Julius Baer Group
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.
- Company typePublic
- Founded1890
- HeadquartersZürich, Switzerland
- Headcount5,001–10,000
- GTM typeB2C
- OfferingServices
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.
Julius Baer Group firmographics
Firmographics- 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
Julius Baer Group industry classification
Industry- 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
Where Julius Baer Group is headquartered
LocationHeadquarters
- HQ city
- Zürich
- HQ country
- Switzerland
- HQ region
- Europe
Offices10 records
Markets served
Julius Baer Group business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure, Others
Revenue model
- 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.
- Transaction-based Revenue: Revenue from trading commissions and transaction fees on client portfolio activities.
- Lending Income: Income from lending activities against client collateral, though credit losses have impacted recent performance.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Active Range MPS - 0.25% DFM fee |
| Subscription | Annual | Passive+ Range MPS - 0.20% DFM fee |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Julius Baer Group product offering
Product offeringCore 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
Companies that use Julius Baer Group
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles4 records
Julius Baer Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Julius Baer Group partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered flagship, minor and core.
- AI Cluster ZugflagshipSwiss 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 YearminorJulius Baer supporting EY Entrepreneur Of The Year 2026 programme across island of Ireland as sponsor, representing entrepreneurs from diverse sectors.
- Singapore Banks (DBS, UOB)minorJulius 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.
- TemenoscoreJulius 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
Julius Baer Group competitors and assessment
Company assessmentBroad 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
Julius Baer Group social profiles
Digital presenceJulius Baer Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Julius Baer Group leadership team
Management profileNumber of profiles
Profiles12 records
Julius Baer Group subsidiaries and ownership
Company hierarchySubsidiaries4 records
Julius Baer Group funding detail
Funding detailFunding overview
Funding rounds2 records
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Julius Baer Group M&A and investment
M&A and investmentM&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
What does Julius Baer Group do?
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.
Is Julius Baer Group a public or private company?
Julius Baer Group is a public company. It is classified as public and is currently operating.
When was Julius Baer Group founded?
Julius Baer Group was founded in 1890. It employs 5,001 to 10,000 people.
Where is Julius Baer Group based?
Julius Baer Group is headquartered in Zürich, Switzerland, in the Europe region.
How does Julius Baer Group make money?
Three revenue lines are on record. Wealth Management Fees are the primary driver. The others are transaction-based Revenue and lending Income.
Who are Julius Baer Group's main competitors?
Broad incumbents on record are UBS Group, Credit Suisse (legacy / UBS integration), Morgan Stanley Wealth Management, Goldman Sachs Private Wealth Management, JPMorgan Private Bank, HSBC Global Private Banking and BNP Paribas Wealth Management. Direct peers are Pictet Group, Lombard Odier and Vontobel.
Does Julius Baer Group have an API?
No public API is recorded for Julius Baer Group.
What industry is Julius Baer Group in?
Julius Baer Group's product category is Private Wealth Management. Its primary akta.pro industry code is FSAEABAC, Private Banking & UHNW Wealth Advisory, with a secondary code of FSABADAD, Private Banking Advisory & Discretionary Portfolio Management. Its NAICS code is 523940 and its SIC code is 6282.