Financial Services

How firms are using leadership in cybersecurity to win over new clients

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  • Insight
  • 15 minute read
  • 07/02/25

A small but growing segment of financial services firms are putting security at the centre of their value generation. PwC has emphasised the importance of being a leader in digital trust for several years but these firms are taking it one step further, successfully implementing digital trust as a competitive advantage and successfully growing their client mandates as a result.

Imagine a bank which offers its clients comprehensive cybersecurity solutions, an insurer offering cyber risk modelling solutions, or a payments provider owning some of the leading threat intelligence and supply chain security solutions. However, the shift that is occurring runs much deeper than that.


Infallible protection of data and assets

Digital natives (Gen Z, Millennials, etc) are set to control an additional $19.4 trillion of global wealth by 2030, and have the highest expectations yet when it comes to innovative, hyper-personalised banking services. These generations expect infallible protection of their data and assets, while contradictorily being the generation which is most inclined to divulge their personal data online.

This creates a challenging trilemma of requirements for wealth managers in order to win and retain this new generation of wealthy clients:

  • Conveying digital competence with overt and mature cybersecurity.
  • Rapidly innovating emerging technologies into their digital offerings.
  • Leveraging client data in new ways to hyper-personalise offerings. 

Tech companies and digital-only neo-banks are rapidly becoming significant competitors for traditional wealth managers, expanding into areas once dominated by banks. These companies bring increasingly innovative digital solutions to clients, while new digital asset managers, including those focused on crypto, are reshaping the financial landscape. Traditional wealth managers are racing to directly compete or securely integrate with new technology offerings for their clients.

“While the fundamental principles of protecting and growing the assets of a wealthy clientele has not changed for generations, the nature of the assets, clients and risks that modern wealth managers now need to service are radically different, and evolving faster than ever before.”

Patrick Akiki,Partner, Financial Services Market Lead, PwC Switzerland

Our analysis amongst leading firms worldwide shows that the top 5% have embraced all three of these requirements and embraced winning new mandates. Overall, 26% of firms we surveyed believe cybersecurity to be the single most important client expectation to meet, with over half of all firms uplifting cybersecurity and privacy investment to directly generate customer value. A third of them are going even further, investing in solutions that support the cybersecurity and data of their clients.

When approached with the right vision, these requirements have a synergy of their own. With the right understanding of IT, companies can be secure, agile and data-led. By putting digital trust and cybersecurity at the epicentre of what they do, all of these requirements can be met in a strategic way. Expanding the scope of who they aim to secure beyond their own organisation, financial services organisations are able to increase trust, operate at the cutting edge of technology and grow their business.

In the next section we look at some of the minimum foundations that financial firms need to have, as well as the capabilities that leading firms have adopted as key to their future survival and growth.


Foundations financial services firms need to have

Data, data protection and supply chain

Social and regulatory expectations for data protection are rising, while data is also becoming more accessible and leveraged more than ever (powered by AI).

Slip-ups can severely affect client retention and lead to significant costs, with over half of incidents caused by suppliers.

Wealth managers must proactively manage and protect data, ensuring that quality data is classified for AI/ML insights while controlling access and handling data with third-party vendors.

All vendors handling sensitive data must undergo robust Third Party Risk Management (TPRM) training, with tailored cybersecurity assessments.

Leading firms are continuously making quality data easily available for use, while automatically securing the data throughout its lifecycle.

Continuous third party (including supply chain) engagement on security drastically accelerates vendor onboarding and improves supply chain resilience.

Well-governed data can be secured automatically, and leads to better insights, fewer errors and lower costs.

Automatically securing third parties improves time to market, reduces costs and lowers the risk and impacts of incidents.

Velocity and adaptability

Digital capabilities and cybercrime are both accelerating exponentially, requiring firms to continuously adapt and evolve their security arrangements.

Record numbers of software vulnerabilities are emerging, and cybercriminals are optimising their speed of exploitation.

Wealth managers need to monitor activities across all channels, utilising new technologies to identify anomalous behaviours.

Patching the most critical security weaknesses must only take a matter of hours or days.

Leading firms are devolving iterative technology release cycles that leverage automated security guardrails to secure innovation (DevSecOps).

Threat fusion centres pre-empt any malicious activity.

Cyber Futures teams prepare for long-tail risks, such as AI and Quantum.

Wealth managers can securely achieve the velocity of technology companies through DevSecOps.

Firms adopt new technology faster, more securely, and become more resilient.

Fusion and Futures pre-empt short and long-term risks.

