Kapinos Roman Viktorovich biography. Natalya Kapinos: “The more interesting the projects, the more strength I have

27.11.2017 09:00

The office of the Deputy Chairman of the Board of Absolut Bank is more reminiscent of an expensive boutique than the office of a top manager, and Natalya herself seems to have stepped off the pages of a glossy magazine. But during the conversation, it becomes clear that behind all this beautiful surroundings hides the soul of a start-up, excellent intuition and business acumen.

Judging by the fact that you launched private banking from scratch in Swedbank, B&N Bank, KIT Finance, and then in Absolut Bank, you are a startuper by vocation. How does one live under constant time pressure?

Yes, all these projects are my pride. Frankly, it’s very nice to understand that you are involved in their creation. In general, being a startup is difficult; not everyone succeeds. In addition to a strong desire to create something new, you also need to assemble a team that can implement all your ideas. I'm lucky in this regard: the people I work with have been with me for a long time, I can rely on them. But for the project to take off, I must first believe in it myself and be inspired by the idea, and then convey this feeling to the employees. Then everyone’s eyes light up, things are moving in the right direction.

Where do you get your strength from? You wake up in the morning, it’s a hopeless November outside the window, the sun has said goodbye to us until spring. How to force yourself to inspire others?

Thank God I have plenty of energy. Maybe she recharged herself with it in her Siberian childhood. We had a lot of sun - from morning to evening, at any time of the year. So, if Moscow had the same weather as there, I wouldn’t stop at all.

But seriously, I draw strength, oddly enough, from the work itself. I spin like a squirrel in a wheel and generate, at least not electricity, but definitely drive. The more tasks, the more interesting and complex the project, the more desire I have to do something.

- And failures don’t unsettle you? Surely you had them.

Of course they were, like everyone else. But they are the platform on which success is built. I don’t believe in the saying that only fools learn from their own mistakes, and smart people learn from others’. I wouldn’t have had such results if I hadn’t had any experiences in my life... maybe not falls, but definitely difficulties and obstacles. This experience helps to move on and develops intuition.

- That is, good intuition is the result of accumulated experience?

Exactly. We don’t guess with tea leaves: it will work or it won’t work. We analyze the situation and previous experience. As for the decisions themselves, I always make them differently: sometimes I just take a piece of paper on which I write all the pros and cons after brainstorming with the team. You need to understand when a situation just needs to be given time to stand out, and it will resolve itself. And it happens that I wake up in the morning with a ready-made solution in my head.

Your last project, Absolut Private Bank, started in 2014, when other financial organizations were already developing their private banking business in full swing. Were you afraid it wouldn't work?

Yes, we were the last to enter this market. And it was difficult to prove to the shareholder, primarily in numbers, that we could be successful. There were even more concerns when we went to the regions in 2015 and opened 13 branches there. Someone even twisted his head and said: “Guys, where are you going? Everyone has stopped, and you will slow down.” Now it is clear that everything was not in vain. Of course, we did serious pre-marketing, looked at the client base, thought about what Absolut Bank could offer its clients in each region.

- Did your past experience help or hinder you?

The most important conclusion I came to while launching my startups: you should never create a copy of any business model, even a successful one. At first it seems that if the previous project worked out, then it is enough to transfer it to a new company, starting from the idea and ending with the content of the presentations, and an inevitable victory awaits you. Nothing like this. This trick doesn't work. Every time everything is new: a completely different life, different approaches to business, to clients. And the product line and promotion channels depend on the latter. Therefore, before we started building and developing a business, we communicated a lot in the regions with those who use private banking services.

- Do capital clients differ from regional clients?

Hardly ever. There are some nuances, but by and large, even investment products, which, it would seem, should be difficult for people from the periphery, are perceived by them with a bang. And then we must not forget that such clients have a close connection with Moscow. Here, as a rule, they have part of their business and representative office.

- How exactly does Absolut Private Bank attract clients?

I think, first of all, attitude. All banks have the same conditions, plus or minus, and I understand how difficult it is for a person to decide who to entrust his capital to. Especially after everything that has been happening in the banking market recently. You need to meet people, spend time with them, and I always communicate personally with key clients. I even made my office not like an office one, so that people would feel comfortable here, so that they could talk about financial planning and life. You know, it’s very significant when not only do you remember your clients’ birthdays, but they also remember yours. This is a sign of long-term cooperation and trust.

