Banks must reshape the role of relationship managers (RMs) by shifting their focus from basic client service toward aggressive client acquisition, according to a July 2026 report by McKinsey & Company titled Building profit resilience in European private banking. Rather than acting as sole product experts, future RMs will function as relationship orchestrators—collaborating with specialized advisors and planners while taking on broader “family coach” roles to engage next-generation clients and beneficiaries.
To boost commercial effectiveness, McKinsey emphasizes that banks must actively reskill RMs to leverage AI-driven tools, data triggers, and client management platforms. By consolidating client portfolios and automating administrative tasks, RMs will be positioned to manage larger client volumes and focus on high-value deals. To support this transition, the report advises financial institutions to establish structured in-house training academies and adopt a “learn, grow, and apply” framework to rebuild their advisor pipelines.
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