SMU ACADEMY

Private Banking
(Relationship Management)
Certification - Levels 1 & 2
Accredited against IBF Competency Standards
for Private Banking - Relationship Management PROFESSIONAL
 The SMU Academy Private Banking
(Relationship Management) Certification Programme: Levels 1 and 2
Overview

The Singapore Management University has an outstanding record in running Wealth Management Programmes since 2004.

SMU’s Master of Science in Wealth Management (MWM) is ranked first in Asia and third in the world by Financial Times in its 2017
Masters in Finance post-experience ranking.

With a wealth of experience in this domain, SMU Academy will be rolling out the Private Banking (Relationship Management)
Certification Levels 1 and 2.

Designed in close consultation with the wealth management industry, the curriculum is regularly reviewed to reflect industry
developments. There is a careful balance between the theory and practice of wealth management. The programme is taught by
experienced faculty and competent industry professionals who share their knowledge and skills generously with the participants.

Programme Structure

Participants may choose to take each course on its own or to mix and match in accordance to individual needs.

If you wish to obtain IBF Level 1 certification, it is mandatory to complete all Level 1 courses (IBF Competency Units #2 to #40) within
a window of 3 years from your commencement of the first Level 1 course, in addition to passing the CACS Paper I and II (Competency
Units #1 & #3). The total cumulative hours across all Level 1 courses is 46 hours for core modules and 8 hours for the elective. All
classes are conducted in a face-to-face format.

Private Banking (Relationship Management) Certification Level 1:

Ethical Conduct (0.5 day)

This 4-hour course prepares participants with the fundamental understanding of ethical standards under the Private Banking Code of
Conduct. Participants will learn through practical sharing and examples on how to maintain standards of professionalism, the proper
manner in which to conduct business activities by putting clients’ interests first, best practices to exercise reasonable care and
diligence in servicing clients, timely disclosures of relevant information to clients, as well as the importance of maintaining clients’
confidentiality. Participants will learn applications of best practice standards in ethical conduct through interactive classroom session
with a veteran instructor. At the end of the course, participants will be assessed via a quiz.

This course satisfies the IBF Standards in Private Banking - Relationship Management Level 1 (Competency #2) and qualifies for 4 CPD
hours.

Client Relationship Management (1.5 days)

This course introduces the skills of networking, prospecting and client acquisitions. Through highly interactive classroom sessions with
a seasoned coach, participants will demonstrate their ability to advise and engage clients through effective negotiation techniques, to
conduct regular portfolio reviews on client’s positions and needs, to seek client’s feedback on level of satisfaction, and to deepen the
business relationship with clients. This course will require active participation from the audience through mini roleplays in class. At the
end of the course, each participant will be assessed via an individual role-play assessment.

This course satisfies the IBF Standards in Private Banking - Relationship Management Level 1 (Competency #4, #5, #6, #7, #8) and
qualifies for 11 CPD hours.
Investment Advisory (2 days)

This course provides participants with an understanding on how to profile the investment needs and risk level of clients with the goal of
developing an appropriate investment policy statement (IPS) for the client. This is followed by the design of investment solutions,
obtaining agreement from the client and implementing the investment solutions. The last step in the investment advisory process
involves regular monitoring and review of client’s portfolio. At the end of the course, participants will be assessed via a quiz.

This course satisfies the IBF Standards in Private Banking - Relationship Management Level 1 (Competency #9, #10, #11, #12) and
qualifies for 15 CPD hours.

Wealth Planning (1 day)

This course provides participants with an understanding of the common wealth planning needs of high net worth clients such as asset
preservation, succession planning, mobility planning and philanthropy. Participants will learn the approach to overcome clients’
objections and initiate wealth planning conversations, as well as, when and how to work collaboratively with specialists in order to
provide the best wealth solutions to clients. The common tools used in wealth planning such as wills, joint accounts, trusts and
foundations, and insurance will be introduced. Participants will also understand the legal and regulatory environment that impact and
govern the wealth solutions available to the clients. At the end of the course, participants will be assessed through a quiz.

This course is accredited under the IBF Standards in Private Banking - Relationship Management Level 1(competencies #13, #14, #15,
#16) and qualifies for 8 CPD hours.

Digital Skills (1 day)

This course provides participants with an understanding of the importance of a digital culture and mindset in this age of digital
disruption and transformation. Participants will learn how digital transformation is impacting upon customer expectations and explore
how a forward looking-relationship manager can adopt digital technologies to stay abreast of digital disruption. Experts in the fintech
space will also share on the various financial technologies such as robo advisors & blockchain applications. Participants will further
gain an awareness on the developmental pillars of a digital economy including, but not limited to, cybersecurity as a key pillar. At the
end of the course, participants will be assessed via a quiz.

This course is accredited under the IBF Standards in Private Banking - Relationship Management Level 1 (competencies #17, #18,
#19) and qualifies for 8 CPD hours.

Specialization in the Chinese Market (Elective) (1 day)

This course provides participants with a cultural understanding of the Chinese market and the preferences and unique needs of Chinese
high net worth clients in relation to their cultural and economic background. Participants will gain an awareness of the “do’s & don’ts”
of servicing Chinese clients, especially across borders. In highly interactive classroom sessions, the trainer will share on his/her rich
experiences in providing wealth advisory to Chinese clients from the Greater China region. At the end of the course, participants will be
assessed via a quiz.

This course is accredited under the IBF Standards in Private Banking - Relationship Management Level 1 (competencies #20, #21) and
qualifies for 8 CPD hours.

