Brian Hughes, Market Director – Orlando, UBS
April 2026 — Invest: spoke with Brian Hughes, Market Director in Orlando for UBS, about the region’s rapid wealth growth, rising planning needs for business owners and relocating executives, and how technology and expanded banking capabilities can deepen client service. “We don’t lead with products. We lead with planning,” Hughes said.
How is UBS positioned within the broader wealth management and financial services landscape in Orlando?
I recently joined UBS as Market Director for Orlando, and the move reinforced why this is such a compelling market. UBS is a tight-knit, relationship-driven firm. Coming from a larger platform, it feels more personal – and that culture matters in a business built on long-term trust.
Orlando is also one of the fastest-growing wealth markets in the country. Population inflows, business relocations, and growth in ultra-high-net-worth households are driving sustained demand for sophisticated advice, which is why UBS is focused on strengthening its presence here.
Experience is another key differentiator locally. Many advisors in this market have 15-plus years in the industry, with some serving clients for decades. That tenure creates deep community knowledge and multigenerational relationships, positioning us well as new residents arrive and local businesses evolve. Orlando’s role as a global tourism and entertainment hub also fuels constant business activity, and we stay visible by engaging clients and centers of influence across the region.
Have you noticed any shifts in demand for wealth management and advisory services with Orlando’s growth?
Yes – transition points are becoming more prominent for business owners. With the Space Coast nearby and an expanding industry across Central Florida, advisors are increasingly supporting succession planning, pre-sale planning, and liquidity events tied to business sales. That activity has picked up meaningfully.
Relocation is another major driver. People moving to Orlando want clarity around how their assets are structured, how cash and credit needs will be met, and how decisions across taxes, estates, and investments will be coordinated. Orlando’s international dimension can add complexity for families and executives navigating cross-border considerations. UBS’s global capabilities and resources allow us to address those needs in a coordinated way.
What client needs are becoming more prominent around succession, retirement, and long-term liquidity planning?
Clients are asking for more integrated, proactive planning. For business owners, that often means clarifying timing and goals early, then aligning capital structure, tax strategy, and estate planning strategies well ahead of a transaction. For families, the focus is often multigenerational: education planning, philanthropy, and organizing assets so decisions remain consistent over time.
Technology is playing an important role in making planning more precise. UBS is using digital tools, including AI-enabled capabilities, to support portfolio construction, risk monitoring, and scenario analysis. These tools help evaluate trade-offs and stress-test strategies, especially in uncertain markets.
Another important development is the expansion of UBS’s banking capabilities in the U.S. We applied for a national bank charter in the fall of 2025 and recently received conditional approval – a major milestone in this process. Obtaining the National bank charter license positions UBS to more fully integrate cash, lending, and deposit solutions into wealth strategies, and reinforces UBS’s commitment to growing and strengthening our position as a leading global wealth manager in the U.S. For clients, it can mean more seamless coordination between investing and banking decisions, which is increasingly important as clients look for simplicity and a single advisory relationship.
How is UBS integrating new technologies alongside this expansion in banking capabilities?
UBS has made significant investments in technology in recent years, with a focus helping advisors deliver better outcomes and spend more time with clients. AI-supported tools can make advisors more efficient in finding firm resources, analyzing portfolios, and identifying planning opportunities. The value is not technology for its own sake – it’s time and clarity. When technology reduces friction, advisors can focus on relationships, planning conversations, and community engagement.
This also matters for talent. Advisors increasingly evaluate firms based on platform strength and their ability to deliver a modern client experience, which is critical in a competitive market like Orlando.
Apart from talent retention, what challenges are most impacting the wealth management industry today, and how is UBS navigating them?
Market volatility and interest-rate uncertainty remain central challenges. In that environment, clients want a steady, research-driven advisor who can explain risk, frame trade-offs, and keep strategies aligned with long-term goals rather than short-term headlines. We focus on helping clients separate noise from structural change and building diversified strategies that are designed to adapt as conditions evolve.
Competition and rising client expectations are also shaping the industry. Clients want institutional-quality advice, access to differentiated opportunities, and a high level of service. UBS’s global platform, Chief Investment Office research, and capabilities across private wealth and alternatives help us meet those expectations.
Compliance and regulation continue to add complexity. UBS invests proactively in risk management and systems so advisors can spend more time advising and less time navigating process. The priority is always doing things the right way – putting client interests first, maintaining discipline, and delivering advice that is both sophisticated and responsible.
How do partnerships, community organizations, and professional networks strengthen client service in Orlando?
Local engagement is a core to how we operate. We build relationships across the business community, philanthropic organizations, and professional networks, always with a client-first mindset.
We don’t lead with products – we lead with planning. That means starting with a client’s liquidity needs, succession goals, and multigenerational priorities, then building an investment and banking strategy that supports those priorities over time. We also help clients incorporate charitable giving, donor-advised funds, and next-generation education planning when those goals are part of their broader strategy.
Community involvement also creates opportunities for education and connection. For example, we host client events that bring together local business leaders and families, often paired with economic or market insights. These settings strengthen relationships and keep us closely connected to what clients and the broader market are experiencing.
Looking ahead three to five years, what is your outlook for the industry and UBS’ priorities in the Orlando market?
Florida’s growth trajectory remains strong, and Orlando is well positioned to benefit. Continued population inflows and business expansion will likely drive demand for planning, investment advice, and integrated banking solutions.
At the same time, technology will continue to evolve quickly. AI will become even more embedded in how advice is delivered, how risk is monitored, and how planning scenarios are evaluated. UBS’s priority is to stay prepared for that pace of change while preserving the boutique, relationship-driven feel that clients value.
In Orlando specifically, growth across entertainment, tourism, and adjacent innovation ecosystems continues to expand the base of executives and business owners. UBS will focus on how to meet that demand with experienced advisors, a global platform, and an increasingly integrated set of capabilities as our banking presence grows. The goal is to provide clients with confidence with regards to investing as Orlando’s momentum continues.
Want more? Read the Invest: Greater Orlando report.
