Increasingly, it is becoming clear which private banks are performing particularly well in digitalization. At the same time, a new trend is emerging.

According to a study by Colombus Consulting, Vontobel, Julius Baer, Lombard Odier, and Pictet dominate in the digitalization of customer relationships. These four private banks generated natural or paid visitor flow that directs customers to their digital platforms (web, mobile, social networks, etc.).

Alpian, which performed very well in last year's study, was able to confirm this performance this year.

Key Findings:

1. More Traffic, Stronger Engagement

The growth of internet traffic is developing positively with nearly 590 million visitors, corresponding to a 10 percent increase. The performance of various e-banking platforms has also significantly improved according to the study. This is reflected in a 17 percent increase in audience engagement.

2. A New Challenger in the Web Sector

Swiss4 is the first Swiss private bank whose website is exclusively available to its members—a novelty. «The feeling that one must be a member to learn more about the services of this private bank conveys a sense of prestige and exclusivity,» concludes the study.

Vontobel remains the undisputed leader in the web sector, according to the study. The private bank has widened the gap to its next competitor, Julius Baer, with an audience nearly five times larger. Thanks to better transparency and overview of the product offering as well as greater customer autonomy, Julius Baer ranks second in the web ranking.

For two years, Vontobel has also been leading in the «Mobile Apps» category according to the study.

3. Two Private Neo-Banks Stand Out

Alpian and Swiss4 position themselves, unlike other private neo-banks, as investment and lifestyle partners.

Alpian aims to make private banking-style investments (management mandates, control) accessible to the broadest possible audience, while Swiss4 focuses on the «Art de Vivre» aspect for wealthy clients, offering support beyond basic account management. This includes access to special events, travel arrangements, or a worldwide premium concierge service.

Swiss4 gives customers the feeling of being members of a private club, according to the study. It remains to be seen in the coming months which customer offerings will prevail.

4. Social Networks: A New Era Begins

While the number of followers on social networks remained stable last year, the study reports a 32 percent increase this year. LinkedIn proves to be the preferred platform with 77 percent of the total social network audience and 42 percent more followers.

Facebook's growth is slowing (+9 percent), and it is even worse for X (+0,2 percent). YouTube (+20 percent) and Instagram (+17 percent) are very robust. According to the study, more and more private banks are communicating with videos and seeking interaction with customers.

«Striving for interaction with the community requires a strategic positioning that is clear and differentiated enough to be publicly shared,» explains Brewen Latimier, manager at Colombus Consulting Switzerland.

5. New Technologies and Private Banking

Private banking advisors benefit significantly from new technologies that revolutionize the way they interact with their clients and manage their portfolios. With tools like portfolio management services, customer relationship management software, e-banking, and generative artificial intelligence, they can offer more precise and individualized recommendations.

These technologies enable a better understanding of customers and improved banking services, according to the study. «However, the introduction of these new technologies comes with some hurdles, such as sharing customer data using third-party tools, maintaining banking secrecy, and managing change within financial institutions.»