Case Study

J.P. Morgan Private Bank (A): From advisory to best-in-class service offering

13 pages
December 2023
Reference: IMD-7-2493

SEPTEMBER 2020: Adam Tejpaul and Gabriele Zaninetti were just tasked with the most transformative project J.P. Morgan Private Bank had faced in over 15 years, i.e. the integration of advisory services as part of their offerings. Adam knew the private banking industry inside-out and had witnessed all major changes in the private banking industry. J.P. Morgan private bank was renowned for the quality of its services and an insightful advising culture, but it needed to capitalize on its strengths, namely its strong due diligence and advisory services. How could Adam convince the organization that a change in the investment service model was needed despite being profitable? What options did Adam have to change the advisory model and prepare the bank for the new market environment? How would the new model answer the needs of internal (advisors) and external (clients) customers? How could he implement such an important IT-heavy initiative to bring the most value to the client advisors and clients? What would be the key success factors in this new technology- and fee-based advisory model? What options did they have to implement Engage within J.P. Morgan’s IT infrastructure?

Learning Objective
  • Innovation: Entrepreneurs are innovators who constantly look for ways to disrupt existing markets and create new value for their customers.
  • Risk taking: A willingness to take risks is another important trait of successful entrepreneurs.
  • Resilience: Entrepreneurs must be resilient and persevere in the face of setbacks, failures and difficult times.
  • Execution: Successful entrepreneurs can turn ideas into viable businesses by building solid strategies, securing funding, hiring and retaining talented teams, establishing strong partnerships, marketing effectively, and delivering exceptional customer experiences.
Digital, Disruption, Private Banking, Advisory, Business Model, Transformation, Digitalization, Cultural Change, Customer Centricity
World/global, Switzerland
J.P. Morgan, Finance and Insurance, Banking
Field Research
© 2023
Available Languages
Related material
Teaching note
Case clearing houses
IMD case studies are distributed through case clearing houses. In order to browse the collection and purchase copies please visit the links below.

The Case Centre

Cranfield University

Wharley End Beds MK43 0JR, UK
Tel +44 (0)1234 750903
Email [email protected]

Harvard Business School Publishing

60 Harvard Way, Boston MA 02163, USA
Tel (800) 545-7685 Tel (617)-783-7600
Fax (617) 783-7666
Email [email protected]

Asia Pacific Case Center

NUCB Business School

1-3-1 Nishiki Naka
Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]


Research Information & Knowledge Hub for additional information on IMD publications

Discover our latest research
IMD's faculty and research teams publish articles, case studies, books and reports on a wide range of topics