Mitihoon – SCB Julius Baer Securities Co., Ltd. is accelerating its 2026 strategy to further strengthen its leadership in Thailand’s ultra‑high‑net‑worth wealth management market, amid the rapid acceleration of the Great Wealth Transfer across Asia and Thailand. The firm aims to reinforce its position as Thailand’s leading pure‑play private bank, responding to evolving client priorities as wealth transitions across generations. According to the 2025 Julius Baer Family Barometer, “Building Family Legacy” has entered the top three priorities for Asia’s ultra‑high‑net‑worth families for the first time. This shift reflects growing demand for structured legacy planning, clearly defined family intent and values, and systematic intergenerational wealth transfer, as affluent families seek more sustainable and purpose‑driven approaches to wealth stewardship. In response to these trends, SCB Julius Baer has launched the exclusive “SCB Julius Baer Wealth Planning Series” under the theme “Prepare Today, Protect Tomorrow.” The programme is designed specifically for ultra‑high‑net‑worth and high‑net‑worth individuals, addressing increasingly complex wealth planning needs while focusing on the preservation of family values and the effective transfer of wealth across generations. Notably, the Wealth Planning Series is one of Thailand’s first programmes to bring together multiple generations within a family on a single platform, enabling open dialogue, the exchange of perspectives, and stronger intergenerational relationships. This initiative reinforces the firm’s commitment to international excellence and reflects its brand promise: “Your legacy. Our promise.”
Mr. Adrian Mazenauer, CEO of SCB Julius Baer Securities Co., Ltd., stated: “Findings from the 2025 Julius Baer Family Barometer indicate that amid ongoing geopolitical and regulatory uncertainty, the priorities of ultra‑high‑net‑worth and high‑net‑worth families, particularly in Asia Pacific, have shifted significantly. Building Family Legacy has entered the top three family priorities for the first time. At the same time, succession planning, individual and family growth opportunities, and legacy building have become central pillars of modern wealth planning. This evolution demonstrates that affluent Thai families are no longer focused solely on structural business succession. They are increasingly prioritising long‑term vision, sustainable foundations, and the meaningful transmission of family values to future generations.”
The report further highlights that families today may span up to five generations, each with distinct expectations and priorities. Generation X typically emphasises capital preservation, while Millennials and Generation Z place greater importance on impact investing, transparency, and participatory governance. This growing generational diversity makes structured, values‑aligned wealth planning more essential than ever.These insights closely align with SCB Julius Baer’s own observations that many Thai families are seeking more tangible and systematic approaches to wealth planning, particularly as family businesses expand and younger generations begin to assume greater leadership responsibilities.
Reflecting this momentum, SCB Julius Baer recorded double‑digit growth in its Wealth Planning services in 2025, reinforcing that holistic wealth planning has become a key driver of the firm’s sustained business growth. To further support this transformation, SCB Julius Baer has partnered with Baker McKenzie to help redefine wealth management standards through the launch of the Wealth Planning Series, built around three core pillars:
- Establishing sustainable wealth management foundations
- Implementing structured family governance frameworks
- Developing effective intergenerational wealth transfer strategies
Through a highly consultative process that values every family member’s perspective, the programme provides a dedicated platform for multi‑generational families to align their visions, strengthen relationships, and build enduring legacy frameworks. The objective is to create a sustainable and authentic legacy structure that reflects the identity, values, and lived experiences of Thailand’s UHNW and HNW families.
“As a dedicated pure‑play private bank, SCB Julius Baer is well‑positioned to address the complex wealth planning needs of ultra‑high‑net‑worth families. We focus on preserving value while enabling effective intergenerational wealth transfer. We are confident that this strategy will further strengthen SCB Julius Baer’s position as Thailand’s leading international wealth manger, delivering global excellence while standing alongside our valued clients at every stage of their wealth journey, true to our promise: ‘Your legacy. Our promise.’” Mr. Adrian Mazenauer concluded.
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