3 Ways to Simplify, Optimize and Retain Commercial Customers

As banks navigate the lasting effects of the Federal Reserve’s rising interest rates and the uncertain market, most banks are prioritizing deposit growth. The swift shift in rates represents an opportunity for banks to assess how they’re onboarding new accounts, especially their commercial banking customers and prospects.

Commercial account onboarding can be a massive headache for business owners and banks, due to the complexities of onboarding a commercial account. Business owners must complete reams of paperwork, submit know your consumer (KYC) and know your business (KYB) information, and ascent to Bank Secrecy Act (BSA) monitoring and other required checks to prove they meet the standards of a financial institution. That’s at odds with expectations of a fast and fully digital experience that rivals consumer banking. Here are three ways to improve the commercial customer experience to help retain deposits.

Prioritize Business Process Design
Building out omnichannel workflows and designing processes for online, mobile and in-person channels enables banks to eliminate disparate systems and improve the application and onboarding process.

Onboarding a commercial account entails collecting a massive amount of information, including sensitive documents and verification. After that, banks may hand an approved account owner off to another internal team for treasury management onboarding — a friction and drop-off point in business banking onboarding that creates a siloed customer experience.

Banks can significantly improve their outcomes if they design their application process with the end goal in mind. Mapping the full customer life cycle with an ideal end state to reverse engineer and streamline customer interactions can eliminate redundant processes and deliver faster onboarding. To use the treasury management example above, if the bank is going to ask for specific data points as part of treasury onboarding, go ahead and include that in the application process to support a cleaner and more efficient handoff once an account is approved.

Consider Customer and Bank Employee Experience
Commercial customer experience is influential: BAI research finds that 87% of business owners use the same financial services organization for their business and personal accounts. So, be sure to leverage the information that you already have on that consumer account customer to streamline their commercial application process. Ask only for the additional information you need. A frustrating or time-consuming experience when opening a commercial account may lead them to choose an alternative option with an efficient process — potentially losing both commercial and consumer deposits.

Banks should also consider the experience of their team members when using new technology. An employee experience that isn’t intuitive and doesn’t drive efficiency won’t be embraced and will fail to meet its expected return on investment. Community bank team members do an excellent job building and nurturing relationships. Their experience with an account onboarding tool should eliminate busy work and free more time up for value-add interactions with the customer.

Leverage Integrations and Automation to Reduce Manual Effort
When considering a commercial account onboarding platform, make sure it can integrate with other key platforms (CRM, core, fraud monitoring tools, funds transfer providers, etc.) that the bank needs during the onboarding process. This will eliminate manual and duplicate efforts and can significantly decrease the amount of time it takes to open an account.

Know your customer (KYC) and know your business (KYB) processes are a great example. Instead of asking a business owner to upload documents, banks can leverage integrations with providers that can verify in real time that the applicant is who they say they are and that their business is in good standing with the secretary of state. This can shave hours or even days off of the application review process. Wherever possible, use these integrations and automation within the onboarding platform to improve the application process for all stakeholders.

Community banking executives are concerned about profitability and economic conditions, according to a report by the CSBS Community Bank Sentiment Index, and they’re looking for more ways to capture deposits in a difficult market. In addition to these concerns, megabanks and neobanks have been growing their market share due to advances in digital customer experience.

Despite the struggle to keep pace with some of these other providers, community and regional banks are still well-positioned to differentiate based on local market factors and relationships with their customer base. By reimagining their commercial onboarding process and implementing technology that allows them to meet their customers where they are, banks can continue to expand their deposit base, even in a challenging market.

Mobile Banking Attracts Deposits; Does It Aid Their Exit?

Mobile banking channels, which banks have used to attract deposits, are helping deposits flow out faster as rates rise, a May research paper shows. 

The combination of higher interest rates and technology means that banks with robust mobile banking capabilities have also seen more deposit runoffs — even before the spring banking crisis — according to researchers from Columbia University, the University of Chicago and the National Bureau of Economic Research.  

They found that mobile banking has increased the sensitivity of deposits to interest rates, reducing their stickiness: it’s easier for customers to shop rates, open accounts and move funds. The paper refers to the slow or gradual pace of deposits leaving banks as “deposit walks” versus deposit runs, where many customers overwhelm a bank with withdrawal requests.

“Average deposits have become more sensitive to changes in the federal funds rate in the last decade,” they found. This is “particularly pronounced for banks with a digital platform and banks with a brokerage account.” 

