, Senior Partner, McKinsey & Company

Georgy Gorshkov

, Member of the Management Board, Director of the Retail Business Department, VTB24 banking services according to analysts is significant, and this despite its rapid growth in the pre-crisis years. Now, however, the emphasis has shifted: banks are increasingly focusing their efforts on finding solutions to improve efficiency and productivity. Industry leaders are actively developing both traditional and alternative distribution and service channels; invest significant resources in process improvement, process centralization and lean methods. What actions will help banks maintain and strengthen market positions in today's environment? What experiences do leading development players have to share? alternative channels product promotion and customer service? What results are achieved with the implementation of lean programs and process centralization? These issues will be discussed at the conference.

Topics for discussion

Sales and service in retail banking: how to accelerate the development of multi-channel sales and service
Operational efficiency: what are the results in the field of centralization and optimization of business processes of bank branches
The most promising banking products and customer segments Discussants
Ivan Anisimov
, Deputy Chairman of the Board, Absolut Bank
Michael Berner
, department director loan products, Member of the Board of Directors, Citibank
Eldar Bikmaev
, First Vice President, Probusinessbank
Evgeny Dankevich
, Deputy Chairman of the Board, Head of the Block " Retail business» Bank "Opening"
Eduard Issopov
, Member of the Board, UniCredit Bank
Leonid Kachalov
, Deputy Head of the Service Directorate individuals, Head of Sales Channels Department, Raiffeisenbank
Irina Kozlova
, Member of the Board of Directors, Director of the Department for Work with Corporate Customers and Partners, Microsoft in Russia
Elena Rechkalova
, Member of the Board, Managing Director of the Business Development Unit, NB "Trust"

Business Club Publishing House "Kommersant"

Speakers Moderators

Photo gallery

The banking system is changing the principles of work. According to experts, in two or three years, remote access to a wide range of financial products will become part of Everyday life. The Bank of Russia, following the new challenges, in April presented the concept of changing the system of distribution of financial products and the first prototype of such a platform - a financial supermarket. By the end of the year, the project participants plan to launch a working version of the Marketplace platform, which is an operational engine for several aggregators of offers from different banks and others. financial institutions. Customers after its launch will be able around the clock, without leaving home, to purchase financial products in online mode. What are the prospects for such technology? How Russian banks are switching to new technologies of working with the client and what barriers stand in the way remote service clients? Will financial market participants be able to prepare their security system for remote services and how much will it cost them? Is banking legislation ready for new challenges and trends? Which of the participants will get access to the new system of work in the market financial services? How secure will the customer service be online? We will discuss these and other topical issues at the event of the Kommersant Publishing House.

Program

Registration of participants. Welcome coffee

business session

Issues for discussion:

The impact of the new distribution system on the financial services market: what will it give to the average consumer and market participants
The cost of the entrance ticket for the participants of the new system.
A prototype of the system that creates a market within the framework of the Bank of Russia project - will other participants be able to join it and under what conditions
New service - creation competitive market and improving the quality of services
Security system in a digital service: development of a system for remote identification of customers by voice and face, security guarantees
Difficulties in connecting banks, insurance companies, brokers and MFIs to the new platform
Will the new service be able to become a qualitatively new service for customers and how to win the trust of the customer
What products will be available to customers of the new system
To what extent it will be easier for citizens and counterparties to protect their money
The main difficulties of building and operation of a single repository. Creation software, information exchange channels, solution of legal and operational issues

Speakers

Sergey Shvetsov, First Deputy Chairman, Bank of Russia
Elena Chaikovskaya, Advisor to the First Deputy Chairman, Bank of Russia
Alexander Afanasiev, Chairman of the Board, Moscow Exchange PJSC
Roman Goryunov, President, Association of Financial Market Participants "Non-Commercial Partnership for the Development of Financial RTS market»
Ekaterina Andreeva, Vice-President of NAUFOR
Timur Turlov, CEO, Head of the Investment Committee of Freedom Finance
Dinara Yunusova, CEO, Banki.ru holding
Yaroslav Kabakov, Deputy CEO IC "Finam"

Producer:
Maria Sindinskaya

I have a bank card "A", and I can open a deposit in it online without any problems. But if I want to put my funds in bank "B", where I do not have an account, then I will first need to identify myself. To do this, I can remotely order a card from this bank, but then I will have to visit the office of a credit institution or meet with its representative (courier) and confirm that I am me. And only after becoming a client of the bank, I will be able to make a deposit online. It may have been convenient in the past. But today I want more - not to go to the office and not get up from the couch to open the door for the courier.

