The one-stop financial products shop may be the mantra for big banks, and if financial modernization legislation passes, it will be easier for banks to sell a range of new products. Bay View Capital, however, is taking the opposite path: specializing in niches and leaving tricky, thin-margined businesses to the behemoths.
The San Francisco-Bay-area-based Bay View made the conversion from thrift to bank official March 1 with the blessing of the Office of the Comptroller of the Currency, but really the change had begun in third quarter 1995. The principal shareholder at the then-$2.5-billion-asset thrift pushed for a change in management and got it, bringing in Ed Sondker and David Heaberlin, CEO and CFO, respectively.
They went to work boosting the thrift’s transaction accounts, which pay no interest and are thus a free source of funding, to the current 50% of total deposits from 15% when they started. They’re still not satisfied, and have a goal of 60% before the year-end.
The move into transaction accounts was prompted by difficulties faced by the thrift industry in California. Heaberlin said Bay View was confronting low yields on assets and high costs for deposits–a trend the Office of Thrift Supervision ranked as most severe in the 11th District. The thrift was trying hard to stay above water in the competitive mortgage loan market of California, and finding it tough sledding in a landscape littered with the likes of BankAmerica and North American Mortgage Corp. That prompted the new management to rework the lender’s strategy.
"We began on restructuring deposits products, focusing away from CDs and onto checking accounts and money markets and savings accounts. We’re not interested in single-source accounts. What we really focused on is relationship banking, moving away from hot money, high-cost-of-funds, which is how many thrifts do it," Heaberlin said. He said the bank has reduced its CD exposure by $800 million since the new management team came and grown transaction accounts to about $1 billion. The total asset size of the company has grown to $5.6 billion from $2.5 billion, mostly through acquisitions including the purchase of Bay-area EurekaBank in January 1998, which doubled the company’s size in total deposits. At year-end, the total deposit base weighed in at $3.3 billion and transaction accounts at $1.6 billion. That compares to $2 billion in deposits and $300 million in transaction accounts before the changes.
With the Eureka acquisition, Bay View became the largest deposit franchise focusing on the Bay area exclusively. While that may seem a technical distinction, Heaberlin noted it has helped Bay View differentiate itself from massive neighboring competitors.
"It really puts us in a nice competitive position. With all the consolidation in California, people are always going to feel disenfranchised. It gives you marketing opportunities if people want to bank locally rather than with BankAmerica/NationsBank, Wells Fargo," he said.
In addition to boosting transaction accounts to a level Heaberlin calls "credible," the duo worked to get Bay View out of the mortgage origination business in short order.
"We began focusing on other areas we could originate assets without competitive barriers to bring home superior risk-adjusted yields to what we could get from traditional (methods)," he said. The company found success by acquiring auto and commercial business originators, he said.
"When you combine these new higher risk-adjusted yield assets with dramatically lower deposit costs now, that’s led to increase in profitability measured by net interest income. We started at 160 basis points, we’re up to 300," he said. He predicted that his company’s switch to a bank charter from a thrift would not be the last large charter conversion in the area, noting the difficulty in operating in the traditional mortgage market, which he described as "completely commoditized" and very tough to compete in "unless you’re a Wammu (Washington Mutual)."
Heaberlin said the management continues to look "aggressively" for acquisition opportunities, and the primary focus is on the asset-origination side.
The company has a securities subsidiary, MoneyCare, with between $700 and $800 million under management, that is a part of the depository group at the bank. Bay View has streamlined what was a multi-subsidiary corporate structure into one that consolidates all of its activities under the bank. The bank’s consumer lending group is called Bay View Acceptance Group, and the commercial side is called Bay View Commercial Finance Group. Heaberlin said although the company offers customers some insurance products through the securities firm, and is in the process of offering more, the bank is not going to rush into the insurance fray.
"We have the fourth largest metro area in the U.S., the highest percapita-income area–there’s so much to be accomplished. We’re trying to put the basics of commercial banking in place, so insurance is not as much of a priority. But we are interested in getting into that in the future."
The company announced just last week that its stock will move to the New York Stock Exchange from the Nasdaq, signaling what it hopes will be perceived as a move up in the banking world.