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

Velocity and adaptability

Securing more clients

Virtual service offerings

Crisis response

Organisational and cultural

“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