Private bankers, private and meeting spaces, in-bank concierge services, ultra-premium cards… Bank Of Africa’s (BOA) private clientele is being treated with utmost care through its new services. It boasts a sharp, high-end offering that sets it apart in the private banking market. Here’s why.
Private banking, wealth management, family offices, and more —the banking sector is brimming with innovation to differentiate its high-end service segments. In Morocco, Bank Of Africa (BOA) is leading the way, having unveiled its new “private division” on November 20. Before diving into the details of BOA’s new services, we conducted some research to see how they align with current trends. The conclusion? These new services are well-suited to modern times and evolving global trends in “customer experience.”
Indeed, a study conducted in early 2024 by Zendesk—a California-based company renowned for creating software to improve customer relations—revealed that consumers are increasingly demanding. This is especially true for high-net-worth individuals, including business owners, those with significant capital, and asset portfolios (real estate, financial). In short, the “big accounts.”
These clients expect online services that are faster and more efficient than ever while valuing human interaction and personalized support. As you might know, listening and trust are key to a strong banker-client relationship. Customers no longer want to be treated as mere numbers, and banks have taken notice.
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Tailored Support and Private Spaces
Let’s return to the matter at hand. In simple terms, the private division is akin to a VIP lounge designed for “privileged” or “sensitive” clients. These may include executives, high-net-worth individuals, or even top athletes. While the concept isn’t entirely new to BOA—already accustomed to managing major accounts—the revamped private division is structured with regional directors and private bankers entirely dedicated to private clients.
The role of a private banker (also known as a client advisor) is sensitive, as they often have a 360-degree view of their client’s personal, professional, entrepreneurial, and even family circumstances. Their job is to address every need, ensuring personalized management and tailored follow-ups while safeguarding the client’s economic, business, financial, and wealth interests. BOA leverages its multi-disciplinary expertise and global approach to provide this comprehensive support. The group also boasts one of the most extensive international networks, covering Africa, Europe, Asia, the Americas, and the Middle East.
Beyond offering high-value advisory services (investments, asset management, intermediation), BOA’s private division emphasizes speed with shorter processing times. On the ground, the private division operates through “private spaces” located in six regions of Morocco: Greater Casablanca, Central-Atlantic, Northern Mediterranean, Oriental, Central, Southern Central, and Agadir-South. These spaces are confidential, elegant, and multifunctional, offering a seamless blend of utility and comfort.
Exclusive Perks
Bank Of Africa ’s new services don’t stop there. BOA has enhanced its offerings with a range of premium bank cards. One standout is the Visa Infinite Pay & Fly RAM, described by the group as an “exclusive offering in the banking sector.” This card comes with enticing perks, including welcome miles with Royal Air Maroc and business-class upgrades. Cardholders gain access to over 1,000 airport lounges worldwide and benefit from travel insurance and assistance covering cancellations, unexpected issues, lost luggage, and health concerns. Both domestic and international travel expenses are also covered.
Complementing this is a private concierge service available locally and internationally, offering personalized solutions 24/7. This includes VIP reservations and day-to-day assistance.
Another notable card is the Mastercard World Elite, which provides access to the “Priceless” program. This exclusive offering allows cardholders to enjoy unique and premium experiences during their travels, such as private tours, bespoke excursions, and entertainment. Like the Visa Infinite, it ensures access to numerous airport lounges, travel insurance, and private concierge services, making it the ideal companion for seamless and luxurious travel. It’s just what you need to travel comfortably and with total peace of mind!
