Private Banks : Treasuries Departments and proprietary asset allocation

Private Banks : Treasuries Departments and proprietary asset allocation

Quentin CHUZET

In this article, Quentin CHUZET (ESSEC Business School, Global Bachelor in Business Administration (GBBA), 2019-2023) explains about Private banks Treasuries Departments and the challenges of proprietary asset allocation.

Introduction

Within the Treasury Department of a Private Bank, the role of its employees is to record incoming and outgoing cash flows, as well as to direct the allocation of assets that comprise its Treasury. Thus, on one hand, we find the amount of cash on the asset side, and on the other hand, on the liability side, the amount of client deposits. In other words, it can be said that the Treasury is primarily constituted by the various deposits made by clients.

These are grouped into 2 categories: sight deposits (money visible in the client’s bank account, available and usable at any time) and term deposits (money placed generally in interest-bearing accounts but only available once the placement has matured).

Private Bank balance sheet
Private Bank balance sheet
Source: La Finance Pour Tous

To address performance and revenue challenges, the Treasury department manages cash by investing it in interest-bearing products, aiming to generate significant margins. This activity, performed by the Middle and Front Office teams, is referred to as proprietary trading or prop asset allocation.

Before the 2008 financial crisis, the regulatory environment was less stringent, granting banks greater freedom in risk management. However, the crisis highlighted the dangers of this approach, leading to a significant strengthening of regulations.

In 2013, Basel III introduced one of the most important regulatory agreements in banking. It aims to enhance the resilience of banks by increasing their capital and liquidity requirements. Basel III notably introduced a short-term liquidity ratio (LCR) and a long-term liquidity ratio (NSFR).

Regarding liquidity, private banks must now hold sufficient liquid assets to withstand mass deposit withdrawals. They must also comply with a liquidity coverage ratio (LCR), requiring them to have enough high-quality liquid assets to cover their net cash outflows over a 30-day period.

In terms of solvency, private banks must now comply with a capital adequacy ratio (Cooke ratio), requiring them to have sufficient capital to absorb potential losses. Basel III also introduced a leverage ratio, limiting banks’ leverage.

To ensure compliance with these new regulatory frameworks while continuing to maximize revenue, banks have implemented treasury policies and control ratios to define limits and mitigate risks. These treasury policies, spanning multiple pages, guide Front Office teams in asset allocation to maintain the most efficient risk/return ratio possible. It is important to note that each bank has its own risk level, hence treasury policies and their respective limits may vary from one bank to another.

In general, a bank tends to favor a very low-risk level by prioritizing assets that can be quickly liquidated while limiting exposure to interest rate fluctuations or certain sectors. In the risk management process, liquidity and solvency ratios are monitored, as well as ratios related to interest rate risk and non-systematic risk.

Treasury Policy

These Treasury policies, spanning multiple pages, guide Front Office teams in asset allocation to maintain the most efficient risk/return ratio possible. It is important to note that each Bank possesses a risk level unique to itself, which is why Treasury Policies and their constituent limits may vary from one to another.

Thus, this document is divided into several limits and control ratios aimed at protecting against incurred risks. Among the main ratios present in the Treasury Policies, we find:

Liquidity and solvability ratios

Among liquidity and solvability ratios, controls are placed on the recovery time of securities held by the Treasury, with constraints notably regarding recoverable assets within 2 days and those recoverable within 30 days. Through these ratios, the average lifespan of the portfolio is controlled as well as the maximum duration of the securities, as well as the portion of assets placed with the Central Bank, ensuring a high rate of return in periods of high rates and near-immediate liquidity, as it is possible to recover from one day to the next.

These ratios aim to protect against the greatest risk a bank may face: that of illiquidity. This risk is heightened during crises and when clients wish to make massive withdrawals. The bank must thus ensure that all liquidity can be returned.

Security portfolio allocation’s ratios

Through these ratios, the Bank adheres to exposure limits by sector, industry, or company outlined in the Treasury policy: the leverage ratio is a significant indicator. This allows for diversification of allocations and investments and thus frees from specific risk. There are also control ratios based on Moody’s, S&P, and Fitch ratings or ESG ratings.

Finally, there are also ratios aimed at calculating the share represented by each asset class. It should be noted that each asset class represents what is called a “position” in the Treasury Sheet. In other words, each different class represents a different line. Among these lines are placements in the Money Market (Bond Portfolio, NEUCP Portfolio, placements in OPC funds), term interbank loans, currency and rate SWAPs, etc.

Sensitivity ratios

Through these ratios, the Treasury department controls the sensitivity to rates faced by Treasury assets. The Treasury Policy indicates threshold limits that should not be exceeded to ensure optimal rate adjustments, in the event of both increases and decreases.

Risk Management and Asset Allocation

Managing liquidity and solvability risk

To manage liquidity risk as effectively as possible, Private Banks can consider various strategies:

  • Purchase securities eligible for ECB refinancing
  • Maintain a high proportion of assets placed at the Central Bank on a daily basis (as they are highly liquid and yield interest at times of high interest rates).
  • Maintain a short maturity of the security portfolio and short-term deposits.