When banks began to leave the market en masse, many clients were tense and confused. And I traveled to the regions, told them about the situation in our bank, shared our plans and strategy. Such a sincere and trusting attitude is especially appreciated.

Do you organize any events for clients where they can get to know each other and chat in an informal setting?

Yes, once a year we hold a big event where we can all meet together, relax and talk. But there must be moderation in everything. Moscow is oversaturated with various events, especially in November - December, and people begin to choose very carefully where to go. So you either need to do something “wow!” or not do it at all.

We also have a number of business breakfasts planned on investment topics. It is now of interest to many, and clients respond to such invitations with pleasure.

- Have people become bolder in terms of investments?

Yes, definitely. But the process does not happen quickly, because conservative clients who have always kept deposits find it difficult to decide on an investment product that is unusual for them. And our distinctive feature is that we give people time and the opportunity to try new things, we advise, we help them choose a tool, a strategy, taking into account their risk appetite.

Now the time has come when the second generation begins to steer large businesses in families. How do young people differ from their parents?

As a rule, they all have a very good education, most often Western. Unlike our clients aged 55 plus, their children are completely absorbed in digital technologies, online, and they are not very interested in coming to the bank office. They solve all their financial issues using the phone.

- Are they more risky than their parents?

In my opinion, they are rather interested in non-standard banking products, mainly investment ones; sometimes it seems to me that their courage is off the charts. The second generation has a simpler attitude towards money. I’m interested in watching them, I’m curious how they plan to manage their capital in the future.

- Do you remember how you earned your first money?

Certainly. At the age of 18, she got a job as an assistant manager at the Omsk branch of Inkombank, while studying at the institute. My good knowledge of English contributed to my being invited to Moscow, to the department that was responsible for direct investments. And my career began in the capital.

- Is the fact that you are a beautiful woman a trump card in business or an obstacle?

You know, I have never met a client or partner who found it unpleasant to communicate with an attractive woman.

- Communicating is one thing, solving business issues is a little different.

Believe me, after 10 minutes of any business negotiations everything falls into place. The “clothing” with which you were greeted ceases to be important. The asset that is in your head comes first - experience, knowledge, results.

- You have an eight-year-old son. Do you somehow educate him financially?

I believe that a child should have a happy childhood. What it was like for me. I don’t want to deliberately impose on him any thoughts or ideas from adult life. Raising a child, including financially, is not about teachings and lectures. This is an example of parents: how they behave, how they relate to each other, to work, to money.

- Your image is thought out to the smallest detail. Do you create your wardrobe yourself or resort to the help of a stylist?

I don’t use the services of stylists and, to be honest, I spend the least amount of time thinking through my look. Yes, when I come home in the evening and go over my plans for the next day in my head, I roughly understand what I will need to look like tomorrow. Sometimes I need to be in formal clothes, sometimes I can afford to dilute it with bright accessories, which I have a weakness for.

- Do you like shopping?

I have absolutely no time to go shopping. There are people who, knowing my size, bring things to the office, and I buy what fits. I prefer classic luxury brands. If you are in a high position, then this leaves an imprint on your entire life, including your dress code and behavior. You are always in sight and must be aware of it. There are rules of the game, and the higher you rise, the tougher they are.

- What other feminine joys remain... A spa?

I play sports, but I'm not sure if it's fun. Often, after a difficult and long day at work, I literally drag myself to the gym, trying not to pay attention to the insidious body, which immediately gets sick from not wanting to train. But miracles don't happen. If I want to be in shape, I have to watch my diet and go to the gym. Of course, there is good genetics, but no one has canceled the laws of gravity either. So you have to force yourself.

- How are things going with food?

This is where I was just very lucky - I don’t like sweets. And in principle, I have a utilitarian approach to food: it should be healthy and enter my body several times a day in small portions. It’s always been like this for me; I didn’t have to make any special adjustments.

- Your husband Roman Kapinos is also a banker, deputy chairman of the board of SME Bank. How do people of the same profession get along at home?

