Over-50s control the majority of private wealth in Switzerland - and are increasingly investing digitally, with a focus on returns and stability. The Finpact Wealth Study 2025 by the Lucerne University of Applied Sciences and Arts and the asset manager Finpact reveals the risks and trends affecting this key group.
The over-50s age group will have a major impact on economic developments in this country in the coming years. The Lucerne University of Applied Sciences and Arts and the company Finpact have therefore taken a close look at this age group. The study is based on an online survey of more than 500 people from German-speaking Switzerland who each own at least CHF 250,000 in financial assets.
The following findings can be derived from the study:
Sustainability only with financial performance
72 percent of the 50+ generation expect market-standard returns from sustainable investments. Only 14 percent would be prepared to forego returns for sustainability. For the majority, sustainability without financial returns is therefore not an option.
Focus on political risks
Of the respondents who are concerned about their assets, 76% cite political and regulatory risks as the greatest danger. This puts them well ahead of market risks (59%) and inflation (53%).
Digitalization is changing asset management
28% of the 50+ generation already use digital investment platforms and a further 27% are interested in doing so. Overall, 55 percent are open to digital solutions. With an average score of 4.57 out of 5 points, transparency is decisive, while brand awareness of providers plays a much smaller role with an average score of 3.68.
Knowledge gaps on future topics
85 percent of respondents are already investing or are open to doing so. However, many only have limited knowledge - especially when it comes to future topics such as artificial intelligence (Ø 2.45), cryptocurrencies (Ø 1.63) or ESG investments (Ø 2.37). Around half of respondents are interested in additional financial education.
The 50+ generation is not a uniform target group
For example, 91% of 50- to 59-year-olds prioritize personal provision, compared to only 58% of over-70s. In the highest asset class (over CHF 1 million), 52% prioritize the transfer of assets. There are also differences when it comes to sustainable investments: 65% of 70- to 79-year-olds recently invested sustainably, but only 33% of 50- to 59-year-olds.
Demand for solid investment solutions is high
For HSLU financial expert and co-author of the study Tatiana Agnesens, the study makes it clear that the 50+ generation is a heterogeneous group: ’With its diversity, it poses new challenges for consulting and product development - and at the same time opens up opportunities for providers.
For Alain Beyeler, CEO of Finpact AG, the results of the study show: ’The 50+ generation carries enormous weight both socially and economically. The demand for solid and reliable investment solutions that meet this demand is correspondingly high.’ The purposes for which assets are used are not homogeneous, and the differences are even striking: ’While younger people focus almost exclusively on providing for their own retirement, the transfer to the next generation comes to the fore among the wealthiest,’ says Beyeler. The 50+ target group is often offered expensive standard solutions - with low performance and little transparency. ’The great openness to digital solutions and the desire for transparency show that The 50+ generation is ready for modern solutions that are adapted to the respective life situation of the target group,’ says Beyeler.
Wealth Study 2025 by HSLU and Finpact
The Finpact Wealth Study 2025 is based on an online survey conducted by the YouGov panel from April 1 to 8, 2025. The aim was to systematically analyze the so-called affluent segment in German-speaking Switzerland - people with financial assets of at least CHF 250,000. A total of 504 people took part. All questionnaires were included in the analysis following a plausibility and consistency check. Financial assets were defined in the questionnaire as the sum of bank deposits, securities and pension portfolios. Real estate was not included.
