Wegelin & Co., Switzerland’s oldest bank, ushered in change when external partners bought out the firm’s founding family in the early 1990s. While Wegelin remained within Switzerland’s borders, the firm added offices and targeted clients who felt bigger Swiss banks had lost touch with their roots. The bank also invested in cutting-edge technology and developed innovative investment strategies. Yet as the financial crisis unfolded in 2009 and with potential changes to the Swiss bank client secrecy law, Wegelin’s partners felt the firm could emerge with a larger geographic reach and additional services. In this case students examine Wegelin’s history and brand identity as well as the Swiss financial services market to consider how the bank might achieve its goals.

Case id: 090519