Sarasin rebrands asset management arm

RebrandingThe Swiss private bank J. Safra Sarasin has rebranded its asset management division to J. Safra Sarasin Asset Management.

The renamed division will also be responsible for sales to institutional investors and wholesale business.

The Basel-based bank said that the new brand “better reflects the importance of our asset management business” and its goals of delivering strong, long-term investment performance in key competence areas and specialties.

Daniel Belfer, head of asset management, treasury & trading, said: “While the new brand remains part of the bank and continues to benefit from its global competencies and infrastructure, we wish to approach the market as a distinct recognizable fully-fledged asset manager.

“We are confident that this new brand will enable us to strengthen current relationships and develop new ones.”

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