28-07-2025
Shaj Babu: Preserving Wealth Across Generations
Shaj Babu, CEO of Julius Baer Bahrain, reflects on the wealth management firm being on the cusp of marking 50 years of presence in the Kingdom. In this exclusive interview, we learn about how Julius Baer witnesses shifting client preferences as the younger generation looks to alternative forms of wealth management.
Now in its third edition, Business Leaders in the Middle East brings together sharp insights from across the region. These aren't mere interviews; they're windows into how leadership is evolving in a world shaped by rapid digital transformation. Technology touches nearly every industry now, and these leaders show us how to navigate change with purpose.
Julius Baer's expansion into Bahrain was initiated by the Group's acquisition of Merrill Lynch's International Wealth Management businesses in 2013. Since then, 95% of Merrill Lynch Bahrain's clients moved to Julius Baer in recognition of our values, heritage, and innovation. Next year, we will proudly celebrate 50 years of continuous presence in the Kingdom. This milestone not only showcases our long-term commitment to Bahrain but also reflects the deep trust we have built with clients in the region through our personalised advisory services.
Julius Baer began as a family-owned business over 130 years ago and has since grown into a fully listed global entity. This history gives us a unique perspective on understanding the challenges families face when managing and preserving wealth across generations. Our identity as a pure-play wealth manager sets us apart. It allows us to focus exclusively on our clients' best interests without the distractions of other business lines. In a region like the Middle East, where much of our clients' wealth is often generational, and where financial legacy forms the lifeblood of both family and national economies, that focus matters more than ever. Bahrain is a prime example. Our 50-year presence in the Kingdom is a testament to our commitment, consistency and ability to grow with our clients.
Clients in Bahrain are increasingly looking for long-term solutions to help them navigate the complexities of transferring wealth across generations. Our role is to guide families through this journey, to help them secure amore stable and sustainable financial future through a smooth handover of their wealth to the next generation. We also see strong interest from clients in the region for Shariah-compliant products. At Julius Baer, we have enhanced our Islamic finance offering to include a range of 3rd party solutions, including Sukuks, Islamic funds and structured products, in addition to in-house products such as Commodity Murabaha Financing, to cater to their needs. The next generation represents conscious consumers and responsible investors, prioritising impact and values in their decision-making. We are seeing a shift in their investment preferences, with a rising interest in alternatives, digital assets, and thematic investment strategies to diversify their portfolios beyond traditional asset classes. It is our responsibility to bridge this generational shift in mindset between current and future generations with the right guidance and education.
At Julius Baer, we believe that people remain at the heart of our business. Our clients value the trust, continuity, and personal connection we offer through personal advisory relationships. Technology does not replace that; it enhances it. Tools like AI and digital innovation help us serve clients faster, more effectively, and in ways that are tailored to their evolving preferences. These tools empower our advisors, but personal connection and empathy remain the core of what we do. Our team leverages cutting-edge financial tools such as Julius Baer's Digital Advisory Suite, which streamlines the investment process, and digital onboarding tools like video identification and e-signatures that make account opening seamless for clients.
To me, focus means putting the client at the core of everything we do and never losing sight of that. Our values, our legacy and our drive towards innovation are all centred on one end goal, securing our clients' financial futures and being their trusted partners across generations. Being in Bahrain for the past 50 years has allowed us to leverage deep relationships and build enduring partnerships. Our team in Bahrainis fully aligned around this purpose: positioning Julius Baer as a trusted personal wealth advisor.
While Bahrain is small in terms of market size, it has long served as a critical hub for business and financial services. That legacy remains strong today. In addition to serving clients locally, we extend our reach to clients domiciled in Saudi Arabia's Eastern province, Jeddah and Riyadh. Saudi Arabia, as we all know, is rapidly transforming into a new regional financial hub, and the opportunities it presents both in Bahrain and beyond are growing exponentially. So, success in Bahrain is not only defined by the opportunities presented in the country but also by business acquired beyond our borders. Professionally, success means establishing a bond of trust, building a reputation that extends beyond transactions, and positioning myself, the team and Julius Baer to remain as the wealth manager of choice for our clients.
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