Wealth in Switzerland: HNW Customers

Wealth in Switzerland: HNW Customers


Wealth in Switzerland: HNW Customers is based on our 2013 and 2014 Global Wealth Managers Surveys. The results of the survey are accompanied by best-practice case studies on how to target Swiss HNW individuals where applicable.


  • Understand the major sources of HNW wealth in Switzerland and the industries from which it has been amassed.
  • Interpret the investment portfolios of Swiss HNW individuals through detailed asset allocation analysis.
  • Evaluate product and service demand among Swiss HNW individuals, from discretionary asset management to art advisory and philanthropy services.
  • Analyze the best methods to capture new Swiss HNW clients and how best to maintain communication during the client relationship.
Reasons To Buy
  • How do Swiss HNW individuals amass their wealth?
  • What investments make up an average Swiss HNW investment portfolio?
  • Which wealth management products and services are in demand in Switzerland?
  • How often do Swiss wealth managers contact their clients through email, social media, and face-to-face meetings?
  • How do Swiss HNW individuals compare to their global peers?
Key Highlights

The majority of Swiss HNW clients have amassed wealth through first-generation entrepreneurism and business ownership. The leading industries from which they have amassed wealth are manufacturing and financial services. Expats represent a large proportion of the HNW population.

The Swiss HNW portfolio invests heavily into equities. With the exception of property, HNW individuals favor direct investments. Allocation into equities, property, and alternative investments is expected to increase, while demand for bonds and cash is expected to decrease over the next two years.

A relationship manager's own contacts are the most common means for attracting new clients. Telephone and email represent the most important means of remote communication. A social media presence is not a high priority, as relationship managers believe that the channel is too public.

  • Executive Summary
    • Key findings
    • Critical success factors
  • Profiling Resident HNW Individuals in Switzerland
    • A significant proportion of HNW individuals have amassed their wealth through entrepreneurship
      • Lombard Odier maintains strong links with universities to target future entrepreneurial clients
      • Many HNW individuals have built their fortunes through the manufacturing and financial services industries
    • Expats represent a significant proportion of the Swiss HNW population
      • Numerous channels are available for HNW expats to become residents
        • Table Key requirements to gain residency in Switzerland
      • The HNW expat community is a sizable opportunity in itself
      • Switzerland's largest expat feeder countries are Germany and Russia
      • Switzerland's reputation as a safe haven attracts many HNW individuals
      • The Swiss HNW expat market is highly competitive, making proactive customer acquisition critical
  • Understanding Asset Allocation Trends Among HNW Residents in Switzerland
    • HNW individuals' well-diversified portfolios make them an attractive target segment
      • HNW individuals in Switzerland have above average exposure to equities
      • Swiss HNW individuals prefer direct investments over funds
      • Swiss investors look to cash and equities for liquidity
      • Allocation into equities is expected to rise at the expense of bond investments
  • Product and Service Demand Among HNW Individuals in Switzerland
    • Asset management services
      • Demand is strongest for discretionary asset management among Swiss HNW individuals
      • The forecast increase in demand for advisory and discretionary services makes Switzerland an attractive market to operate in
    • Planning services
      • Despite demand being lower than in the wider region, planning services should form part of every wealth manager's service offering
      • Wealth managers specializing in financial planning will be in demand
    • Credit products
      • HNW demand for mortgages is moderate
      • HNW individuals are unlikely to significantly increase the amount of leverage in their portfolios
    • Art advisory and philanthropy
      • HNW individuals show limited demand for art and philanthropy services
      • The philanthropy market is well served, and little change in demand is expected
    • Insurance products
      • Insurance demand is below the regional average
      • Demand for life insurance will decrease, while general insurance demand will remain at current levels
  • Customer Acquisition and Communication
    • Client acquisition
      • A relationship manager's own contacts is the most effective method of customer acquisition
    • Client communication
      • Swiss wealth managers prefer to call their clients
      • The vast majority of Swiss wealth managers do not have a social media strategy in place
  • Appendix
    • Abbreviations and acronyms
    • Definitions
      • Affluent
      • HNW
      • Liquid assets
      • Mass affluent
    • Methodology
      • Verdict Financial's 2014 Global Wealth Managers Survey
      • Verdict Financial's 2013 Global Wealth Managers Survey
    • Bibliography
    • Further reading

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