DWS will be renamed as Deutsche Asset Management globally
8 SEPT, 2026
By Joanna Piwko from RankiaPro Europe
DWS announced today that it will adopt Deutsche Asset Management as its new global brand identity, with the aim of strengthening its role as a gateway to Europe for international investors.
The announcement is made by Stefan Hoops, CEO of DWS Group. The new umbrella brand will encompass DWS, Xtrackers and RREEF, and will come into effect in early November 2026.
An umbrella brand to strengthen international presence
The new identity seeks to value the German and European legacy of the firm, while reflecting its global growth ambitions in different regions and customer segments. As an umbrella brand, it will bring together the services, experience and results that the group offers worldwide.
The consolidation of Xtrackers as an independent ETF brand has been reinforced by successive launches, such as the three new global equity ETFs presented this year.
"With Deutsche Asset Management we launch a global identity that encompasses a family of strong and consolidated brands: DWS is based on a 70-year track record of generating alpha in active portfolio management for our clients in our home market. By focusing DWS on its main proposition in Germany and key European markets, we will further enhance its recognition and impact. With Xtrackers, we have consolidated a great independent ETF brand and passive management mandates in the market, which will benefit from being part of the Deutsche Asset Management family. And with RREEF, we rely on more than 50 years of experience in the real estate sector in key markets."
Stefan Hoops, CEO, DWS Group GmbH & Co. KGaA
Stefan Hoops, CEO, DWS Group GmbH & Co. KGaA
What changes for customers and products
The names and brands of existing products will remain, for the most part, unchanged. From November, the mention "by Deutsche Asset Management" will link the product brands with the global platform, while the name will be used directly for institutional clients and private market services.
The implementation of the new brand will be carried out gradually until March 2027. The parent company will for now maintain the name DWS Group GmbH & Co. KGaA, and its stock symbol will continue to be DWS.
"Deutsche Asset Management will have immediate international recognition and is already a widely known brand among our institutional clients around the world. Adopting it as our umbrella brand sends a clear signal to our clients: as a global asset manager with deep European roots, operating on a large scale and with fiduciary independence, we are here to help them achieve their long-term goals, based on a focused discipline and global experience."
Stefan Hoops, CEO, DWS Group GmbH & Co. KGaA
Stefan Hoops, CEO, DWS Group GmbH & Co. KGaA
The strategic context of the change
The move comes after the incorporation of DWS Group into the MDAX, the main German index of medium-sized companies, in March 2025, and after completing the strategic cycle marked on its Capital Markets Day in 2022.
At the beginning of 2026, the manager restructured its Client Coverage division around the Private Wealth and Institutional Clients customers.
"Our ambitions are international, and that requires a new approach: a greater presence among institutional clients and greater visibility in regions outside of Germany and Europe. It requires an organization that adopts an even more comprehensive view of customer relationships, with a vision and a more global approach, and that is clearly recognizable to clients and professionals around the world. The alignment of our commercial organization around the different customer groups was an important step in this direction; our intention to adopt Deutsche Asset Management is another."
Stefan Hoops, CEO, DWS Group GmbH & Co. KGaA
Stefan Hoops, CEO, DWS Group GmbH & Co. KGaA
