According to tax specialists, in 2008 there were 7,4 thousand hryvnia millionaires, but in the management of the specialized units of banks and asset management companies are no more than 10-15% of these funds. It is not surprising that there are willing to learn the money.

Over the past few months on the market now have three of the project with a clear sight on the VIP-clients. Former head of the Kiev regional branch Ukrsotsbank Andrew Onistrat after the acquisition of shares of troubled banks, the National Credit hoped to create from the boutique bank for wealthy clients, BG Bank has opened a separate office for the VIP-clients and has developed a comprehensive program for them, and the Ukrainian of Swiss daughters Latvian Parex Banka - AP Anlage und Privatbank - hopes to take Customer foreign residence permit.

And that's not counting the discoverers - UkrSibbank PrivatBanka and Raiffeisen Bank Aval,which opened offices for VlP-book back in 2005-2006. And to start at the corporate site section with that name it obligatory almost every bank, its customers include a depositor with a deposit of more than 50 thousand UAH.

Two big differences

Despite talk of a crisis, more and more banks are placing high hopes on it is private banking and private wealth management. First is to clarify the differences in terms of private banking and wealth management. Now these terms are often used interchangeably, - said its asset management company Astrum Investment Management Yuri Ushkov.

According to him, private banking in the European sense includes the placement of funds on deposit, safekeeping of securities, metals and other valuables in the bank, other banks, consulting in investment matters, investment planning, maintenance of current client's operations, crediting the customer, issues with visas, travel for permanent residence, the establishment of trusts and foundations, issues of inheritance, purchase of property and real estate and many other issues related to the servicing of capital and its needs. The service also requires the presence of an individual consultant who is customer service, and the threshold of entry - $ 1-2 million

Wealth management provides a similar range of services, but often does not include classical banking services, for example, can not include loans, maintenance of current operations, the solution of personal issues the client to buy yachts, the problem of level crossings, visas and leisure, - said Mr. Ushkov . Wealth management services often provide investment companies or consultants. They are trying to distance himself from rrivate banks, pointing to the fact that they spend more time investment and analysis of riskier assets than deposits, and, in their opinion, a better understanding of these markets, - he said.

In Ukraine there are three categories of companies providing mentioned services. The first - the largest foreign Private Banks. Despite the fact that few of them represented in Ukraine's own office, employees of these banks rarely visited Ukraine to meet with current customers and attract new ones.

second

- Ukrainian services to Private Banking, which grew from the services of the VIP-clients of large commercial banks. Frequently range of services is much narrower than that provided by foreign rrivate vanks, and essentially amount to the bank servicing deposits, lending, but some Ukrainian banks more creative.

As such, wealth management, Ukrainian companies or banks almost never offered. In addition, there are restrictions on investments in foreign assets - like Yuri Ushkov .- A trust management or portfolio management given the large number of Ukrainian securities dealers.

However, the domestic private banking in general very similar to the European. The main consumers of this service - business owners, top managers of companies, officials, politicians and representatives of show business, self-earned money. Therefore, it is inherent in a more aggressive tactics of money management. In addition, many bankers say clients of this sort are very complex, with excessive demands, suffering from excessive self-confidence, as well as ambitious, vain, and proximity.

amount - not the main

Initially, private banking services were addressed to the clients whose funds exceed $ 1 million but in Ukraine have the status of an important person you can for only $ 100 thousand or a special position in society. Cуществует certain entry threshold , but under the current fluctuations of the financial condition of the client (if, for example, at some point in the account rights, the bank has invested $ 300 thousand, resulting in business is only $ 70 thousand) private bank continues to provide services to its client, hoping to restore its capital. One could even say that, formally, we have no lower limit, - says the director of Private Business Department, BG Bank Andrei Demchenko.

share of classic banking services in private banking is 10-20% of total turnover, as key services - a financial planning and asset management, preparation of a personal investment plan, asset management, brokerage services. This segment also include and tax advice: permanent tax support and maintenance operations with the bank, preparing and filing returns, tax returns, tax planning. In Europe and the U.S. demand from wealthy clients also enjoy the trust, fiduciary and legal services: registration and service companies, concern for the preservation of existing resources (establishment of trusts, foundations, insurance and inheritance), property management, land, shares and equities businesses, and as objects of art.

