Mr. Barskyi, is Switzerland still an attractive location for fintech firms?

I believe Switzerland is in a better position than most European countries—actually, I would argue it’s ahead of most countries globally.

Why is that?

The key factor is that Switzerland is a safe haven. In addition, it’s one of the most innovative countries in the world, which is particularly relevant in finance. We’re currently witnessing a generational shift from baby boomers and Gen X to millennials, Gen Z, and even Gen Alpha. This transition will have major implications for fintech.

Client expectations are evolving—would you agree?

Absolutely. The younger generations are far more demanding. Even in Switzerland—where people were traditionally considered less demanding—you can clearly see this change. It’s already influencing fintech product development.

An example for a company and client of S-PRO addressing these evolving expectations head-on is oneBanking — an all-in-one finance app that combines traditional banking, crypto, AI-powered financial coaching, and a rewards system in a single platform. 

«Blockchain will be the driving force behind many of the upcoming changes.»

By integrating AI to provide proactive advice and using gamified reward mechanics, oneBanking illustrates how next-gen fintech is aligning with Gen Z’s demand for smarter, simpler, and more transparent financial services.

Which trends will have the greatest impact?

Blockchain will be the driving force behind many of the upcoming changes. Regulators in Switzerland are generally open to innovation in this space. However, the collaboration between regulators and fintech companies could—and frankly should—be much stronger.

What exactly do you mean by that?

Approval processes in Switzerland take far too long. It’s almost embarrassing. This not only damages the reputation of the Swiss financial center, but it also represents a significant missed opportunity.  

«We have world-class universities and technical colleges, but we don’t know how to retain the talent once they graduate.»

How would you assess the talent landscape in Switzerland?

Switzerland is a small country, so the talent pool isn’t enormous. That said, the potential is still huge. Students receive excellent training, but there are no programs that incentivize or allow international graduates to stay in the country. We have world-class universities and technical colleges, but we don’t know how to retain the talent once they graduate. That’s a serious failure.

Switzerland is home to a number of blockchain firms—but other regions are catching up. Is the country at risk of falling behind?

Let me put it this way: without Switzerland, blockchain innovation wouldn’t have taken off the way it did. This country has been a pioneer. But we shouldn’t rest on our laurels. The Gulf regionis making significant progress in blockchain, and China has been playing in a league of its own for some time. Sometimes Switzerland feels like a lame duck by comparison. It’s far harder to maintain a leadership position than to reach it in the first place.

Everyone is talking about the customer journey. Yet digital applications and systems don’t seem to be improving—why is that?

We’re only at the beginning of that evolution. Many providers still struggle to adapt. With AI, however, we’re nearing a point where trained agents can not only listen to clients, but also proactively suggest relevant opportunities. For example, identifying unused streaming subscriptions or pointing out valuable bundle deals tailored to their behavior.

Michael Barskyi is Head of S-PRO Switzerland, a company that delivers digital solutions and IT consulting, particularly for financial institutions.