Julius Baer rebrands Japan HNWI arm

Swiss private banking group Julius Baer has rebranded the high net worth arm of its Japanese business in what it called an affirmation of its “strong commitment” to the Japanese market.

Previously called TFM Asset Management AM, the business will now be known as Julius Baer Wealth Management AG (JBWM).

Julius Baer acquired its 60% stake in the business in 2013, and describes it as an “independent asset management company”. JBWM is registered with the Japanese regulator to provide investment management and advisory services, and specialises in servicing the Japanese high net worth market.

Dr Wolfgang Humbert-Droz, chairman of JBWM, said the decision to bring the business under the Julius Baer brand signifies the business’s “strong commitment to the Japanese market and its clients.”

He continued: “Our Japan business has experienced significant growth in recent years and continues to offer promising business opportunities.”

Hirokazu Mikuniya, JBWM’s representative in Japan, said the rebranding would “leverage the strong Julius Baer brand” and the “excellent Swiss investment and service culture”.

“It is now an opportune moment to implement the name change, as we are at the same time making further investments in expanding our capabilities,” he said.

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James Fernyhough
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