UBS exits Swisscard joint venture, American Express takes full control

In a major financial move, UBS Group has announced the sale of its 50% stake in Swisscard to American Express, making the U.S. company the sole owner of the Swiss-based credit card provider. This strategic divestment follows UBS’s acquisition of Credit Suisse in 2023 for $3.2 billion, during which it inherited Swisscard’s stake. UBS’s decision to sell aligns with its broader plan to streamline operations and focus on its core banking services.

Swisscard, which has operated as a joint venture between UBS (formerly through Credit Suisse) and American Express for several years, will now be fully controlled by the American company. This transaction, while marking a significant shift in Swisscard’s ownership structure, is not expected to affect the credit card services provided. American Express will continue issuing its own cards alongside Mastercard and Visa, ensuring the continuity of offerings for Swisscard’s extensive client base.

A Calculated Move by UBS

UBS has emphasized that retaining a stake in Swisscard does not align with its current strategic goals post-Credit Suisse acquisition. The bank is focusing on enhancing its core banking services, particularly in investment banking and asset management. According to industry sources, UBS’s divestment of non-core assets like Swisscard is a deliberate step toward optimizing its business operations. The company has also stated that clients using Credit Suisse-branded cards will be informed about new issuances scheduled for the first half of 2025.

The financial details of the transaction remain undisclosed, but experts speculate that the sale could help UBS strengthen its balance sheet, enabling further investments in priority business segments. Analysts view this as a logical step for UBS to solidify its market standing and maintain focus amidst the complex integration process following the Credit Suisse merger.

Expert Insight: A Strategic Play for American Express

For American Express, acquiring full ownership of Swisscard is seen as an opportunity to deepen its footprint in Switzerland’s competitive credit card industry. Financial analysts point out that this move provides American Express with greater control and flexibility in its operations, allowing the company to streamline processes and enhance its service offerings. An industry analyst mentioned that the transaction could lead to increased profitability for American Express as it integrates Swisscard’s operations more closely with its own global strategy.

The expert further highlighted that American Express’s increased presence in the Swiss market could enhance its competitive positioning against other major credit card players, such as Visa and Mastercard. Full ownership of Swisscard also positions American Express to adapt quickly to market changes, optimize its service structure, and potentially launch new products tailored to the Swiss market’s needs.

Market Reaction and Stock Performance

Following the announcement, UBS’s share price showed slight volatility, with the stock trading around $32.50, reflecting a minor decline of 1.01%. Analysts suggest that the dip could be a temporary reaction as investors digest the news and its implications for UBS’s long-term strategy. UBS’s integration of Credit Suisse has been closely watched, and each restructuring step, such as the sale of Swisscard, is being scrutinized by market participants.

American Express’s stock also saw a modest decline, trading at $270.03. The company’s investors seem to be cautiously optimistic about the acquisition, with expectations that full ownership of Swisscard could drive profitability once the integration is complete.

What This Means for Swisscard Customers

Swisscard has reassured its clients that the change in ownership will not impact the services they receive. Customers can expect the continued issuance of cards across the American Express, Mastercard, and Visa networks. The company has emphasized that cardholders, merchants, and partners will experience no disruptions during this transition period, which aligns with its commitment to maintaining a stable and robust service platform despite ownership changes.

Looking Ahead: Strategic Shifts in Swiss Banking

The sale of UBS’s stake in Swisscard reflects broader strategic adjustments within the Swiss banking industry. UBS, now focused on realigning and consolidating its services post-Credit Suisse acquisition, has indicated that more divestments of non-core operations could be expected. Financial analysts are closely monitoring how UBS will proceed with its restructuring efforts, given the complexity of the Credit Suisse integration and the shifting dynamics in global banking.

American Express, with its full control of Swisscard, is expected to push for a stronger market presence in Europe. The credit card giant may leverage its brand and resources to expand offerings in the region, increasing competition with other major players like Visa and Mastercard. Market observers will be watching closely to see how American Express capitalizes on this acquisition and whether it will introduce new products to capture more market share.