Switzerland aims to position itself as a FinTech hub though, where location is a huge issue due to regulation. E.g. if you're based in the EU you a 'passport' which lets you use your banking license in other markets; in Switzerland you don't.

In general the FinTech market is not (yet) cross-border friendly which is why the current prime startups here are either high-margin insurance brokers or our friends in the cryptovalley.