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Mirabaud Group has placed tenth in the 2026 Swiss Private Banking Identity Index, a measurement tool that evaluates how effectively private banks articulate and communicate their institutional identity to clients and stakeholders.
The SPBIx, developed by H-Ideas and Brand Affairs, analyzed 58 pure Swiss private banks across criteria including purpose statements, value systems, cultural expression, and market activation. The index found that only 16% of evaluated institutions qualified as "leaders" in brand identity management, with 53% still in early stages of development.
Mirabaud Group earned its ranking through scores that assessed both the bank's foundational identity architecture and its public-facing activation efforts. The methodology weighted identity expression at 70% and market activation at 30%, measuring nearly 30 individual parameters for each institution.
The index revealed pronounced regional differences in how Swiss private banks approach brand identity. Banks in Romandie and Ticino demonstrated stronger improvement compared to German-speaking Switzerland, where scores remained largely flat year-over-year.
Among banks with assets under management above CHF 20 billion, progress proved more limited. Smaller institutions appeared to use brand identity more actively as a lever for positioning and competitiveness, according to the report.
The Top 10 overall included Pictet, Piguet Galland, Banque Heritage, UBS, PKB Private Bank, Vontobel, Zürcher Kantonalbank, Graubündner Kantonalbank, Lienhardt & Partner, and Mirabaud Group. The ranking showed higher representation from Romandie and Ticino banks than Switzerland's geographic distribution would typically suggest.
The index showed that there were strong regional differences in the approach to brand identity taken by Swiss private banks. Banks in Romandie and Ticino showed stronger improvement than in German-speaking Switzerland, where there was little change from year to year.
For banks with assets under management of CHF 20 billion or more, the level of improvement was less marked. Smaller banks seemed to be using brand identity more actively as a tool for positioning and competitiveness, according to the study.
The Top 10 list included Pictet, Piguet Galland, Banque Heritage, UBS, PKB Private Bank, Vontobel, Zürcher Kantonalbank, Graubündner Kantonalbank, Lienhardt & Partner, and Mirabaud Group. The list reflected a stronger presence of banks from Romandie and Ticino than would normally be expected based on Switzerland's geographical representation.
The banks showed a specific vulnerability in the area of identity and visible market presence. Only 21% of the banks had a culture section on their websites, a decrease from 28% in 2025. Only 17% of the banks included in the survey showed senior management personally conveying brand values, although this was an improvement from 9% in the previous year.
Employee review platforms showed mixed results. Although 84% of banks had a presence on Kununu or Glassdoor, the average rating was 3.49 out of 5, a slight decrease from 3.63 in 2025.
The index found a link between brand performance and business outcomes. Banks in the top 10 had an average growth score of 153, compared to the industry average of 140, based on criteria such as growth of assets under management and net new money per employee.
Mirabaud Group's tenth-place ranking comes during a period of executive appointments and expansion. Georges Khoueiri joined as CEO of Mirabaud Middle East, while Émilie Serrurier-Hoël took the role of CEO at Mirabaud & Cie (Europe) SA in Luxembourg. The bank also formed an exclusive agreement with Oquendo Corporate to provide M&A advisory services to private clients and family offices in Spain.
Founded in 1819, Mirabaud Group operates in 10 countries with offices including Geneva, London, Paris, Madrid, Dubai, and São Paulo. The Group is led by three managing partners—Camille Vial, Nicolas Mirabaud and Lionel Aeschlimann—supported by a team of equity partners.
The SPBIx findings suggest brand identity management, while improving across the Swiss private banking sector, remains an underdeveloped competitive tool. Banks that treated identity as a strategic discipline rather than a compliance exercise showed measurably better performance outcomes, according to the index methodology.
