Julius Baer Group

What Julius Baer Group does

Julius Baer Gruppe AG is a Swiss-headquartered global wealth manager founded in 1890, publicly listed on the SIX Swiss Exchange (ticker: BAER). It serves ultra-high-net-worth individuals, family offices, and entrepreneurs across more than a dozen markets spanning Switzerland, Europe (UK, Ireland, Portugal, Italy/Ticino), the Middle East (UAE, Saudi Arabia), and Asia Pacific (India, Singapore, Hong Kong, China, Japan), as well as the Americas. As of end-2025, the firm reported record assets under management of CHF 521 billion, supported by a workforce of 5,001–10,000 and a relationship-manager-led distribution model.

The firm generates revenue through three primary streams: recurring management fees on AUM, transaction-based commissions on client portfolio activity, and lending income against client collateral. Its core offering is discretionary and advisory wealth management, supplemented in 2026 by a UK Model Portfolio Service (MPS) for financial advisers (Active at 0.25% DFM fee and Passive+ at 0.20%). Operational infrastructure is being modernized via a Temenos core banking replacement in Switzerland, and capability expansion is being built out through global capability centres planned in Chennai and Hyderabad. The bank maintains regional subsidiaries in India (Julius Baer Capital India), the UAE (Julius Baer Middle East, Julius Baer Abu Dhabi), and Switzerland (Lugano, Zurich HQ).

The business is undergoing a strategic transformation under new CEO Stefan Bollinger (appointed January 2025) following the Signa-related credit losses that cost the prior CEO his position. The transformation targets CHF 130 million in cost savings by 2028, a roughly 5% workforce reduction, a Brazilian business divestiture (CHF 99 million net impact), and offensive expansion into Abu Dhabi, Portugal, and the UK adviser channel. Underlying profit before tax rose 17% to CHF 1.27 billion in 2025, but reported net profit fell 25% to CHF 764 million due to credit losses and one-offs. A FINMA enforcement investigation into the legacy Signa exposure continues to restrict share buybacks.

Name

Julius Baer Group

Legal name

Julius Baer Gruppe AG

Website

https://juliusbaer.com

Company type

Public

Founded year

1890

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Julius Baer is a Swiss-listed global wealth manager founded in 1890, serving ultra-high-net-worth individuals, family offices, and entrepreneurs across Europe, the Middle East, and Asia Pacific with CHF 521 billion in AUM as of end-2025.

Ownership category

akta.pro rank

Product category

Private Wealth Management

NAICS

Portfolio Management and Investment Advice (523940), Portfolio Management and Investment Advice (52394)

SIC

Investment Advice (6282)

akta.pro primary industry

Private Banking & UHNW Wealth Advisory (FSAEABAC)

akta.pro secondary industries

Private Banking Advisory & Discretionary Portfolio Management (FSABADAD), Private Banking Cross-Border & International Wealth Services (FSABADAL), Advisory Portfolio Management (Non-Discretionary) (FSAAABAD), Affluent / Mass-Affluent Private Banking (FSABADAC)

Keywords

• Private banking services
• Wealth management advisory
• Portfolio management
• Estate planning services
• Investment advisory

Headquarters

HQ city

Zürich

HQ country

Switzerland

HQ region

Europe

Offices10 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others

Revenue model

1. Wealth Management Fees: Julius Baer generates revenue primarily through management fees based on assets under management, with fee-based revenues forming a significant portion of the business model.
2. Transaction-based Revenue: Revenue from trading commissions and transaction fees on client portfolio activities.
3. Lending Income: Income from lending activities against client collateral, though credit losses have impacted recent performance.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Julius Baer is a Swiss global wealth manager providing personalized private banking and wealth management services to high-net-worth and ultra-high-net-worth individuals and family offices. Its core offerings include investment advisory, discretionary portfolio management, estate and succession planning, retirement planning, multi-currency account services, and lending against client collateral, with assets under management of CHF 521 billion at end-2025. The bank supplements its core mandate with discretionary model portfolio services distributed to UK financial advisers and dedicated coverage for entrepreneurs, NRIs, and Italian-speaking cross-border clients.

Product overview

Julius Baer Group is a Swiss private banking group operating as a global wealth manager for over 130 years. The company offers a unified wealth management service focused on helping clients achieve their financial goals, providing investment management, advisory services, and wealth planning solutions. Their primary product offering is their core wealth management service, supplemented by a Model Portfolio Service (MPS) for UK advisers launched in early 2026, covering active and passive investment strategies across risk profiles 3-8.

