Senior management restructured the firm in 2009. UBS returned to profitability in 2009 and maintained its profitability during the course of 2010 and 2011. Since 2012, UBS has grown its wealth management businesses, and transformed its investment bank to focus on its traditional strengths in advisory, research, equities, foreign exchange, and precious metals. It has also improved its capital position while growing its business and enhancing its competitive positioning. At the beginning of 2014, Euromoney named UBS the “Best Global Bank,” noting that “the bold decisions taken by a new chief executive and his management team make [UBS] today a bank that others seek to emulate.” Euromoney again recognized UBS in 2015, naming the firm “Best Global Wealth Manager,” underscoring the bank’s position as an industry leader in its core wealth management businesses and its ability to navigate difficult times.

In 2016, Global Finance named UBS “the world's number one investment banking house.” In 2017, Global Financenamed UBS “Best Investment Bank” and “Best M&A Bank.”  In 2018, UBS was named “World’s Best Bank for Wealth Management” by Euromoney for the eighth time; it also was named “Asia’s Best Bank for Wealth Management.” In 2019, GlobalCapital named UBS the “Equity Derivatives House of the Year” and the “FX Derivatives House of the Year.” In 2020, The Banker named UBS the "Investment Bank of the Year for Equity Raising" and awarded UBS with the "Best Technology Innovation in Investment Banking."