BBVA Group has returned to the US Offshore business by establishing a new entity called BBVA Global Wealth Advisors, and locating an office in Miami due to the high demand from Latin American clients seeking the service, said Murat Kalkan, head of the new office located in the city’s financial center, to Funds Society.
In the office at 501 Brickell Key, which still smells new, Kalkan turns his back on the sun’s reflection through the windows to receive Funds Society and talk about the firm’s new objectives in South Florida.
“The main objective is to serve BBVA group clients in Latin America for their international wealth management needs,” the executive responded, clarifying that this was a short and simple answer.
However, Kalkan elaborated to provide context regarding BBVA’s “strong presence” in Latin America. In this regard, the Spanish bank projected that the US has been the main and largest offshore wealth management center for these clients for a long time.
According to estimates from consulting firms such as McKinsey and Boston Consulting Group (BCG), offshore share of LATAM individuals’ financial wealth ranges between ~30% and ~45%,and the largest booking center for those funds offshore is the US.
In 2021, BBVA Group sold its US banking entity to PNC Bank, and that sale included the US private banking unit, including the investment advisory business in the United States for international clients. However, “strong demand” led BBVA to conclude that “its own investment advisory service in the United States for the group’s high-net-worth clients was a fundamental component of its aspirations.”
Regarding the client profile, Kalkan insisted that the institution is “primarily focused on serving Latin American clients” and currently does not plan to target Spanish clients.
“We project that the US market has been a less prominent offshore option for BBVA Group clients in Spain, and those outside of Latin America. For those clients, other international wealth management service centers like BBVA Switzerland or BBVA Spain play a key role,” he explained.
The executive is an industrial engineer with an MBA from The Wharton School and has been with the firm for five years, having worked in New York and Houston offices.
US Offshore Business
Kalkan analyzed the business from various angles. Firstly, from a market perspective, US Offshore has been “generally attractive, driven by economic stability, the strength of the legal system, the solidity of financial infrastructure, access to opportunities, as well as the strength of the currency, which has recently had more weight,” he commented.
Given that Latin America is believed to be the leading source of US Offshore reserves, and that LATAM clients are believed to maintain a larger percentage of their wealth offshore than clients in all other regions, the US is “a bit different” from other offshore booking centers in the world. In other words, clients who have their wealth in US Offshore accounts allocate a much larger portion of their wealth to these accounts compared to clients from other regions who have their money in other international centers.
In Kalkan’s opinion, “this increases the importance of trust, the importance of stability, the importance of the relationship with the wealth management provider and its professionals.” Additionally, the head of BBVA GWA mentioned a Deloitte study showing that the US Offshore business has been one of the fastest-growing booking centers among offshore centers in the world.
“In my opinion, with the relative risk of geopolitical and economic instability in the LATAM region vs. other parts of the world, it is likely that this growth will continue in the near future,” Kalkan estimated, recalling that historically the offshore business was “highly competitive.” However, he noted that some global players have exited the business or significantly increased the minimum asset thresholds for their accounts.
“Moreover, from a wealth management service standpoint, we see that fee-based advisory share in US offshore is growing fast, but remains well behind US domestic market levels. Hence, I expect that this catch-up game is likely to continue.
Lastly, from an investment perspective, the point to highlight is the increase in client preferences for ETFs and alternative products.
Difference Between Domestic and Offshore Clients
Kalkan, based on his conversations with both U.S. residents investing domestically and Latin American residents investing in US Offshore, highlighted his personal views on the most important differences.
In his opinion, international clients and American clients have similarities but also some fundamental differences in their objectives, their decision-making criteria in selecting their advisors, or even the types of products they seek to have in their portfolios.
Firstly, from the objective of getting wealth management services in the US standpoint, American clients primarily seek to “maximize returns or optimize their life after retirement,” and while international clients also care about these they mainly seek to protect and preserve their wealth: both from political or currency risks they may face in their home countries.
“Therefore, their objectives are similar but also different,” he summarized.
Secondly, if he had to talk about the key factors in their decisions to go with a specific private bank or wealth management provider, American clients seek more product capabilities or institutionalization, professional service, or the track record of the advisors. On the other hand, offshore clients also care a lot about the availability of products and professional service, but “above all, they seek a strong relationship with their financial advisor or cultural synergy, which includes simply speaking their own language and understanding their customs and traditions, as well as attentive service,” he explained.
“In my opinion, there are obviously many similarities but also some significant differences between American clients and LATAM clients; and understanding the intricacies of LATAM clients’ needs and behaviors is critical to serve those clients well. At BBVA, we are proud of how well we understand the complexities of LATAM clients, which is something I believe is a differentiator for us,” Kalkan concluded.
BBVA announced the opening of its Miami office on March 14 to serve high-net-worth Latin American clients. According to the information provided by the company, in this initial stage, it will primarily serve Latin American clients interested in having an international investment advisory solution in the United States. It will mainly be offered to non-resident clients ready to invest more than $500,000.
Por Alba Menéndez
Por Beatriz Zúñiga