Support Services: Custody Giants - BNY bundles its products.(The Bank of New York)

Assets under custody: $8600bn

The Bank of New York (BNY), ranked number two by FT Mandate in assets under custody, has seen its business rise to $8700bn (e7032bn) by following a philosophy of selling securities services, not custody. "We are generally seeing a trend in the last two years that is less custody-only selling but a bundling of products," notes Tim Keaney, general manager in Europe for the bank.

"We are trying to identify a client's strategy rather than just selling custody," he says. The bank's pitch to prospective customers is that, unlike its c