Swiss banking giant UBS announced it has secured a national banking licence in the United States. The move is a significant step that should enable the bank to strengthen its position and operations within the competitive US market.
"Ultimately, it will strengthen UBS’s overall offering."
"Significant opportunities."
UBS has shattered a critical regulatory barrier, cementing its aggressive ambition to dominate the American wealth landscape. By securing a national banking licence from US authorities, the Swiss banking titan has signaled that it is no longer just a visitor in the world's largest economy—it is here to stay and compete on local turf. This is a decisive victory for the bank, which has been relentlessly pursuing this status since last autumn.
The acquisition of this licence is not merely administrative; it is a declaration of intent. It underlines a fierce, long-term commitment to the US market, transforming the bank's operational capabilities overnight. Rob Karofsky, President of UBS Americas, hailed the move as a pivotal moment that opens "significant opportunities" to scale the business. With this regulatory green light, UBS is poised to deploy its full arsenal of financial services, moving beyond niche wealth management to become a comprehensive banking partner for the American elite.
The strategy is bold and clear: capture the entire financial life of the client. With this new licence, UBS is tearing down the walls that limited its service offering. The bank is now empowered to roll out "everyday banking services"—including demand deposits and a wider array of credit products—that were previously out of reach. This move is designed to deepen the bank's entrenchment with its existing clientele while aggressively courting new wealth.
While the "super-rich" remain a core focus, experts predict this expansion will allow UBS to effectively target the broader segment of wealthy Americans who demand seamless, full-service banking. By integrating lending and deposit capabilities directly into its wealth management platform, UBS is closing the loop. The goal is to ensure that high-net-worth individuals have no reason to look elsewhere for their liquidity needs. As Karofsky noted, this evolution will "strengthen UBS’s overall offering," turning the bank into a one-stop financial powerhouse in the Americas.
However, this victory comes at a moment when UBS is grappling with severe turbulence in the region. The numbers paint a stark picture: the bank is fighting to reverse a staggering trend of asset erosion. In the fourth quarter of 2025 alone, UBS reported alarming net outflows of $14.1 billion (CHF 11.1 billion) from the Americas. This hemorrhage of assets underscores the critical urgency of the new strategy.
Compounding the challenge is a shrinking workforce. By the end of 2025, the bank was operating with nearly 200 fewer US advisors than the previous year. This contraction raises questions about capacity just as the bank attempts to pivot toward growth. The national banking licence is the counter-move—a strategic lever pulled to stem the bleeding and reignite profitability. UBS is betting that a broader product suite will not only retain wavering clients but also attract fresh capital to refill its depleted coffers.
Despite the strategic win, the markets reacted with characteristic skepticism. On the Friday of the announcement, UBS shares dipped by 1% in a weak overall market, suggesting that investors are waiting for results rather than promises. The "significant opportunities" touted by leadership have yet to translate into immediate investor confidence.
Nevertheless, for Switzerland, this development is monumental. It represents a deepening of economic ties and an export of Swiss banking stability to the volatile US market. If UBS can successfully leverage this licence to reverse the outflow trend and stabilize its advisor network, it will solidify its status as a global heavyweight. The tools are now in hand, but the execution remains the ultimate test. As the bank navigates these choppy waters, the eyes of Zurich and Wall Street alike are fixed on its next move.