Interest-rate risk management

Interest-rate risk is a major issue for Private Banks, since a change in interest rates would have a major impact on the yield and price of bond holdings. The sensitivity of an asset represents the length of time during which it cannot be subjected to a variation in its interest rate. Thus, depending on the prevailing trend surrounding interest rate movements, Treasury Traders must invest to maintain a balanced sensitivity ratio. For example, in a scenario where the market strongly expects a future rate decrease, a strategy aimed at maximizing the adjustment period to the rate and thus the sensitivity ratio may be the best option. Conversely, in a scenario where the market anticipates a significant rate hike in the upcoming period, reducing the adjustment period to the rate for the portfolio would allow a quick re-indexing to a higher rate and reduce the time during which those assets would be “under-earning”.

Specific risk and diversification

A specific risk is linked to a particular event, affecting a single company, a sector of activity or a specific financial instrument. It differs from systemic risk, which affects the entire financial system. To reduce this risk, diversification is a key element, which is why a Private Bank can specify limits by sector or asset class in its Treasury Policy.

Therefore, the Treasury department of the Bank and its Front Office teams can allocate their assets to government bonds, as well as to corporate bonds in sectors such as retail, energy, or Real Estate.

Conclusion

In conclusion, the challenges of asset allocation within the Treasury of private banks are manifold. Guided by Treasury Policies, limits, and control ratios, it must adapt to the emergence of a new regulatory environment to define low-risk, high-liquidity investment strategies while addressing performance and revenue maximization objectives. Furthermore, proprietary asset allocation drives private banks to enhance their internal resources and develop tailored management tools.

Why should I be interested in this post?

If you’re interested in proprietary asset management, or in the workings of a treasury department within a private bank, you’ll find a first overview of these topics in this article.

If you have any questions about the position or the sector, please don’t hesitate to contact me on my personal Linkedin page, I’ll be delighted to answer them.

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Useful resources

La Trésorerie active d’une entreprise

Banque-Trésorerie

Le Bilan d’une banque

Liquidité, solvabilité et crise bancaire : quelles relations ?

Diversification et gestion des risques

Les placements d’une Trésorerie d’entreprise

Le risque de taux

About the author

The article was written in March 2024 by Quentin CHUZET (ESSEC Business School, Global Bachelor in Business Administration (GBBA), 2019-2023).

My experience as Revenue Analyst at Olympique de Marseille

My experience as Revenue Analyst at Olympique de Marseille

Quentin CHUZET

In this article, Quentin CHUZET (ESSEC Business School, Global Bachelor in Business Administration (GBBA), 2019-2023) shares his professional experience as Revenue Analyst at Olympique de Marseille.

About the company

Olympique de Marseille is a French football club founded in 1899. It is one of the most emblematic clubs in French and European football history, with an emblematic international reputation. Through decades of performance and media exposure, it has become an emblem of French sport, inscribing itself as a culture and tradition for millions of supporters around the world.

Logo of the Olympique de Marseille
Logo of Olympique de Marseille
Source: Olympique de Marseille.

Its takeover by the Mc Court Group in 2016 initiated a radical change in management and in the harmonization of processes, to continue to broaden its scope and enable grows bigger. Therefore, the club generates more than 200m € for the seasons 2021-2022 and 2022-2023 with 270m € of revenues expected for the season 2023-2024 It bases its growth on the sporting aspect but also on innovative sport business strategies. With a stadium capacity surpassing any of other Ligue 1 club (67.000 seats) and a meticulous ticketing strategy, the club is part of the Top 10 of the most attractive stadiums in Europe and continues to capitalize on its national and European reach.

OM Revenues vs other clubs.
OM Revenues vs others – Deloitte Report
Source: Deloitte Football Benchmark.

My apprenticeship

Joining Olympique de Marseille allowed me to discover and evolve within the soccer ecosystem, but also to take a practical approach to issues relating to football clubs revenues optimization and maximization.

The diversity of revenue sources at a club like Olympique de Marseille opens the door to a wide range of missions and tasks. As I was directly involved in all strategic aspects of revenue management : I was notably involved in defining the pricing of Ticketing & Hospitality (VIP) revenue streams, drawing up business plans for club projects, managing budgets and revenue targets set at the start of the season, analyzing financial opportunities represented by the entry of sponsors or investors, etc.

I therefore occupied a strategic role, acting as a pivot between the sales and finance teams, defining budgets alongside management control and that could be reachable for the commercial team, and while supporting the sales teams in achieving the latter by analyzing revenue opportunities and proposing strategic recommendations.

1/4 French Cup, season 2022-2023 : OM-Annecy. Historical record of attendance for a ¼ in the club’s and competition’s history.
Velodrome OM Annecy
Source: Olympique de Marseille.

