Julius Baer Family Office

Julius Baer Family Office’s history goes back to the joining of two companies that had been in business for over 20 years providing advisory and wealth-management services for individuals, family offices and multi-family offices in Brazil. Let us tell our story by going back to our origins…

It all started in 1998 when three founding partners and a few employees opened Reliance, a wealth management and consulting firm. Setting out to simply provide a service that banks were not focusing on at the time, it emerged as a company with brilliant minds and extensive market experience to propose the best investment options for its clients.

But Reliance’s services went beyond financial recommendations. It started with comprehensive planning involving tax, actuarial, succession and governance matters. So by 2018 the firm’s organic growth led to its assets under management reaching nearly 20 billion Reais with a staff of 70.

Back in 1999, in the year after Reliance opened, another group of three founding partners started GPS Investimentos – Global Portfolio Strategists based on a concept unlike anything on the market at that time: GPS led the way in funding and charging a fixed fee for wealth management services.

Our portfolios were – and are – put together on a personalized basis while proactively monitoring market conditions and investments. Our assets under management reached over BRL 30 billion in 2018, so we became Brazil’s biggest independent wealth manager. This was a milestone in the history of GPS, which had wisely been able to heighten expectations in terms of levels of service and responsiveness for all families and individuals in our client base.

In the meantime, Julius Baer Group had been active in the private bank sector ever since 1890, based in Zurich but with presence in the world’s top financial centers through offices in strategic locations including Dubai, Frankfurt, Geneva, Hong Kong, London, Lugano, Monaco, Montevideo, Moscow, Singapore and Tokyo.

To strengthen its presence in Latin America and bolster its capability to service clients worldwide, Julius Baer Group started to build a solid base in Brazil by acquiring GPS in 2011. Since then it has been growing market share as it has learned more about the Brazilian market and built on that base, although still a small operation opening new pathways in its trajectory.

By 2014, the group had become a major partner for GPS and consolidated its presence in Brazil. A few years later, in 2018, certain the firm was here to stay, the story of Julius Baer in Brazil moves forward to have another member join this family by acquiring a 95% stake in Reliance.

So we have a combination of three strong brands, three firms with many years of experience, complementary business models and robust teams, together comprising Julius Baer Family Office.

We then started out on a new stage in our history for the single purpose of being Brazil’s best wealth management firm. The goal we constantly pursue is delivering the best services for our clients through personalized advice, innovative technical capability, and a wide range of exclusive services.

Welcome to Julius Baer Family Office.

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