For more than thirty years, WHVP has specialised in US clients, within a fully compliant framework. International diversification, offshore management, digital acquisition: here Urs Droese deciphers the expectations of these investors and the driving forces behind a positioning built around a niche market that has become a genuine growth driver.
What are the reasons behind WHVP's strong focus on US-based customers?
It goes back to the origins of the company. Back in the 1980s, one of our founders was already running the US desk of a Swiss private bank in Zurich. When the company was created in 1991, the idea was simply to continue to develop this expertise. Over more than three decades, we have developed a high level of specialisation in serving US clients. Staying focused on a niche like this has always made sense to us. This, of course, has enabled us to develop an excellent understanding of the culture and expectations of this clientele,
What are the main reasons why American clients turn to an independent manager based in Switzerland?
There are several reasons. Firstly, our registration with the SEC enables us to offer US clients a compliant solution for the international management of their assets. Beyond the regulatory framework, Switzerland continues to embody, in their eyes, stability, solid institutions and a jurisdiction that inspires confidence when it comes to wealth preservation.
In recent years, geopolitical uncertainties have made Switzerland even more attractive. The reputation of the Swiss financial system makes it very attractive to international clients. Another important aspect is currency diversification. Many US clients are becoming more aware of the long-term depreciation of the dollar, whereas the Swiss franc has shown remarkable resilience over the past two decades.
How are you positioning WHVP to attract and serve this US clientele?
We have specifically designed our infrastructure around this niche, both operationally and in terms of regulation. We are licensed in Switzerland and registered with the SEC in the United States, which means that we are fully conversant with the rules and requirements applicable to US persons.
At the same time, we have considerably developed our digital marketing strategy from 2020 onwards. Today, we regularly produce podcasts, YouTube videos, newsletters and educational content. The aim is to support clients in their thinking about offshore management and international diversification strategies. At the same time, we have developed a network of partners in Switzerland and the United States, particularly in the areas of tax reporting, estate planning and asset protection.
Do US clients have different expectations to European or Swiss clients?
To a certain extent, yes. They generally have a more opportunistic approach and are more willing to take risks. They don't hesitate to initiate a relationship remotely, without the need for a face-to-face meeting at first. They are also very receptive to digital exchanges and online interactions. When they are satisfied with the experience, they are generally more inclined to recommend a service provider to their friends and family. Another interesting aspect is that American customers are often more open to working with younger teams. They appreciate the energy, dynamism and entrepreneurial spirit, while remaining attached to the discretion and stability for which Switzerland is renowned.
How have you built your marketing strategy to reach these American investors?
Our strategy is based on consistency and authenticity. We realised early on that content marketing only works with a long-term commitment. Today, we publish almost every day, whether through short videos, podcasts, blog articles or market analyses.
Initially, this strategy produced very limited results. But after several years of constant effort, we began to see a clear improvement in our visibility and an increase in inbound solicitations between the end of 2024 and the beginning of 2025. At the same time, digital marketing is complementing our network of partners. In wealth management, trust is built little by little, through repeated exchanges and a continuous presence.
Which channels have been the most effective so far?
YouTube has clearly been one of the most effective channels for us. It plays a key role in the customer journey. Many prospects first discover us via a video or blog post before contacting us several months later. By the time they contact us, they already have an idea of who we are, how we think and how we communicate. This familiarity speeds up the integration process considerably. Today, WHVP has several thousand subscribers to its newsletter and over 500,000 views on its YouTube channel.
Which customer segments are you targeting in particular in the United States?
We mainly target the 'millionaire next door' segment. They have already built up their wealth and are looking for international diversification and access to investment opportunities outside the United States. The relative youth of our team also creates a natural proximity with the new generation of entrepreneurs and investors. But for us, credibility comes above all from the fact that this positioning is truly reflected in our organisation and the way we work. It's not just talk.
What is your overall value proposition?
Our main differentiating factor is specialisation. We are one of the few independent asset managers in Switzerland capable of providing fully compliant support to US individuals. We also offer a truly international investment approach. For many US clients, we deliberately construct portfolios with lower exposure to US assets and higher exposure to Switzerland, Europe and other international markets, in order to provide them with significant diversification. Finally, independence remains at the heart of our business model. We do not distribute in-house products and we take care to minimise conflicts of interest.
What are the main constraints or difficulties in serving US clients?
Regulation is clearly a challenge. We operate between two jurisdictions: Switzerland and the United States. Their regulatory frameworks are not always perfectly aligned. The compliance requirements are therefore much higher. US taxation is also very complex, requiring a very high level of expertise and coordination with external specialists.
There are also more operational challenges, notably linked to time zones and the sophistication of US wealth structures such as trusts, LLCs or pension vehicles. Serving this market successfully really requires a high level of specialisation and a very strong long-term commitment.