Differentiator

Problem solved

Functional benefit

Products and services

• Private Wealth Management Services Comprehensive personalized wealth management offering for high-net-worth and ultra-high-net-worth individuals and family offices, including investment advisory, estate and succession planning, retirement planning, multi-currency account management, and lending against client collateral. Delivered through dedicated relationship managers supported by over 600 investment specialists worldwide, with assets under management of CHF 521 billion at end-2025.
• Model Portfolio Service (MPS) - Active Range Actively managed discretionary model portfolio service for UK financial advisers, covering risk profiles 3-8 and carrying a 0.25% discretionary fund manager (DFM) fee, billed annually. Distributed through adviser platforms including Fidelity, Morningstar, Quilter, Transact and Aviva in response to rising demand for outsourced investment solutions driven by regulatory complexity including consumer duty requirements.
• Model Portfolio Service (MPS) - Passive+ Range Passive-plus managed discretionary model portfolio service for UK financial advisers, covering risk profiles 3-8 and carrying a 0.20% discretionary fund manager (DFM) fee, billed annually. Distributed through adviser platforms including Fidelity, Morningstar, Quilter, Transact and Aviva to meet demand for lower-fee outsourced investment solutions.

Quantifiable outcome

• Assets under management grew 5% to record CHF 521 billion in 2025
• +3 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered flagship, minor and core.

• AI Cluster ZugflagshipStrategic or Co-development Partner · 29 May 2026Swiss initiative gathering 100 decision-makers from AI, Web3, finance, and cybersecurity sectors including representatives from NVIDIA, Julius Baer, Partners Group, and Swiss government officials. Julius Baer participating in soft launch at Trust Circle conference in Zug.
• EY Entrepreneur Of The YearminorGTM or Marketing Partner · 1 April 2026Julius Baer supporting EY Entrepreneur Of The Year 2026 programme across island of Ireland as sponsor, representing entrepreneurs from diverse sectors.
• Singapore Banks (DBS, UOB)minorOthers · 8 February 2026Julius Baer saw assets under management in private markets and hedge funds grow by approximately 90%, with Singapore banks also reporting significant growth in private market offerings. Banks are expanding product portfolios to include European private credit, hedge funds, private equity, and private infrastructure.
• TemenoscoreTechnology or Integration · 20 November 2025Julius Baer selected Temenos to replace its core banking system in Switzerland as part of the bank's strategy to enhance operational infrastructure and digital capabilities.

Scale indicators13 records

Recent moves10 records

Expansion highlights7 records

Broad incumbents

• UBS Group: Largest Swiss wealth manager with significantly larger AUM and global footprint; competes directly with Julius Baer in UHNW wealth management but also operates universal banking, asset management, and investment banking, making it a broader incumbent.
• Credit Suisse (legacy / UBS integration): Historical direct peer as another major Swiss private bank; now integrated into UBS but its former private banking franchise was Julius Baer's most direct competitor in UHNW wealth management globally.
• Morgan Stanley Wealth Management: Largest U.S. wealth manager with a major UHNW franchise; competes globally for ultra-wealthy clients and offers comparable investment advisory and lending services, though anchored in the U.S.
• Goldman Sachs Private Wealth Management: U.S. universal bank's private wealth division targeting UHNW and family offices globally; overlaps with Julius Baer's core client base but with broader investment banking and capital markets capabilities.
• JPMorgan Private Bank: Global private bank within JPMorgan, serving UHNW clients with wealth advisory, lending, and investment banking solutions; comparable UHNW target market but operates as part of a much larger universal bank.
• HSBC Global Private Banking: Global private bank within HSBC, with strong Asia and cross-border wealth management capabilities — comparable in geographic scope and UHNW focus to Julius Baer's Asia and Middle East expansion strategy.
• BNP Paribas Wealth Management: European private bank within BNP Paribas serving HNW and UHNW clients globally; competes directly with Julius Baer in continental European and cross-border wealth management, particularly via its Swiss subsidiary.

Direct peers

• Pictet Group: Swiss private bank and asset manager focused on wealth management and institutional asset management; highly comparable pure-play Swiss private banking franchise with similar UHNW focus and European heritage.
• Lombard Odier: Swiss private bank with a similar pure-play wealth management model, serving UHNW and family office clients globally; one of the closest head-to-head comparables to Julius Baer in the Swiss private banking landscape.
• Vontobel: Swiss wealth and asset manager with private banking, asset management, and investment banking divisions; comparable in scale and Swiss heritage, and a direct competitor in serving UHNW clients (its CEO currently leads the VAV industry body).

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/bankjuliusbaer
• Facebookfacebook.com/Bank-Julius-Baer-46285715126
• LinkedInlinkedin.com/company/julius-baer

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries4 records

Funding overview

Funding rounds2 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments7 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Julius Baer Group