They get along great. For me, a husband is first and foremost a friend, a partner. We can always discuss things that are important to both of us and consult. Moreover, he is a lawyer, his advice is very valuable.

- Don’t you get tired of banking issues that also plague your home?

This doesn't happen that often. In general, I try to forget about business at home and devote maximum time to the child. For me, he is the greatest joy of my life, my inspiration. When I see him in the evenings, I forget about everything. My husband “brings” work home more often than I do. Digests information received during the day, sometimes takes advice.

Both of you are also top managers. It turns out that not only two bankers meet at home, but also two bosses...

And that's great too. It would have been more difficult if one of us had held a lower position. My husband understands all the nuances of my business, and I understand his. We never have questions or complaints against each other.

- I read that you collect rare fragrances.

Yes, this is my hobby. I am very sensitive to smells, I love interesting ones, and in general everything beautiful. In principle, throughout my life I surround myself with things that are pleasant to me and pleasing to the eye. In my daily tough business environment there is very little time left for contemplating beauty.

- Is there any special aroma?

Yes, and its value is completely independent of cost. These are rather emotions, pleasant memories. When I was little, my mother was given the Climat fragrance from Lancome as a gift. Moreover, at that time the smell seemed terrible to me and I didn’t like it at all. But over time I began to miss him because he was associated with happy times. I found a fragrance from exactly those years in a shabby box and wear it on some special occasions.

- Judging by the abundance of books in your office, this is another passion of yours. There is a biography of Henry Ford on the table...

Yes, I literally ran into the bookstore this weekend to buy it. I'm interested in Ford's personality and wanted to know more about him. I really have a lot of books in my office, and if I have a free half hour, I can pour some coffee and read something. For example, about Lev Bakst. I went to his exhibition, where they talked about the artist’s life and work. But you can’t fit all the most interesting things into an excursion, so I bought a book at the museum and am studying it with pleasure. It’s a pity that there is very little time left for reading, only like this - in fits and starts or on vacation. I have already bought several books for the winter holidays, and now I am looking forward to new discoveries.

Education- Kharkov State University, Faculty of Economics, specialty - economics, qualification - teacher of economics. (1993) - year of graduation.

Institute of Economics of the Russian Academy of Sciences, graduate school (2005) – year of graduation.

Belgorod State University, socio-theological faculty, specialty - theology, master's degree (to this day).

Academic degree– Candidate of Economic Sciences, specialty 08.00.01 – Economic Theory. (2005).

Academic title– Associate Professor (2006).

Area of ​​scientific interests: Russian religious philosophy, Russian religious literature, Russian religious economics, church and monastic economy, sectarian farms, farms of other faiths, patriotism, Orthodox values, morality, theology, sect studies, Old Believers.

Experience:

Kharkov State University:

WITH 1993 assistant.

Kharkov National Pedagogical University named after G.S. Frying pans:

WITH 2002 Associate Professor.

Kharkov Theological Seminary:

WITH 2011 teacher.

Belgorod State National Research University:

WITH 2016 Associate Professor. and currently in assistant professor positions.

Belgorod Theological Seminary (with missionary orientation):

WITH 2017 to the present day research fellow.

Courses taught/developed:

Fundamentals of Orthodox culture, History of world religions, Philosophy, History of Russian philosophy, Russian religious thought, Church and parish economy, Religious ethics, Theory and history of atheism, Charismatic movements, Fundamentals of economic theory, Fundamentals of management, Fundamentals of marketing, Tax law.

Certificates/awards/honorary titles.

• 2017 Certificate of Honor from Metropolitan of Kharkov and Bogodukhov Onuphry.

• 2017 Letter of gratitude from the rector of the Smolensk Orthodox Theological Seminary, Metropolitan Isidor of Smolensk and Roslavl.

• 2017 Certificate of participation in the V International Scientific and Practical Conference of BelSU.

• 2017 Certificate of participation in the International Scientific and Practical Conference of BDS (with m/n).

• 2017 Certificate of participation in the Innocent Missionary Readings (with international participation) (with m/n).

• 2017 Certificate of participation in the XV Joasaph readings of the BDS (with m/n).

