In Switzerland, around CHF 22 billion is paid out each year from occupational and private pension plans. Most of this is not paid out as a pension, but as a lump sum on retirement. And over 80 % of this so-called maturity money is reinvested.
The only question is: with whom?
Our new market study shows how financial service providers can attract pension capital in a targeted manner. With data-based insights on decisions, switching behavior and market opportunities around the time of retirement.
Please contact our Director of Studies Melanie Wollschläger for more information.
Table of contents
An underestimated billion-euro market with a growth trend
Every year, around CHF 22 billion flows out of the 2nd and 3rd pillars to private individuals on retirement. Most of this capital is reinvested - an attractive market for banks, insurance companies and asset managers. Banks, insurance companies and asset managers are competing to attract these freed-up funds as deposits or investments.
The number of lump-sum beneficiaries in occupational pension plans is rising steadily. In 2022 alone, CHF 13 billion (up 15.4% on the previous year) was paid out as a lump sum or partial lump sum on retirement. More and more retirees are opting for a lump sum instead of a pension.
According to the Federal Statistical Office (FSO), over 100,000 people will retire every year between 2025 and 2035. The baby boomers are now reaching retirement age. This means that the volume of maturing assets will continue to grow.
This opens up a historic market opportunity for banks, insurance companies and asset managers.
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Contact us if you would like to receive our latest study. Understand the needs of your customers and win back pension assets that are moving away.
Retirees as a target group: an untapped market opportunity
Many financial institutions focus on acquiring and retaining new customers or young target groups. But one key customer group is often overlooked. People who are shortly before or after retirement.
Our study focuses precisely on this economically relevant target group. This is because many customers are faced with serious decisions at the moment of retirement:
- Do they keep their long-standing house bank?
- Do you still trust your insurance company?
- Or do they dare to switch to a digital provider?
Despite the immense market potential, many providers lack an in-depth understanding of how people really make decisions in this phase of life.
📌 Who we survey in our market study
For our market study, we conducted 1,500 online interviews from February to May 2025 with people who are about to retire or have retired, i.e. people aged between 57 and 68 in German-speaking and French-speaking Switzerland.
Our high-quality database enables a differentiated analysis by age group, gender, region, choice of provider and investment behavior.
What you will learn from the study
Our market study provides answers to the most pressing questions from banks, insurance companies and asset managers:
- Why do customers switch providers at the time of the capital payout?
- What factors influence the decision to reinvest, a product, a brand or an advisory experience?
- When is the willingness to switch at its highest - and how can it be influenced?
- How do expectations differ according to age, gender or region?
- Where do you stand compared to players such as UBS, VZ, Swiss Life or digital providers such as VIAC?
Our market study is worthwhile for you!
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Direct comparative data (benchmarks) with other banks, insurance companies and digital competitors
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Interactive Excel data analysis with individual filters & deep dives
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Strategic recommendations for sales, marketing and customer advice
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Optional: Presentation & discussion of the results in-house
Your benefit:
The results will be available from the end of June. Contact us if you
- want to know how you can win back pension assets that have migrated,
- want to target their marketing and sales activities
- and want to systematically expand your market share with a highly relevant target group.
Note / source for the calculations of retirement capital: In 2022, a total of CHF 13 billion (+15.4%) was drawn in the form of capital or partial capital payments on retirement. This is according to the 2022 pension fund statistics from the Federal Statistical Office (FSO). Around 54,000 pensioners drew a total of almost CHF 13 billion in capital from the 2nd pillar (pension fund). This is according to the 2022 pension fund statistics from the Federal Statistical Office (FSO). The Pillar 3a figures only include lump-sum withdrawals on retirement, excluding WEF early withdrawals.
Article published on June 18, 2025
About Dr. Kathrin Neumüller
Dr. oec. HSG Kathrin Neumüller is Co-Managing Director at ValueQuest and an expert in employee inspiration and empowerment. She also teaches strategic management in the MBA program at the ZHAW. She holds a doctorate from the University of St. Gallen (HSG) and studied at the University of Cambridge. Learn more about Kathrin
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