If in 2005 the most requested products in the segment of private banking in Ukrainian banks were exclusive plastic cards, deposit accounts and deposit funds in current accounts, it is up to 2007 on the deposit agreed only 1-2% of our customers. Wealthy Ukrainians became more interested in investments in securities, structured products, services, sale of real estate. In 2008 appeared art-service banking. In addition, despite the heavy dependence on the situation in the stock and financial markets clearly increase the demand for personal banking services, such as maintenance of the integrated account.

The rich man is often a diverse set of assets in different places: stocks, real estate, currency - and all can pull together a solid amount - explains the head of management department, attract capital Bank of Georgia Vasil Revishvili .- If the client suddenly need to take a large loan, then used as the collateral assets are eroded very difficult. It is much easier if they are in one piece.

trifle, but nice

Happy

private banking facilities already available in some places to use the service lifestyle-management. One of the first non-financial services, which include a VIP-package banks, a concierge service (this service is especially convenient for those who are often abroad, but did not speak foreign languages), and joint programs with discount hotels, beauty salons and boutiques. If you pay off the elite banking payment card for goods and services are very many companies can get a discount.

the quantity discounts - not important in these programs. Advantage may be just the right booking a table or be limited to a glass of wine. The main thing is that the client felt a special status and was flattered by the attention.

Lifestyle-managers organize leisure clients and their families, keep track of him for the latest trends in fashion, form a hobby, more simply, working for his image. Lifestyle-manager reminds customers of important dates, advice when buying gifts to friends and business partners , - says the head of department Wealth management Bank of Georgia, Givi Giorgadze.

in lifestyle-services may include preparation of the collections, design libraries, organization of tourist trips, test-drive the car, participation in discount programs, boutiques, access to clubs, invitations to social events, as well as family office (maintaining a home bookkeeping the education of children, purchase of goods). If a client wants us to his walking their dog, we'll do it - joking bankers.

This fee for the work of personnel manager - not a fixed amount, as in the case of tariff plans of mobile operators. We have no exact figures, the rates depend on the services used by the client, - says Mr. Demchenko. If the customer chooses the VIP-broking - would pay about 0.5% of each transaction. If a businessman need the exclusive services (Madonna's autograph or a place in the box at the main football game years), will have to pay only for the desired product.

Orientation - to the West

Nevertheless, according to Constantine Grishko, Marketing Director Parex Asset Management Ukraine, until that demand will be used mainly imported rrivate banking. For the normal development of these services should be solved the problem of mistrust that - he said .- Of course, it is necessary to close the many legislative and infrastructure issues, but the problem is a lack of confidence in the Ukrainian financial institutions is fundamental. For a normal service personal manager should have access to full information on assets of the client, its activities, interests and needs. And in order to reveal to the banker, the client must fully trust him.

fears caused by the potential client's lack of financial secrecy. Banking the tradition we have not developed, and wealthy individual can not be sure that the information provided will not be used against him if, for example, political, business and other of its competitors are relevant to finuchrezhdeniyu, with whom he will work -- clarifies Grishko.

addition, there are doubts about the loyalty of long-term private banker in its financial organization, which can also cause distrust client, because he will have to again and again to devote to their cause of new people. At present, western banks in the head and shoulders above the question of domestic service private banking. They have a good reputation and vast experience, access to high-quality investment products, the possibility of constructing efficient schemes for the protection of capital. In addition, they offer the possibility of a global approach to investing their money clients - says an international financial consultant FCP Ltd. Isaac Becker .- It should be kept in mind existing shortcomings. For domestic businessmen are often quite difficult to have regular contact with foreign banks. They do not always understand the challenges facing them and the circumstances in which it operates. Most Western banks offer only their services and products that significantly reduces the effectiveness of the service in a foreign bank. Literature and contracts for the investment of money, usually written in a foreign language, and the client is difficult to understand how what it says. Sometimes it leads to conflicts and major losses, protect yourself from which it becomes difficult.

Olga Galitskaya

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