The first step towards creating such a reality was the launch of the Unified Biometric System (UBS). Since July 1, 2018, banks have begun collecting biometric data of Russians (face image and voice recording) for remote identification. In the future, this will make it possible to receive financial services online in any banks without reference to cities. Yes, you will have to visit the office of a credit institution once and submit biometrics, but after that you will not need to go anywhere. It will be possible to go to the bank's website, which offers the most profitable product, and get it in a few clicks.

However, there is also a place for “I want it even easier”. For example, I want to transfer money from a deposit in one bank to a deposit in another credit institution, and so that I don’t have to “run” through the websites of different banks for this. I don't want to keep track of my accounts and manage them through different personal accounts.

What is a marketplace

The marketplace created by the Central Bank is just trying to solve this problem. Its prototype was presented in June of this year, the pilot version will work in the first quarter of 2019. First, deposits will be available on the marketplace. The next stage will be the placement of bonds - this may happen in the third quarter of next year. Then sales of shares of mutual funds, insurance and other financial products will begin.

However, this does not mean that within the framework of the financial supermarket there will be only one platform for processing all services. There can be many platforms, showcases and aggregators that allow you to compare and buy products from different financial institutions. But they will be integrated with the Central Bank marketplace system. It will connect sellers and buyers, allow authentication, make financial transactions and store information about them in one personal account. In other words, the ecosystem will provide access to the infrastructure and technology needed to do so. These include, for example:

Platform for remote identification;

Platform of the registrar of financial transactions, RFT (data on all transactions concluded by the user of the marketplace will be stored in the register and the client's personal account on the public services website);

Fast payment platform (its technologies will be used for instant and cheap transfers of funds between accounts in different banks).

Why is it important? The marketplace is designed not only to save customers time, but also to break down geographical barriers. It will no longer be necessary to choose the right products from what is in my area. If I find a profitable tool offered by a financial institution three thousand kilometers away from me, I can use it at any time.

The new system will be relevant, including for people with limited mobility and for residents of settlements with low penetration of financial services. At the same time, financial services aggregators will not take commission from users. They will earn on banks and insurance companies, which will pay a commission for attracting customers.

Are there any drawbacks to the new system? So far, there are two main shortcomings. Firstly, not all banks will get into the marketplace at once, which means that at the first stages of the system’s operation, the client will not see all the offers available on the market. But the list of participants will gradually grow.

Secondly, when loans appear in the marketplace, due to a single ecosystem, people with poor or meager credit history it will be much more difficult to get a loan from participating banks.

How will it work

Let's consider the whole process using the example of opening an online deposit, because this is the first product that will be available on the marketplace. The first step is to hand over your biometric data at the bank office. After that, the contributor will be able to go to the aggregator site and immediately go through voice and video identification. To do this, the system will direct him to the public services website, where he will need to log in and read a random sequence of numbers on the camera. If the voice and image match, the system will confirm the identity of the depositor. Now he will be able to choose and open a deposit completely remotely in the banks that have joined the project.

As soon as the client opens a deposit, he will see all the details of the transaction in his personal account. Even if he makes several transactions on different platforms, all information about them will be accumulated in one place. If necessary, the user will be able to request an extract from the register and use it, for example, in court as a legally binding document.

Who is involved in the project

Now the Central Bank and market participants are considering two possible configurations of the future marketplace.

First option- the platform operator is the Moscow Exchange, which provides the technical part of the project. The functions of the registrar of financial transactions are performed by the National Settlement Depository.

