Recognizing that the world’s wealthiest people were becoming increasingly diverse in age, race, location, orientation, and gender identity, Credit Suisse were eager to explore untapped markets of wealth management customers, and do so in ways that fostered respect, mutual benefit, and long-term partnerships.
The focus of our work was to help them investigate potential new customer pools. We recommended creating an advisory council for each of three groups: women, LGBTQ individuals, and Black entrepreneurs.
Members of these trusted council panels were drawn from our own extensive network, and were encouraged to use their influence to bring new customers and businesses into the Credit Suisse fold. This relationship- and trust-driven strategy paid off, and quickly. By the end of the first year, the bank had brought in close to $1 billion dollars of new assets from these groups.
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