Swiss rarely change their banking and insurance products, but frequently change their phones, as the 2025 Swiss change survey from moneyland.ch shows. The survey included 1500 participants across German-speaking and French-speaking regions. Participants were asked how many times they changed specific products, services, and other things over the past 10 years.
A high 92 percent of participants said that they have changed their mobile phone at least once in the past 10 years. Computers are next in line, with 84 percent of participants changing their computer at least once. These are followed by cars (75 percent) and TV sets (74 percent). At the bottom of the list are asset management services (36 percent), banks, and life insurance (37 percent each).
It is interesting to note that while many Swiss are relatively happy to change their phones, they are much less likely to change their mobile plans. According to the survey, 44 percent of the population have changed their phones at least three times in the last 10 years, and 15 percent have changed their phones at least five times. Readiness to change mobile carriers is much lower, in spite of the large potential savings. Only 19 percent of participants have changed mobile plans at least three times in the past 10 years, and only 6 percent have changed plans five times or more.
Swiss are loyal to their banks and insurance companies
Swiss are particularly unlikely to change financial service providers. Just 37 percent of the survey participants have changed their main bank at least once in the last 10 years. Only 36 percent changed their asset management service provider at least once in the past 10 years.
“Most of Switzerland’s residents are loyal to their banks, regardless of the terms and conditions,” observes moneyland.ch editor Dan Urner. “But for many consumers, changing financial service providers can pay off financially.”
A look at results for individual banking products confirms this, with a minority having changed their pillar 3a product (40 percent), private account (39 percent), savings account (38 percent), or mortgage provider (38 percent) at least once in the last 10 years.
Insurance customers are also relatively unwilling to change insurers, the survey reveals. While one out of two participants changed their mandatory health insurance (55 percent) and car insurance (54 percent) at least once in the past 10 years, the majority of legal insurance and life insurance customers are loyal to their insurance providers.
Older customers are less likely to migrate
While there are certain exceptions, on the whole the survey confirms that the tendency to avoid migrating is more prevalent among adults above the age of 50. That tendency is accentuated in the case of financial products like private accounts and savings accounts.
Nearly one out of two adults in the youngest age group (18 to 25 years old) and the middle age group (26 to 49 years old) have changed their private account and savings account at least once in the past 10 years. In contrast, only 28 percent of residents in the oldest age group (50 to 74 years old) have done so.
Clear discrepancies between age groups can also be seen in the likelihood of changing banks, stockbrokers, homes, and jobs. “It is no secret that people above the age of 50 have a more difficult time finding new employment,” says Dan Urner. “Additionally, a large portion of people in the oldest age group are already retired.” Older residents are also less likely to change their hobbies, hairstyles, and fashion styles.
However, there are no noteworthy age-based differences when it comes to changing TV sets, phones, and computers. In fact, residents between 50 and 74 years old are more likely to change their computer than adults in other age groups.
Participants in the youngest age group (18 to 25) are far more likely to change their hairstyle and fashion style than other residents. Adults between 26 and 49 years old are somewhat more likely to change their car, their credit card issuer, and their health insurance provider than other residents.
Men and German-speaking Swiss are more likely to change
On the whole, the number of men who have changed products, service providers, and other listed items at least once is larger across nearly all points. The gender gap is exceptionally large with regards to changing stockbrokers (48 percent of men, 37 percent of women), credit card issuers (54 percent versus 44 percent), and banks (41 percent versus 33 percent). Women, for their part, are more likely to change their hairstyle (70 percent of women, 62 percent of men) and their hobby (59 percent of women, 52 percent of men).
A comparison of linguistic regions shows that residents of German-speaking regions are more likely to change products, services, and other things than their French-speaking compatriots. The linguistic divide is most accentuated when it comes to changing jobs. While 69 percent of participants in German-speaking Switzerland have changed jobs at least once in the last 10 years, only 47 percent of those in the Romandie have changed employment within that timeframe. French-speaking Swiss, on the other hand, are more likely to change their car than those in German-speaking regions.
Methodology
The 2025 Swiss change survey is based on a representative survey carried out by market research institute Ipsos on behalf of moneyland.ch in 2025. The survey included 1500 participants across French-speaking and German-speaking regions. Participants were presented with a list of products, services, and other points, and asked how many times they had changed each of these over the last 10 years.
Participants were also given the option of stating that they did not use the service (TV plans, for example) or product (cars, for example). Participants also had the option of abstaining from answering a question. The percentages shown in results only account for the participants that use the item in question and did not abstain from answering.
Rounding differences are possible.
More on this topic:
Download the detailed survey results (German PDF)
Deal of the Day 