• 2016, Certificate of Honor from Metropolitan Onufry of Kharkov and Bogodukhovsky “For labors for the glory of the Holy Orthodox Church.”

• 2016 Letter of gratitude from the rector of BDS (with m/n).

• 2016, Certificate of Honor from KhNPU named after G.S. Skovoroda “Best Scientific Supervisor”.

• 2014 Certificate of Honor from KhNPU named after G.S. Skovoroda "For achievements in career guidance work."

• 2015 Certificate of Honor from KhNPU named after G.S. Frying pans “Example of professional skill.”
• 2013 Certificate of Honor from Metropolitan Vladimir of Kyiv and All Ukraine “For his work for the glory of the Holy Orthodox Church.”

Refresher courses

· in 2015 – Methodology for creating and using electronic educational and methodological complexes of disciplines for distance learning.

· 2011, University development in the context of innovations in education

· 2007, Assessment of the quality of knowledge and professional competencies in the quality management system of higher education.

Total number of publications:

Has 107 publications, of which 6 monographs and 101 scientific works used in the educational process

SME Bank is a state bank. For small and medium-sized companies, this means that they are working with a reliable financial partner whose license will not be revoked tomorrow. Deputy Chairman of the Board of SME Bank Roman Kapinos explains what else distinguishes the Bank from others.

SME Bank is not a new player in the market - for many years it has been providing funds to banks to finance small and medium-sized businesses. Why was the decision made to launch direct lending?

Every year it becomes clearer that small and medium-sized businesses are the backbone for stable economic development, even though their share in Russian GDP is currently small. A simple example - there is a huge factory in the city, it provides residents with jobs. This is the benefit of big business, but who feeds these residents? Romashka LLC, Buttercup LLC and Tatyana LLC, small grocery stores with their own mini-bakeries, which are located in the same city. You will say that now it is “Magnit”, “Dixie” or “Perekrestok”, which have appeared almost everywhere. Where do their products come from? Bread, milk, sour cream?

Products reach any factory, any production facility through small and medium-sized businesses. Therefore, it is so important for the state that small and medium-sized businesses not only survive, but develop, and that the number of SMEs grows. In the regions, small and medium-sized businesses are an opportunity to adequately provide for oneself and one’s family, to be the master of one’s own destiny, to have the opportunity to live on one’s own land rather than go to large cities to work. Thus, by financing banks using a two-tier system, we, of course, supported SMEs, but the main risks fell on the intermediary bank. And it was he who decided who to give the loan, taking into account his interests and following market trends. We understood that with such a system, not all SMEs would be able to receive the support necessary for development. This format of work no longer suits us, therefore, in order to provide support to all entrepreneurs who need it, there was an understanding of the need to change the current system.

Interaction with banks is gradually evolving into agency work: we provide banks with the opportunity to offer our products for a commission. So all the risks fall on us, and the agent receives a commission. At the same time, we do not take clients away from banks; they can expand the offer by adding, for example, their products for cash settlement services to the loan from SME Bank and making the offer even more attractive.

In 2015, the Federal Corporation for the Support of Small and Medium Enterprises was created in Russia, and it became logical that we, a bank supporting small and medium-sized businesses, came under its wing. Since the creation of the SME Corporation in Russia, important changes began to occur: the National Guarantee System was created, uniting banks and guarantee funds to provide businesses with guarantees to obtain financing when collateral is insufficient.

Another important stage was the creation of a program to stimulate lending to SMEs. The Bank of Russia and the SME Corporation developed a unique program that allowed businesses implementing projects in priority sectors of the country's economy to receive credit funds at a rate significantly lower than the market average, and precisely when the business needed them most. At the same time, during 2016 the rate continued to decrease (currently the rate under the Program is 9.6% per annum for medium-sized businesses and 10.6% for small businesses).

For SME Bank, a global change was the launch of direct lending - here we, the state bank for supporting small and medium-sized businesses, are fulfilling the order given to us by the government of the Russian Federation and our shareholder, the SME Corporation. For SMEs, financing becomes available at an attractive rate from a state-owned bank that works exclusively with small and medium-sized businesses and understands their needs. This is our plus.

