SVB Private clients were concerned about the continuity of their banking experience following the very public collapse of their bank. They had limited awareness of First Citizens Bank, their new bank; those aware of First Citizens associated it with retail regional banking.

Communications needed to create positive perceptions and confidence that First Citizens had an understanding of SVB’s high-end, sophisticated private banking client base for whom specialized personal attention and a feeling of exclusivity are important. It was essential to reassure clients that, while the name was changing, the high-touch private banking service that SVB Private stood for would remain in place.

For the systems integration in February 2024, deliver personalized direct mail conversion communications providing transition information specific to the products/services applicable to each client.

Enclose a brochure highlighting First Citizens’ approach to private banking, its comprehensive suite of wealth management services and an overview of specialized solutions. The tone and design style is consistent with the Wealth Management branding. Dramatic messaging works in concert with stark imagery to underscore FCB’s commitment to the innovation economy while touting legacy and timelessness.