By Roman Studer, CEO Swiss Bankers Association (SBA)

The latest SBA survey on the Swiss banking sector shows that, in light of global shifts, economic questions are moving further to the forefront of public attention. The population does not see changes in economic policy conditions as an abstract trend, but as an immediate challenge for Switzerland’s key sectors. Against this background, the role of banks as a central pillar of the national economy is once again confirmed, alongside rising expectations of how this role is fulfilled.

Main Bank as a Reliable Constant

Overall, the Swiss financial centre is viewed positively and its contribution to stability, financing and employment is widely acknowledged. At the same time, critical aspects are becoming more prominent: perceptions of excessive profit orientation, doubts about the actual impact of sustainability measures and memories of past events – such as the financial crisis or the takeover of Credit Suisse by UBS – shape the broader view of the sector.

«Criticism is directed more at the sector as a whole rather than at individual institutions.»

By contrast, people’s direct experience with their main bank remains stable. It is rated significantly more positively than the banking sector as a whole. The quality of everyday service and reliable personal interactions foster a level of trust that remains stable over time. As a result, criticism is directed more at the sector as a whole rather than at individual institutions.

Competitiveness and Digitalization Under Pressure

The assessment of international competitiveness also reflects the current uncertainty. Switzerland’s traditional strengths – political and economic stability, a highly skilled workforce and strong privacy protection – remain valued, but are no longer taken for granted. The majority of respondents expect geopolitical tensions, new regulations and technological developments to increase competitive pressure and make it more difficult to maintain existing advantages. Digitalization continues to be seen as an opportunity, but with growing reservations.

«For digital progress to gain broad acceptance, it must therefore be accompanied by clear rules.»

While efficiency gains and improved services are acknowledged, concerns about security risks, reduced personal contact and potential job losses are increasing. The use of artificial intelligence intensifies this ambivalence: its potential is recognized, but questions around transparency and control remain. For digital progress to gain broad acceptance, it must therefore be accompanied by clear rules, high security standards and targeted skills development.

A clear Mandate for Banks

This results in a clear mandate for banks: they must continue to contribute to the economy while transparently demonstrating how they are responding to changing geopolitical and economic conditions. This includes clearly evidencing and explaining their role in ensuring stability, financing the economy, creating jobs and promoting sustainable development. Declarations of intent are no longer sufficient.

What is now expected are concrete results and transparent reporting on progress. In the area of sustainability, measurable outcomes matter more than commitments alone. In the field of digitalization, technological innovation must go hand in hand with sound governance, robust security standards and the preservation of strong client relationships.