Focus2015 strategy

Key elements

Our Focus2015 strategy is the LLB Group’s answer to a changing environment with volatile financial markets, historically low interest rates, strong competition, growing pressure on margins and increasing regulations. The Focus2015 strategy provides the basis for a long-term and successful development of our company. By the end of 2015, the main thrust of our business activities will be to consistently focus on the following:

  • We purposely deploy financial and personnel resources in select customer segments and markets with very promising market potential or where the LLB Group has already established a solid market position. As a result, we are reducing complexity.
  • We implement measures to make the present volume of business profitable. This includes initiatives to lower costs in the front and back office, increase productivity through corresponding customer segmentation as well as initiatives to selectively adapt pricing and terms of business to market conditions.

A review of the Focus2015 strategy conducted in February 2014 confirmed that our strategic measures align with the key success factors of the banking environment. Each of our divisions has defined new strategic initiatives for 2014 and is focused on the consistent implementation of the Focus2015 strategy.

Our objectives and focus markets as well as the initiatives of our Focus2015 strategy are summarized in the following table:


Retail & Corporate Banking

Private Banking

Institutional Clients


  • Market leader in Liechtenstein and leading provider in eastern Switzerland
  • Leading provider in Liechtenstein and strong position in Switzerland and Austria
  • Focused growth and recognized market position in Central and Eastern Europe (CEE) as well as in the Middle East (ME)
  • Preferential partner for external asset managers, financial intermediaries, fund promoters and pension funds in Liechtenstein, Switzerland as well as in select European countries

Focus markets

  • Private client business and corporate client business in Liechtenstein and eastern Switzerland
  • Onshore: Liechtenstein, Switzerland, Austria
  • Cross-border: Germany and other Western European countries
  • Growth markets: CEE as well as ME
  • Fund Services
  • Asset Management
  • External asset managers
  • Financial intermediaries
  • Public institutions

Key elements
of the Focus2015 strategy

  • Adaptation of customer segmentation
  • Innovative range of services and pricing model
  • Forward-looking solution for investment counselling
  • Adaptation and harmonization of the conditions
  • Further excellence in distribution
  • Optimization of the distribution network and development of the omni-channel strategy
  • Launch of a mobile banking app
  • Optimization of specific product offers for target groups, especially for corporate clients
  • Adaptation of customer segmentation
  • Innovative offer and pricing model in investment business
  • Forward-looking solution for investment counselling
  • Optimization of the product range for the different markets
  • Further excellence in distribution
  • Intensification of the market penetration in the CEE and ME growth markets
  • Closure of LLB (Switzerland) Ltd. and the sale of the Lugano branch
  • Focus on the support of external asset managers and financial intermediaries
  • Expansion of Fund Services
  • Development of innovative offer and pricing model
  • Further excellence in distribution
  • Online platform “LLB Xpert views”
  • Sale of trust company Jura Trust AG
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