DWS Group will introduce Deutsche Asset Management as its new global brand identity, effective early November 2026.
The change is meant to underline its positioning for investors using Europe as an entry point, while keeping an emphasis on its German and wider European roots and its plans to expand across regions and client categories.
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The Deutsche Asset Management umbrella brand will house three core product lines: DWS for active European private wealth, Xtrackers for global ETFs and passives, as well as RREEF for US real estate.
From this November, products will also carry the endorsement “by Deutsche Asset Management //” to link the product brands more clearly to the wider platform.
The Deutsche Asset Management name will be used directly for institutional clients and for private market services.
DWS referred to changes made earlier this year, when it reorganised its Client Coverage Division around client segments and set up distribution for Private Wealth and Institutional Clients.
The brand names will continue to operate with their own specialisms, while the endorsement is intended to show they are part of a single asset management platform.
For activities that are already mainly global or institutional, or that focus on private market investments, the Deutsche Asset Management name will be applied directly, with product names unchanged.
The rollout is due to start in November and proceed in stages through to March 2027.
For now, the parent company will still be called DWS Group, and the stock ticker will remain DWS.
DWS Group CEO Stefan Hoops said: “With Deutsche Asset Management, we launch a global identity that is home to a family of strong and well-established brands: DWS builds on a 70-year heritage of creating alpha in Active portfolio management for our clients in the home market. By focusing DWS on its core proposition in Germany and core Europe, we will further strengthen its recognition and impact.
“Deutsche Asset Management will have immediate international recognition and is already well known by our institutional clients globally. Adopting it as our umbrella brand, is a clear signal to our clients: as a global asset manager with deep European roots, operating at scale and with fiduciary independence, we are here to support them with their long-term objectives, based on focused discipline and global expertise.”