At the first stage, 14 banks will offer their services to Russians: Ak Bars, Zenit, FC Otkritie, Uralsib, Center-invest, Gazprombank, Promsvyazbank, Rosbank, Rosselkhozbank, Svyaz-bank, SKB-bank, Sovcombank, Tinkoff Bank and Expobank. But this list will grow.

Financial products can be bought through popular aggregators, including, for example, Fins.Money and the Infinitum special depository (in the future it will sell shares of mutual funds).

Second option- the operator of the platform is again the Moscow Exchange, which provides the technical part of the project. The functions of the registrar of financial transactions are performed by the National Settlement Depository. Five showcases will join the marketplace, where you can choose financial products.

At the first stage, the same 14 banks will offer their services: Ak Bars, Zenit, FC Otkritie, Uralsib, Center-invest, Gazprombank, Promsvyazbank, Rosbank, Rosselkhozbank, Svyaz-bank, SKB-bank , Sovcombank, Tinkoff Bank and Expobank. The list will continue to grow.

The financial services industry is a lucrative but highly competitive environment. Companies here are trying to provide customers with a more complete and up-to-date range of services. The options offered by banks are no longer considered exhaustive today. Gain popularity new form organizations - a financial supermarket. In the article we will analyze what it is, what are its features, what services are provided. We discuss whether there are prospects for the development of such financial forms in Russia.

What is this?

A financial supermarket is a division of a credit, financial institution that offers a full range of financial services and products. Banking comes first. But, besides them, investment, consulting and insurance are available.

The main task of financial supermarkets: to simplify the process of obtaining financial products and services for citizens. The creators also want to make the stay of customers in such organizations as comfortable as possible: reduce the waiting time, reduce the amount of money spent.

Classification

Although financial supermarkets seem to be universal institutions, in the world practice their division into areas of activity is relevant:

Work with investment products.
Employment in the insurance industry.
Services in retail banking.

As a rule, the division is carried out along the prevailing vector of the universal company's activity.

Purposes of creation

Financial supermarkets are created with specific goals:

Get a well-functioning association, a large corporation that provides financial products.
Make an exchange of customer bases between separate areas of activity of such a supermarket.
Save cash as a result of increased activity. For example, to reduce the number of jobs with duplicating service functions.
Minimize the cost of advertising and the study of new market segments. In the case of a financial supermarket, its founder can simultaneously promote several services and products at once.

Emergence trends

Why did Tinkoff financial supermarkets and others like them appear? It's all about global trends:

Tougher competition in the environment financial institutions. It is especially noticeable in the most profitable segments. banking business.
A necessary condition for the survival of financial institutions is their consolidation.
Simplification of the legislative sphere of many states. In particular, earlier the laws of a considerable number of states prohibited credit institutions from providing commercial services.

What happens in the world?

Thus, ETP GPB financial supermarkets (electronic trading platforms"Gazprombank") appeared not by chance, but under the influence of circumstances. Today, banks need to create powerful financial integrated intermediaries that will be able to offer the population a wide range of financial products and services. At the same time, retail business development programs are being chosen to reduce the interest margin and attract large corporate clients.

Such financial intermediaries try to attract the attention of customers by calling themselves universal financial supermarkets. They are able to offer a comprehensive, individual approach. That is, increase to maximum dimensions the volume of joint sales of banking and non-banking products.

Today, such models of financial organizations are rapidly developing their own retail chains, improving the quality of customer service, expanding the list of services provided, and exploring new areas of activity.

The most developed financial supermarkets operate here:

Benelux states.
Southern Europe.
Japan.

Basic forms of organization

There are also several main forms of emergence and development of such a form of financial organization as a financial supermarket:

joint venture. Such an organization consists of a bank, an insurance company and an investment company.
This model of an institution is based on a strategic alliance, a distribution agreement. The bank here will function as a channel for the sale of some standardized products. It can be OSAGO, shares of mutual funds, etc.
The bank, to some extent, is the owner of an investment or insurance company.
The bank forms a new insurance company.
A qualitatively new financial supermarket is being formed. It has the ability to offer a wide variety of financial services and financial products under a single brand.

