Events: key for building strong client relationships

With around one hundred events held each year, Banque de Luxembourg’s events programme is an opportunity to engage, support and inspire its clients. Jérémy Willaume, Head of Marketing & Communication, explains how these events reflect our mission as “an attentive bank”.

Why is it important for Banque de Luxembourg to offer events that bring clients together on a regular basis?

Jérémy Willaume: Trust is all-important in banking. As digitalisation has reduced clients’ need for in-person banking in recent years, it is essential for us to preserve opportunities for face-to-face contact and personal connection.

As an attentive bank, regularly hosting engaging events for the people who trust us for their banking needs is a defining part of who we are. Our annual programme of around 100 events represents a powerful lever for building loyalty across all our banking lines and, to a lesser extent, to bring in new clients.

What topics do your client events feature?

Our talks and workshops cover a broad range of subjects. And we really want to make sure that attendees get real added value from them—whether they want to delve deeper into the workings of the financial markets or learn more about a particular topic. For our Private Banking clients, the main focus is on wealth management questions, such as investments, passing on their wealth, corporate succession, philanthropy and taxation.

For our business clients and healthcare professionals, our priority is to support business leaders at all the key stages of their business life cycle: structuring and development, wealth management decisions, succession, etc.

We take a more hybrid approach in our Asset Servicing business that combines events organised in-house with meetings at trade shows in Luxembourg and abroad. And for young investor clients, our Masterclass workshop series provides insights into the world of finance and how to navigate the financial markets.

We also organise inspirational musical events, notably through our partnership with the Philharmonie, as well as golf- or art-themed lifestyle events. As you can see, we take care to tailor events to our clients.

How do you design your events?

In 2026, events will again be hosted in welcoming and dynamic venues. Some will be at the Bank’s offices in Luxembourg, where our building at 14 Boulevard Royal is ideal for encouraging discussion and debate; others will be held in Belgium, where we recently installed an auditorium at our Brussels branch.

“These opportunities to meet with our clients are powerful levers for building loyalty.” Jérémy Willaume, Head of Marketing & Communication, Banque de Luxembourg

We also reach out and organise events closer to where our clients live, with a programme of activities in Ghent, Namur, Paris, Hamburg, Munich, Cologne and Trier. Some are on a larger scale with a capacity for up to 150 people in our auditorium. Other smaller-scale events aim to open up dialogue around specific topics and to encourage participants to talk about their own experiences.

What sets Banque de Luxembourg’s approach apart from other events held in the Grand Duchy?

The content, first of all. All our events must highlight our expertise, reflect our convictions and values and, most importantly, the value we place on personal connections. Next comes the form. By this I mean a warm and attentive welcome, breaks for people to mingle, especially to enjoy food that has been prepared with brio either by our chef or by leading caterers. In a nutshell, these meetings are an opportunity to strengthen relationships between clients and their dedicated advisers outside of everyday banking interactions.

How do you assess the success of an event?

The first and most straightforward metric is participant satisfaction. The fact that attendees return year after year speaks volumes for their attachment to the Bank and the support they receive.

Inviting people in to discover or rediscover our Bank is an integral part of our mission. Loyalty matters. And loyalty to our clients and within our teams is central to our culture. For example, a few months ago we launched a communications campaign celebrating the longevity of our client-manager relations in Private Banking, which is 17 years on average.

Our programme of events maintains this continuity, sometimes across several generations. They not only help to cement existing relationships, but also to guide the next generation in preparing for the future.

What resources do you draw on for these events?

We rely on our speakers, including dedicated advisers, investment and tax experts, to create presentations on very specialised topics that are readily understandable.

In addition, we have an events management team of four people, backed by the know-how and experience of our hospitality, security, logistics and kitchen teams.

Finally, I'd like to conclude by mentioning our focus on sustainability. As a B Corp-certified company, we closely monitor the environmental footprint of our initiatives. In other words, we carefully select the products we offer and the suppliers we choose.