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Retail Banking Monitor 2021

A decade of change ahead

Viewpoint

2020 marked a year of concern for retail bankers amidst the Covid-19 pandemic. Some industry observers put drastic outlooks of double-digit revenue losses forward – our own April 2020 scenario for Europe saw up to a 9% reduction. Although we have been pretty close: In the end we were all wrong – the worst expectations have not materialized. Less travelling cut into foreign exchange and card revenues. Increasing savings, deposits and investments, unbroken appetite for real estate, a move to cashless and notably government programs to curb insolvencies and unemployment have worked well – so far.

Perhaps most notably, last year put the spotlight on the fundamental transformation agenda in retail banking: a rethinking of everything related to sales and marketing (beyond branch models), the need to uplift product and pricing capabilities, a positioning in and for an ecosystem play, as well as the dawn of a new wave of industry consolidation on a pan-European level.

This year, we expect to see more profit improvements as more cost savings become visible in run rates, and from a rebound to growing economies – and hopefully without major fall-out effects on the business banking side. A year to stay alert, and accelerate on the transformation agenda.

Four key drivers in European Retail Banking

Income decline

-0%

…income squeeze – accelerated by Covid-19, yet less than expected

2020 also a turning point in account and deposit pricing

Flight to deposits

+0%

…deposit volume in 2020 driven by decreased consumer spending

Transforming of deposits into fee income as imperative

Continuous cost focus

-0%

…operating costs in 2020 – cost cutting programs already started pre-Covid-19

More radical measures to come

Cushion and caution

+0%1)

…loan loss provisions in 2020 and government interventions as cushion

Pending insolvencies and heightened unemployment

1) Based on the development of loans provisions of the 25 largest banks in Europe, not restricted to retail banking

Topline results

Bank’s 2020 topline results were suffering, yet less than expected. Top line is down by 4% in 2020. This is a substantial decline and in continuation of a past trend amongst the banks in our sample.

It is less dramatic than expected by many industry observers. Increased consumer savings rates and government measures against unemployment and insolvencies – so far – are paying off.

Banks in countries with an emphasis on the current account relationship, and less on more volatile (and fee-generating) lending and card products as in the UK, for instance, have been more resilient throughout Covid-19.

With business, personal consumption and travel patterns normalizing, banks in markets like the UK or Switzerland should see more dynamic top line uplift than others on the continent.

Broadly, we expect to see uplift from ongoing (account and card) fee increases, and a shift in focus on developing existing customer relationships rather than spending on new ones.

 

Savings and deposits

Deposit growth tripled in 2020 from 3 to 9%, mainly fueled by lower consumption. Together with stock markets recovering quickly and renewed interest in brokerage, savings, deposits and investments became the theme of 2020.

Not all of this ‘flight to deposits’ will stay. In 2020, household spending dropped by ~6-7% in Germany and France, and by more than 10% in Italy and Spain. Some consumption will only be postponed.

Three priorities for retail banks have emerged and require action in 2021:

  1. Redeploying deposits in a profitable way despite negative interest rates
  2. Supporting a new generation of equity investors into longer-term wealth generation, and optimization
  3. Responding to a shift to zero-fee brokerage across the US and Europe, a new class of investors, and volatility

Operating costs

Operating costs have been coming down across European retail banks for a while – at a very moderate pace, in line with income development.

Covid-19 has focalized the need to step up efforts, and take action on long-term trends: the demise of branches, another level of instant delivery and customer centricity, and digital at scale.

There is hardly a retail bank that has not announced massive restructuring programs. Whilst 2020 saw some acceleration of cost decreases, the run rate effects of the programs announced is yet to come. We expect 2022 / 23 to be the first years where the 2020 announcements will truly become visible in a new ‘European retail banking run rate’.

The biggest challenge now is not in the savings, but in taking customers – old and new – with them. A disruption with opportunities for those getting it ‘more right’ than others.  

Cautious risk perspective

The aftermath of Covid-19 on retail banking is still lingering – even though capital markets enjoyed a quick rebound for now. European business failures would have almost doubled last year without governments interventions, according to the National Bureau of Economic research.

Looking into 2021, insolvency rates are forecasted to grow significantly; e.g. by 80% in France. Particularly threatened are small businesses and companies in heavily impacted industries. The 2010 Euro crisis showcased how European Banks and their national economies are tied together, bringing the risk of a “doom loop”. Unemployment rates peaked during the pandemic, with a slow recovery expected over the next few years. Loan-loss provisions are not heavily impacted so far however, insolvencies are likely to make their impact on European banks’ results in 2021.  

Key challenges ahead

Convergence of models
Convergence of models

Digital offerings and distribution models are required irrespective of branch network

Inbound to outbound marketing
Inbound to outbound marketing

Reversing funnel and role of outlets (new branch operating model)

New role for segmentation
New role for segmentation

Away from organizing coverage to building the profit cohorts of the future)

Product and pricing excellence
Product and pricing excellence

Playing full spectrum from bundles across subscription services to advanced pricing tactics, and periodical reviewing

Ecosystem positioning
Ecosystem positioning

Embedding in key ecosystems (mobility, health, etc) beyond the current product partnering/ channel perspective in a world of open finance

Consolidation
Consolidation

Increasing pressure for industry consolidation on a pan-European level

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Retail Banking Monitor 2021

Methodology

The Strategy& Retail Banking Monitor is an analysis of the leading European, North American and Australian retail banks across key performance dimensions. The 2020 edition contains a sample of about 50 retail banks and banking groups across Europe - as well as North America and Australia as comparators - with a total of 690 million customers and estimated retail deposits and lending volumes of 18 trillion euros.

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Andreas Pratz

Andreas Pratz

Partner, Strategy& Germany

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Jeroen Crijns

Jeroen Crijns

Partner, Strategy& Netherlands

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Dr. Lisa Schöler

Dr. Lisa Schöler

Director, Strategy& Germany

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Johannes Gärtner

Johannes Gärtner

Director, Strategy& Germany

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