- Tell us more about the pros and cons of working as an entrepreneur with SME Bank?

The first significant advantage is that we are a state bank, and for small and medium-sized companies, working with a reliable bank whose license will not be revoked tomorrow is a key factor. At the same time, in comparison with the more clumsy large credit institutions on the market, due to our youth in the direct lending market, we are more actively moving towards technological solutions.

We do not strive to create a formalized system of working with clients: at 17.00 we received an application, at 17.00 the next day we must issue it. If the client needs it urgently, it means urgently. And our competitive advantage is speed. We must make decisions quickly while following all necessary procedures.

As a result, we get a satisfied client who is ready to recommend us as a reliable business partner. A pool of loyal clients is gradually forming, who tell their friends and business partners about us - yes, these guys know how to work! They are great at what they do!

- Who is he, an employee of SME Bank?

A corporate manager must be able to do everything; he must be ready for any “special operation.” And he must be erudite in his field, at least a little understanding of various segments of industry or the service sector at the “engineering” level. Before opening direct lending, the bank underwent a team transformation. The main focus is on those people who have experience working with small and medium-sized businesses, have been involved in market transactions, have a large client base and practical experience.

- Why did you decide to open the first regional office of SME Bank in the Republic of Tatarstan?

Kazan statistically demonstrates the highest volumes of support for small and medium-sized businesses among Russian regions - this is the first. Secondly, in the Republic of Tatarstan there are indeed many companies in the SME segment, including high-tech enterprises, which are our target audience. In general, this region has a very high level of entrepreneurial initiative, and we expect to attract many clients.

- What tasks did you set for the Kazan unit?

The task was set as follows: within the first three months, issue loans totaling up to 1 billion rubles, and by the end of the year, develop a diversified portfolio, which will consist of loans for both medium-sized businesses and the mass segment using flow technology.

- And how did the unit manage to complete the task?

At the moment, in Tatarstan we have already issued more than 1.1 billion direct loans, and the bank is considering new projects. So yes, we successfully completed the first task.

- You said about the mass segment - what do you mean by this?

The mass segment consists of packaged products that require minimal participation in their structuring. That is, these are the products that we plan to make a driver for direct sales. For example, the product “State Contract - Negotiable” worth up to 25 million rubles or products for women entrepreneurs. Some mass products are still being developed.

- Tell us more about the products you named?

We have identified women entrepreneurs who have completed training in the educational programs of the SME Corporation as a special segment for a number of products. The final rate for two loan products “Express for current purposes” and “Express for investments” for them will be 10.6% per annum. Accordingly, a loan can be obtained to replenish working capital and implement investment projects.

If the client is fulfilling a government contract and needs additional funds, we will provide them as part of the “State Contract - Negotiable” loan product. This product allows both to meet the initial needs of the entrepreneur and, for example, to carry out technical re-equipment of production and fixed assets.

At the moment, of all the tools that SME Bank provides, which ones are the most popular among businesses?

The most popular tools are those that allow you to receive support in the implementation of contracts for major government customers - this is, for example, the issuance of guarantees within the framework of Federal Laws 223 and 44. Also gaining popularity is the SME Business Navigator Portal - a marketing tool developed by our shareholder SME Corporation, both in terms of initial consulting (including the creation of business plans) and in terms of marketing analysis, which allows people who have the initiative, but they don’t know where to start to realize their entrepreneurial ambitions. Moreover, a business plan developed with the help of Business Navigator is already accepted by banks. I recommend that existing entrepreneurs try this resource: it will significantly save time searching for information about loan products of banks that work with SMEs.

It may sound like a slogan, but nevertheless, Russia in the regions is developing precisely due to people with entrepreneurial initiative. And we give hope and confidence in the future to the most active part of our society - entrepreneurs.

