Banks are more aggressively seeking multi-account relationships with consumers.

• Position: MARKETING NEWS - Brief article

BANKS ARE PLACING GREATER FOCUS on establishing multi-account relationships with consumers, according to an analysis from Market Rates Insight (MRI), San Anselmo, Calif. This shift is evident from the increase in the relative premium paid on relationship products, and from the increase in the number of relationship products offered compared to base products.

"The shift in focus provides institutions with two major benefits." says Dan Geller, Ph.D., the company's executive vice president. "Deposits from relationship accounts are more steady and predictable, and since relationship accounts increase the contact surface with the customer, the potential for noninterest income increases as well."

In January 2010, the average premium paid on relationship accounts was 10 percent over the rate of a basic account. By January of 2011, the average premium increased to 16...