BBVA is consolidating its offerings for wealthy private clients under the Global Wealth banner. Since October, its Premium, Private Banking and Ultra High Net Worth (UHN) segments have operated under a common name and identity in every country where the group is active.

Until now, the offerings went by different names depending on the market. A handful of local labels survive for the time being: «UHN Patrimonios» in Spain, «Premium Patrimonial» in Mexico, and «Premium» and «Premium Plus» in Colombia.

Three Tiers, One Roof

The three segments are tiered by wealth. Premium targets clients who are still building their assets and are looked after by a personal relationship manager.

Private Banking adds a dedicated private banker and investment specialists. UHN caters to large fortunes and families, with a focus on wealth planning, governance and succession.

The bank doesn't disclose thresholds for the individual tiers. The model is rounded out with offerings beyond finance, in areas such as sport, art, culture and health, as well as solutions for business-owning families.

Zurich as the Hinge

For Switzerland, it is the international dimension that matters most. Alongside Spain and the US, BBVA Switzerland is one of three platforms through which BBVA provides cross-border services such as position consolidation and investment advice.

The US platform is the newest: in 2024, the group opened its own investment advisory business in Miami for Latin American clients. BBVA has been present in Switzerland since 1974.

«For international clients, wealth rarely fits neatly within one geography,» said David Conde, CEO of BBVA in Switzerland. Investments may sit in one country, businesses in another and family members in several others, he added, and the Swiss unit's job is to navigate that complexity with a global perspective.

A New Chief Since Spring

Conde, who previously ran retail banking and the wealthy-client segments at BBVA Spain, has not been at the helm of the Zurich unit for long.

In March, BBVA named him successor to Alfonso Gómez, who stepped down after more than 31 years with the group and now heads HSBC Swiss Private Bank.