Banca Generali

Banca Generali places its customer's needs at the heart of the business of personal financial services. This is no mere commercial slogan, but a commitment to building a long-term relationship that benefits both the bank and its clients.

Banca Generali's business model is therefore founded on offering customers a large variety of financial products that includes those of selected third parties (a so-called open architecture). Its world-class offering is coupled with a specialized consultancy service provided by the group's personal financial advisors and private bankers so clients can choose the products and services that best meet their needs and characteristics.

This is an approach that is firmly established in the world's most advanced financial marketplaces, such as the US, and which Banca Generali chose to bring to Italy

While still a novelty in this market, Banca Generali's business model has already brought considerable results in terms of net inflows. The European Union's new directive in financial services (MiFID), which recognizes financial advice as an investment service, demonstrates how Banca Generali has been able to anticipate market developments.

Within this overall vision, there are four key characteristics to Banca Generali's way of doing business.

• Providing a professional consultancy service via its financial advisors and private bankers so as to identify and anticipate the client's long-term financial needs
• Concentrating distribution on the role of the personal financial advisor/private banker, who offers a professional and continuous service to clients in all areas of Italy
• Offering a complete array of investment products and services both from within the group and from leading providers worldwide
• Leveraging the strength of the Generali brand.

Banca Generali's financial services and products span the full range: from mutual funds and discretionary accounts to pension plans and insurance policies. Overall, there are about 1,200 products, both in-house and from more than 22 international providers.
Rather than take a one-size-fits-all approach to the market, the Banca Generali group has divided its distribution networks into two segments, reflecting the different needs of its clients:

• Affluent customers are catered for by Banca Generali's core network of personal financial advisors
• Banca BSI Italia provides for the private-banking clientele

Moreover Simgenia remains a distribution network for Banca Generali group's products.