Pension assets Switzerland: Study for financial advisors

The ValueQuest Study 2025 examines how retirees in Switzerland use their pension capital. Every year, around CHF 22 billion is paid out from occupational pension plans and pillar 3a. Over 80 percent of insured persons opt for a lump-sum withdrawal instead of a lifelong pension. This behavior shapes the Swiss pension system and opens up billions in potential for banks, insurance companies and financial advisors in Switzerland.

Between 2025 and 2035, more than 100,000 people will reach retirement age. This means that the volume of pension assets that will be released will rise to a historic level. For investment advice in Switzerland, this means an increasing need for advice, growing business opportunities and the need to provide clients with targeted support. We present the most important findings below. The full study is available from ValueQuest and provides detailed analyses by age group, gender and region.

If you are interested in our study, please contact our study director Melanie Wollschläger.

Capital withdrawal dominates, pension planning is lacking

More than four out of five insured persons opt for a lump-sum payment instead of a pension when they retire. This frees up around CHF 22 billion every year. However, many retirees do not have a clear investment strategy: according to our pension assets study, one in five people have not even considered how they want to invest their pension capital.

For investment advisors and financial consultants in Switzerland, this means that billions are waiting to be decided, but often without professional guidance. Those who offer structured pension advice in banks at an early stage not only gain market share, but also create sustainable customer relationships.

Safe investment more important than returns

The majority of retirees in Switzerland invest conservatively. On average, they withdraw around CHF 100,000 from pillar 3a and CHF 300,000 to 400,000 from their pension fund. This capital flows mainly into savings accounts, fixed-term deposit solutions and traditional bank products. Complex pension insurance policies are becoming less important, as they are often perceived as expensive, inflexible and lacking in transparency.

Luxury spending or consumption play a subordinate role. The capital is primarily used to secure everyday life. The focus is on predictable payouts, capital preservation and low fees.

For investment advisors and financial advisors in Switzerland, this means that a secure investment is the most important criterion for clients.

Image: The ValueQuest Study 2025 shows the criteria used by retirees in Switzerland to reinvest their pension capital. In the ranking, the security of the investment is clearly in the lead (a total of 52% across ranks 1 to 3). This is followed by low costs at 36% and flexibility when withdrawing funds at 35%. A trustworthy financial partner (33%) and simple, understandable and transparent solutions (31%) are also important. These preferences characterize financial advice in Switzerland and investment advice in Switzerland in the context of the Swiss pension system.

Consulting beats product

The ValueQuest study shows that loyalty is not created by products, but by the quality of advice. Without support, only around 25 percent of bank customers remain loyal to their provider. With regular support, loyalty rises to two thirds. Insurance companies fare less well - even with advice, only around a third of customers maintain the relationship in the long term.

Independent financial advisors in Switzerland who analyze pillar 3a, pension funds and unrestricted investments holistically are particularly successful. This holistic financial advice increases satisfaction, creates trust and strengthens customer loyalty.

For banks, insurance companies and asset managers, this means that the decisive factor is not the product portfolio, but the quality of advice. Those who actively support customers, create transparency and exploit cross-selling potential will secure long-term market share in the growing business with pension assets.

The figures are clear:

• Without advice, only around 25% of bank customers remain with their provider in the long term.
• With regular support, loyalty increases to two thirds - clear evidence of the value of active customer care.
• Insurance companies fare worse in comparison: even with advice, only around a third manage to retain customers in the long term. Complex products, non-transparent returns and a lack of customer proximity are the main reasons for churn.

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How German-speaking and French-speaking Switzerland invest

The ValueQuest study shows clear differences between German-speaking Switzerland and French-speaking Switzerland. In German-speaking Switzerland, almost half of those surveyed (46%) plan their capital withdrawals early. Tax optimization, strategic payout models and clear financial planning are at the forefront. Many actively inform themselves about pillar 3a options or compare different capital investments.

The situation is different in French-speaking Switzerland. Only 19% of respondents plan their income in advance. Decisions are more often made at short notice, with insurance products and consumption playing a greater role. A higher proportion of respondents use their pension capital primarily to cover running costs.

For banks, insurance companies and financial advisors in Switzerland, this means that tax-optimized pension solutions and conservative strategies are in demand in German-speaking Switzerland. In French-speaking Switzerland, flexibility, liquidity and everyday security are more important. Those who differentiate their investment advice in Switzerland on a regional basis increase their reach and customer proximity.

Women have less pension capital

The study reveals clear differences between men and women. On average, men withdraw around 44% more assets from pillar 3a and more than twice as much capital from the pension fund as women.

This imbalance shapes investment strategies. Men are more willing to take risks, invest more frequently in shares and higher-yielding funds and make more targeted use of tax optimization. Women prefer simple, transparent products, value security and predictable payouts and accept higher fees in return.

The causes lie less in individual risk propensity than in employment biographies. Part-time work, care responsibilities and lower incomes mean that women are less able to pay into pension schemes during their working lives.

For investment advisors and financial advisors in Switzerland, this means that men often expect return-oriented solutions, while women are looking more for trust, stability and transparency. A differentiated advisory strategy is crucial in order to retain both target groups in the long term.