 
Author: Frank Van de Vel, Chief Investor Support Officer, KBC Asset Management
KBC is a well-established European financial group, which combines banking and insurance activities and serves approximately 13 million customers across Belgium, the Czech Republic, Slovakia, Hungary and Bulgaria. Within the Group, KBC Asset Management (KBC AM) operates as an investment arm, developing and managing solutions for both retail and institutional investors. KBC Asset Management develops investment products primarily for distribution within the group and supports investors through both direct and indirect channels. Its activities cover the complete investment life cycle, from product development and portfolio management to sales support and after-sales services. Innovation has been a defining characteristic of the organization since its early days. The desire to be a reference player in the field of investments in its main markets, while making investments accessible, understandable and compatible with a wide range of customers.
Digitization plays an important role in helping this strategy. Over the past decade, KBC Group's banking system has evolved into an all-in-one platform that acts as the primary interface with customers. The launch of 'Kate,' the Group's virtual assistant, represents another step towards improving the digital client experience, supporting an informed and integrated investment journey.
To support savings on their journeys
A central pillar of the KBC AM approach is helping savers invest and support them as their financial needs evolve over time. This is reflected in a significant number of active investment programs, a mobile-first distribution model in general, and client journeys designed to provide guidance at key decision points.
Dedicated solution development teams are responsible for creating investment solutions from initial concept to market launch, while continuously reviewing and modifying existing products to ensure continued relevance to customer needs. In addition, solution support teams provide training, information and after-sales services, with a strong emphasis on digital channels. At the end of the fourth quarter of 2025, KBC Asset Management managed approximately €300bn of assets under management.
This amount includes approximately €127bn of direct client assets, €23bn of group assets and pension funds, approximately €82bn of funds of financial institutions, and approximately €67bn related to investment advisory orders. A significant portion of direct client assets are invested in accordance with KBC's responsible investment framework, which supports consistently high levels of client satisfaction.
Commitment to sustainability
Stability is an important aspect of KBC AM's long-term strategy and is a key factor supporting its recognition in this program. The firm's sustainability approach is closely linked to the local communities and economies in which it operates, with the clear aim of responding to community needs in an equitable, transparent and appropriate manner.
Environmental responsibility is a key pillar of KBC Group's sustainable finance approach. The program addresses issues such as climate change, biodiversity, circulation, water pollution and water management, translating these topics into concrete investment policies and operational practices.
A key feature of KBC Asset Management's sustainability framework is its approach to unbundled policies and their periodic review. In 2025, the KBC Group revised the features of its framework for the release of some actively managed, informal funds of Article 6. As a result, and under clearly defined conditions, these funds may receive limited exposure to companies involved in nuclear weapons, as long as these companies are located in NATO countries or in Austria, Switzerland or Ireland.
Investments in controversial weapons, including chemical or biological weapons, cluster munitions and anti-personnel mines, remain strictly excluded in accordance with the KBC Group's blacklist framework. Funds that follow KBC's Responsible Asset Management approach continue to apply their own issuance policy and are not in the scope of this review.
The decision reflects the view that credible defense capabilities, including nuclear deterrence, are considered by governments to be an important part of collective security in the current political climate. KBC Group has framed the review within the applicable legal and regulatory framework and communicated clearly with investors about the scope and implications. Transparency and choice of clients were fundamental to the implementation: investors in the funds concerned were continuously informed and given the opportunity to exit without exit fees (without applicable taxes) during clearly defined periods.
People are at the core of value creation
Under KBC AM's investment activities, digital innovation and sustainability strategy are a strong emphasis on human resources. Employees are seen as key drivers of long-term value creation, and the organization fosters a professional culture based on accountability, respect and results-oriented thinking. This people-centered approach supports the company's desire to operate responsibly while continuously improving the customer experience. Recognized as the 'Most Sustainable Asset Manager 2025 – Belgium' and awarded for excellence in customer service, KBC Asset Management shows how scale, responsibility and innovation can be combined within an integrated investment strategy.
By combining digital capabilities, systematic sustainability policies and a balanced response to changing social and geopolitical realities, the company continues to position itself as a long-term investment partner in its main European markets.
