Asia’s Role in UBS' Freshly Announced Ambitions
UBS has announced fresh targets for the medium-term and it will be significantly reliant on Asia as a rapidly rising economic and wealth engine of the world.
In its 2025 financial results, UBS, which delivered a 53 percent year-on-year increase in net profit to $7.8 billion, announced a series of medium-term ambitions for its four business divisions across wealth management, personal and corporate banking, asset management, and investment banking.
In terms of profitability, Asia was the second largest contributor behind Switzerland with the pre-tax bottom line soaring 47 percent to $2.8 billion. And for its upcoming targets, the region is expected to play an increasingly significant role outside of personal and corporate banking.
World’s Wealth Engine
With a sizeable population and rapidly growing riches, Asia could be especially more prominently featured in the Swiss bank’s wealth management business, which said it aims to grow invested assets to at least $5.5 trillion with net new assets (NNA) of over $200 billion by 2028. The region was the global leader in NNA in 2025 at $62.5 billion with EMEA’s $28.4 billion in a distant second place.
In a presentation, UBS said that it would reinforce leadership in Hong Kong – it celebrated the handover of a new local headquarters in the city earlier this week – and Singapore, where Credit Suisse was previously a market leader.
It will also seek growth in Southeast Asia, Taiwan, Japan and Australia. In this regard, former Credit Suisse businesses will also come in handy. The now-defunct bank already had a major share of wallet in Southeast Asia, particularly in Indonesia. UBS will also benefit from the takeover via a 2024 acquisition of a Japan joint venture and a reentry into the Australian onshore market.
Asset Management, Investment Banking
Within asset management, Asia was also named as an area of focus on the product side for developing a differentiated offering.
And in investment banking, UBS will look to build on its existing success, especially in M&A where it has historically been a leading revenue generator in Asia ex-Japan. This will be done behind a revamped leadership with Anthony Sweetman, the bank’s former Australasia joint country head, named as co-head of APAC investment banking in September 2025 alongside Taichi Takahashi.
«Zooming in, it’s clear that Asia Pacific, and China in particular, are not just participants in the global story – but are writing the next chapter,» said UBS CEO Sergio P. Ermotti at the opening speech of the bank’s Greater China Conference in Shanghai last month.
