The first Swiss External Asset Managers Identity Index (SEAMIx) was released on Monday. Compiled by Jean‑François Hirschel of H‑Ideas in Geneva and Markus Kramer of the Zurich agency Brand Affairs, the index evaluates 220 of the largest independent Swiss asset managers and will be published annually.
Unlike most asset‑manager benchmarks that focus on financial metrics, SEAMIx rates two communicative dimensions. Identity – purpose, values and positioning – carries a 60 % weight, while Activation – the public visibility of that identity – accounts for 40 %. Both dimensions are measured against roughly 30 parameters on a 0‑to‑5 scale, with 2.5 set as the pass mark.
Data are drawn from each firm’s online presence (websites, LinkedIn pages) and media coverage. The methodology builds on a similar approach first used for the Responsible Investment Brand Index, now in its eighth year covering more than 600 asset managers worldwide, and on the Swiss Private Banking Identity Index launched in January for 58 Swiss private banks, led by Pictet.
The index’s headline figures are modest: an average activation score of 2.61 versus an identity score of 1.57. While 55 % of firms clear the visibility threshold, only 22 % meet the identity benchmark. One‑quarter of the sample – 55 firms – do not articulate any identity element at all, lacking a stated purpose, values or positioning.
A deeper look at activation shows a gradient. Firms score 3.77 on self‑controlled channels such as their website and LinkedIn, 2.33 for the visibility of senior executives, and just 1.62 for third‑party media presence and awards. The less a firm can control the channel, the quieter its profile.
When plotted on the identity‑activation quadrant, the sector splits into four groups. Thirty firms (14 %) are “Leaders,” strong on both dimensions. Nineteen firms (9 %) are “Introverts,” with a clear identity but low visibility. Eighty firms (36 %) fall into the “Laggards” category, weak on both. The largest segment, 91 firms (41 %), are labeled “Superficials,” communicating heavily while scoring only 1.16 on identity.
Capital Y, a West‑Swiss manager, tops the overall ranking, followed by Aurea Global Investments and Basel‑based Tareno, which also leads the German‑Swiss subset. In size‑class rankings, Capital Y, Adventus Capital and Aurea Global Investments occupy the top three spots.
Regional differences emerge as well. German‑Swiss firms activate more aggressively (2.91) but on a thinner identity foundation (1.52). In the Romandie, identity is slightly higher (1.66) while activation lags (2.46). Media presence is scarce: 45 % of West‑Swiss firms have no editorial coverage, versus 25 % in German‑Switzerland.
Only 28 % of the surveyed managers articulate a corporate purpose, compared with 50 % of Swiss private banks. Values are identified by 66 % of firms; among the 146 that name values, 81 (55 %) claim “Independence,” followed by transparency, integrity and trust.
Finally, 62 % of firms lack any genuine editorial mention, and merely 5 % are regarded as recognized expert voices in the sector.
