Singapore’s DBS Bank is to make more sophisticated products and services, that previously belonged to the private banking segment, available to its priority banking customers. DBS managing director and head of Treasures Priority Banking, Pearlyn Phau, said the space between mass market customers and the mass affluent is growing at a brisk pace of 6 per cent each year. This "sandwich" group has assets between S$200,000 and S$1 million. DBS offers Treasures Priority Banking to selected customers who have at least $200,000 of assets under management with the bank, including deposits and investments. It currently has about a 25 per cent share of this market and is keen to expand this by differentiating its products and services. “This is a very competitive space that is 25 times more profitable than mass market customers,” Ms Phau said. “This 'affluent' segment is an area we hope to have a strong foothold in.” Ms Phau said that to provide services that cater to clients “from cradle to retirement”, the bank tries to anticipate their needs, and if these happen to fall in the private banking space, it will consider making products or services available by lowering the entry barrier or minimum criteria.