UBS Appears to be Mapping out a Digital Roadmap

May 12, 2022Updated May 28, 20251 min read

Many banks are making digital products an essential part of their offerings. It looks like UBS is joining the fray. UBS, Switzerland’s largest bank as registered several new brand names in the Swiss trademark register.

Among the new brands are UBS Key4 banking, UBS Key4 wealth, and UBS Key4 business, which have been registered and are now legally protected product names of the bank.

To date, however, Key4 is only the name of the online portal by which UBS has been selling its own and third-party mortgage loans since 2020. According to the report, the registrations of the new trademarks could indicate UBS is in the process of building additional brands for a future digital business.

UBS rival Credit Suisse launched a digital product in 2020 and trades under the name CSX.

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Mei Ling Tan

Contributor · RetailNews.asia

Mei Ling Tan is the Editor of Retail News Asia, where she leads the editorial team in delivering in-depth coverage of Asia’s dynamic retail landscape. With over a decade of experience in business journalism, Mei Ling is known for her sharp analysis, deep industry insights, and commitment to uncovering the stories behind Asia’s most innovative retail brands. Before joining Retail News Asia, Mei Ling held senior reporting roles at regional business publications, covering everything from consumer trends to digital transformation in retail. A graduate of the National University of Singapore with a degree in Communications and New Media, she combines journalistic integrity with a strong understanding of evolving market forces. Outside the newsroom, Mei Ling is a frequent speaker at industry panels and a mentor for young journalists.

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