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We strive to keep our information informed and honest, finews.asia Founder Claude Baumann says in an interview with fundplat.com. We now have over 300,000 unique users per month, which means we have a huge following in the industry. And our numbers continue to rise, he added.
Claude Baumann, finews.ch is recognized as the leading online portal for employees in Swiss finance. In recent months, there has been a strong and noticeable increase in the number of advertisements from popular sources in the commercial and lifestyle sectors. What is the driving factor behind this?
Our editors focus on financial topics and are very gifted, giving us the reader’s insight. Our advertisers reach 100 percent of the audience directly without any loss of bandwidth or wastage.
Another important feature is the fact that we reach over a million unique users every month finews.ch a finews.com (in English). And we strive to keep our information about the news official and honest.
Does that mean you haven’t really been affected by the negative sentiments of the stock market?
We really can’t complain, until now. In fact, the opposite is true. This year was the best in our 13 year history. But the threat of a looming recession and the continued complexity of geopolitical situations around the world are reminders to be cautious and cautious.
“I believe we have a unique value proposition”
At the same time, I believe we have a unique value proposition. Our well-researched articles are an important part of the media landscape of the Swiss financial sector, both abroad and at home.
Now the media are thinking about how and what messages to put in the current environment and where they want to be. Our reputation – and our presence – helps a lot with that.
Your readers are less aware that another of your services, finews.asia, is growing. But the truth is that you cannot take the train to Singapore. Why did you wander away from home?
About seven years ago, we started thinking about where to expand. We quickly rejected Germany and Austria, because they didn’t have the same business culture as a bank, and they weren’t even compared to the Swiss. Instead, we decided to follow the Swiss banks in Asia, and we set up a group in the growing market of Singapore.
That decision and the work involved in running the service paid off quickly and handsomely. Before the epidemic, we had an advantage, because we were given the opportunity later, the lockdowns were spread across the region. These bonds are beginning to fall. Singapore is back.
(In Singapore in February 2020, photo: Ivan Schultheiss)
The sky is full of hope. The financial office in the city is benefiting greatly from stability, reliability and quality, especially because of the geographical instability that we see all over the world. We want to be a part of that. In a way, Singapore can be called the heist if the situation in Europe goes bad.
When you get off the plane, what’s the first thing you notice besides the heat?
You’ll find a friendly, open, and welcoming culture, especially if you’re here on business. It’s kind of “doable”. The atmosphere is exciting and the work is great.
“When it comes to projects, the speed of implementation is very high”
There is no jealous culture that you will find in northern areas. The Swiss community in Singapore is very large and close-knit. It has provided a great source of support and helped us bring a quality product to life.
In short: Does Singapore do better than Switzerland?
It’s true in some places. It is called “Switzerland in Asia” or “better Switzerland”. The desire to work is unmatched. When it comes to projects, the speed of implementation and the ability, especially in terms of funding, to reach the top of the world’s innovation is very interesting, especially for us.
On the other hand, I appreciate our prudence in Switzerland, our fair democracy, and the fact that everything is not organized from the top-down. Being an entrepreneur is easier. But I try to combine the best of both worlds, and each country has many advantages.
Aren’t the Ukraine conflict and the paralysis of the European energy crisis a real issue here?
Ukraine is far away from Singapore. The fact that we are witnessing a war like this in Europe in the 21st century will not have the same effect on Switzerland.
“Hong Kong will continue to be a hub, but will be strongly driven by the mainland”
On the other hand, the war in Taiwan will have a greater impact on Asia than on us. The energy crisis has not been an issue in Singapore until now. But the impact is much greater there, especially given the amount of electricity needed to feed all the air in the city.
Hongkong has been the headquarters in Asia for decades. Is Singapore catching up?
Yes, from a global perspective. Hong Kong will continue to be a hub, but will be strongly driven by the mainland. Many western financial institutions are increasingly looking for a place there.
It also explains the quasi-tectonic plate movements we see for companies and assets moving from Hong Kong to Singapore.
A good sign of wealth is the number of family offices. Any statistics on that in Singapore?
Yes. Singapore improved the general framework for family offices to enter the city during the pandemic. It is also a way to effectively market the services of the financial institution.
“Separating the editorial and commercial sides is the secret to the success of our business model”
About five years ago, there were about 50 birth agencies in Singapore, now there are about 800, with another 600 waiting to be licensed. That reflects Singapore’s long-term confidence as a destination in Asia.
Can you talk about the business model of finews.asia in more detail? A copy of finews.ch?
Yes, when it comes to the basics. finews.asia a finews.ch advertising pays. Content editing and source business are very specific.
(finews.asia meeting with Henley & Partners in Singapore in October 2022, photo: HP)
Separating the editorial and commercial sides is the secret to the success of our business model and one that allows us to launch and scale a financial center. We tested it recently and finewsticino.ch. In the near future, it will be interesting to see what we can do in an online platform in the Middle East.
You are known as a cosmopolitan. Have you been able to make contact with Singaporeans, do you just drink beer in the evening with other Europeans?
Singaporeans are very picky eaters. Food and drink are part of their culture and they have a lot of influence in their daily life. Everyone goes together, whether it’s for beer or junk food. I don’t know about food habits that are not available in Singapore.
Can your office help when a Swiss financial institution wants to establish a base or expand in Singapore?
We can help them create brands that are recognized in South Asia. More than 300,000 unique users per month finews.asia, which means that there is a large readership in the industry. And our numbers continue to grow.
“That’s when I realized how good we were”
We keep an eye on what’s going on, what’s going on, and we’re always open to advertisers.
A final but very personal question. Can you afford to spend months in Singapore, or are you more than happy to hop on a Swiss plane and return to Zurich?
Living well in Singapore is easy. Some of the best and most exciting stuff here. They are different from those in Switzerland, and the latter cannot be ignored. So, in that mood, I was happy to get on the Swiss plane back to Zurich. It was there that I realized how privileged we are as citizens of Switzerland.
Claude Baumann born in 1962 in Zurich. Although he is now a well-known businessman, he previously worked for the newspapers «Weltwoche», «Finanz und Wirtschaft» and «Handelszeitung». He is also the founder of the publishing house Nagel & Kimche. In 1989, he launched the business travel magazine “Taunga Mai”. He founded «finews.ch» in 2009, which later grew into the leading online portal for employees of the Swiss financial sector. In Asia, he established «finews.asia» in 2016, located in Singapore with an office in Hong Kong. A year ago, he started the Italian language website «finewsticino.ch». Claude Baumann is the author of several books, the latest of which is a biography of Swiss banker Robert Holzach.
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