DeutschFor a long time, UBS was considered the conservative counterpoint to the wild crypto world. But the tide has turned: According to current reports, the largest Swiss bank is about to enable its wealthy private clients to trade digital assets. A step that could change the Swiss financial landscape in the long term. The rumor mill in “Crypto Valley” has been simmering for some time, but now the indications are becoming more certain. As the news agency Bloomberg reports, citing people familiar with the matter, UBS Group AG is working intensively on the introduction of a crypto trading offer. The focus is initially on the two heavyweights of the market: Bitcoin (BTC) and Ethereum (ETH).
A strategic change of course
For years, UBS observed the hustle and bustle on the crypto markets from the sidelines. While competitors such as Zürcher Kantonalbank (ZKB), Luzerner Kantonalbank (LUKB) or PostFinance have already successfully introduced crypto services for the general public or institutional clients, the top dog remained covered. They preferred to concentrate on the underlying blockchain technology and the tokenization of classic assets (Real World Assets). The fact that direct trading with coins is now to be included in the portfolio marks a turning point. It is an admission that Bitcoin can no longer be ignored – not even by a bank that stands for the highest security and tradition.
Why now? The pressure from “High Net Worth Individuals”
The timing in January 2026 is carefully chosen. Two main factors are driving the major bank’s decision:
- Customer demand: UBS’s clientele – Ultra High Net Worth Individuals (UHNWI) and Family Offices – are increasingly demanding access to digital assets as a means of diversification. These customers do not want to buy Bitcoin via unregulated offshore exchanges, but conveniently and securely via their established e-banking, integrated into their existing asset statement.
- Fear of migration: International competitors such as Morgan Stanley or JP Morgan in the USA already offer similar services. In order to remain competitive and not lose assets to specialized crypto banks (such as Sygnum or SEBA), UBS must follow suit.
Switzerland as a test laboratory
According to the information available, UBS plans to initially roll out the offer exclusively to selected customers in its home market of Switzerland. This follows the logic of “safety first.” With FINMA, Switzerland offers one of the clearest and most progressive regulatory authorities worldwide. Only when the processes work smoothly here is an expansion into key markets such as Singapore or Hong Kong conceivable. Technologically, the bank is unlikely to reinvent the wheel. Analysts assume that UBS is cooperating with established custody providers or specialized fintechs in the background to ensure custody and settlement. This minimizes operational risks.
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What does this mean for the Bitcoin price?
The signal effect can hardly be overestimated. UBS manages trillions in assets worldwide. Even if only a tiny fraction of this capital flows into Bitcoin and Ethereum, this would correspond to a buying pressure of several billion dollars. However, the psychological component is even more important: If UBS offers Bitcoin, the asset will finally become “socially acceptable.” The narrative of crypto as “play money” should thus finally be a thing of the past in Switzerland.
Did you know? That’s why Peter Brandt expects a Bitcoin price of $58,000!
