Zurich named highest new entrant in Interbrand’s Best Global Brands 2026

Zurich has been named #58 in Interbrand’s Best Global Brands 2026, making it the highest new entrant to this year’s Top 100, with a brand value of USD 15 billion and ranking ninth among financial brands globally.

The result reflects Zurich’s wider business performance and a deliberate, multi-year strategy to put customers at the centre of how the company operates. During this time, customer experience and brand have become embedded across the business, influencing how Zurich develops its proposition, delivers experiences and builds relationships with customers. This transformation is translating into measurable improvements:

• Group customer satisfaction, measured through TNPS, has risen 19 points since 2019.
• Brand consideration has strengthened considerably. In 2019, Zurich was a top-five considered brand in 40% of markets - by 2025, that had increased to 66%.
• Zurich is now #58 among the world’s most valuable brands and the highest new entrant in the 2026 ranking.

Conny Kalcher, Zurich Group Chief Customer Officer, says: “In uncertain times, people turn to brands they trust. Over the past seven years, we’ve worked to make customer experience central to how Zurich operates, and how we show up for our customers every day.

“We’re now seeing that translate into stronger customer satisfaction, greater brand consideration and, ultimately, brand value. Being recognised among the world’s 100 most valuable brands is an important milestone for Zurich, but what matters most is what sits behind it: being relevant to the people and businesses we serve, delivering a better experience for customers and partners, and building trust that drives long-term growth.”

The recognition follows a comprehensive seven-year transformation across Zurich’s brand and customer experience. Zurich has reshaped its customer value proposition and brand framework, refreshed its visual identity and tone of voice, and introduced a clear customer experience vision and standards, all of which put customers at the heart of the business.

The transformation has also focused on making Zurich more human and empathetic, particularly at the moments that matter most to customers. Almost 20,000 customer facing employee across the globe have completed customer empathy training, representing more than 50,000 hours of learning. Together, these changes are building a stronger, more distinctive brand and delivering a better experience for customers.