Premium packages of banking products and services. Comparison of service packages. Demand for premium programs is growing
Usually, plastic such as Platinum, Word Elite, and Infinite (translated from English as “unlimited”) are referred to the category of privileged cards. According to a survey of several banks, the holders of cards with the highest status are from 1% to 10% of customers. According to Konstantin Gringloz, head of the retail services organization at Avangard Bank, about 1% of all the bank's clients have MasterCard Elite, Visa Infinite and Visa Signature plastic. Bank Saint Petersburg shared detailed statistics: about 92% of wealthy clients have Visa Platinum cards, about 8% - MC Word Elite and less than 1% - Visa Infinite.
What's included?
Banks try to please even the most capricious customers. As a rule, the following types of services are included in the cost of service:
- personal manager (will answer all questions about banking services, help you choose products);
- travel insurance policy (valid both in Russia and abroad - protects up to several million dollars);
- concierge service (will help you book theater tickets, arrange a corporate party or book a yacht in Monte Carlo for the weekend);
- increased miles on co-branded cards (will allow you to save up for an award ticket almost twice as fast);
- an additional Priority Pass card (access to airport VIP lounges (often for a small additional fee));
- increased cashback and percentage on the balance (will allow you to earn more on large amounts).
Also, premium cards provide discounts on accommodation in expensive hotels, car rental, master classes, branded shoes and clothing, jewelry, furniture, etc.
Usually, in the product descriptions, you can see an even larger set of opportunities, but some of them are already provided free of charge, even to customers with payroll cards. For example, wealthy people are attracted by the possibility of contactless payment for purchases or Internet banking. “For some of the clients, this is an additional service, for others - basic services. In the description of products, as a rule, all available options are indicated so that the client can get an idea of what set of services he is paying for and what additional options are available to him. Especially when we are talking about premium clients who always expect to see product content that matches their status, ”explains Natalya Rosenberg, Head of Non-Credit Products and Remote Services Department of Credit Bank of Moscow.
Who's better?
According to a study by Sravn.ru, the largest set of options for wealthy clients is offered by Russian Standard Bank. His Visa Infinite card costs 50 thousand rubles. in year. For this money, the holder receives free admission to the VIP lounges of the airports (from other banks this service costs $ 27), insurance for trains in Russia and abroad with a maximum payout limit of up to $ 1 million, 2% cashback on all purchases, and income of 7% from the balance of the account. The money paid for the card will pay off, for example, with payments in the amount of 2.5 million rubles. or when stored on the account 714.3 thousand rubles.
The MasterCard World Black Edition card from Credit Bank of Moscow will bring 7% of income to the positive balance, and 26% will have to be paid on the loan. Plastic will pay off with a minimum balance of 714.3 thousand rubles. during a year. If there is more, then it will be possible to earn more on this.
In third place is the Visa Infinite card of the Avangard bank. It is accompanied by insurance for $ 1 million, a Priority Pass card with the ability to visit VIP lounges at airports with relatives and colleagues (up to 10 people), as well as many discounts for purchases and reservations. The card will pay off, for example, through a discount when booking a Mercedes Clase V for the New Year holidays in Barcelona (125.5 thousand rubles).
It is worth noting that the recoupment of the card is a conditional thing, since some clients can replenish the payment with cashbacks or expensive purchases, while others only need a personal manager who will save invaluable time of wealthy people. For example, many consumers are ready to pay 10 thousand rubles. for a Sberbank card only in order not to stand in queues, but to receive service in a comfortable environment.
