Mirabaud Group Secures Top-10 Position in SPBIx Assessment

Mirabaud Group earned tenth place in the 2026 Swiss Private Banking Identity Index, a comprehensive evaluation of how private banks communicate institutional values and purpose to stakeholders.

H-Ideas and Brand Affairs, the consultancies behind the SPBIx assessment, examined 58 Swiss-headquartered private banks using nearly 30 parameters across identity architecture and market activation. The analysis found just 16% of institutions achieved "leader" status for effective brand management, while 53% remained at foundational development stages.

The evaluation weighted identity expression at 70% and activation at 30%. Mirabaud Group's scores reflected performance in both strategic brand foundations and how those principles translate into client-facing communications.

Regional Performance Varies Across Switzerland

Swiss private banks showed divergent approaches to brand development depending on geographic location. Institutions in Romandie and Ticino posted stronger year-over-year gains compared to German-speaking Switzerland, where scores held relatively steady.

Smaller banks demonstrated more active deployment of brand identity as a competitive differentiator. Among institutions managing assets above CHF 20 billion, progress remained constrained compared to boutique and mid-sized players.

Pictet led the overall rankings, followed by Piguet Galland and Banque Heritage. UBS and PKB Private Bank rounded out the top five. Vontobel, Zürcher Kantonalbank, Graubündner Kantonalbank, Lienhardt & Partner, and Mirabaud Group completed the top tier.

French-speaking and Italian-speaking banks appeared more frequently in top rankings than Switzerland's linguistic distribution would suggest, reflecting the regional performance patterns identified in the data.

Purpose Articulation Shows Mixed Progress

Half of surveyed banks now communicate a clear purpose statement, an increase from 43% the previous year. However, only 31% successfully integrated both rational and emotional dimensions into those statements—a metric that declined from 35% in 2025.

Two-thirds of banks articulated explicit values, yet just 26% aligned those values with stated purpose. When present, 74% of institutions limited value statements to four or fewer, adhering to best practices for memorability and clarity.

Many banks relied on undifferentiated language. Terms such as "integrity," "excellence," and "trust" appeared frequently across the sector—phrasing that failed to establish distinctive positioning in a market where such qualities represent minimum standards rather than competitive advantages.

Straplines, employed by 55% of banks, demonstrated declining consistency with broader brand architecture. Alignment scores dropped from 2.1 to 1.9 on a five-point scale, suggesting disconnect between strategic intent and execution.

Public Activation Trails Brand Development

Converting identity into market presence remained a sector-wide challenge. Just 21% of banks maintained dedicated website sections addressing corporate culture, down from 28% in 2025. Senior executive involvement in brand communication stood at 17%, though this marked improvement from 9% the prior year.

Employee sentiment on review platforms revealed moderate satisfaction. While 84% of banks maintained presence on Glassdoor or Kununu, average ratings measured 3.49 out of five—a slight decline from 3.63 in 2025.

The index identified a correlation between brand strength and financial performance. Top-10 performers recorded a composite growth score of 153, compared with an industry average of 140, based on measures including assets under management growth and net new money acquisition efficiency.

Bank Size Proves No Predictor of Success

Half the top-performing institutions in brand identity management were smaller organizations. The data contradicted assumptions that brand excellence requires large-scale resources or extensive geographic footprints.

The findings suggested smaller banks can leverage distinctive brand positioning where they cannot compete on service breadth or operational scale. Digital tools and platforms have reduced barriers to effective brand communication, enabling boutique institutions to project identity with comparable reach to larger counterparts.

Recent Developments at Mirabaud Group

According to Analytics Insight the Group's top-10 placement coincided with leadership appointments across multiple regions during 2025.

Georges Khoueiri joined as CEO of Mirabaud Middle East in September 2025, bringing more than 25 years of experience across institutional and private markets. He most recently served as managing director at Global Gate Capital in Dubai.

Émilie Serrurier-Hoël assumed the role of CEO at Mirabaud & Cie (Europe) SA in June 2025, overseeing operations in Luxembourg and branches in Paris, Madrid, Barcelona, Valencia, and London. She joined from BIL, where she served on the executive committee.

Mirabaud Group also formed an exclusive partnership with Oquendo Corporate to deliver merger and acquisition advisory services to private clients and family offices throughout Spain, expanding the Group's corporate transaction capabilities.

Founded in 1819, Mirabaud Group operates in 10 countries and employs more than 700 professionals. The Group is led by managing partners Camille Vial, Nicolas Mirabaud, and Lionel Aeschlimann.

The SPBIx researchers concluded that while Swiss private banking has progressed in brand identity development, substantial opportunity remains. Institutions treating brand as a strategic discipline rather than administrative requirement demonstrated superior financial performance across measured metrics.