Serving clients in the right way sets best banks apart

Flicking through the results and write-ups of the Best Banks Awards of recent years, what is striking is just how many banks claim their differentiator in challenging market conditions has been to continue to provide liquidity to the market and to always put their clients first, staying close to them at all times.

Not to demean the performance of any of the winners, but it's tempting to ask exactly what banks tend to put first if not their clients – is it really enough for a bank to say it adds