The Swissreputation Group and Pressrelations Schweiz have published their fourth study on the media reputation of banks in Switzerland. The study is based on all Swiss online and print media, in which coverage of 46 leading financial institutions was examined.«In times of increasing digital transparency, regulatory requirements and ESG expectations, media reporting continues to gain relevance. A strong media reputation is also taking on new strategic importance,» the study notes.

Universal-/Retail/Specialist Banks: Raiffeisen clearly in the lead

Achieved top scores in four of the six reputation dimensions: Raiffeisen. (Image: zVg)

Raiffeisen achieves top scores and leads in four of the six reputation dimensions.
It is followed at some distance by Swissquote, which shows a very balanced profile, and Clientis, which stands out with excellent sentiment. UBS ranks fourth and, as in previous years, records by far the highest visibility. UBS' top scores in «Products & Services» and «Innovation» contrast with more critical dimensions such as Performance, Workplace, and ESG/Sustainability. LLB completes the top 5 in this segment.

Cantonal Banks: ZKB leaves all others behind

Superior in this category: Zürcher Kantonalbank. (Image: zVg)

The Zürcher Kantonalbank (ZKB) secures a dominant first place in this category, mainly due to its national significance and corresponding media presence.
In terms of sentiment, however, the other top 5 cantonal banks are better positioned. Berner Kantonalbank, which ranks second, achieves the top score in «Innovation», while Thurgauer Kantonalbank in third place excels in «Workplace». LUKB and AKB follow with very solid results.
BLKB, by contrast, experienced a significant deterioration in its media standing: the Radicant insolvency negatively affected all reputation dimensions, ultimately placing the bank at the bottom of its category.

Private Banks: Vontobel at the top

Manages to position itself skillfully: Bank Vontobel. (Image: zVg)

Vontobel succeeds in striking the balance between strong media presence and good sentiment better than any other private bank.
Julius Baer — not ranked among the top 5 — achieved the widest media reach of all private banks but failed to translate it into a strong media reputation; the Signa collapse, job-cut plans and announced savings measures took their toll.
LGT Bank and EFG Bank follow in second and third place with relatively low visibility but the best sentiment values among private banks. Lombard Odier and Pictet also made it into the top 5.

Foreign Banks: J.P. Morgan dominates

Dominates in this category: J. P. Morgan. (Image: Dominik Buholzer/finews.ch)

J.P. Morgan leads the ranking in the foreign banks category and ranks first in five of the six reputation dimensions.
Second-placed Deutsche Bank achieved very good results in some areas but suffered setbacks particularly in employer-related and ESG topics. Both banks recorded by far the highest media reach among foreign banks in Switzerland.
BNP Paribas follows in third place, ahead of Schroders, which had the lowest media presence but the best sentiment values — resulting in a strong fourth place despite some fluctuations. Fifth place goes to ING Bank, which the study describes as having a well-balanced profile.