Fee-Based
Services New Basis For Bank Income
An article that appeared in
American Banker
April 27, 1982
By Donald A. Winkler
Enrico
Fermi was the leading scientist on the Manhattan Project,
which led to the use of nuclear energy for both war and peace.
Years after the project's completion, he returned to the University
of Chicago campus where the work had been done and lectured
to the students.
At
the end of the lecture, one student asked what the great man
was working on.
He
answered, "Nothing."
The
student was aghast. How could one of the most important scientists
of the century deny mankind the fruit of his research? It
seemed almost criminal for such a thinker to quit working.
Fermi
answered, "There is nothing more I can do. I was trained
in pre-Fermi physics."
The
implication was clear. Even as great a man as Fermi is limited
by the way his mind is trained. It is enough that he should
make one fundamental change in the way people think. It becomes
the responsibility of other, younger scientists to assimilate
Fermi's work and move on to greater accomplishments.
For
bankers, the lesson is the same. We have been trained under
a system that is heavily regulated and controlled. We are
accustomed only to doing a limited number of functions.
Yet,
the world continued to move forward. And if we don't keep
pace with it, if we are limited by our training, then some
day someone will ask, "What are the bankers doing?"
And the answer will be "Nothing."
We
are prisoners of tradition.
The
extent to which this is true was illustrated by a letter that
arrived recently at Citibank's economics department, in response
to an offer for one of the bank's publications.
"While
I'm sure it would be excellent," the writer said, "I
cannot subscribe because you are for interstate banking."
The
letter went on, "I am the president of two small Midwestern
banks, and think that the present system is working very smoothly."
The
present system could be said to be working very smoothly,
I suppose. Last year, commercial banks increased their deposits
at a very smooth 8.3% rate, down from the previous year's
very smooth 10.7% rate. Of course, the inflation rate was
even smoother.
The
nation's thrift deposits, meanwhile, were declining very smoothly,
from $490 billion in 1978 to $380 billion last year.
Money
market funds, on the other hand, were increasing their assets
at an exponential rate, more than 50% this year alone. Merrill
Lynch alone has more in their funds than the domestic deposits
of Citibank. No wonder they're bullish on America.
Their
cash management account, which is nothing more than personal
banking for the most affluent customers of commercial banks,
has added 110,000 customers bringing the total to 300,000.
There
are other very smooth developments. The nation's largest insurance
company was adding another boulder to the Rock of Gibraltar
for --- the sixth largest brokerage house on Wall Street.
And the world's largest integrated network of financial services,
including commercial banking overseas, was leaving home with
the fourth largest Wall Street firm.
The
trend is clear. The market is demanding a greater variety
of financial services, but they want them provided at even
greater convenience.
Many
years ago, an enterprising entrepreneur figured out that people
who lived in rural areas would probably like to shop for a
greater selection of goods than was available at the local
general store but couldn't afford to travel to the big city.
Thus, the mail order business was born. And today one of the
pioneering companies in that field is one of the dynamic forces
in the field of financial services.
They
provide insurance and consumer credit and even banking, which
now earn more than their retail sales.
The
same sort of convenience that Sears afforded to its customers
through the mail - is now available through the mail, the
toll free telephone, and even through cable television. They
are providing banking and other financial services instantly.
People want one stop financial services, and it won't be very
long before they will eliminate even that stop, if they can.
This
is what the market demands, and this is what technology permits.
And if banks don't provide this convenient service, someone
else will.
Unfortunately
for banks, however, we are not permitted to do so. Alone among
financial service institutions, we are restricted from making
use of what the market demands and what electronics permit.
We are caught in a web of banking laws at both the state and
federal level which dictate the terms under which we can do
business, when, and with whom.
At
the very simplest level, banks take deposits from some customers
and then lend them to others. As long as savers have nowhere
else to go with their spare cash, they will put it in the
local brick and mortar institution. And as long as borrowers
have nowhere else to go except to their local bank, that is
where they will go for credit. That is how the world ran 25
years ago. If our friend in the Midwest is to be believed,
that is still how the world runs in some places.
But
a number of factors have put an end to that convenient and
profitable vision of the world.
Inflation.
The dollar is shrinking. The certainty that a dollar in the
bank will be worth less tomorrow compels people to spend it
today. We have gone from a nation of frugal, rainy-day conscious
savers to a society built on consumption and credit.
People
are no longer content to allow their dollars to languish in
accounts paying 5¼%, or in interest free checking accounts,
when they can get the market rate of interest in other saving
instruments.
Banks
are forced to compete with many other kinds of institutions
for their deposit bases. This has made cheap money a thing
of the past.
A
higher cost of funds has driven up the cost of credit, as
well. With the cost of funds at 13% or 14% banks are a little
reluctant to offer loans at 12% interest. And even if they
want to, they can't afford to keep it up. In states which
attempt to reverse this immutable law of economics, through
usury ceilings, people find that credit is no longer available.
This
inflation has changed the way we do business in this country,
from one end to the other. It has forced us to reassess our
costs and to look for economies wherever they can be found.
