SCB Julius Baer

In 2018, Thailand’s leading financial institution, Siam Commercial Bank (SCB), and Julius Baer, one of the most renowned names in global wealth management, teamed up to create SCB Julius Baer. This strategic partnership marked a significant milestone for Thailand’s private banking industry, combining local expertise with international investment knowledge to usher in a new era of wealth management for ultra-high-net-worth (UHNW) and high-net-worth (HNW) clients in the region.

Bridging worlds, delivering excellence

From the start, Sage & Saga (formerly Yonder Consulting Asia and Interbrand SE Asia) played a key role as the brand and communications architect for SCB Julius Baer. Navigating the complexities of two distinct corporate cultures, we co-developed a brand and launch strategy that honored Thai heritage while reflecting Swiss precision. This included:

• A commitment-driven brand proposition (“Your Legacy. Our Promise”) that immediately resonated with Thai family business owners and next-generation entrepreneurs.

• An award-winning visual identity that blended contemporary Thai design motifs, Swiss-inspired color schemes, and human-focused photography for use across all digital and physical platforms.

• Development of multilingual communications, a detailed client engagement pitchbook, and event assets to deliver a consistent story during every client interaction.

Accelerating market impact

Within a few years, SCB Julius Baer quickly established itself as Thailand’s leading international private bank. By 2024, the firm’s assets under management (AUM) more than doubled since launch, and its market share in Thailand’s UHNW segment increased by 37%, surpassing competitors and changing the competitive landscape. Key accomplishments and tangible results include:

• Record Growth: SCB Julius Baer achieved Thailand’s highest penetration in international discretionary portfolio management among private banks. In 2023, half of its clients were new to international private banking, with a significant portion of client portfolios investing in sustainable options—a novel approach in Thailand.

• Thought Leadership: The “Investment Series” became a benchmark for financial expertise in Thailand, consistently drawing over 500 clients per session—boosting brand credibility and nurturing a new generation of wealth managers through initiatives such as The 45 Academia.

• Product & Service Innovation: Using an Open Product Platform with global onshore and offshore capabilities, SCB Julius Baer became the first wealth manager in Thailand to offer a comprehensive suite of global investment options and solutions, personalized by relationship managers who combine deep local knowledge with access to top Swiss financial resources.

• Client-Centric Results: By 2024, client satisfaction (measured by Net Promoter Score) exceeded 80, reflecting high retention rates and strong trust.

Industry recognition and awards

SCB Julius Baer’s leadership and achievements have received numerous industry awards:

• Six major wealth management awards in 2023, including “Best International Private Bank in Thailand” by Asian Private Banker, and five Euromoney awards, such as “Thailand’s Best International Private Bank,” “Best for High-Net-Worth,” and “Best for Discretionary Portfolio Management.”

• Additional distinctions for investment research, succession planning, and engagement with next-generation clients, demonstrating the firm’s expertise in serving Thailand’s most sophisticated families and entrepreneurs.

Shaping Thailand’s wealth future

Through this powerful partnership, SCB Julius Baer has become a springboard for the next chapter of wealth in Asia—fostering innovation, access, and sustainability while reinforcing its core promise: “Your Legacy. Our Promise.” As trusted advisors, Sage & Saga’s strategy, design, and brand leadership continue to shape this transformation—showing that when two industry leaders unite with a shared vision and measurable impact, the outcome sets a new standard for wealth management in Thailand and beyond.

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