Private Banking (Relationship Management) Certification Level 2:

Rules and Regulations & Ethical Conduct (0.5 day)

This course introduces participants to various rules and regulations including Anti-Money Laundering (AML) regulations, Banking
Secrecy Act, Automatic Exchange of Information (AEOI), FATCA, Dodd Frank, Cross border rules, and others. Participants will then
apply the relevant rules and regulations when performing roles and responsibilities in the capacity of a relationship manager. Emphasis
is on applications. This course also extends the Level 1 course on ethical conduct by emphasizing the practice of ethical behaviour in
all business dealings with the client and requires participants to be able to identify and resolve conflicts of interest situations and ethical
dilemma through examples. At the end of the course, participants will be assessed via a quiz.

This course is accredited under the IBF Standards in Private Banking - Relationship Management Level 2 (competency #1) and
qualifies for 4 CPD hours.

Behavioural Finance (0.5 day)

This course introduces behavioural finance and participants will understand how behavioural biases such as loss aversion, prospect
theory, overconfidence, confirmation bias, anchoring, herd behavioural, mental accounting, etc, constitute cognitive and emotional
biases of high net worth clients and influence their financial decision-making processes. A trusted advisor who is able to recognize such
biases in HNW clients are better able to recommend appropriate solutions that mitigate somewhat the negative impact of such biases
on investment decisions. Participants will also understand how technical analysis stemming from behavioural biases of professional
analysts and investors affect markets. At the end of the course, participants will be assessed via quiz.

This course is accredited under the IBF Standards in Private Banking - Relationship Management Level 2 (competency #8) and
qualifies for 4 CPD hours.
Wealth Planning for Family Intergenerational Wealth Transfer (1 day)

This course provides participants with a broad understanding of the needs and challenges facing family firms in business succession
planning and continuity. Through real cases and examples, participants will glimpse key insights into family governance and corporate
governance designs that aim to align stakeholder interests and facilitates successful intergenerational transfer of family wealth and
family businesses. In highly interactive classroom sessions, participants will further understand the basic tools of ownership design
such as family constitution and shareholder agreements, and the functionalities and setups of family offices. At the end of the course,
participants will be assessed via a quiz.

This course is accredited under the IBF Standards in Private Banking - Relationship Management Level 2(competency #14) and
qualifies for 8 CPD hours.

Specialization in the Chinese Market (1 day)

This course extends the Level 1 course in “Specialization in the Chinese Market” by providing participants with a deeper understanding
and appreciation of Chinese clients’ wealth planning needs. Participants, acting in the capacity of relationship managers, will apply
their understanding of the preferences and needs of Chinese clients to improve their own effectiveness in advising these clients and to
deepen relationships with these clients. At the end of the course, participants will be assessed via a quiz.

This course is accredited under the IBF Standards in Private Banking - Relationship Management Level 2 (competency #21) and
qualifies for 8 CPD hours.

Cross Banking Solutions – Credit Assessment (2 days)

This course provides participants with a broad understanding of the cross banking needs of high net worth clients who are also business
owners such as financing, monetization and exit needs. It further introduces participants to principles of credit assessment and
lending, credit facilities and credit products, the risk of credit, and how to manage credit risk and leverage in client’s account. At the
end of the course, participants will be assessed via a quiz.

This course is accredited under the IBF Standards in Private Banking - Relationship Management Level 2 (competency #18, 19) and
qualifies for 15 CPD hours.

Who Should Attend

Relationship managers and wealth management advisers and professionals who manage high net worth and ultra high net worth clients
in Private Banking / wealth management

Application
For more information or to apply, please scan the QR code below:

Fees and Funding

IBF-STS

Our programmes are accredited under the IBF Standards and are eligible for funding under the IBF Standards Training Scheme
("IBF-STS").

Funding Quantum

IBF-STS provides 70% funding for direct training costs subject to cap of S$7,000 per participant per programme. Direct training cost
would be based on the programme fee charged by the external training provider or apportioned basic salaries of internal staff involved
in developing and / or delivering in-house programmes.

For all IBF-STS programmes commencing on or after 1 July 2016, Singapore Citizens aged 40 years old and above will be eligible for
90% co-funding of direct training costs, subject to existing grant caps of S$7,000 per programme. Singapore Permanent Residents will
continue to be eligible for 70% co-funding of direct training costs for IBF-STS programmes. Qualifying expenses include training costs
incurred for both executive and non-executive staff as well as staff employed on a short-term basis (less than one year, inclusive of
contract staff and interns). Apportioned basic salaries of full time in-house trainers involved in developing and/or delivering in-house
programmes will also be eligible for support.
Eligible Participants

This scheme is eligible for company-sponsored or non-company sponsored participants who are Singapore Citizens or Singapore
Permanent Residents, physically based in Singapore, and who have successfully completed an IBF-STS accredited programme.

Financial Institutions (MAS licensed or exempt entities), involved in or supporting financial sector activities, are eligible to submit claims
for company-sponsored participants.

IBF-STS Accredited Training Providers will submit claims for Non Company-Sponsored participants upon programme completion.

Customised Programme

This programme may be organised as a customised programme tailored to your organisational needs.

Contact
Ms. Elicia Chia
Assistant Manager
Telephone: +65 828 1943
Email: bm_smua@smu.edu.sg
Web: academy.smu.edu.sg

Mr. Cary Chan

Deputy Director, Business Development
Telephone: +65 808 7908

Dr. Mandy Tham

Assistant Professor of Finance (Education)
Telephone: +65 828 0498