Top 10 cards for VIP clients
| 1 |
Conditional payback: for purchases worth 2.5 million rubles. or during storage 714.3 thousand rubles. during a year. |
|
| 2 |
Service cost: 50,000 rubles. |
Conditional payback: during storage 714.3 thousand rubles. during a year. |
| 3 |
|
Conditional payback: when booking a Mercedes Clase V for the New Year holidays in Barcelona (the cost of booking is 125.5 thousand rubles). |
| 4 |
Service cost: 30,000 rubles. |
Conditional payback: when storing on the account from 600 thousand rubles. within a year or when buying gadgets for 600 thousand rubles. in the shops "Svyaznoy". |
| 5 |
Service cost: 30,000 rubles. |
Conditional payback: when paying for services in the "New Polyclinic" in the amount of 300 thousand rubles. |
| 6 |
Service cost: 21750 rubles. |
Conditional payback: when buying jewelry in Adamas stores for the amount of 310 thousand rubles or more. |
| 7 |
|
Conditional payback: for purchases in the amount of 4 million rubles or more. |
| 8 |
Service cost: 20,000 rubles. |
Conditional payback: saving for a Moscow-Sochi-Moscow ticket will require purchases for 388.5 thousand rubles. (for ordinary cards - 760 thousand rubles). |
| 9 |
Service cost: 15,000 rubles. or 0 rub. with the amount of purchases from 1 million rubles. in a year. |
Conditional benefit: the cost of service is less than the insurance policies issued to the card. |
| 10 |
Service cost: 10,000 rubles. |
Conditional benefit: the service pays off when you book 7 nights at the All-Suites Spa Hotel Pokrovka Moscow. |
Paphos aside
As you can see, the cards have many advantages, for which in some cases you can not overpay. For example, if a wealthy person simply has large balances on his card account, then you can pick up a regular card with the maximum interest accrual. When a lot of purchases are made on the card, you can make money on this with the help of cards with an increased cashback. If there are many trips, then it is better to choose a card with an increased accrual of miles, free insurance and access to airport VIP lounges.
We considered credit and debit cards of the top 100 banks by assets as of November 1, 2015. In the rating, the cards were sorted by service cost and the maximum possible set of options that ordinary cards do not have.
Premium banking services at Promsvyazbank
In recent years, banks have begun to actively develop the direction of premium services. It is a relatively new segment in the banking sector and began to form in 2010. Until this year, only City-Bank offered premium services, offering premium cards. The rest of the banks singled out only the mass and VIP segment.
The share was divided in a proportion of about 95% and 5%, respectively, while in the masses there were clients who were slightly below the VIP level, and clients appeared in VIP who were not ready to pay for individual service. Therefore, the idea arose to distinguish an average level between mass and VIP service. This is what the premium level has become. Let's take a closer look at what premium service is, what are its advantages, what privileges a client can receive, compare the terms of service at VTB 24 and PSb
What is premium service?
This is a type of banking service, when the client is offered cooperation on more favorable and comfortable terms with additional privileges. Its formation began in 2010. Then Alfa Bank, VTB 24 and Sberbank entered the market with their products. Gradually, the rest of the banks began to catch up.
The bank's desire to transfer clients from the mass segment to the premium segment is based on a simple logic: many clients have a good income and can afford to pay more for more comfortable service conditions. They actively use banking products that bring the bank a good income from commissions (high-grade cards, investment products, insurance, etc.) and want to receive more privileges from this. The most important thing is that there are more such clients than VIPs, and they do not need to be looked for separately - it is enough to analyze the mass flow and select the right people.
At the moment, the main sales of premium products go exactly to the already formed client base (up to 80%). The remaining 10-20% are formed by “recruits”. By offering existing customers more favorable conditions and additional bonuses, banks are transferring mass customers to more expensive services. This model of the formation of a premium segment takes place if the client agrees to pay more.
The main task of the bank here is to provide quality service and convince the client to pay for it. If you manage to find a balance point between the cost and the client's income, then premium service turns into a stable business. The average net profit per one such client reaches an average of 50 thousand rubles per year. Now the expectations and requirements of customers are growing every day. If in 2014, according to statistics, every second expressed satisfaction with premium service, then in 2015 - only every fourth.
Features of premium service.
- Premium clients generate up to 60% of retail business profits.
- The segment is in the stage of formation and development.
