A dedicated relationship manager
A tier above the premium banking accounts offered by financial institutions is private banking, the specialized division of regular banks. The first big perk many rich people get is access to private banking.There are specific requirements customers must meet to be eligible for private banking, such as maintaining a very high minimum balance.
Eligible clients usually have a dedicated person or team who manages their business with the bank and makes sure their needs are met. They may go by different names, like private client advisor or private client banker, and can help the client avoid fees, solve any problems, and find the right financial products. There's no waiting on the customer service line or doing an online chat for these customers.
If you don't have millions to become eligible for private banking, the good news is that you can still find good customer service. Check out credit unions and local banks, as these smaller institutions may have a stronger focus on providing top-notch support to account holders compared with large multinational banks. A 2019 Gallup study found that credit unions are far better at supporting their members' feelings of wellbeing than banks are.
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Rich clients — especially those involved in private banking — often get access to free or discounted advice and support from financial professionals. For example, some private banks offer clients estate planning services or meetings with financial advisers.
While this can be hard to replicate without a big bank balance, there are institutions that offer similar types of financial support to clients even without seven-figure accounts. SoFi's member benefits, for example, include personalized financial planning advice at no cost as well as a 20% discount on estate planning services.
If you want your bank to offer help with your goals rather than just store your money, you can shop around to find a financial institution that will do that. Online banks like SoFi, are often the best option, as they don't have traditional office space to pay for so they can use some of the money that frees up to offer more services to members.
Opportunities to save
Finally, ultra-rich Americans often pay less for things and are paid more for investments thanks to their bank. Some private banking clients receive higher CD rates, for example, or may be eligible for waived fees, including monthly service fees, ATM fees, and even wire transfer fees. Often, clients with high balances will also be rewarded with lower interest rates or discounted closing costs on loans.
While regular people may not be able to get all of the same great deals that the ultra-rich do, many banks do provide loyalty discounts if you use multiple financial products. For example, Ally Bank routinely offers discounts on home closing costs to those who open a bank account.
Ultimately, regular people are not going to be able to get all the many benefits available to high-net-worth individuals since banks are naturally going to work harder to earn their business. However, by shopping around and researching the features that banks offer, you can often find some of the benefits that matter most to you.
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