What can a private bank do to separate itself from the pack and attract new clientele without a major capital campaign? Wealth-management firm Boston Private Bank & Trust Company, aiming to enhance its brand and attract new clientele, engaged MKThink to design its Northern California banking centers.
“Boston Private Bank is all about people and service.” – John Conover, former President & CEO
To ensure a successful realization of the bank’s goals, MKThink began by researching market competitors and target customers, as well as assessing business systems and work flow. It proposed strategies to align the bank’s look-and-feel and organization with its clientele’s style of “banking”. Developing an overall approach that put people and customer relationship-building up front— rather than apps and websites— was an important finding.
MKThink created polished and inviting atmospheres where clients can sit down with their banker, have a cup of coffee and conduct business in privacy and comfort—a top priority for a firm that strives to deliver the highest level of personal service. MKThink’s strategic renovations helped distinguish Boston from others in the private banking market, and within six months of opening the first center the bank surpassed its deposit goals for the year and has experienced strong growth since. Five banking centers have now been completed throughout the greater Bay Area.