Neon Expands Digital Banking Reach, Targeting the Swiss 3a Pension Market

Neon Expands Digital Banking Reach, Targeting the Swiss 3a Pension Market

Swiss finance app Neon is strategically expanding its services beyond everyday banking, launching a fully integrated solution for the 3a pension pillar. This move, dubbed “neon 3a,” will allow its 240,000 users to manage retirement savings directly within the app. This signals a significant new competitive threat, as fintechs move from simple accounts to challenging traditional banks in the lucrative and long-term Swiss pension market.

What is “Embedded” Pension Planning?

The “neon 3a” offering is a prime example of “embedded finance.” Instead of building a complex, regulated pension foundation from the ground up, Neon is integrating technology and services from specialized partners. The digital wealth manager Descartes provides the core infrastructure, while other partners like Lienhardt & Partner Privatbank and the simply3a pension foundation handle the banking and regulatory framework. For the user, this complexity is invisible. They simply get a seamless experience within their existing digital banking app, allowing them to open a pension account in minutes and choose from five different investment strategies, including options for sustainability and Swiss equities.

The Impact on Customers: Simplicity and Lower Fees

For consumers, Neon’s strategy aims to solve three key problems in pension planning: complexity, transparency, and cost. By integrating the 3a pillar directly with a user’s primary checking account, it simplifies financial management and removes the friction of using multiple, often clunky, platforms. The fee structure, ranging from 0.39 to 0.45 percent, is highly competitive and designed to be more affordable than many traditional bank offerings. As Neon CEO Jörg Sandrock noted, the goal is to make pension planning “simple, transparent, and affordable,” making it accessible to a generation that has grown up with on-demand digital services.

Reshaping the Competitive Landscape for Banks

This move is a direct challenge to the business model of incumbent banks. Traditionally, a customer’s deposit or checking account was the gateway to cross-selling more profitable, long-term products like a mortgage or pension plan. Fintechs like Neon have already captured a significant share of the daily banking market. By now attacking the “sticky” 3a pension market, Neon is attempting to lock in its customers for decades. This prevents traditional banks from accessing that customer’s pension assets, which are a stable, long-term source of revenue and a key anchor for future loans and investment relationships.

A Cost-Efficient Model Built for Speed

The “neon 3a” launch demonstrates a fundamental shift in how financial products are built and deployed. The fact that the entire solution was implemented in just six months highlights the power of the embedded finance model. As Descartes Chairman Rino Borini stated, “Building proprietary 3a stacks is a thing of the past.” The new model is about leveraging existing, scalable technology to be “cost-efficient and radically customer-centric.” This agility allows fintechs to identify a market need and launch a competing product far faster than a traditional bank, which may be burdened by legacy technology and a different cost structure.

Neon’s expansion into pensions is a clear sign that the digital banking revolution has moved into its next phase. It’s no longer just about payments or a simple checking account; it’s a full-scale assault on the most profitable pillars of traditional finance. By leveraging partnerships to deliver a low-cost, user-friendly experience, Neon is setting a new standard for how financial services will be bundled and consumed.

Closing Insights:

• Economic Insight: The “plug-and-play” model of embedded finance drastically lowers the barrier to entry for sophisticated financial products, intensifying competition and putting downward pressure on fees across the entire wealth and pension industry.
• Professional Tip: Customers should compare their existing 3a pillar fees against these new digital offerings. A fee difference of even half a percent can result in tens of thousands of francs in additional returns over a lifetime of saving.
• Broker Perspective: The true test will be if Neon can leverage this “sticky” 3a customer base to successfully cross-sell higher-margin products in the future, such as a mortgage or private credit offerings, thereby capturing a much larger share of the customer’s total financial life.