By Elena Logutenkova Feb. 8 (Bloomberg) — UBS AG , the European bank with the biggest losses from the credit crisis, is poised for an earnings rebound that may help it catch up to Credit Suisse Group AG . Zurich-based UBS may report its first annual profit since 2006 this year after spinning off $38.7 billion in toxic assets into a central bank fund, cutting 18,500 jobs and appointing 11 new managers to the executive board, including a chief executive officer. The bank reports fourth-quarter 2009 earnings tomorrow. “UBS was a catastrophe,” said Eric Bendahan , who manages Banque Syz & Co.’s 1.8 billion-euro ($2.5 billion) Oyster European Opportunities Fund and counts UBS as one of his three largest holdings. “But if things get back to normal, the potential is colossal, while Credit Suisse did its job so well that its potential in the future is much smaller.” The man UBS is counting on to bring it back to health is CEO Oswald Gruebel , 66, who led a turnaround at Credit Suisse before retiring in 2007. Hired to run UBS almost a year ago, he’s relying on a recovery at its investment bank to help increase pretax earnings to 15 billion Swiss francs ($14 billion) in three to five years. Credit Suisse, which will probably report record earnings at its securities unit for 2009 on Feb. 11, may find it harder to increase profits as competitors sidelined by the financial crisis, such as UBS, return to the market. ‘Positively Surprise’ A recovery in profit may help UBS shares play catch-up, analysts said. The stock has fallen 6.5 percent in Swiss trading since the end of 2008 and trades at 1.24 times book value, about half the average of 2.56 times since 1997. Credit Suisse stock rose 55 percent in the same period and trades at 1.35 times book value, compared with an average of 1.74 times since 1990, Bloomberg data show. This year both UBS and Credit Suisse are down 14 percent. “There is a much greater scope for UBS to positively surprise than for Credit Suisse,” said Matthew Clark , a London- based analyst at Keefe Bruyette & Woods Ltd., who rates UBS “outperform” and Credit Suisse “market perform.” UBS, Switzerland’s largest bank by assets, may earn net income of 5.51 billion francs this year, according to the median estimate of 20 analysts surveyed by Bloomberg. The bank reported a 21.3 billion-franc loss in 2008, the biggest in Swiss corporate history. Credit Suisse, its largest Swiss rival, may eke out a 2.8 percent increase in profit to 7.6 billion francs in 2010, according to analysts. Sabine Jaenecke , a spokeswoman at UBS, and Credit Suisse spokesman Marc Dosch declined to comment. Madoff Avoidance Gruebel, a war orphan raised by his grandparents in East Germany, worked at Credit Suisse for 37 years. He moved to West Germany when he was ten to live with relatives and got into banking after school as a trainee at Deutsche Bank AG . At Credit Suisse, Gruebel, who has no university education, rose through the ranks from the bank’s Eurobond trading desk. In the three years after he took over as sole CEO in 2004, Gruebel doubled Credit Suisse’s profit and share price. It was under his watch in 2006 that the bank started cutting its holdings of U.S. subprime mortgage bonds, while UBS was still buying them. In private banking, he revamped product offerings in the late 1990s to include more hedge funds and alternative investments, and he advised clients to pull funds from Bernard Madoff ’s firm after a meeting with him in 2000. Client Redemptions At UBS, Gruebel, known as “Ossie,” has taken a similar hands-on approach by picking new management for the unprofitable investment bank and starting weekly calls with top risk officers. He aims to reduce annual costs by at least 3.5 billion francs this year from 2008 levels after cutting jobs, ending employee perks such as gym subsidies and getting rid of duplication in support functions. He also sold UBS’s Brazil unit and raised 3.8 billion francs from investors to boost capital. UBS may report fourth-quarter net income of 416 million francs, according to the median estimate of 14 analysts surveyed by Bloomberg. That would be its first quarterly profit in more than a year. Gruebel has said he expects a return to profitability will help UBS solve its biggest problem: withdrawals by wealthy clients who have removed a net 182.9 billion francs over the past six quarters. In a memo to staff last month, he described halting outflows as “imperative.” Redemptions may have slowed to 17.5 billion francs in the fourth quarter from 26.6 billion francs in the previous three months and 58.2 billion francs in the year-ago period, analysts estimated. ‘Biggest Risk’ The question of outflows at UBS’s private bank, once the world’s biggest manager of money for the wealthy, must be resolved, KBW’s Clark said. The Swiss administrative court muddied the picture last month by blocking the government from passing data to U.S. authorities on certain accounts, endangering an accord reached last year to settle a lawsuit against UBS related to alleged tax evasion by American clients. Swiss Justice Minister Eveline Widmer-Schlumpf said on Jan. 27 that the government will work with the U.S. to save the deal. Also at risk is the deferred prosecution agreement that UBS signed in February 2009 to avoid criminal charges, she said. A criminal prosecution in the U.S. could lead to the bank’s insolvency and endanger the Swiss economy, the government said. “UBS for sure has the biggest potential, but it also implies the biggest risk,” said Raoul Paglia , who helps manage about $80 billion at BSI SA in Lugano, Switzerland, and added more UBS shares than those of Credit Suisse to his Swiss equities fund at the end of last year. “The U.S. issue needs to be solved if we want to see UBS recover,” he said. “But once that’s out of the way, the stock has upside potential of almost 50 percent. So it’s worth it.” ‘Show Me First’ Of the 30 analysts who issued a recommendation on UBS over the past three months, only 30 percent advised buying the shares, compared with 70 percent for Credit Suisse, data compiled by Bloomberg show. “This distrust by analysts and the markets is explained by the fact that they took a lot of hits,” Banque Syz’s Bendahan said. “ Historically everyone loved UBS. Now people like Gruebel’s team but have a tendency to say, ‘Show me first. Show me that the restructuring is working.’” JPMorgan Chase & Co. analysts, led by Kian Abouhossein , last week raised their recommendation on UBS shares to “overweight” from “neutral,” saying the current valuation is attractive compared with their target price of 20 francs. At its current stock price of 13.88 francs investors are valuing UBS’s investment bank at almost nothing, they said. UBS last month appointed Rajeev Misra and Dimitri Psyllidis , who previously worked for Deutsche Bank and Merrill Lynch & Co., respectively, to co-run the debt-trading unit. That division was responsible for the majority of the $57.3 billion in losses UBS amassed in the credit crisis. Debt Trading Credit Suisse, which got 88 percent of its pretax profit in the first nine months of 2009 from its investment bank, may be harder hit if global securities revenue falls this year. Sanford C. Bernstein analysts, including Dirk Hoffmann-Becking , forecast that fixed-income revenue globally may drop about 30 percent this year from 2009 as increased competition shrinks the gap between bid and offer prices. Credit Suisse got about 36 percent of its total revenue from the debt-trading unit in the first nine months of 2009. UBS’s fixed-income unit had its first positive revenue in the third quarter of 2009 after eight quarters of losses, as the bank brought in 200 new hires. It missed out on a credit market rally in the first half of the year. “Overall it’s going to be hard for Credit Suisse to boost profits,” KBW’s Clark said. “UBS is clearly in the middle of a challenging turnaround, but then it’s got a capable management, which has delivered a challenging turnaround before. Back in 2004 Credit Suisse’s investment bank was a bit of an also-ran, and yet in a couple of years it was turned around to a credible leading player.” To contact the reporter on this story: Elena Logutenkova in Zurich at elogutenkova@bloomberg.net