- Service takes place with a personal manager.
- Dedicated area of increased comfort for clients.
- Separate telephone line for faster solution of questions and problems.
- Personal assistance in planning the client's finances.
- Deposits and loans on special terms.
- Availability of investment financial instruments.
- The program of privileges, discounts.
- Non-banking services (legal support, travel programs, increased bonuses for purchases, access to airport VIP lounges, etc.), loyalty programs, service privileges.
Thus, the most attractive criteria for a client wishing to join premium service is the availability of additional options that are not available for the mass segment, but not as expensive as in private service. This applies to higher deposit rates, accrual of interest on card balances, the ability to use high-level cards on a free basis (if there is an N-th balance), or on a paid basis, the ability to withdraw funds without commission at other ATMs or emergency withdrawals abroad, for example , in case of card loss, preferential conversion rate for currency exchange, increased cash-back, insurance for those traveling abroad, money transfers on preferential terms, etc.
Premium service at PSB.
Promsvyazbank presented its Orange Premium Club program at the end of 2014. Thanks to her, at the end of 2015, he managed to enter the top ten banks in the Premium segment. The program is a complex of proposals for servicing wealthy clients and their family members. The peculiarity of the service is that it takes place in specially equipped rooms with increased comfort. These negotiating clients can be used as a solution to financial issues and conduct personal business meetings. The Premium PSB program includes:
- Priority card: an increased limit of up to 2 million rubles, a grace period of up to 55 days, an additional 1 platinum or 2 gold cards to the main account for a client or family, an emergency issue of a new card or receiving cash around the world in 24 hours, free Internet services -bank and sms.
- A new format of service in separate offices with a personal manager.
- Availability of emergency services, including support in cases of loss or damage to the card abroad. Within 24 hours a new card or cash up to $ 5,000 will be issued.
- Protection program for travelers and their families (up to 4 children) for up to 100 thousand euros.
- Concierge: you can get up-to-date information, book restaurant tables, tickets, hotel rooms, organize a trip, enjoy privileges and discounts, receive invitations to private events, etc.
- Access to investment programs: mutual funds, trust management.
- Special lending conditions: increased amounts, no surety, shorter period for consideration of applications, preferential conditions for early repayment.
- Currency exchange on favorable terms at a special rate.
- Access to individual bank safes: a private room, the ability to book a visit time, favorable rates and discounts, various times and sizes.
Comparison of premium services from VTB and PSB.
Let's consider the main points:
| Conditions | VTB 24 | PSB |
|---|---|---|
| Availability of a personal manager | Yes | Yes |
| Service cost subject to special conditions Without observing special conditions | Is free 6000 RUB per quarter | Is free 2800 RUB month |
| Minimum account balance | 1.5 million rubles | 2 million rubles |
| The minimum amount of transactions per month on the card | 75 thousand rubles | 50 thousand rubles |
| Availability of additional services: Card protection Traveler protection Concierge Investment services Insurance programs Personal conditions of deposits | Yes for everyone | Yes for everyone |
| Dedicated service area | Yes | Yes |
Thus, the terms of premium service of VTB and PSB have differences and similarities. VTB's advantage is its well-developed branch network, which PSB cannot boast of. While in the capitals this factor is not entirely important, in the regions VTB is unambiguously the leader. Both banks are betting on improved service, personalized service and a package of privileges. When choosing between these two organizations, you should focus on the level of your income, ease of service and the range of services that you can use when you order the Premium package.
Banks' premium cards are cards that emphasize the client's VIP status with annual service that is several times higher than that of a regular classic card. Is such a large overpayment justified that, in addition to the status, the holder of an elite card receives?
Premium bank cards are bank payment cards that, in addition to the standard functions of a payment instrument, provide its holder with a lot of additional options, and also guarantee the bank's increased attention to his person.
High status cards are in the line of absolutely all payment systems. Previously, they differed from others only by the content in the name of the word "Gold". Over time, the high status of the holder was already emphasized by the presence of a platinum card.
