UBS is getting into crypto.
The Swiss banking giant is planning to let select private banking clients trade Bitcoin and Ethereum, Bloomberg reported. UBS manages around $4.7 trillion in assets, making it the world’s largest wealth manager. The bank has been talking to potential partners for several months but has not finalized its rollout plan yet.
Swiss private bank clients will get access first. UBS may expand the offering to Asia-Pacific and the United States later.
UBS has stayed away from crypto for years. The bank called it a “limited segment of digital assets” and avoided direct offerings because of regulatory uncertainty.
That position is now shifting.
Wealthy clients want exposure to digital assets. Competitors like JPMorgan and Morgan Stanley have already made moves in the space. UBS is feeling the pressure.
CEO Sergio Ermotti has said blockchain is central to the future of traditional banking. He pointed to its efficiency and scalability as key reasons.
This is not UBS’s first step into blockchain.
In November 2024, the bank launched UBS Digital Cash. It is a private blockchain pilot for multi-currency cross-border payments.
UBS also runs UBS Tokenize, which allows on-chain issuance of tokenized financial products. The bank launched the first tokenized money market fund on Ethereum through this initiative.
These projects show UBS sees long-term value in blockchain technology. Direct crypto trading for clients is the next step.
UBS is still selecting partners and has not set a launch date. The bank says it is monitoring market dynamics and exploring initiatives that fit client needs and regulatory requirements.
If UBS moves forward, it will become the largest traditional wealth manager to offer direct crypto access. That could push other private banks to follow.
The details are not final but the direction is clear.
Clients who prefer traditional assets are unlikely to see changes to their portfolios. Crypto access is expected to be optional, not a default allocation.
If UBS proceeds, rivals may feel pressure to accelerate their own crypto offerings to retain high-net-worth clients seeking diversification and innovation.
Cross-border compliance, custody standards, and investor protection rules vary by region. These factors will shape how quickly UBS can expand beyond Switzerland.
Ultra-high-net-worth clients gain regulated access through a trusted institution. UBS also benefits by strengthening client retention and modernizing its wealth platform.
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