Banca Generali's business model is founded on offering a wide range of financial products that also include those of third parties, according to the open-architecture model. The international offering and the qualified advisory services provided by Banca Generali Private FA allow customers to choose the products that best meet their needs and characteristics.
Since its creation, Banca Generali has decided to introduce this model to Italy as well, considering that it is well established in the world's most advanced financial markets, such as United States.
While only recently introduced to the Italian market, this model allowed Banca Generali to yield appreciable results in terms of inflows. Furthermore, the European Union's new Markets in Financial Instruments Directive (MiFID), which recognises advisory as an investment service, is proof that Banca Generali is capable of anticipating market trends.
Within this general view, there are four key traits that identify the Banca Generali approach to its business:
- offering professional advisory services that identify and anticipate customers' long-term financial needs through its Banca Generali Private FA;
- focusing distribution on the role of the Banca Generali Private FA, who is thus able to offer a professional advisory service on an ongoing basis throughout the country;
- providing access to a full range of investment products and services supplied both by the Group and international investment market leaders;
- fully exploiting the potential inherent in the Generali brand.
In December 2018, Banca Generali presented its business plan for the three-year period 2019-2021 in London. The main guidelines are illustrated in the following graphic: