East West Banking Corporation (EastWest) continues to evolve towards becoming the bank of choice of different market segments. In particular, it is boosting its wealth management unit to capture the affluent segment of the bank’s existing and prospective clients through EastWest Priority.
The emerging affluent segment will find a valuable proposition in EastWest Priority’s lower barrier to entry, as they can already be members with a minimum of P2.5 million combined deposits and investments with the bank or what is called its “total relationship balance.” Other banks would require twice as much of this amount to be able to qualify as wealth management clients.