SunTrust 2014 Annual Report Download - page 8

6
The Way Forward
Our clients’ confidence continues to improve, and we are focused on helping them capitalize on the improving
economy. We have the scale to compete with the largest banks, but are also small enough to remain nimble and to
respond effectively to changing market conditions and consumer preferences.
The U.S. economy continues to be on a positive track. While slowing global growth and the steep decline in oil
prices create uncertainty, continued job gains and improving housing prices, combined with the potential net
benefit to consumers from lower oil prices, should help keep the U.S. economy on a path of further improvement.
We have a strong market position and continue to execute on our strategic priorities:
1. Deepen Client Relationships
Our clients are at the center of everything we do, and we continue
to enhance our products and capabilities to better meet their needs.
In Consumer Banking and Private Wealth Management, we have added nearly 200 Premier Bankers over the past two years
to help serve the wealth and investment advisory needs of our branch-based clients. For our high net worth and mass affluent
clients, we introduced SunTrust SummitView®, a financial planning and account aggregation tool that helps clients obtain a full
picture of their finances, resulting in more confidence and control. In addition, SummitView allows our advisors to have a
complete view of a client’s financial standing, which enables them to provide even more relevant advice. For all of our clients,
we have enhanced our digital capabilities – including improved mobile and tablet apps, an accessible and content-rich Resource
Center on suntrust.com, and the offering of Apple Pay™. Our continued innovation in this space earned us multiple Digital
Banking Experience Leader awards from Javelin Strategy & Research.
In Wholesale Banking, the investments we have been making in our Corporate & Investment Banking (CIB) platform,
SunTrust Robinson Humphrey, continue to yield positive returns, as 2014 marked the seventh consecutive record year of
investment banking income. We are applying our expertise from CIB to our Commercial Real Estate and Commercial and
Business Banking clients to help them access the capital markets, expand their businesses and explore M&A opportunities.
We believe our success is rooted in our differentiated business model – our One Team approach encourages teammates to
work collaboratively to meet clients’ needs across the platform.
Given the changes to the mortgage industry, our primary goal in Mortgage Banking has been to right-size our infrastructure;
however, as has been the case across the company, we have also been focused on meeting more clients’ needs. Mortgages
are a key product offering for our private wealth clients, and the business as a whole serves as an entry point to the rest of the
company for many new clients. As an example, the percentage of our mortgage clients that have at least one other product
has increased from 26% to 31% over the past year.
Deepening client relationships requires coordination across the company and a client-first approach. When we succeed, we take one
step further in Lighting the Way to Financial Well-Being for our clients.
1 Deepen Client
Relationships
Enhance Returns by Optimizing
Balance Sheet and Business Mix
2 Improve
Efficiency
3