Online newspaper "Real Time"

Our heroes: managing director of the retail business of FG BKS Stanislav Novikov, head of the corporate business department of the Moscow representative office of Rietumu bank Roman Kapinos, managing director of Promsvyaz Asset Management Alexey Ishchenko, partner of Baring Vostok Capital Partners Vadim Uzberg, managing partner of the iTech Capital fund Gleb Davidyuk - they know a lot about closed men's clubs no less than idle British aristocrats. These uncompromising financiers, the architects of enormous fortunes, are members of a secret brotherhood committed to making people richer and the world a better place. The emblem of a job well done in their hands is a glass of first-class Scotch scotch. The fact that our heroes choose Chivas Regal is perhaps not at all accidental; its blended character perfectly reflects the diversity and complexity of this world. And who, if not financiers, is trying to make this complexity manageable.

Stanislav Novikov

Financier,gentleman, extreme sportsman, member of the secret society Chivas Regal and managing director of the retail business of FG BKS

Perhaps Stas should have been born in good old England: he is distinguished by purely royal punctuality and truly Anglo-Saxon perseverance in achieving goals. Stas has two idols: James Bond, in whom he is impressed by the speed of decision-making, and Richard Branson, who is not shy about making his childhood dreams come true. Stas himself still nurtures his boyish spirit, considering it the key to maintaining freedom of spirit, without which he cannot achieve success in business. He loves truly masculine toys, flies on a variety of vehicles, fearlessly jumps from them and dives into the depths of the sea, took a special course at the Cosmonaut Training Center and conducted two zero-gravity flights. But no matter what extreme activities Stas engages in, he is always distinguished by extreme elegance. Perhaps that's why his favorite drink from the Chivas line is the elegant Chivas 12 YO.

Alexey Ishchenko

Investment manager, gentleman, esthete, lover of the Middle Ages, member of the secret society Chivas Regal and managing director of Promsvyaz Asset Management

Having received a general humanitarian and narrow specialized business education, Alexey remains confident that versatility is the key to success for a banker. It is no coincidence that his favorite drink in the Chivas line is Chivas 18 YO, which embodies the versatility of this Scottish brand. Incredibly demanding of himself (and a person who prefers Chivas 18 YO to others cannot be), capable of even public self-criticism and self-flogging, like that non-commissioned officer widow from the novel by Saltykov-Shchedrin, Alexey is just as demanding of his subordinates and demands from They are not just professional skills, but also general erudition: in his opinion, only a multifaceted person can be a good specialist in his field. Therefore, Alexey’s favorite pastime is not reading newspapers or news feeds from a phone monitor, but thick-bound books on the Middle Ages and cycles about travelers. But a bookworm is only one of Alexey’s roles. When asked what he would have done if he had not become a banker, without hesitation, he answers: perhaps he would have performed on stage.

Gleb Davidyuk

Prophet of the digital economy, gentleman, skipper, noble adventurer, member of the secret society Chivas Regal and managing partner of the iTech Capital fund

Being one of the most authoritative players in Russian private equity & venture capital, having invested his entire life, Gleb categorically does not like to waste time and does not accept idleness. Constantly raising the stakes, he prefers only the best: if a car, then a Maserati, in which he once traveled from Moscow to the Baltic seaside, if whiskey, then the noble Chivas Icon, the pinnacle of taste of the Scottish brand. With his investors, Gleb is also always gentlemanly, which means, first of all, honesty - he even calls himself “the Baba Yaga of the venture business,” because the first thing he does is he very openly informs his partners about the possible negative consequences of an investment project. But moderate conservatism, as a constituent feature of true nobility, is combined in Gleb with adventurous audacity and self-confidence. After all, without these qualities, great achievements both in business and in the world of whiskey are impossible.

Roman Kapinos

Banker, kitesurfer, history buff, gentleman, member of the secret society Chivas Regal and head of the corporate business department of the Moscow representative office of Rietumu Bank

Generosity is one of the most important personal characteristics of Roman. Being an extrovert of the highest category, he is incredibly generous with people emotionally. But he never wastes time on trifles: he is monogamous, honest, stable in habits and preferences, stubborn in achieving his goals. Roman is confident that a person, like good whiskey, must have a solid foundation - an emphasis on traditions and time-tested technologies, but in order to become a truly interesting person, one must generously mix dozens of blends - interests and hobbies. In Moscow, Roman is a serious businessman, but on vacation he is a reckless surfer, for whom riding waves is his own special path to perfection, a way to challenge himself and test his limits. He sets new goals for himself and, opening another book about the Second World War, Roman is not only a banker and a surfer, but also an extra-class connoisseur of history.

