The Challenge

Through a decade of major acquisitions, UBS catapulted itself into one of the largest global financial firms. But, most private, corporate and institutional clients were unaware of the full range of UBS services and expertise available to them.

Our Solution

Prophet helped UBS boost cross-sell opportunities by gaining a better understanding of the motivations behind consideration, perceptions of expertise and organizational readiness. Customer profiling and employee research showed how to combine new size advantages with the service intimacy of small firms. The strategy called for positioning the firm around this insight. It drove the redesign of the brand and business unit architecture, crystalized business unit value propositions and enabled employees to deliver the UBS story to their customers.


Customer perceptions of UBS expertise rose sharply and the company joined the list of the top 50-ranked global brands. Despite being hard hit by the global financial crisis, UBS regained its position as the world’s largest bank in July 2013.

A Single, Corporate Brand Read

Learn about Prophet’s work with UBS on the consolidation of their portfolio to a single, corporate brand in this Financial Times article.

Flash Case Study Watch

View the case study on one aspect of the work Prophet has done with UBS (Adobe Flash required).

European BusinessWeek 50 Read

Prophet congratulates UBS for leaping to the ninth spot in the European BusinessWeek 50.