UBS Heavyweight Joins Swiss ID


  • The Swiss ID project is further proof that Switzerland is strong enough and its big players are powerful enough to push for innovation on a country-wide scale.
  • The addition of Andreas Kubli positions UBS as a dominator in the digital space. 
  • The entire Swiss ID project will have huge implications for any eventual efforts to create a Swiss national blockchain.
  • Innovation still comes "top-down" in this Alpine country.

The head of digitization at UBS Switzerland is taking on responsibility at a project that carries huge significance for Swiss business at large.

Andreas Kubli, head of multichannel at UBS Switzerland, is a member of the new board of Swiss Sign, according to a statement released by the company on Monday.

Swiss Sign is the joint firm in charge of developing the digital ID of Switzerland (or short Swiss ID). The launch was made back in November 2018.

Andreas Kubli

Andreas Kubli


Swiss Business Power

The project aims to develop a broadly based yet efficient solution for the issuance of digital identities in Switzerland. The immediate goals for the coming years is to provide more than four million Swiss customers with a Swiss ID, according to the statement.

The leading companies behind the bid are among the most prominent names in Swiss business: Credit Suisse, Raiffeisen, UBS and Zuercher Kantonalbank – the big four banks; SIX, the stock exchange operator; insurers Axa, Baloise, Helvetia, Swiss Life, Vaudoise and Zurich; CSS and Swica health insurance companies; Swiss Post; telecom giant Swisscom and Swiss railway corporation SBB.

The board of the company includes Daniel Dahinden from SIX; René Beeler, ZKB; Thomas Flatt as chairman, Kubli and Rolf Trueeb from Mobiliar.

Mr. Digitization at UBS

Kubli is a former consultant with McKinsey. He was appointed group managing director at UBS ( report in German) a few years after joining and is known as Mr. Digitization at Switzerland’s largest bank. Kubli also works with a number of fintech projects and is member of the board of Twint, the Swiss digital payment application.

His involvement at Swiss ID is a sign of how important the digital identification project is for the Swiss financial market. UBS has 80 million customer logins a year, the biggest number of any member of the consortium.

This article originally appeared on Finews.

Ian Simpson