Coutts & Co. is a private bank and wealth manager, founded in 1692, based in London, part of the Royal Bank of Scotland/ NatWest Group's wealth management division.

Coutts & Co.

Royal Bank of Scotland Group 


I joined the RBS Group in May 2018 to lead innovation teams delivering new servicing propositions for the Royal Bank of Scotland Group (RBS Innovations hub in London).

A year later I moved to the Coutts & Co private bank, part of the RBS Group, to manage the implementation of client journey strategy for Understand Needs & Advice Journey (Investment and Wealth Management).  

As the Journey Design Manager, I focused on embedding client journey design and service design thinking into process improvements and optimisation within the client journeys to improve both client and colleague experience.

Between 2018 and 2020 I facilitated design workshops with multidisciplinary teams, developed detailed service blueprints and client journey maps, led on strategic projects in capacity of a product manager, identified opportunities in improvements in Understand Needs & Advice journey, supported the Head of Advice and Suitability of Coutts & Co. in the alignment of the regulated advice process across client journeys.    

I engaged designers, developers and frontline colleagues (advisers, analysts, private bankers) in collaborative sessions (online and on-site) resulting in new ideas and detailed designs for a number of projects transforming client journeys at Coutts & Co. 

Working for Coutts & Co. offered an excellent opportunity to better understand ultra-high-net-worth clients, their needs and expectations for a delightful service, digitally enabled, from the oldest bank in the United Kingdom. 

Read more about designing luxury experiences in the INSIGHTS section.

Additional Links:

Coutts Wealth and Investment Management

Coutts Private Banking Advice Service 

Coutts Advice fees and Tech 

Video below presenting overview of one of the projects  I was leading while working for Coutts.

© 2020 Think Design Manage Services Ltd. (London)