StepUp2020 strategy

Core elements

In 2016, the LLB Group will enter a new phase of strategic repositioning from a position of strength. With the StepUp2020 strategy, it is targeting sustainable profitable growth. Over the next five years, the main focus will be on four core elements: growth, profitability, innovation and excellence.

  • Growth: It is to be achieved in two ways. Firstly, we want to grow organically by building on our own strengths. We will give high priority to increasing our resources for client advisory services. The LLB Group will recruit another thirty to forty client advisers. Secondly, we will target acquisitions in our home markets of Liechtenstein, Switzerland and Austria.
  • Profitability: We intend to increase our margins by offering outstanding products and services. Efficient market penetration will, in turn, help to generate profitable income. We will maintain strict cost management as part of StepUp2020.
  • Innovation: We will invest substantial financial resources over the next five years, on the one hand, to develop pioneering digital solutions and, on the other, to provide our clients with an optimised and personalised service. We will automate our standard business and take a personalised approach to our business based on trust.
  • Excellence: We will optimise processes throughout the organisation using lean management principles. “Right first time” is the mnemonic for processes which increase added value and omit the unnecessary. Furthermore, high compliance standards and an outstanding level of expertise are important. StepUp2020 includes developing focused training programmes and certification for our client advisers.

Our objectives and focus markets as well as the initiatives of our StepUp2020 strategy are summarised in the table below.


Retail & Corporate Banking

Private Banking

Institutional Clients


  • Market leader in Liechtenstein and leading provider in eastern Switzerland
  • Leading provider in Liechtenstein as well as growth and expansion in Switzerland and Austria
  • Stable market position in the traditional offshore markets of Germany and the rest of Western Europe
  • Expansion and recognised market position in Central and Eastern Europe (CEE) as well as in the Middle East (ME)
  • Preferential partner for fiduciaries and lawyers, asset managers, fund promoters, insurance companies, pension funds and public institutions in Liechtenstein and Switzerland

Focus markets

  • Private and corporate clients in Liechtenstein and eastern Switzerland
  • Onshore: Liechtenstein, Switzerland, Austria
  • Cross-border: Switzerland, Germany, rest of Western Europe
  • Growth markets CEE and ME
  • Fund services
  • Asset management
  • Financial intermediaries
  • Public institutions

Core elements of the StepUp2020 strategy

  • Efficient market penetration
  • Leading branch concept
  • Perfecting our SME and retail offerings
  • Increased product penetration
  • Development of central product management and pricing
  • Expansion in growth markets of CEE and ME
  • Intensification of dialogue using “LLB Xpert Views”
  • New pricing and product structure
  • Expansion of fund services


  • Forward-looking solution for asset management and investment advice
  • Pioneering digital solutions
  • Lean management
  • Certification for client advisers
  • Innovative services and products
  • Further excellence in distribution