Noëlle Dettwyler: «Private Markets Are Becoming More Accessible»

Noëlle Dettwyler: «Private Markets Are Becoming More Accessible»

Alternative and digital investments, no PowerPoint marathons: finews.asia spoke with Noëlle Dettwyler about how AssetRush breaks free from traditional finance events – and why even the old guard is starting to take notice.

Ms. Dettwyler, you are the lead organizer of AssetRush. What exactly is this event about?

AssetRush is the antidote to the traditional conference grind – no endless panels, no drawn-out PowerPoint presentations. Instead, the event brings together alternative, digital, and traditional investments in punchy, to-the-point pitches. We curate the most exciting players in the space – from innovative newcomers to established firms. The format is fast, focused, and energizing—ideal for anyone who’s short on time but hungry for fresh ideas, new perspectives, and real investment insights. We want to show where the market is heading—and who’s going to shape it.

You recently received a Special Award from Swiss Derivatives. Congratulations!

It was a tremendous honor – and, honestly, a wonderful recognition. AssetRush is driven by a team that brings passion, agility, and openness to a format that’s still rare in finance. Winning the Swiss Derivatives Special Award is both encouragement and proof that it’s worth exploring new paths. At the end of the day, it’s the mix of content, energy, and personality that defines AssetRush—and that only works as a team effort.

AssetRush will return to Zurich for the ninth time this May. Can you already name some of the standout participants and speakers?

Absolutely. AssetRush is the place for people who want to make things happen in finance. This year’s lineup is a compelling mix: big names like EY, Goldman Sachs, Citi, ISP, and Vontobel will share the stage with up-and-coming firms like Danubian Research, Blockstone Capital, and Tenity. That blend of experience and innovation—of tradition and fresh thinking—is what makes AssetRush special, and we hope it’ll spark a lot of energy in the room.

The event was originally an initiative of GenTwo, but now AssetRush operates independently. Is this a sign of growing up?

That’s right – AssetRush began as an initiative by GenTwo, but the format has evolved significantly since then. Today, AssetRush stands on its own: with a distinct identity, its own momentum, and a clear vision. It’s not just about showcasing innovation anymore; it’s about actively creating momentum across the industry. We’ve intentionally moved toward more independence—and we’re backed by a strong network that has long outgrown the original initiative.

What has personally fascinated you most about AssetRush’s development?

For me, it’s been the freedom to create something truly new. AssetRush isn’t tied to traditional formats or mindsets—that’s what makes its evolution so exciting. It’s a space where bold ideas can collide without filters, where new things emerge from open dialogue. That openness – combined with the energy of the people involved—gives the format a unique kind of momentum.

What excites you about innovative investment products, and how do you see demand for diversification—especially among younger investors?

Young investors think differently—and that’s fascinating. They challenge conventional investing, focus more on themes than asset classes, and want more than just returns. They’re looking for investments that align with their values and lifestyles. Whether it’s sustainability, digital assets, tech, or impact, they want substance, transparency, and a story that resonates. For them, trust comes from relevance, not just numbers. Innovative investment solutions meet these needs – they make markets more accessible, flexible, and tailored. And they appeal to a generation that doesn’t just want to invest—they want to participate.

How is the traditional finance industry reacting to AssetRush?

In the beginning? There was definitely skepticism. But we’re seeing a real shift now. More and more established players are realizing they need to adapt if they want to stay relevant. AssetRush is the bridge—connecting traditional investors with the future of investing. The feedback is clear: anyone not paying attention now risks being left behind.

Which developments in the Swiss financial landscape do you find most exciting right now—particularly in alternative investments and innovative financial products?

There’s a lot happening right now. Tokenized assets are moving from theory to practice. AMCs offer unprecedented flexibility, and private markets are becoming more accessible. ESG is no longer a buzzword – it’s becoming standard. And digitization? It’s turning formerly complex processes into scalable, investor-friendly solutions. In short: it’s an exciting time to be in this industry!

Noëlle Dettwyler is Head of AssetRush and leads the organization of the event. A business graduate with extensive experience in both finance and event management, she has played a key role in shaping the AssetRush format. Before that, she worked at Vontobel, among others.

finews.com is a media partner of the next AssetRush, taking place on May 14 at Kaufleuten in Zurich. Readers receive a 10 percent discount on tickets using the code YFXRP6T. Register now at: https://www.assetrush.com/assetrush-zurich-2025.