Banks begin rolling out apps for wealthy customers
As stock markets continue their roller-coaster ride, even investors who profess to adhere to a buy-and-hold strategy have become eager users of mobile technologies that allow them to track their portfolios almost minute by minute.
That tendency apparently goes double for private banking clients, who investment managers say demand more information than the average investor and are embracing smartphone use at a fast clip.
And yet, for a variety of reasons, wealth managers were slow to embrace mobile applications for their clients. The reasons most often cited included concerns about security and a general impression that private banking clients did not want that kind of relationship with their bankers.
That appears to be changing.
JPMorgan Chase, Merrill Lynch and UBS are among a small number of banks that have released smartphone apps to their wealth management customers. The use of the apps is often restricted regionally; the JPMorgan and Merrill apps are available only to clients based in the U.S., and only Swiss clients have access to the UBS app.
“Private banks have been trailing behind retail banks with this type of offering for consumers, and even when they do offer an app, those have pretty poor functionality,” said Steffen Binder, managing director of MyPrivateBanking, an independent research firm based in Switzerland.
To keep up with competition and customer demand, banks will have to start interacting with their clients more through social media, said Nick Pollard, chief executive of RBS Coutts Asia, whose parent bank is using YouTube, Twitter and Facebook to reach out to its clients and is developing a smartphone app cashadvance.
“It’s less about today’s clients and more about tomorrow’s clients,” Pollard said. “Whether we like it or not, this generation and certainly the next one has no boundaries when it comes to accessing information.”
This year, Merrill Lynch introduced mobile applications for Apple and BlackBerry devices for clients of Merrill Lynch Wealth Management and the online discount brokerage service Merrill Edge. The applications allow clients to view their portfolio holdings and account activity; transfer money among linked Merrill Lynch brokerage and Bank of America banking accounts; and trade stocks, mutual funds, exchange-traded funds and options in approved accounts. Clients can track market news and headlines and gain access to the bank’s latest research reports.
Buoyed by clients’ positive feedback, the bank now plans to release Android versions in December.
The bank is evaluating how the new technologies “can create value for advisers and the firm while at the same time having prudent supervisory and compliance oversight,” said Paul Fox, head of Merrill Lynch Online Platforms. The bank is now running a limited pilot program with LinkedIn to allow clients to communicate with the bank.
The adoption rate of JPMorgan’s iPad and iPhone apps has been rapid, said Stephen Clifford, a managing director at JPMorgan Private Bank in New York, responsible for the client experience. The bank made the apps available this year to its high-net-worth and ultra-high-net-worth U.S. clients