Loop's Trust Looks to Win One at a Time: Northern Trust sells the same product as its competitors. what stands out? Returns. And cubs tickets.

It's a fickle business. The products are largely commodities, yet investors seem more than willing to jump ship if returns don't measure up. The keys to growth and staying power? Investment performance is certainly important. So, too, is size-not to mention breadth of offerings. But when it comes to maintaining lucrative personal business, it's mostly about relationships. And few banks do a better job of cultivating those than Northern Trust.

The Chicago company has been on a tear of late, having grown assets under management 49 percent, to $435.7 billion, in the past year. Fees have jumped as well orthern got $304 million from trust fees, or 55 percent of its total, …