Digitalisation and new competitors are transforming the Swiss banking market. Young adults aged 18–26 show growing interest in investments and Pillar 3a planning but are often held back by complex products, unclear fees, and high perceived entry barriers. Online banks and progressive regional institutions set new standards in user experience and communication.

The paper reviewed the institution’s current investment and Pillar 3a offerings, compared them with selected competitors, and assessed customer needs via an online survey of 75 young adults and five expert interviews. Theoretical insights into digital banking trends and hybrid advisory models provided the framework for targeted recommendations.

Over one-third of young adults do not invest, mainly due to perceived lack of capital and complex product structures. Competitors such as the online bank Yuh and the regional bank Raiffeisen lead with transparent pricing, intuitive apps, and straightforward products. The analysed institution lags in visibility and digital accessibility, particularly in guiding users toward investment solutions. While 71% of respondents prefer managing finances digitally, expert interviews confirmed the importance of personal advice for complex decisions. Recommendations include introducing a micro-investing solution in the banking app, enabling fully digital onboarding for investments and Pillar 3a, adding interactive tools and in-app tutorials, and modernising communication with authentic, relatable content. These steps would strengthen relevance and position the institution as a trusted partner for young adults’ financial future.