续 创 业 家 比 皮 ? 西 格 尔 (Bippy Siegal)走了进来。 今年39岁的他是现代银行 (Modern Bank)的创始人兼董事长。 “在其它 银行‘失球'时， 我们能够拿到球， ”他表示。 “我们非常积极地确认我们的客户享受到了 周到的服务。”现代银行是一家总部位于纽 约的精品私人银行，创立于一年前。 越来越多的小规模财富管理公司正抓住 老牌私人银行的弱点，它们的重点是提供理 财产品的建议，以及“传统、老式关系的银 行业务”，现代银行也是其中之一。 Enter Bippy Siegal, serial entrepreneur. "As the other banks fumble, we are able to pick up the ball," says the 39-year-old founder and chairman of Modern Bank, a New York-based boutique private bank that opened a year ago. "We are very pro-active about making sure our customers are taken care of." Modern Bank is one of a growing number of small wealth managers that is snapping at the heels of the established private banks by emphasising advice and "traditional, old-world relationship banking" over products. Mr Siegal says he knew there was a business opportunity after surveying more than 50 people - their net worth ranging from $10m to in excess of $1bn - about their private banking experiences. "Of all the people we interviewed, there was only one happy client and the reason that person was happy was because he had 西格尔表示，他对资产净值从1000万到 超过10亿美元不等的50多人进行调查，了解 他们的私人银行业务体验，调查后他了解到 在这方面存在商机。“在我们访谈的所有人 中，只有一位客户对私人银行业务满意，原 因是他得到了大量无担保贷款。” 市 场 调 查 及 咨 询 公 司 Prince & Associates 总裁拉斯?艾伦?普林斯(Russ Alan Prince)表示，现代银行“处于利润非 常可观、非常成功的状况。其关键是创建一 种开放的组织结构， 让

适当的人与客户交流， 然 后 争 取 吸 引 到 客 户 。 ”Prince & Associates 的调查对象是超级富豪及其顾 huge unsecured lines of credit." Russ Alan Prince, president of Prince & Associates, a market research and consulting firm that works with the super-rich and their advisers, says Modern Bank is in a position to be "exceedingly profitable and exceedingly successful. It hinges on creating an open architecture, having the right people to interact with the clients, and getting the clients". Wooing customers is not easy: many wealthy individuals and families want the cachet of a renowned private banking name and the assurance of a big financial institution that has been around for decades. Still, Mr Siegal and his team believe they can fill a niche by targeting entrepreneurs, professional athletes and entertainers. It helps to have Mr Montana on the team. Last year he joined Modern Bank as vice-chairman and is also an investor and client. Leslie Bains, head of private banking, says Modern Bank is targeting clients with $5m to $150m in assets, an area she says is under-served. So far it has attracted 90 clients, with an average net worth of $75m to $85m. About one-fifth of the clients have more than $500m of assets. Anthony Burke, Modern Bank's president and chief executive, says the bank's small size - it has 45 employees allows it to be nimble. "We can typically make [lending] decisions in 24-48 hours," he says. To maximise service, Modern Bank is intent on keeping its ratio of private banking advisers to clients at a maximum of 40 to one, which Ms Bains says is below 问。 吸引客户并非易事：许多富裕的个人和 家庭希望使用知名私人银行的服务，他们想 要的是有着数十年历史的大型金融机构的保 证。 不过，西格尔及其团队认为，他们将目 标锁定在企业家、专业运动员和娱乐圈人士 身上，能够填补该行业的空白。 吸纳蒙塔纳加入该团队起到了作用。去 年，蒙塔纳加盟现代银行担任副董事长，他 同时还是该行的投资者和客户。 现代银行的私人银行业务主管莱斯利? 班(Leslie Bains)表示，该行的目标客户是 资产在500万至1.5亿美元之间的人。 她表示， 目前还没有银行为这一领域的客户提供周到 的服务。迄今为止，该行招徕了90位客户， 其平均资产净值为7500万至8500万美元。约 五分之一客户的资产超过5亿美元。 现代银行总裁兼首席执行官安东尼?伯 克(Anthony Burke)表示，该行的小规模（只 有45名员工） 保证它能够行动敏捷。 他表示： “我们通常在24至48个小时以内做出 （贷款） 决定。” 为了提供最优质的服务，现代银行决定 将私人银行业务顾问与客户的比例保持在40 比1以内，莱斯利?班表示，这低于该行业约 为75比1的平均比例。 （目前该行的顾问与客 the industry average of about 75 to one. (Its curr

ent ratio is 20 to one.) "You can't get a high level of service when you overload the adviser," she says. Aside from Mr Montana, the bank's backers include Millard Drexler, chairman and chief executive ofJ. Crew, and Sanford Robertson, a partner at Francisco Partners and co-founder of the investment bank Robertson, Stephens & Company. "There is a real need for the service that Modern Bank provides," says Mr Robertson. "Some of the larger banks do a good job - such as Northern Trust and US Trust - but there is a real need for a Swiss-type boutique bank." In December 2005, Mr Siegal's investor group bought Excel Bank, with assets of $208.5m and equity of $28.5m, and renamed it Modern Bank. The short-term goal is for Modern Bank to have 250 clients and $1bn of assets on the balance sheet (up from $301m) in three years, and for its sister company, Modern Asset Management, to have $2bn in assets under management, up from $358m. One of the hurdles Modern Bank faces is attaining scale: the bigger the balance sheet, the bigger the loans. 户比例为20比1。 ）她表示：“当顾问要面向 的客户人数过多时，你就无法提供高水准的 服务。” 除蒙塔纳以外， 该行的投资者还包括 J. Crew 的董事长兼首席执行官米勒德?德雷克 斯勒(Millard Drexler)，以及 Francisco Partners 合 伙 人 、 投 资 银 行 Robertson, Stephens & Company 联合创始人桑福德?罗 伯逊(Sanford Robertson)。 “人们对现代银行提供的服务存在真实 的需求，”罗伯逊表示。“一些大型银行表 现不错，例如北方信托(Northern Trust)和 美国信托(US Trust)等，但人们对这种瑞士 类型的精品银行存在真实的需求。”2005年 12月，西格尔的投资者集团收购了资产为 2.085亿美元、股本为2850万美元的 Excel Bank，之后更名为现代银行。 现代银行的短期目标是3年内招徕250名 客户，将负债表上的资产（从3.01亿美元） 增至10亿美元，至于其姊妹公司现代资产管 理公司(Modern Asset Management)，其目标 是将管理下的资产从3.58亿美元增至20亿美 元。 现代银行面临的障碍之一是实现规模： 资产负债规模越大，贷款额度也越多。 "The biggest challenge . . . is really our size, because here, like in any other banking market, you really are a function of your capital, the size of the loans you can make is a percentage of the capital you have," says Mr Burke. Scale is what will probably enable Modern Bank's investors to pursue a sale 伯克表示：“最大的挑战……其实在于 我们的规模，因为这里与其它任何银行业市 to a strategic buyer or an initial public offering - the liquidity event that private investors most prize. But with size comes another challenge: maintaining the service level by which Modern Bank differentiates itself. 场一样，真正在发挥作用的是资本，你能够 发放的贷款规模取决于你所拥有的资本。”

规模可能促使现代银行的投资者寻求将 该行出售给战略投资者，或进行公开上市 ——这是私人投资者最看重的流动性来源。 但规模也带来了另一个挑战：即维持现代银 行与众不同的服务水准。