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麦肯锡:如何看待数字时代的财富管理?

2017年是"财富科技"公司的大年,虽然市场份额与传统财富管理公司相比差距仍然不小,但这点可能即将改变。

投资者总有从众心理,但目前财富管理界最大的一场变革数字颠覆仍只是一小群数字积极分子和千禧一代的专属。

无论是什么标签--机器人投顾、数字财富管理或者财富科技,像Nutmeg和Scalable Capital这样的公司发展迅速,但相对于传统财富经理所管理的资产和客户来说是沧海一粟。

对于这个潜力与泡沫同时存在的新兴市场,麦肯锡给出了自己的几点看法:

数字浪潮仍在持续

麦肯锡认为,尽管"数字颠覆者"没有像众多所期望的那样快速增加资产规模,但客户的注意力明显已转移至数字领域。

"如今约30-35%的投资产品搜索发生在数字渠道上,而不是询问亲朋好友,看口碑或是其他渠道。"

为了抓住这个数字化趋势,传统公司必须加大自己的数字营销能力。

虽然投资者接受数字财富管理并创建账户的速度比较慢,但"数字颠覆者"的客户更开心。

"无论是数字颠覆者平台还是传统公司,转向自动投顾产品(如根据规则推荐分配资产的产品、自动再平衡和其他此类产品)的资产数量仍较低。

"数字颠覆者的客户满意度更高,比传统高5-10倍,这主要是因为客户体验增强。"

麦肯锡表示,这种满意度不只是投资后获取资金便捷度,还包括整个数字体验如增加资金、改变投资分配、查看账户。

"如果数字创企能够攻克获客难关,降低成本,那他们将能够继续快速增长并获得实阻的市场份额。"

资金流入持续上升

另一个看好数字财富管理的信号就是,有越来越多的富裕客户正将资产转至财富科技公司。传统财富管理公司的一个共性就是在管账户的客户粘度高,但最近富裕客户的资产正在转移。麦肯锡调查显示,去年富裕客户"可投资资产"的转移比率大约在12%。

"其中接近2万亿美元(约7%)的资产直接在机构间变动,即一家得一家失。我们认为未来数字技术演进以及监管改变,这种趋势会加速。"

日益上升的移动和数字体验需求是推动这一趋势的又一大动力。事实上,移动体验包括app和移动版网页是富裕客户考虑是否转移资产最关注的两个渠道。据了解,使用移动渠道(如app或移动版网页)的客户比使用其他渠道的客户更容易转移资产,相差达3.5倍。

So far, 2017 has been a big one for 'wealthtech' firms and while the market remains small in comparison to incumbents that could be about to change.

Investors are often known for their herd-like behaviour but so far one of the biggest shifts in wealth management, digital disruption, is mostly the preserve of a small group of in-the-know enthusiasts and millennials.

Call it what you like: robo-advice, digital wealth management or wealthtech, firms such as Nutmeg and Scalable Capital are growing rapidly but still just represent a drop in the ocean of investable assets and clients of incumbent wealth managers.

The consultancy McKinsey has identified several key trends that explain the development of this much-hyped but potentially enormously profitable market.

"The digital tide is still rising."

It thinks 'digital attackers' aren't scaling AUM as quickly as many might have hoped or expected but that customer awareness has overtly shifted toward the digital sphere.

"Today, about 30 per cent to 35 per cent of searches for investment products go through digital channels rather than through family and friends, word-of-mouth and other sources," McKinsey said.

To catch this huge shift to digital, incumbent firms must to ramp up their own digital marketing capabilities.

While uptake from investors to open accounts is somewhat slow, McKinsey says "digital attackers' clients are happier" also.

"The amount of assets migrating to automated advisory portfolios (i.e., portfolios with rule-based allocation recommendations, automated rebalancing, and the like) from both digital attackers and incumbents is relatively low."

"Clients of digital attackers report high levels of satisfaction- 5 to 10 times higher than clients of traditional wealth managers-due in large part to their improved experiences."

This happiness is not just concerning ease of access during the customer on-boarding but also to the entire digital experience such as adding funds, changing investment allocations, and viewing all their accounts, Mckinsey says.

"If digital upstarts can crack the client acquisition code and drive down costs, they will be able to continue their fast growth and gain real market share."

Follow the money

Another bullish signal: more affluent clients are moving their assets to wealthtech firms. A commonality across incumbents is that accounts are quite sticky, but more recently affluent clients' assets are a bit less so. Last year, the firm says, 12 per cent of all affluent clients' investable assets move on an annual basis."

"Roughly $2trn (or 7 per cent) of those assets moved directly between institutions, i.e., one institution won and one institution lost. We expect that with further digital evolution and regulatory changes, this movement will accelerate."

Much of this is being driven by the growing demand for mobile and digital experiences - "the new currency of success across the wealth management industry."

In fact, the mobile experience, including apps and the mobile web, is one of the two most important channels for affluent clients when considering whether and where to move assets.

"Clients who engaged through a mobile experience (e.g., the mobile web or an app) were 3.5 times more likely to move assets than clients using other channels."


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