Place in the modern economy

It seems that the financial supermarket is a new evolutionary step banking system. But at the same time, many leading economists believe that such a model is unacceptable in modern conditions economic development.

The main difficulty in its implementation is connected precisely with the extended range of services provided. An organization that is at the same time an investment, commercial bank, insurance company, hedge fund is difficult to manage. It is quite difficult to find a director who can fully manage such a variety of vectors and control them.

After the first financial supermarkets were launched, this problem was exposed, the idea arose of hiring several managers at once - for each of the areas of activity. But at the same time they should be aware of each other's affairs, on general meetings resolve emerging issues. However, this scheme is rather inefficient in practice.

The history of the model in the world

This phrase came into use in the 1980s. But the first financial supermarkets appeared in the 1920s in the United States. The first half of the 20th century was unfavorable for this form of organization - American laws forbade credit institutions to combine financial and commercial activity. The restriction was lifted only in 1999.

In Europe, financial credit supermarkets were recognized somewhat earlier - in the 1980s.

History of the model in the Russian Federation

In Russia, interest in such a model of financial organization appeared in the 1990s. For example, "Finam" determined for itself such a form as the main one in 1997. In 2002, Uralsib publicly announced the transition to a financial supermarket model. His example was followed by another major domestic bank - VTB.

But still, so far, financial supermarkets in Russia are at the initial stage of their formation. Those forms of financial organizations that exist today in the Russian Federation can be attributed to this model rather conditionally. The fact is that each representative of this segment understands the term "financial supermarket" rather individually. The following interpretations are common:

A holding consisting of diversified financial institutions. They can be management and brokerage firms, banks, NPFs, Insurance companies and so on.
Agents of several combined companies.
Individual banks, which are called financial supermarkets due to the fact that they simultaneously provide services for brokerage service, the trustee is managed, they provide shares of mutual funds under their own agency schemes.

It is not uncommon for various credit organizations assign themselves such a name for the sake of a "red word", attractive advertising.

So far, there are no financial supermarkets in Kirov, Moscow and other Russian cities, based on the traditional understanding of the word. Eat universal banks capable of offering a variety of financial products and services.

Organization Benefits

The creation of financial supermarkets turns into the following advantages for the founders:

Growth in sales due to integrated development retail chains.
Increasing commission surcharges.
Increase in client bases.

For visitors to such organizations, the advantages are as follows:

A wide range of services and products, a wealth of choice.
Comprehensive, individual approach.
Uniform quality standards for all service vectors.
Saving time and money.

The problem of modern financial supermarkets

The first financial supermarkets in Kirov, Moscow and other cities of Russia are not such in the original interpretation of this concept.

At first glance, such a model promises only pluses - a diverse range of financial services, fast service customer saving money and time. But modern Russian financial supermarkets also face a whole range of difficulties:

Public mistrust. Russian citizens are still suspicious of the possibility of opening a retirement account, taking out a loan and insuring their property in one place.
The activity of such models of financial organizations is appropriate for large federal cities. But as for small towns, countryside, single-industry towns, here financial supermarkets will not soon become relevant. The success of such an enterprise largely depends on the income of the population, its ability to acquire such financial products.
Lack of qualified personnel. Financial supermarkets offer personalized service. Accordingly, for each vector here you need to select a qualified specialist, an ace in his field. And the spheres of knowledge of managers of such organizations should be expanded several times. After all, they need to manage several various areas activities. Hence the consequence is the shortage of "quality" employees capable of providing the required level of sales.
Banks tend to retrain in financial supermarkets in Moscow. Such an institution needs to organize a large-scale retraining of employees who previously worked only in the banking sector. The same can be said about insurers, workers investment companies.
In Russia, there is no macro-regulator capable of controlling the activities of financial supermarkets. The activities of banks are regulated by the Central Bank, investment institutions - Federal Service By financial activities, insurers - the Federal Service for Insurance Supervision.

Prospects for development in the Russian Federation

Studies show that none of the financial supermarkets operating on the territory of the Russian Federation is such in the full sense of the word, in comparison with similar foreign structures.

