The River is the main visual and narrative motif of the Swiss Banking (the Swiss Bankers Association) campaign. It embodies movement, change and energy – just as the Swiss banking centre does. People travel along it, driven by their personal goals, ideas and wishes. To achieve them, they need orientation and dependable partners to guide them through both calm and stormy waters. The campaign sheds light on how the banks in Switzerland help people through various phases of life by unlocking potential, enabling them to make their dreams come true and offering security.
A river never stands still, and therein lies its strength. It embodies movement, change and life constantly moving forward. People travel along it, driven by their wishes, ideas and ambitions, but no one makes the journey alone. They need orientation, dependable guides and enablers to lead them through both calm and stormy waters.
Just as people move through life, capital moves too. It has the power to make things happen. It opens up opportunities, supports innovation and unites potential on multiple fronts. Banks play a vital role in this respect, advising, steering, brokering and building trust so that capital flows can be effective over the long term. This helps to guide people forward through an ever-changing environment. The River portrays this shared dynamic, the interplay between people, banks and capital, between orientation and progress. Only what flows can achieve movement, connection and change.
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Who are we?
Swiss Banking
Swiss Banking (the Swiss Bankers Association) is the umbrella association of banks in Switzerland. We have been representing their interests vis-à-vis politicians, authorities and the general public since 1912. Our aim is a strong banking centre that inspires and connects through diversity and innovation, is an international leader rooted in Switzerland and one of the most attractive employers.
More about Swiss Banking
Latest Podcast
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Carine Rielle X Hippolyte de Weck
External Asset Managers: Key Players in the Swiss Financial Ecosystem
Hippolyte de Weck explains the role of external asset managers and their contribution, alongside banks, to the diversity and dynamism of the Swiss financial centre.
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Questions and Answers
What is The River?
What is the aim of the campaign?
The campaign is intended to explain how the banking centre serves society and the economy, allowing a differentiated view of the industry and contributing to constructive public discourse on the banks’ role today and going forward.
Who has produced the campaign?
The campaign 'The River' has been produced by Swiss Banking (the Swiss Bankers Association), the umbrella association of banks in Switzerland. Swiss Banking has been representing the interests of Switzerland’s banks vis-à-vis politicians, authorities and the general public since 1912. Its aim is a strong banking centre that inspires and connects through diversity and innovation, is an international leader rooted in Switzerland and one of the most attractive employers.
Who is involved in the campaign?
The campaign has been commissioned by Swiss Banking (the Swiss Bankers Association), the umbrella association of banks in Switzerland, and is being developed and implemented in conjunction with the Zurich-based agency CRK. A working group comprising representatives of banks in each category is also on hand to provide input and act as a sounding board.
When and where was the campaign launched?
The campaign was launched nationwide at Bankers Day on the 16 September 2025.
Why do we need The River?
The Swiss financial centre is a world leader. The banks
- manage assets worth CHF 9,700 billion,
- employ around 160,000 people,
- contribute some 5% of Switzerland’s total economic output
- and account for around 24% of its service exports.
These figures underscore the banking centre’s economic importance in terms of Switzerland’s stability, innovation and competitiveness. It is thus all the more important to make its role visible and promote dialogue over its future. The campaign will help in this respect.
Source: SNB, BAK, SECO, Accenture
How can people get involved, provide feedback or suggest topics?
We invite anyone who is interested to contribute via the campaign website (https://www.the-river.ch) and Swiss Banking’s social media channels (LinkedIn, Instagram, Facebook, Youtube). All contact details can be found on the campaign website. Questions, suggestions and feedback are encouraged as the banking centre can only develop and grow stronger through open, constructive dialogue.
How can people keep up to date with the campaign?
They can sign up to a newsletter via the campaign website. This will keep them informed when news, films, podcasts or articles are published.
Where can people find out more about the Swiss financial centre?
In-depth information, analyses and the latest developments concerning the Swiss financial centre can be found on the Swiss Banking website: https://www.swissbanking.ch/en.
On which platforms is the campaign running?
The campaign is running on LinkedIn, Instagram, YouTube and Spotify, platforms people use every day that enable direct, relatable communication. Digital ads and the campaign website (https://www.the-river.ch) will also be used. From 2027 onwards, the campaign will be expanded to include TV, generating additional reach among the broader population.
Why podcasts?
The podcasts address hot topics relating to the financial centre that matter to society as a whole, from the digital transformation to regulation, sustainability and corporate responsibility. They are designed to be flexible as regards content to ensure that they can respond quickly to the latest developments. By including a variety of viewpoints from society, business and other areas, they pave the way for sound discourse and differentiated opinion-forming.
When was 'The River' launched on Spotify and Apple Podcasts?
'The River' was launched on 16 September together with the first episode. The podcasts are also available as videos on the Swiss Banking YouTube channel.