Vadim Uzberg

Private equity guru, gentleman, water sports enthusiast, member of the secret society Chivas Regal and partner of Baring Vostok Capital Partners

Being a partner of one of the largest private equity funds, Vadim knows very well what professional success is. Therefore, of all the drinks in the Chivas line, he prefers Chivas 25 YO, the personification of the global success of Chivas. The main feature of this 25-year-old scotch is its lightness due to unique alcohols. Vadim Uzberg, an avid traveler and lover of extreme sports, is also distinguished by ease of movement. This ease also means the ability to flexibly respond to all changes occurring in global financial markets. In his own words, he was taught by kitesurfing, in which Vadim achieved no less success than in the investment business, to quickly change direction, move in different planes: not only left or right, forward or backward, but also up and down. But success is impossible without sincere faith in it. And Vadim is confident in the colossal prospects of the Russian market, although at the same time he tries not to lose his sense of humor and an adequate assessment of the current situation. But success also means incredible hard work, responsibility and luck in meeting the right people. And the best way to celebrate another achievement in your successful career is with a glass of Chivas 25 YO in the company of close friends.

The soft ringing of a grandfather clock, light columns and luxurious armchairs, warm wood and vases with blooming orchids. I'm waiting for our interview to begin in the spacious office lobby in the style of a new classic, filled with comfort and reliability. These are the tastes of the founding head of Absolut Private Bank, the division of Absolut Bank for servicing private clients. For Natalia Kapinos, this is already the fourth project to launch and develop the Private Banking direction. And, as usual, she started it from scratch. More precisely, from Moscow and St. Petersburg: “At the very beginning we had only two premium offices, and today we have eleven. In three years, the total pool of our clients has grown to two and a half thousand people. Although their number is not so important for us, what is much more important is how many years the client stays with us.”

M.C.: Natalya, what qualities are the most important for a person who is starting a project from scratch?

Natalya Kapinos: In my professional life there have been four large startups, and each time for me it was a drive, a challenge to myself, a chance to realize myself and show the results to others. When you start something, there are always risks. Fears and concerns are common to every person. But, in my opinion, one of the positive traits of my character is the absence of fear. I move forward and very rarely look back. Is it just to see the mistakes you learn from?

Where does such fearlessness come from? Maybe you did martial arts as a child?

As a child, I did everything possible, but there is hardly any connection. There is a part of my life to which the principle of fearlessness does not apply - this is my family, home, relatives. And in everything related to business, strategy, financial model, business plan are important. Courage in my work must be based on numbers and facts, on strategic data - there are no miracles. You must also be able to accept risks - and sometimes they are higher than the benefits that may be in the future.

“Before starting a family, I could afford spontaneous steps. But now everything is different. You're looking a few steps ahead."

You communicate a lot with people and say that you “first of all need to understand what the client’s psychology is” - how conservative he is or whether he is ready to try something new. How do you define this?

The first contact with a person is important. For example, you, Yuna, came in and started talking - and I immediately understand which manager you would be more comfortable with.

More specifically, Natalya?

It is clear that you are an open and quite emotional person. You are unlikely to be approached by a manager who speaks so slowly that you want to hurry him up. Fast and clear will be comfortable. But there is another type of people who need time to make a decision, and this time must be given to them.

So you catch the rhythm of communication?

Yes, and also the human condition - people rarely come to the bank completely relaxed. Any financial institution is a little scary. We have to overcome stereotypes: in the past of our country there were defaults, people were often deceived - all this is erased from memory for a very long time.

You speak as someone who took a course in psychology—have you ever been interested in it?

No, it's just intuition. And it is developed by practice and experience. I would love to do some training, but everything I would like to attend happens on the weekends, and this is my time for my family. This may sound pretentious, but there are priceless things in life: communication with a child, with a husband - those simple joys that outweigh everything else.

Man or woman – do you see any difference in terms of their relationship with money?

Probably, a woman approaches money issues more thoughtfully. She lives in three roles at once - a businesswoman, a mother, and a wife - and she feels a little more responsible for everything. But it is also true that a woman often controls a man. If he comes for a loan, it is often a woman who directs him to the bank. She chooses an apartment and brings up the topic.

