Jakarta – Bisnis wealth management atau pengelolaan dana nasabah di segmen affluent menjadi salah satu pilar penting bagi perbankan. Untuk itu, hampir semua bank di Indonesia pun memiliki layanan wealth management bagi nasabahnya.
Dengan begitu, nasabah memiliki banyak pilihan, dan layanan wealth management bukan lagi monopoli bagi sebagian bank saja. Berdasarkan hasil riset dari Global Data “Indonesia Wealth Management: Market Sizing and Opportunities to 2026“, pasar nasabah affluent tumbuh 11,6%, dengan segmen high net worth (HNW) meningkat sebesar 8,5% dan segmen mass affluent meningkat sebesar 11,8%.
Pertumbuhan ini juga diimbangi dengan minat terhadap wealth management melalui investasi pasar modal. Kustodian Sentral Efek Indonesia (KSEI) mencatat jumlah investor individual pasar modal hingga September 2023 mencapai 11,69 juta SID, bertumbuh sekitar 20% dari tahun sebelumnya.
Selain menyimpan potensi besar, segmen ini memiliki sejumlah tantangan yang harus dihadapi oleh bank, mulai dari kondisi ekonomi global hingga perubahan perilaku nasabah.
Perbankan harus memiliki strategi ‘unik’ yang mampu menjangkau dan memenuhi setiap kebutuhan nasabah. Untuk memenangkan persaingan ini, Direktur Wealth and Personal Banking HSBC Indonesia Lanny Hendra mengatakan pihaknya terus melakukan peningkatan layanan dengan memonitor perkembangan pasar dan perilaku nasabah.
HSBC Indonesia pun fokus pada tiga pilar utama, yakni wealth management, pendidikan internasional, dan penawaran eksklusif seputar lifestyle secara lebih berkesinambungan dan menyeluruh, baik di dalam maupun luar negeri.
Dia menjelaskan, dari sisi wealth management, HSBC Indonesia memiliki berbagai kapabilitas. Di antaranya layanan financial planning, wealth dashboard untuk melihat portofolio investasi, wealth insights seputar investasi dan market outlook secara rutin, serta akses ke para investment specialist.
Dari sisi gaya hidup, HSBC Indonesia bekerja sama dengan mitra maskapai asal Jepang, ANA, dan menggelar travel fair secara rutin dengan berbagai keistimewaan. Nasabah Premier juga bisa mendapatkan layanan eksklusif pre-sale tiket di beberapa cabang HSBC tertentu.
“Di paruh pertama 2023 kami juga telah memfokuskan pengembangan fasilitas untuk memenuhi kebutuhan gaya hidup. Khususnya traveling dan international mobility dengan meluncurkan beberapa fitur baru seperti layanan airport transfer di 4 kota besar di Indonesia, yaitu Jakarta, Surabaya, Medan, dan Bali, serta memberikan nilai tukar yang lebih kompetitif dan tambahan reward poin dengan menggunakan kartu kredit HSBC Premier,” ungkap Lanny belum lama ini.
Selain itu, sebagai sponsor utama Badminton World Federation (BWF) World Tour Series, HSBC Indonesia juga memberikan money can’t buy experience kepada nasabah HSBC Premier.
“Di penghujung tahun ini kami sedang mempersiapkan tambahan layanan dan manfaat lain dengan fokus utama pada pendidikan, terutama pendidikan di luar negeri dan kemudahan dengan well being, yang merupakan kebutuhan penting bagi masyarakat Indonesia saat ini di segmen affluent,” tambah dia.
HSBC Indonesia juga telah menjalankan berbagai strategi untuk menghadapi persaingan bisnis wealth management. Salah satunya dengan mengembangkan kemampuan relationship manager agar dapat memberikan pelayanan advisory yang lengkap terhadap nasabah.
Menurut dia, untuk menjadi bank dengan layanan wealth management yang relevan, diperlukan kombinasi antara kemampuan advisory para relationship manager, platform digital, serta produk dan servis yang lengkap dan terarah.
“Beberapa segmen nasabah, tentu saja, lebih banyak dan suka dilayani secara digital. Sedangkan segmen lain menginginkan lebih banyak interaksi dengan relationship manager dan investment specialist. Model kami adalah model hybrid, yang menggabungkan advisory dari para relationship manager dengan channel digital dan teknologi terkini,” kata dia.
Dengan percepatan adopsi digital di tengah masyarakat, channel digital pun menjadi layanan penting bagi nasabah dan tidak terpisahkan dalam layanan wealth management.
“Pada tahun ini, kami telah meluncurkan aplikasi terbaru HSBC Indonesia Mobile Banking, yang merupakan upgrade dari aplikasi mobile kami terdahulu. Aplikasi ini memiliki user interface/user experience baru yang lebih praktis dan nyaman digunakan, seperti akses ke aplikasi menggunakan biometric sehingga lebih aman, tampilan yang lebih simpel, dengan tidak mengorbankan security,” jelas dia.
Dengan sederet komitmen dan konsistensi untuk kemajuan layanan wealth management yang disuguhkan oleh HSBC, sejak 2018 hingga 2023 alias enam kali berturut-turut, HSBC Indonesia sukses menyandang predikat Best Wealth Manager di Indonesia dari The Asset Triple A Private Capital Awards, salah satu publikasi keuangan terkemuka di Asia.
Tak hanya itu saja, tahun ini HSBC Indonesia juga berhasil meraih predikat sebagai The Best International Bank untuk yang kedua kalinya dari Asiamoney dan Excellence in Digital Wealth Management dari The Digital Banker.
“Kami merasa terhormat untuk memenangkan seluruh penghargaan terutama The Best Wealth Manager di Indonesia oleh The Asset Triple A untuk keenam kalinya berturut-turut. Semua penghargaan ini merupakan bukti komitmen kami untuk secara konsisten meningkatkan pengalaman nasabah dan terus memberikan solusi yang lengkap untuk memenuhi kebutuhan spesifik. nasabah kami. Terima kasih kepada semua nasabah kami atas kepercayaan dan kesetiaannya selama ini dengan HSBC,” ujar Lanny.
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