But there is still a future for the development of this form of financial institutions in Russia. But, as experts say, its development will require at least 10 years of investment. Then it will be possible to get financial supermarkets with the maximum range of services, for which uniform quality standards apply. The most suitable model for Russia is the merger of large banks with significant non-banking intermediaries.

Other experts say financial supermarkets are doomed. And as a form of organization they will soon exhaust themselves in the West. At the same time, things may not even reach their full development in the Russian Federation.

One way or another, but in certain countries today there are full-fledged financial supermarkets. In Russia, such a model of organization is developed conditionally. The companies that represent it are financial supermarkets only partially.

“Do you want to make money without leaving your home?”, or “The real way to make a million”, or “Learn 10 secrets of rich people on how to become financially successful.” Surely everyone has seen many examples of such attempts to "divorce" a person for an adventure, which always ends with the advice to dig a hole in the Land of Fools and put gold there.

This hole takes different forms: it happens that this is a network “business”, it happens that online casinos, and often an unsuspecting person, are lured by such methods of multiplying money as investing in unofficial forex brokers, in microcredit companies that do not have a Bank license Russia, in binary options or dubious cryptocurrency services.

This category of scammers is often disguised as a "normal" stock market, which operates entirely within the legal framework under the supervision of the Bank of Russia, the Ministry of Finance, Rosfinmonitoring and is the circulatory system financial systems all over the world. By this activity, fraudulent companies have already scared away from civilized financial markets many people, causing them real damage - let's recall at least the MMM pyramid, which prospered profusely in the 90s.

How to make money with investments?

No way. Unfortunately, no one can give you such a guarantee. Moreover, the law expressly forbids it. Therefore, companies that manage investment funds are required to inform the client orally and in writing that past earnings do not guarantee future earnings.

In 1995, Presidential Decree No. 765 “On Additional Measures to Improve the Efficiency of investment policy Russian Federation". First investment funds have existed in Russia since 1996. 22 years have passed since then, and at the moment there are about one and a half thousand organizations in Russia with a total assets of almost three trillion rubles, whose clients are more than half a million people.

This investment institution is probably the most secure after banks (and only because of the quite logical lack of state guarantees for investment insurance): control over the activities of managing companies of mutual funds (mutual investment funds) is carried out by the Bank of Russia and other state regulators, large self-regulatory organizations and specialized depositories.

If you try to explain the mechanics of their activities on the fingers, then investment funds collect 10 rubles from 100 people and invest the received thousand rubles in certain assets, which can be company shares, government and corporate bonds, cash, real estate and others. The investment of this thousand rubles is carried out strictly within the limits of the investment declaration of the fund by a professional portfolio manager.

As practice shows, with long-term investment in the stock market, the investor is in the black, since markets always go up over long periods of time, smoothing out short-term crises.

Dynamics of the MICEX index for the period 01/20/2003 - 06/29/2018

How are things now?

More recently, Russia has a legal and technological basis to create ways to purchase financial services remotely. No, this is not "The Way to Make a Million from Scratch Without Leaving Your Home". This is a global trend when to put money on a bank deposit, buy an insurance product or a security can be done remotely with an Internet connection. Such services are referred to as financial supermarkets or financial marketplaces. The adjective in this phrase can change to "investment" or another similar in meaning.

Thus, there is a civilized way of preserving and increasing your funds, in which you trust them to professionals. They are monitored by the state, regulatory authorities, and they themselves, represented by professional associations ( self-regulatory organizations). Based on your risk appetite and desired return, you can choose funds with instruments that are almost as conservative as bank deposits or, conversely, more aggressive.

Market participants have already taken advantage of this opportunity, as well as the mega-regulator of the financial industry - the Bank of Russia, which has launched a project called "Marketplace", which in the near future will allow in one place to invest in many different products at once from different financial companies and banks.

What financial supermarkets are there in Russia?

Now in Russia, financial supermarkets or investment marketplaces are represented in varying degrees of readiness, there are a number of large and not very companies. In addition to them, dozens of niche startups of a similar focus are constantly appearing. To tell about all of them, the volumes of this article will not be enough, but we can stop at a few of the largest and at the same time the most interesting ones.