Today the number of names of premium bank cards is simply innumerable. This is infinity, signature, black edition, world elite and others. And at the same time, almost every person already has "gold" payment cards. So what is the benefit of having a premium bank card at the moment? Is it now fulfilling its functions or is it still a successful marketing ploy of banks?
Types of premium cards
The line of the Visa payment system today includes the following types of premium cards:
- Gold;
- Platinum;
- Signature;
- Infinity.
The MasterCard family includes the following types of premium cards:
- Gold;
- Platinum;
- World;
- World Black Edition;
- Word Elite.
In addition to different names, a premium bank card can also be debit and credit. It is by these characteristics that it is best to get acquainted with the advantages of high-status payment cards.
Gold debit cards
As they say in every bank, Visa Gold and MasterCard Gold cards will emphasize the high status of their holder. In addition, their users get access to discounts and special offers that are constantly appearing in payment systems.
So, for example, a Visa Gold holder is entitled to a 15% discount on the menu in the Chaikhona No1 and Bouillabaisse restaurants or 10% on a taxi ride from Taxovichkof.
Plus, the banks give the Gold card user more bonuses for payment for goods or services than he could have received by paying with a classic card.
Additionally, cardholders receive:
- round-the-clock service through the contact center;
- service of emergency issue of money in case of loss of the card abroad;
- linking to electronic wallets.
Servicing a Visa or MasterCard gold card, for example, in Sberbank will cost its owner 3,000 rubles / 100 dollars / 100 euros annually. A noticeable advantage of this card is the higher limit on withdrawals from the cash register or ATM compared to classic cards.
Premium banking, or Premium Banking, is a relatively new concept for the Russian banking market. The pioneer of the Russian premium service market is Citibank, which introduced the Citigold premium program to Russian customers in 2002. In 2009–2011, specialized premium programs appeared on the market in banks with foreign participation - Raiffeisenbank and UniCredit Bank, then in the largest and most advanced private Russian bank - Alfa-Bank. Later, the largest banks with state participation - Sberbank and VTB24 - presented their premium programs. Starting from 2014, competition in the premium service market has intensified: within the framework of strategic planning, the development of the premium segment is becoming a priority task in an increasing number of banks. In 2014-2015, a record number of premium programs entered the market: they were launched in banks FC Otkritie, Promsvyazbank, Rosbank, Rosselkhozbank, Bank Saint Petersburg, etc. In the context of growing competition, the previously launched premium programs have also undergone significant changes ... In view of the fact that premium services have already been formed by the largest players in the banking market, the market is gradually entering the stage of progressive stabilization, and more and more banks declare that they do not set themselves the task of increasing their client base. The main priority is to improve the quality of service for current customers. The market shares of the premium service market participants are assigned to certain players, and for smaller banks it becomes more and more difficult to successfully launch a premium service program.
Source: Frank Research Group
Defluent segment definition
By the Affluent segment in the Russian market, banks mean clients with aggregate account balances from 1-4 million rubles, as well as clients with monthly income of 250 thousand rubles in Moscow and 150 thousand rubles in the regions. At the same time, the analysis of clients by income and balances is carried out in parallel, that is, even if a client does not have funds in bank accounts, he can be attributed to the Affluent segment only by the level of his income. “If we see that a client has more than 250 thousand rubles in monthly receipts on the card, then he is interesting to us, because, perhaps, he has savings in some other bank, and we want us to have his savings,” - one of the representatives of the banks shared with us his approach. Perhaps there are savings, or perhaps not, but the bank is already ready to offer the client a service premium and incur additional costs. Thus, in the Russian market, premium banking services are received not only by clients who are ready to place 2-3 million rubles, but also those customers who hold significantly smaller amounts on current and card accounts (300 thousand - 750 thousand rubles), fulfill certain requirements for card turnover (from 20 thousand rubles per month in combination with small account balances - up to 100 thousand rubles per month), receive loans in the amount of 2-3 million rubles, or simply open a premium card.