The
average driver, for example, is keeping his speed down at
55 miles per hour, not because of lower speed limits, but
because gasoline is so expensive. Manufacturers, too, are
looking for savings in energy and raw materials. Some commodities
costs have, in fact, come down. It used to take millions of
dollars of copper wire, for example, to run communications
lines across continents and oceans. Now, however, one satellite
can do the work of those same copper wires, and the demand
for copper has slackened.
So,
too, is inflation affecting our business, and we are looking
for economies of our own. It affects both our cost of funds
and delivery of funds profoundly.
One
of the few areas where financial services can keep up with
inflation is in the cost of delivering services.
Our
traditional markets, taking deposits and lending them, are
crowded as never before by competitors who can provide the
same services at lower cost.
The
cost of collecting funds through the mail or by telephone
is so low, for example, that a money market fund can profit
by investing at a margin of only 50 basis points above the
cost of funds.
A
bank, with its brick and mortar overhead, needs 300 or more
basis points to make a profit.
Bank
customers are getting wise to the imbalances. An industrial
borrower can avoid having to subsidize bank overhead by using
the commercial paper market. Or it can take competitive bids
from other banks, both domestic and foreign. Or it can insist
that loans be booked through a foreign branch at the London
Interbank Offered Rate, rather than at that nebulous value,
the prime interest rate, or base rate.
It
has reached the point where banks make very little money on
their traditional industrial loan business, the spreads are
so low. Instead, they must earn their profits on fees and
other forms of total financial service.
At
Citibank, for those of you who have not studied our first
quarter earnings, the figures for "other income"
are now up to 43% of our total, And it is likely to remain
that way as long as the nation's economy is in the doldrums.
This
fee income is derived from many sources. Since our lending
business brings such a low return, we try to compensate by
performing as many other services as we can. Lending, then,
is part of a package deal, part of a total relationship.
In
consumer banking, too, there is a movement towards relationship
banking. Simply put, the customer who has more money on deposit
in a variety of accounts will pay less for the bank's services
than someone with less money.
For
example, someone who has purchased a certificate of deposit
at a market interest rate might qualify for an interest-bearing,
free checking account, as well. Thus, they not only earn money
on all their deposits, but the bank can afford to provide
other services at a loss and still make a profit.
A
small depositor, on the other hand, will earn lower interest
on savings and be forced to pay for each transaction through
his demand deposit account.
Even
when the economy achieves a substantial rate of growth at
an inflation closer to what we considered normal - what seems
like a hundred years ago - the lessons taught by inflation
will stay learned.
After
all, even as the price of gasoline has come down recently,
the demand for gas guzzling cars has not risen. No one wants
to he caught short in the next oil crunch. And in any case,
the money you do not spend on gas can be spent on other things;
other things which do not get burned up as you use them.
Similarly,
corporate treasuries are now doing more banking through computers.
Cash management equipment enables them to borrow, lend and
sell through electronic funds transfer, working simultaneously
in many currencies for operations worldwide. Why should they
then return to banks?
Why
indeed? Unless, of course, the banks can offer them superior
service.
And
that is where we return to the issue of regulation.
Regulation
does not prevent people from wanting better service or new
products. They want them and they deserve them. Everyone,
from top to bottom in the economic scale, is entitled to the
best.
Regulation
only prevents some very capable institutions, ourselves, included,
from providing these services.
The
present regulatory structure was contrived to protect against
abuse of an era that is long past.
You
might say that we have Model T regulations in a space
shuttle financial environment. Yet, these regulations continue
to garner some popular support ostensible as protection against
poor banking practice. Instead, they serve to protect their
various constituencies against competition.
But
because there is money to be made in financial services, these
regulations have spawned a sort of shadow banking system,
comprised of other financial institutions providing banking
services, but which have the good sense to avoid the label
of banking.
The
Washington Post called these institutions "quasibanks"
recently. These shadow banks are free to use and abuse, and
yet they continue to grow in strength. Their success indicates
that the sorts of fears people harbor about bank failure do
not have much relevance in the total banking picture. People
know a good deal when they see one.
Another
rationale for continuing to restrict the growth of banks is
fear of undue concentration of economic power. If money center
banks are free to expand nationwide, they will crush local
banks with their sheer size.
And
yet, no scenario could be further from reality.
Since
Citibank has been allowed to branch throughout the state,
we have only been able to capture 4% of upstate deposits -
hardly the record of an unstoppable juggernaut.
In
California, where state-wide branching is a tradition, there
are more than 275 banks operating, many of them very small,
despite the omnipresence of Bank of America and the like.
The
fact is that there is no substitute for the well-run local
bank, with the emphasis on the words well-run.
There
are no economies of scale yet devised that allow large banks
to undercut smaller ones on most services. In fact, Citibank's,
overhead on credit card processing is higher than other banks.
We must charge higher fees in order to cover our costs.
There
will always be an Anderson National Bank of Anderson, Indiana,
willing to offer Citibank Visa card holders five bucks to
turn it in and replace it with one of their own.
That
is what competition means. It is freedom to fail as well as
to succeed. All we want is the chance to try it. Improved
productivity and pricing for profitability certainly seems
to be on the right track.
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