Pursuing a multi-segment approach, of course, is nothing new. What sets U.S. Bank apart is that it started to implement its vision earlier than did rivals, such as Chase and Citigroup, particularly in targeting the middle tiers of the high-net-worth market, said Sophie Schmitt, an analyst with independent research firm Aite Group. U.S. Bank also had a head start in terms of implementing “an integrated, consolidated, one-bank offer” that links banking and brokerage, according to Schmitt.
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