Due to the fact that the premium banking market in Russia is quite young, many banks are only at the stage of forming their own understanding of the Affluent segment and how to build premium banking services. The main goal-setting is often the development of premium banking services in the sense of increasing market share, while an in-depth analysis of the revenue and expense components of the segment's business is not carried out. At the same time, the situation will change dramatically: as the Central Bank's key rate decreases, the level of banks' earnings on balances should decrease, which will limit the ability of banks to provide additional benefits to a significant number of clients.
Affluent vs Emerging Affluent
As the premium service market matures, more and more banks will follow the path of tightening the principles of customer segmentation. Banks will distinguish into separate categories those customers who can really qualify for premium banking services, and those who may only be a premium customer in the future.
For example, at a certain period of his career, the client begins to receive a fairly high income, shows good turnovers on the card, and takes out a mortgage. Today, for many banks, such a client is already included in the premium service channel. However, from the point of view of the life cycle, it does not have savings, and on closer examination, it should fall into the Emerging Affluent segment, which precedes the Affluent segment, which assumes, first of all, the availability of free funds that the bank can manage within the framework of premium banking services. In this case, accounting for card turnover, maintaining card balances, the presence of a mortgage from a certain amount will only be indicators that in the future, as savings grow, the client can fully move to the target segment of Affluent. And since, according to statistics, the annual income of a client in the Emerging Affluent segment, as a rule, is steadily increasing and at a certain moment the client naturally "grows" to premium service, it is important for the bank not to lose this client. Often, it is the fear of losing a prospective client that compels banks to offer premium services right now, but only the level of target profitability can help banks decide where to “grow” an Emerging Affluent client - within the premium service or beyond.
The service fee for the Service Package is charged monthly. But by paying for the year in advance, you will save about 20% of the cost of the "Class!" and 15% of the cost of PU "Comfort"
If you keep on your accounts included in the Service Package the amount of money specified for the Service Package, then servicing the Package can become absolutely free.
You can withdraw cash or replenish all your accounts through Alfa-Bank ATMs using any of your payment bank cards
You can open cards in the name of your loved ones and set individual limits for each card, managing the expenditure of funds
If you are traveling to the countries of the Eurozone, you can open a current account in euros and make it a credit card account. If you are traveling to America, open a checking account in US dollars and make it a card account. This way you will save on conversions when you pay for goods and services.
It is not necessary to open cards for current accounts in each currency - you can open several accounts and just one card, and then simply re-link the card to different accounts, depending on the country you are going to
The Service Package includes an accumulation account "My Safe" with increased interest accrual, which allows you to simultaneously accumulate funds and be able to withdraw money at any time. The higher the category of your Service Package, the higher the interest rate on the "My Safe" account
If you want to raise money for something specific, open the “My goals” service in the Alfa-Click Internet bank, name the purpose of your savings (for example, “My new car”) and accumulate money on the account “My safe is a target ". You can always see how close or far you are from your target.
You do not need to go to the bank and write an application to change your PIN, you can easily do this through an ATM
If you like to travel, open the Service Package and select the Aeroflot - MasterCard - ALFA-BANK card. The higher your Service Package, the more miles you can receive with Aeroflot - MasterCard - ALFA-BANK debit cards
If you plan to go abroad and independently collect a package of documents for a visa, then a certificate of account balances for submission to the Embassy can be obtained from our department as of the morning of the day of application. And you can get insurance for yourself and your loved ones to travel abroad without leaving your home in Alfa-Click
As part of the Service Package, you can order a card with an innovative technology of contactless payments of the Visa (Visa PayWave) and / or MasterCard (MasterCard PayPass) payment system. The card is not only equipped with a magnetic stripe and a chip, but also has a built-in antenna, which allows one-touch payments
In Alfa-Click you can order a card with a unique design. Create a unique style of your card