The UBS story
UBS in its current form was created in 1998 by the merger of Union Bank of Switzerland and Swiss Bank Corporation, whose roots go back to the 1860s. Its logo of three keys stands for confidence, security and discretion.
What makes UBS powerful
UBS's power comes from wealth management. It is the world's largest wealth manager and a symbol of Swiss banking. In 2023 it took over Credit Suisse at the request of the Swiss authorities, its largest and most complex task in decades.
UBS today
UBS is headquartered in Zurich and Basel. Sergio Ermotti returned as Group CEO in 2023 to lead the Credit Suisse integration. The bank is also in talks with the Swiss authorities over new capital rules.
What comes next for UBS
UBS's road ahead is about finishing the integration, growing in the Americas and Asia, and settling the capital debate with its home regulator.
Why UBS ranks #85
Brand Positioning & Recall (70.0) and Digital Presence & Financial Soundness (70.0) carry UBS's Power Score of 66.08.
Consumer Trust & Sentiment at 62.0. What would move it: Closing the gap between brand fame and consumer trust: service quality, transparency and how complaints are handled.
Pillar profile
Versus its nearest rivals
9 Financial Services brands are in the Europe 100. UBS is #7 in its sector.
Questions people ask
What rank is UBS in WCRC's Europe's Most Powerful 100 Brands 2026?
UBS ranks #85 of 100 in Europe's Most Powerful 100 Brands 2026, with a WCRC Power Score of 66.08 out of 100.
When was UBS founded and who founded it?
UBS was founded in 1862 roots (current form 1998). Founder(s): Merger of Union Bank of Switzerland and Swiss Bank Corporation.
What is UBS's weakest area?
In the 2026 assessment, UBS's lowest pillar is Consumer Trust & Sentiment at 62.0 out of 100.
Who leads UBS today?
Sergio Ermotti, Group CEO. The brand is owned by UBS Group AG.
Where is UBS headquartered?
UBS is based in Zurich, Switzerland. Its country of origin is Switzerland.
What is UBS's revenue?
US$49.57bn total revenues (FY2025), according to the company's published results.
What is a signature fact about UBS?
UBS completed the takeover of Credit Suisse in June 2023.
Key facts
| Brand | UBS |
|---|---|
| Company / owner | UBS Group AG |
| Headquarters | Zurich, Switzerland |
| Founded | 1862 roots (current form 1998) |
| Founder(s) | Merger of Union Bank of Switzerland and Swiss Bank Corporation |
| Leadership | Sergio Ermotti, Group CEO |
| Latest revenue | US$49.57bn total revenues (FY2025) Source |
| Sector | Financial Services |
| Country of origin | Switzerland |
| Signature fact | UBS completed the takeover of Credit Suisse in June 2023. |
| Official website | ubs.com |
UBS is ranked #85 in WCRC's Europe's Most Powerful 100 Brands 2026 (Power Score 66.08).