In the study, banks were considered digital if their mobile application had at least 300 reviews, and as having brokerages if they report brokerage income in their call report. In the study, 64% of banks that had between $1 billion and $250 billion in assets — admittedly a wide swath — were considered digital. The impact of digital bank channels on deposits appeared in third quarter 2022 as deposit growth between digital and nondigital banks diverged; a quarter later, digital banks began losing both insured and uninsured deposits. 

“Whatever happened in the banking system in late 2022 and early 2023 was not just about the flight of uninsured deposits,” they wrote.

A 400 basis points increase in the federal funds rate leads to deposit decline of 6.4% at banks that don’t have a brokerage and aren’t considered digital, compared to 11.6% for digital banks with a brokerage. They also found that digital banks slowed their “deposit walks” by increasing deposit rates and their overall deposit betas.

Although larger banks with brokerages certainly could have more rate-sensitive customers than smaller banks without brokerages, the researchers attempted to account for that adding another analysis: internet usage among depositors. 

“We find that banks’ deposit outflows are more pronounced in markets with higher internet usage, but that this is only the case for digital banks (regardless of whether they report brokerage fees or not),” the researchers wrote.

Digital banking capabilities contributed to the rapid failure of Silicon Valley Bank, Signature Bank and First Republic Bank, according to testimony from bank officials and regulators. Silicon Valley Bank customers “sought to withdraw nearly all” of the bank’s deposits in less than 24 hours, said Federal Deposit Insurance Corp. Chair Martin Gruenberg in May 18 testimony to the U.S. Senate. He added that “the ease and speed of moving deposits to other deposit accounts or non-deposit alternatives with the widespread adoption of mobile banking” is a development that has increased the banking industry’s “exposure to deposit runs.”

First Republic Bank’s run was “exacerbated” in part by “recent technological advancements that allow depositors to withdraw their money almost immediately,” said former First Republic Bank CEO Michael Roffler in May 17 Congressional testimony. The bank experienced $40 billion in deposit outflows on March 13, after the failures of Silicon Valley and Signature, and a total of $100 billion in withdrawals in the ensuing weeks. 

Not everyone is concerned about the impact of mobile apps on deposits and its implications on bank stability. Ron Shevlin, managing director and chief research officer of Cornerstone Advisors, believes that a small percentage of banks will face notable deposit exits, with most banks able to keep funds stable. Additionally, he points out that banks benefited from having digital and mobile banking channels, especially in the earliest days on the coronavirus pandemic. 

“I don’t think it’s that big of a problem because I think a lot of financial institutions are fairly sophisticated in looking at this,” he says. Banks aren’t just looking at account closures to study deposit outflows; they also analyzing changes in account behavior and transactions. “This is not super new behavior anymore. It’s been in the making for 15 to 20 years.”

Both Shevlin and Luigi Zingales, one of the authors on the paper and a professor at the University of Chicago Booth School of Business, see digital transformation as an inevitability for banks. Zingales points out that apps — not branches — will shape the next generation’s experience with banks. As more community banks become digital banks, he says they may need to adjust their assumptions and expectations for how these capabilities could alter their deposit base, costs and overall balance sheet.

“I think what you need to do is be much more vigilant in how you invest your assets. In the past, you had this natural edge and now this natural edge is much smaller. And if you think you have this natural edge and you take a lot of duration risk, you get creamed,” he says. “I think the [solution] is not to resist technology — to some extent, it’s irresistible. The [solution] is learning to live with a new technology and understanding that the world has changed.”

Risk issues like these will be covered during Bank Director’s Bank Audit & Risk Conference in Chicago June 12-14, 2023.

Lessons Gleaned From Bank Failures

The postmortem regulatory reports on the failures of $209 billion Silicon Valley Bank and $110 billion Signature Bank are an emphatic reminder of the consequences of poor risk management.

Among the specific circumstances that contributed to their closures in spring 2023 is how their boards and management teams failed to effectively manage several core banking risks, including interest rate, liquidity and growth, according to reports from the Federal Reserve and the Federal Deposit Insurance Corp. The official reports confirm recent media reporting that indicated surprisingly lax risk management practices at the banks, both of which were some of the largest in the country. Community banks that may see themselves as having little in common with these large institutions can still glean insights from the reports — and perhaps, avoid their fates.

Santa Clara, California-based Silicon Valley Bank’s “rapid failure can be linked directly to its governance, liquidity, and interest rate risk-management deficiencies,” the Fed wrote. And the FDIC found that New York-based Signature Bank had weaknesses in “liquidity contingency planning, liquidity stress testing, and internal controls” that figured “prominently” in its failure.

