Swiss wealth advisor PFIS Group unveils new identity

PFIS Group, a Swiss-headquartered wealth structuring advisory firm, has rebranded as Alpina Legacy, aligning its corporate identity more closely with its Swiss heritage and core mission of preserving multi-generational wealth.

Since its founding, PFIS Group has experienced significant growth. What began as a niche boutique advisory practice focused on cross-border insurance has evolved into a prominent international platform. Today, the firm operates eight offices worldwide, holds intermediation licenses in 34 countries, and has advised on the structuring and restructuring of over US$1 billion in private wealth.

The new name, Alpina Legacy, reflects the two foundational pillars of the firm’s value proposition. "Alpina" pays tribute to the firm’s Swiss roots, embodying the precision, discretion, and regulatory discipline synonymous with the Swiss financial tradition. In an increasingly volatile global environment, "Alpina" conveys the stability and rigour that institutional partners and clients have come to rely on.

"Legacy" speaks to the firm’s core purpose: a commitment to helping internationally mobile families, entrepreneurs, and investors protect and transfer wealth across borders and generations—through compliant and sophisticated insurance-based solutions.

The rebrand also reinforces Alpina Legacy’s dedication to its global network of private banks, asset managers, and institutional partners.

While the name and visual identity have evolved, the firm’s commitment to excellence remains unchanged. Alpina Legacy will continue to deliver bespoke cross-border planning and international insurance solutions, ensuring that the wealth built today becomes the legacy of tomorrow.

"After years of rapid international expansion and hundreds of complex client engagements, we realised that our identity needed to catch up with our evolution," said Samy Reeb (pictured), CEO of Alpina Legacy. "This rebranding comes at a pivotal moment. After establishing a robust global footprint, we are returning to our roots - not by shrinking our horizons, but by deepening the Swiss values that have always been the bedrock of our success."

"Our business partners are the lifeblood of our operation. By rebranding to Alpina Legacy, we are signalling our long-term commitment to the standards they expect from a Swiss-rooted firm," added Reeb. "As we look back on our years in operation, we recognise that our growth was only possible because we remained close to our roots while remaining agile in the face of complex regulatory environments."

MARKETING-INTERACTIVE has reached out to PFIS Group for more information. 

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