DWS is set for a major rebrand as it moves to become Deutsche Asset Management, with the firm looking to sharpen its global identity and position the business for the next phase of growth.
According to the firm, the rebrand is directly targeted at international and institutional clients.
The change is set to come into effect in early November 2026 and plays into both global and European firmwide objectives – to strengthen the asset manager’s role as a global investment gateway into Europe, as well as reinforce the firm’s German and European roots.
Commenting on the news, Stefan Hoops, chief executive at DWS Group, said: “Deutsche Asset Management will have immediate international recognition and is already well known by our institutional clients globally.
“Adopting it as our umbrella brand is a clear signal to our clients: as a global asset manager with deep European roots, operating at scale and with fiduciary independence, we are here to support them with their long-term objectives, based on focused discipline and global expertise.”
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Under this new global umbrella, the firm has also confirmed that it will unite the services, expertise and performance delivered by the group across global markets – including DWS for its active European private wealth business, as well as Xtrackers for its global ETF and passive mandates offering.
The news follows further developments for DWS recently, and earlier this year, the firm also set its sights on growth through the alignment of its client coverage division more clearly with client segments, as well as setting up a distribution organisation for private wealth and institutional clients.
Hoops added: “Our ambitions are international – and that calls for a new approach: more presence with institutional clients, greater visibility in regions outside Germany and Europe.
“As we entered the next phase of our growth agenda, we reflected on where we have not yet fully realised this potential and took the necessary steps to change that. The alignment of our commercial organisation around client groups was one important step in this direction; our intention to move to Deutsche Asset Management is another.”