My missions

Strategic recommendations and pricing

The main task assigned to a Revenue Analyst at Olympique de Marseille is to play an active role in defining pricing for the general public and VIPs at each match. To do this, I had to identify the exogenous variables of each match and quantify their impact in order to measure inbound demand as a function of a certain price level. Using historical data from similar matches and cross-referencing it with the maximization opportunities available at any given moment, I was responsible for drawing up the pricing and sales strategy (choosing best commercialization timing, best offer to address etc.) calculating forecast revenue trends and presenting my recommendations to management on several occasions. Thanks to our strategy the club reached the total of 1.550.000 attenders for a unique season and broke other records as the highest attendance ever known for one game (65.984 attendees vs PSG), the highest average attendance for one season (62.065 attendees), the highest number of sold-out games (23 over the season) and the highest attendance ever known for a French Cup game (63.929 attendees). Finally, the strategies leaded by the Revenue Management department leaded to a 4.8M € maximization of the total club revenues.

Participation in club project profitability studies

More generally, as a Revenue Analyst, I was involved in every aspect of the club’s revenue development.

Conducting pricing analysis and manage commercial strategy was part of the Ticketing & Hospitality revenue stream. However, my missions also involved providing my vision on certain high-stakes projects involving additional revenue generation. From the arrival of potential sponsors and investors to the launch of the new “Peuple Bleu&Blanc” loyalty program, I was responsible for measuring the profitability of these projects by calculating the potential income they could generate, while defining and steering a strategy for maximizing it.

Intermediary role between sales and finance teams

The role was multi-functional in terms of strategy, finance, and sales. We had to define ambitious, realistic budgets alongside management control, while supporting the sales teams in achieving them. To do this, we analyzed revenue opportunities and proposed appropriate strategic recommendations for the Ticketing, Hospitality, Retail, Membership and other revenue streams.

Development of steering tools and reporting dashboards

As the analysis are based almost entirely on the measurement of KPIs (Key Performance Indicators), the development of management tools represented a major challenge. So, it was up to me to play an active part, working with the IT (Information Technology) and back-office teams.

Required skills and knowledge

In my role at Olympique de Marseille, it is crucial to understand the financial and commercial issues facing the club and its teams. It’s also important to develop a strategic way of thinking in which everything can be optimized.

As a Revenue Analyst, every recommendation needs to be backed up by data, and every opportunity must be quantified to support each recommendations. That’s why you need to have an excellent mind for analyzing and interpreting data.

Furthermore, the numerous presentations and reports to management require solid written and oral communication skills (PowerPoint presentations, e-mail reports, etc.), as well as adaptability to the person you’re talking to, in order to make the right points and get your recommendations accepted.

In addition, mastery of Excel and the budgeting/revenue forecasting process is key to this position. As each decision has a significant impact on the season’s revenues, numerous budget forecasts are required, particularly around Best/Mid/Worst scenarios. It is also necessary to master the Power BI tool (Business Intelligence by Microsoft) to be able to develop and interpretate every KPI.

Finally, it is essential to be humble and questioning in order to identify areas for improvement in each strategy, and to meet management’s requirements on an ongoing basis and know how to identify the best practices of these recommendations.

OM revenues details for the 2022/2023 season.
OM Revenues - Deloitte Report
Source : Deloitte Report

Financial concepts related to my apprenticeship

Budget Management

Budget management is a key concept in this position, influencing the decisions of sales teams and having a major impact on every strategy implemented. Budget management represents a guideline for costs and revenues, and in particular the preparation of a forecast budget which serves as a basis for input management.

Revenue Management

Revenue Management is a key concept which consists of defining variables considered to have an impact on maximizing revenues in periods of growth and limiting losses in periods of decline. For a club such as Olympique de Marseille, this means capitalizing on positive trends (good sporting dynamics, special matches, etc.) and protecting revenues when the sportive situation is non-favorable : succession of bad games, bad weather on matchday, non-attractive game due to opponent.

Business Plans and Financial modeling

Studying the profitability of projects and simulating the impact of commercial strategies involves drawing up business plans and financial models in order to calculate forecast revenues. To do this, we need to establish different scenarios adapted to different contexts and KPIS and then take into account the action and development plans for these projects, as well as the business models used.

Why should I be interested in this post?

If you’re interested in the field of Finance and Strategy, particularly within a soccer club, then this article will give you a clearer picture of the tasks and skills required, as well as the importance of Revenue Management within a sporting institution. Through this empowering experience, I was able to develop both the hard skills that will serve me well in my future career in Finance, and the soft skills that will enable me to perform in a demanding, high-pressure environment.

If you have any questions about the position or the sector, please don’t hesitate to contact me on my personal Linkedin page, I’ll be delighted to answer them.

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Useful resources

Official OM website

Deloitte reporting : Football Money League 2024 edition

Official French Football League website : All DNCG report until 2021-2022 season

Example of a Football club balance sheet : SC Bastia (French 1st division) during the 2015-2016 season

About the author

The article was written in March 2024 by Quentin CHUZET (ESSEC Business School, Global Bachelor in Business Administration (GBBA), 2019-2023).