Zenith: Redefining Priority Service

"Priority Zenith is our commitment to delivering faster, smarter, and more personalised banking for Bangladesh's most discerning customers."

— Mati Ul Hasan Managing Director Mercantile Bank PLC.

Mercantile Bank's Priority Zenith marks its strategic entry into Bangladesh's premium banking segment, offering affluent clients tailored financial solutions, elevated service standards, and exclusive privileges which are designed to strengthen long-term relationships and enhance the bank's position in high-value retail banking.

The Daily Star (TDS):  What are the core objectives behind launching Mercantile Priority Zenith?

Mati Ul Hasan (MUH): Mercantile Priority Zenith is designed to position Mercantile Bank PLC as a strong competitor in Bangladesh's premium retail-banking segment by directly targeting high-net-worth individuals. The programme has three core objectives:

 1. Grow the bank's affluent customer base by offering a clearly differentiated premium-banking platform.

2. Increase high-value deposits and strengthen long-term balances through tailored financial solutions, preferential pricing, and dedicated service.

3. Upgrade the bank's brand perception by establishing specialised priority centres, structured relationship management, and a service model built around speed, privacy, and personalised attention.

Overall, Priority Zenith aims to convert high-potential customers into loyal, long-term partners of the bank while improving market visibility and credibility in the upper segment.

TDS: What are your target numbers for membership in the first 6 and 12 months? Which customer segments are you prioritising?

MUH: The bank aims to onboard 200 qualified Priority Zenith customers within the first 12 months, supported by roughly Tk. 100 crore in new deposits. Rather than targeting a single demographic, the bank is focusing on all eligible high-value segments:

1. HNIs and emerging affluent clients

2. Salaried professionals with strong earnings

3. Business owners and entrepreneurs

4. NRBs seeking premium banking support

The objective is to build a high-quality portfolio defined by relationship value, not by occupation.

TDS: What minimum balance or product thresholds will determine eligibility? Will members receive dedicated RMs? Planned RM-to-customer ratio?

MUH: Eligibility requires one of the following: BDT 50 lakh in total deposits across savings, FDR, and schemes

OR BDT 20 lakh maintained solely in a savings account.

Every approved customer receives a dedicated relationship manager from day one.

The programme begins with a 1:20 RM-to-customer ratio to ensure hands-on portfolio management and quick response times. Ratios may be adjusted as the customer base grows.

TDS: Which concierge or lifestyle benefits will be available immediately, and which will roll out later?

MUH: Available from launch:

1. Dedicated Relationship Manager

2. Preferential pricing on deposits and loans

3. Special chequebook and dual-currency debit card

4. Priority access to lockers

5. Dedicated service counters at branches

6. Complimentary access to Balaka Lounge (with one companion)

7. Airport meet-and-greet assistance

8. Discounts across vetted premium lifestyle partners

9. Reserved parking at priority centres

Planned for rollout:

1. A dedicated Mercantile airport lounge (domestic and international terminals)

2. Global lounge access partnerships

3. Private meeting rooms inside Priority Centres

4. A Zenith digital e-card

These additions are planned as infrastructure and partnerships are finalised.

TDS: What priority digital features will premium customers access?

MUH: Zenith customers receive a unique digital identifier in the bank's core system. This ensures:

1. Instant recognition on tellers' and officers' dashboards

2. Real-time service alerts for staff when a Zenith member initiates a transaction or visits a branch

3. Faster approvals and priority routing of requests

Members also get full access to the Rainbow digital banking platform, enabling secure messaging, online portfolio management, and high-limit transactions—reducing reliance on branch visits.

TDS: How will you price the premium service?

MUH: Priority Zenith has no membership fee at launch. The bank is using a value-added strategy to build an initial pipeline of affluent customers, deepen deposit relationships, and strengthen retention before considering fee-based enhancements.

TDS: What staff training and quality-assurance measures are in place?

MUH: The first phase is being led by the bank's strongest service and portfolio-management personnel. Training includes:

1. Intensive in-house grooming on high-net-worth customer management

2. Protocol training for confidential and rapid service delivery

3.  Portfolio monitoring and proactive engagement standards

In the next phase, the bank will engage reputable local and international training organisations to introduce advanced modules on:

1. Wealth advisory

2. Customer-experience excellence

3. Global premium-banking best practices

4. Quality standards will be monitored through periodic audits and customer feedback mechanisms.