Do you also try not to take too many risks?

Before starting a family, I could allow myself to take spontaneous steps - it’s great that it was like that, but now everything is different. You look several steps ahead, think about the education of your children - where they should study, how much money will be needed. Many of my clients think in much the same way and come to me with a “family case” - a request to solve their issues in a comprehensive manner.

And which one would you call ideal?

You know, the “ideal client” is the same illusion as, for example, the “ideal husband” or “ideal wife.” To be honest, the “ideal” one does not need to go to the bank, he is able to do everything himself. For me, the concept of ideality does not exist in relation to anyone. To loved ones, to my husband - well, a child is perhaps an exception. There must be exceptions! I can’t imagine how I would live with my husband if he were “ideal.” This would definitely be infuriating!

Does your husband think so too?

I got married at a conscious age, at 33 - by this time you have already learned to get along with yourself and are ready to put up with some things in another person. The same can be said about my husband. We entered into family relationships absolutely consciously. This does not exclude feelings and emotions - everything just becomes more significant and of higher quality for everyone.

The “ideal client” is the same illusion as the “ideal husband” or “ideal wife.” To be honest, the “ideal” person doesn’t need to go to the bank, he can do everything himself.”

What does it take to become a VIP client?

If we talk about Absolut Private Bank, our entry threshold is 15 million rubles. Another option is to purchase a premium card.

How can you determine that a manager will honestly give recommendations and not try to sell you another financial product?

First of all, ask yourself a question: do you enjoy communicating with him? There are clients who test the manager: they ask questions about new investment products, the price of oil and exchange rates - how does he navigate the situation? And there is another important point - time. In Private Banking, the longest and most difficult thing is to gain trust and then maintain the relationship. The main thing for us is that the client feels calm. If he doubts, I say: it’s better to transfer the money to another bank, and when you are sure of the situation, come back. And there was not a single case where a client did not return.

What questions do VIP clients ask you most often?

About alternative ways of investing, about how to diversify your portfolio. Previously, funds were mainly kept in deposits - there was a high rate, but now the key rate is decreasing and, I think, will continue to decrease - so it is necessary to offer other financial solutions. Our client, unlike the Western one, has always had and will have a desire to make money. We show how money can work by offering investment products.

Your son recently started school - how do you teach him to relate to money?

I don’t teach specifically - in my opinion, children learn everything from their parents themselves. It's not what we say that matters, but what we do. It seems to me that our son is careful and careful with money. Since the first grade, we give him a small amount once a week so that he can distribute it himself: buy something or put it in a piggy bank. It’s nice that he is ready to share his money, if necessary. There was a good example recently: a courier brought something home, but I didn’t have enough change. And my son helped me.

“It is important that my desires are much higher than my capabilities. The higher the goal, the more interesting”

You interact with rich people every day. What do you think it means to be rich?

Money is the energy of freedom that we get to realize ourselves, travel, buy something. Many people do not feel rich even with substantial capital. If we talk about me personally, then I need just enough so that I can live with pleasure here and now. It's nice when you can go and buy whatever you want. But practice shows how quickly the “wow!” feeling is lost. from buying another thing. I began to limit myself. I want to prolong the feeling of anticipation. And it is also important that my desires are much higher than my current capabilities. Both in material and intangible terms. The higher the goal, the more interesting it is.

And it's all about her

Natalia Kapinos
Deputy Chairman of the Board of Absolut Bank, Head of Absolut Private Bank
Family: husband and son (8 years old)
Education: graduated from the Omsk Institute of Foreign Languages ​​("translator-linguist of English and German languages") and the Financial Academy under the Government of the Russian Federation ("financial management")
First management position: Head of the Individual Banking Services Department at Swedbank OJSC
Fashion style: classical; favorite brands – Dior, Chanel
Enthusiasm: collection of rare fragrances
Favorite perfume: Japanese vintage fragrances that can be found at auction
Chocolate: only bitter "Babaevsky"
Sport: fitness 2–3 times a week
Trips: favorite country – Italy (“and there are many other beautiful places in the world”)