The new appointee previously worked for 20 years at UBS, working in Asia and Europe in the UHNW category.

HSBC has appointed Laura Geiger-Pancera as ultra-high net worth family office director, leading the private bank’s single family office division in Switzerland.

Based in Zurich, Geiger-Pancera will report to Tom Cerboni, head of UNHW at HSBC Switzerland.

A spokesperson for HSBC told this news service that the role is a new one.

Previously, she spent two decades with UBS in wealth management. Working in Europe and Asia, she served on UHNW global and regional executive committees and led various strategic client and product initiatives. Most recently, Geiger-Pancera led the Global UHNW Client Strategy Office at UBS.

“UHNW is of fundamental importance to the Private Bank’s growth strategy, and has seen impressive growth in recent times. Laura’s vast experience in the UNHW [sector] will enable us to build on our already impressive proposition and drive value for current and future clients,” Cerboni said.