Securing more clients

The growing number of billionaires, especially from SMEs, raises the risk of clients suffering catastrophic financial losses or becoming victims of fraud, typically jeopardising the client-bank relationship.

Banks must monitor account activity, suspicious transactions and unusual behaviours using advanced analytics and AI/ML. Clients increasingly expect banks to prevent “out of the ordinary” patterns in their activity in more intelligent ways.

Leading banks, as well as insurers, are taking an active interest in the cybersecurity of their clients and SMEs. While some have dedicated experts available to consult, others are offering comprehensive cybersecurity solutions and winning thousands of new clients through these platforms.

Extending cybersecurity services to wealthy clients reduces their fraud risk as well as that of the bank, as well as strengthening relationships and overtly projecting digital competence.

Virtual service offerings

The shift to remote working has normalised virtual financial advisory, especially among Gen Z and Millennial clients who expect digital access to banking services.

Smartphones, a primary means of interaction, are increasingly targeted by hackers.

Front office teams are rapidly enabling video conferencing and collaboration technologies, but rely on legacy methods for client identification and authorisation.

Leading firms have integrated secure approvals, calls and video conferencing into mobile banking apps, empowered their clients to directly schedule consultations with specialists, and incorporated in-line voice and video analysis for detecting deep fakes and imposters.

Digital native clients value the empowerment provided by seamless app-enabled wealth management, substantially increasing their mandates at banks offering these security and efficiency gains.

Crisis response

The focus regarding cyber incidents shifted from “if” to “when” a decade ago now, with an increasing focus now being on resilience. Excellent crisis management can actually enhance client confidence and loyalty.

Including incident response teams, public relations and legal advisors in demanding tabletop simulations improves readiness. Running realistic recovery exercises is a regulatory requirement.

Leading businesses overtly increase their internal security and anti-fraud controls in the wake of cyber incidents. Rather than frustrating clients, this “alignment of values” has been shown to increase retention amongst clients, who note the additional efforts being made.

Effective cyber crisis management (resilience) is a standard expectation of regulators.

Demonstrating an understanding of client concerns and alignment of values at a time of uncertainty generates client loyalty.

Organisational and cultural

Regulators, boards and executives are increasingly focusing on the organisational and cultural aspects of cybersecurity. CISOs and DPOs are expected to hold legal liability and maintain independence from service operators to ensure unbiased security oversight.

Most financial firms place their DPO in the 2LoD and ensure that the CISO is a peer to the CIO. Metrics are used to monitor security risk exposure and the role of the CISO is evolving towards a 2LoD position, especially in mainland Europe.

Leading firms are promoting digital and cybersecurity leaders to sit on business leadership committees or even to head business divisions. 

A comprehensive understanding of cybersecurity on the Board (through experts or advisors) and continuous impartial risk appetite reporting in a comprehensible form enables prudent decision-making.

Putting technology and cybersecurity leaders into business leadership roles accelerates the development of ambitious digital strategies.

Developing a culture of continuous vigilance and re-evaluation improves security resilience, enabling firms to stay ahead of evolving threats and maintain a robust security posture.

“Traditionally a lot of organisations have viewed security and innovation as an either-or trade-off, but modern IT security practices enable firms to be agile while remaining secure, and in today’s fast-changing world it is essential to realise this synergy. Investment is needed in order to transform, but those who have made it are reaping the benefits.”

Chris Girling,Partner, Cybersecurity and Privacy, PwC Switzerland

Summary

Wealth managers and other traditional financial services providers are facing a trilemma of challenges to retain clients as the great transfer of wealth to a new generation of digital native clients continues. Leading firms are adopting new perspectives with regard to these challenges. Seeing Cyber and Trust as a value driver with such clarity of vision, they are becoming more digital and more adaptive; increasing growth while reducing costs, becoming more secure and building client loyalty – all at once.

To drive this change, wealth managers are empowering technology experts with a clear vision of what is possible by leveraging Digital and Cyber. 5% of banks are already yielding the benefits, 26% see cyber as their top priority for growth and over 90% are investing in at least one of the leading practices outlined. With many wealth managers still only starting the journey, the opportunity for those who transition rapidly and successfully is clear, as is the potential to gain a greater share of the younger generations of wealthy clients and SMEs as a result.

Contact us
Chris Girling

Chris Girling

Partner Cybersecurity and Privacy, PwC Switzerland

Patrick Akiki

Patrick Akiki

Partner, Financial Services Market Lead, PwC Switzerland

Alexandre Olikier

Alexandre Olikier

Manager, Financial Services Consulting, PwC Switzerland

Monika Narel

Monika Narel

Senior Associate, Financial Services Consulting, PwC Switzerland