Big banks struggle with wealth cross-sell

Banks have made hardly any progress cross-selling wealth management products to their customers over the past decade, according to new research.

Roy Morgan Research reported that National Australia Bank was the best performer in wealth cross-sell, with an 18.5 per cent share of wallet (that is, 18.5 per cent of its customers' total superannuation and other wealth assets).

Westpac has a 13.9 per cent wealth share of wallet, Commonwealth Bank has a 13 per cent share and ANZ an 11.6 per cent share.

Roy Morgan industry communications director Norman Morris said: "All four major banks are finding it difficult to gain a share of their customers' wealth business and have generally shown no improvement over the last ten years.

"The banks are facing tough competition from the self-managed super, industry funds and other specialist providers."

However, the big banks have made progress increasing their share of wallet in other parts of their business. Their share of their customers' loan and deposit business has grown steadily over the past decade.

In deposits, CBA has the biggest share of wallet, with 60.3 per cent - an increase of 7.1 percentage points over ten years.

Westpac has a 55.3 per cent share of wallet in deposits (up three percentage points over ten years), ANZ has a 49.3 per cent share (up 12.5 percentage points) and NAB has a 47.8 per cent share (up six percentage points).

In loans, CBA has a 56.4 per cent share of wallet (up 13.8 percentage points over 10 years), followed by Westpac, with a 53 per cent share (up 2.9 percentage points), NAB, with a 47.6 per cent share (up 5.4 percentage points) and ANZ, with a share of 45.7 per cent (up 9.8 percentage points).