UBS positions itself as a decision-making aid with a new campaign aimed at the private client segment

May 14, 2025

This spring, UBS is launching a new marketing initiative for the Personal Banking segment in Switzerland. The new target group positioning, “For everything that lies ahead,” aims to position UBS as a reliable partner for retail and affluent clients in all decision-making situations related to financial topics.

The theme of “decisions” in everyday life forms the communicative foundation of the new platform. Under the motto “We can’t help with all decisions. But we can help with many,” the campaign showcases everyday decision-making moments in customers’ lives. These are accompanied by the positioning slogan, which looks confidently toward the future and speaks in a personal, direct tone: “For everything that lies ahead.”

The subjects are humorous and authentic. For example, they depict decision-making situations such as choosing between forks and chopsticks while eating, or selecting the right wall color when buying a house. As the number one in private banking in Switzerland, UBS is a trusted home for many people.

This communication initiative shows that UBS is close to the everyday lives of the Swiss — listening, understanding, and helping clients make the best financial decisions is the daily mission of UBS advisors.

The communication platform was launched in April 2025 with 13 motifs and 6 social videos, appearing across Switzerland in high-reach OOH/DOOH media, newspapers, social media, and other digital channels, as well as UBS-owned platforms.