Interest Rate Risk
“While interest rate risk is a core risk of banking that is not new to banks …, SVB did not appropriately manage its interest rate risk,” the Fed wrote. 

The bank’s interest rate risk (IRR) policy — which detailed how the bank would manage and measure interest rate risk — was vague. It didn’t specify which scenarios to run, how to analyze assumptions, how to conduct sensitivity analysis and it didn’t define back-testing requirements. The bank used “the most basic” IRR measurement available, despite its size.

Still, its models indicated the bank had a structural mismatch between repricing assets and deposit liabilities; as early as 2017, it identified breaches in its long-term IRR limits, the Fed wrote. But instead of addressing the “structural mismatch” between longer duration bonds and demand deposits, the bank adjusted its model to get better results.

“I lose count of the number of cognitive biases that got activated in their process — from confirmation bias and optimism bias to so much else,” says Peter Conti-Brown, an associate professor of financial regulation at The Wharton School at the University of Pennsylvania. “It is the most common story ever told: When you make big goals, you then try to rough up the ref so that you can get the outcomes you’re seeking. The ref in this case is basic bank accounting.” 

Additionally, Silicon Valley executives also removed interest rate hedges that would’ve protected it from rising rates, a move the Fed attributes to maintaining short-term profits instead of managing the balance sheet. 

“That’s more casino behavior than it is prudential behavior,” says Joe Brusuelas, chief economist at RSM US LLP. “It’s throwing the dice at a casino.”

Liquidity Risk
Both banks had an unusually large percentage of accounts that were over the $250,000 deposit insurance threshold, the withdrawals of which acutely contributed to their failures. 

“Uninsured deposits are considered higher risk as they are more prone to rapid runoff during reputational or financial stress than insured deposits,” the FDIC wrote. But Signature’s management didn’t develop a funds management policy or a contingency plan, in part because they didn’t believe those customer deposits would become volatile. 

“[Signature’s p]resident rejected examiner concerns about the stability of uninsured deposits as late as noon EST on March 10, 2023,” the FDIC wrote. New York regulators closed the bank on March 12. “[M]anagement’s lack of a well-documented and thoroughly tested liquidity contingency plan and its lack of preparedness for an unanticipated liquidity event were the root cause of the bank’s failure.”

Both management teams had assumptions around their deposit base that “just weren’t true” Brusuelas says. He adds that bank management teams now should reexamine their analytical framework around their liquidity risk management and strengthen governance policies and limits around their deposit mix.

The FDIC wrote that funds management practices should lay out how a bank will maintain sufficient liquidity levels, how it will manage unplanned or unanticipated changes in funding sources — like a number of large accounts withdrawing and how it will react and withstand changes in market conditions. The practices should also incorporate the costs of the backup liquidity or source of the liquidity, both of which may change under market stress.

Backup liquidity is crucial in times of stress. Silicon Valley Bank didn’t test its capacity to borrow at the Federal Reserve’s discount window in 2022; when the run started, it didn’t have appropriate collateral and operational arrangements in place to meet its obligations. 

Growth
“The fundamental risk of too much growth too fast is a failure of diversification,” Conti-Brown says. “Rapid growth comes [from] a sudden influx of funding … that goes into a small number of asset classes.” 

Both reports discuss how already-weak risk management was further exacerbated when the banks experienced rapid growth; risk management and control policies failed to increase in sophistication as deposits and assets grew. And neither bank seemed to revisit the appropriateness of risk management, governance and internal audit policies nor whether their boards had experience levels commensurate with the institutions’ new sizes as they grew.

Silicon Valley Bank’s growth “far outpaced the abilities of its board of directors and senior management,” the Fed wrote. “They failed to establish a risk-management and control infrastructure suitable for the size and complexity of [the bank] when it was a $50 billion firm, let alone when it grew to be a $200 billion firm.”

The reports make a compelling argument that active and constant risk management plays an important role in the long-term financial solvency, success and continued operations of banks. Boards and executives at institutions of all sizes can learn from the risk management failures at these banks and revisit the appropriateness of their risk management principals, policies and models as the economy continues to shift. 

“The goal of risk management is not to eliminate risk,” the Fed wrote. “but to understand risks and to control them within well-defined and appropriate risk tolerances and risk appetites.”

Risk issues like these will be covered during Bank Director’s Bank Audit & Risk Conference in Chicago June 12-14, 2023.