Selma Finance
Selma Finance is a Zürich-based, FINMA-authorized digital wealth manager offering AI-assisted, chat-based investment management to Swiss retail clients via globally diversified ETF portfolios, tiered AUM fees (0.42–0.68%), and pillar 3a integration, serving 15,000+ customers with ~CHF 200M in AUM.
- Company typePrivate
- Founded2017
- HeadquartersZürich, Switzerland
- Headcount11–50
- GTM typeB2C
- OfferingSoftware
What Selma Finance does
Selma Finance AG is a Zürich-based, FINMA-authorized digital wealth manager that operates a chat-first, AI-assisted investment platform targeting individual Swiss residents. Founded in 2017, the company serves 15,000+ clients with ~CHF 200 million in assets under management, offering globally diversified ETF portfolios, automated rebalancing, pillar 3a integration via VZ Vermögenszentrum, and custody with partner banks including Saxo Bank Switzerland. The core product is delivered through a self-serve web app and native iOS/Android applications, with ~70% of investors funding accounts via monthly standing-order savings plans.
The product surface has expanded from automated portfolio management into broader financial advisory. Selma AI, launched in 2024 and described as Switzerland's first AI-powered financial advisor, wraps OpenAI's ChatGPT behind a domain-specific conversational layer that processes pseudonymised user financial data. Recent additions include Selma Family (pooled-asset pricing, Dec 2025), an optional crypto allocation via iShares IBIT and ETHA ETFs (2026), and an automated e-Tax statement (from 2026). The company is also localized for French-speaking Romandy.
Selma monetizes through tiered AUM-based fees ranging from 0.68% annually on balances under CHF 50,000 to 0.42% on balances above CHF 500,000, with underlying ETF total expense ratios averaging ~0.22%. All-in costs of roughly 0.64% are positioned against traditional bank pricing of 1.5–2.17%. Go-to-market is product-led self-serve complemented by a referral program (CHF 34 per referral), a partner network with Swiss finance influencers (Femmeinvest, Schwiizerfranke, MissFinance), a community contributor program with an open roadmap, and a 550+ investor crowdinvesting base. Funding to date totals approximately CHF 11.3M in equity (CHF 3.5M Series A in 2021, CHF 7M extension in 2022, CHF 1.3M crowd in 2023) plus a USD ~2.07M Republic round in 2024 and an undisclosed six-figure round from Unita Capital Group at end-2025.
Selma Finance firmographics
Firmographics- Name
- Selma Finance
- Legal name
- Selma Finance AG
- Website
- https://selma.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Selma Finance is a Zürich-based, FINMA-authorized digital wealth manager offering AI-assisted, chat-based investment management to Swiss retail clients via globally diversified ETF portfolios, tiered AUM fees (0.42–0.68%), and pillar 3a integration, serving 15,000+ customers with ~CHF 200M in AUM.
- Ownership category
- akta.pro rank
Selma Finance industry classification
Industry- Product category
- Digital Wealth Management
- NAICS
- Portfolio Management and Investment Advice (523940), Securities, Commodity Contracts, and Other Financial Investments and Related Activities (523)
- SIC
- Investment Advice (6282)
- akta.pro primary industry
- Digital Brokerage & Self-Directed Investing Platforms (FSAGAEAC)
- akta.pro secondary industry
- Financial Planning & Goals-Based Advice (Mass Affluent) (FSAAAAAF)
Keywords
Where Selma Finance is headquartered
LocationHeadquarters
- HQ city
- Zürich
- HQ country
- Switzerland
- HQ region
- Europe
Offices2 records
Markets served
Selma Finance business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Asset Under Management (AUM) Fees: Selma charges a tiered annual percentage fee on total invested assets. Fees range from 0.68% (under 50,000 CHF) down to 0.42% (over 500,000 CHF). Additional product costs average 0.22% per year for underlying ETFs. The fee covers all trading and bank costs, Swiss tax statements, 24/7 monitoring, and expert support.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Under 50,000 CHF: 0.68% annual fee |
| Subscription | Annual | 50,000 – 150,000 CHF: 0.55% annual fee |
| Subscription | Annual | 150,000 – 500,000 CHF: 0.47% annual fee |
| Subscription | Annual | Over 500,000 CHF: 0.42% annual fee |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels8 records
Selma Finance product offering
Product offeringCore offering
Selma Finance operates an AI-powered digital wealth management platform that builds and manages globally diversified ETF portfolios for Swiss residents. Users sign up, chat with Selma AI about their financial situation, and receive a personalized investment plan within minutes, with automated rebalancing, continuous monitoring, and access to human financial planners.
Product overview
Selma Finance is a Swiss digital wealth management platform offering a unified product portfolio centred on AI-powered investment advisory and automated portfolio management. The core platform provides personalised investment planning through a chat-based interface, enabling users to build globally diversified ETF portfolios. Key products include the Selma Mobile App (iOS/Android), Wealth Management, Retirement Planning, Pillar 3a Investments, and Monthly Savings Plans. Add-on modules include Selma AI (conversational AI financial advisor), Selma Family (pooled fee optimization), Crypto Investment Preference (optional crypto allocation via ETFs), e-Tax Statement (automated Swiss tax reporting), and a Referral Program. All services are integrated within a single platform with shared account management and fee structures based on total invested assets.
Differentiator
Problem solved
Functional benefit
Products and services
- Build Your Wealth (Investing) Core investment service for individual Swiss residents to build long-term wealth through globally diversified ETF portfolios with automatic rebalancing, monthly savings plans, and pillar 3a integration.
- Wealth Management Professional portfolio management service for individuals seeking a 360-degree view of investments, with automatic rebalancing, active risk management, and holistic financial planning.
- Retirement Planning Specialised investment service for retirees and those approaching retirement, focusing on stability, capital preservation, and sustainable withdrawal strategies for pension fund lump sums.
- Pillar 3a Investments Swiss tax-friendly retirement savings solution through partnership with VZ Vermögenszentrum, allowing investment of pillar 3a funds with up to 97% in stocks and sustainability-focused options.
- Selma AI AI-powered financial advisor that guides users through their financial journey via conversational interface, providing personalized tips, analyses, and answers to financial questions using OpenAI (ChatGPT) with pseudonymised data.
- Selma Mobile App Native iOS and Android mobile application for managing investments on the go, including AI-powered financial advice, portfolio monitoring, and access to all wealth management features.
Quantifiable outcome
- Ranked #1 in KGeld 2026 comparison with 4.9% average net return and 0.64% total costs for CHF 500,000 investment, resulting in CHF 24,950 annual wealth increase vs CHF 8,350 for worst-performing bank
- +2 more outcomes
Companies that use Selma Finance
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles3 records
Selma Finance technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability3 records
Feature5 records
Selma Finance partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- Saxo Bank (Switzerland)corePartner bank providing custody services for client assets. Money is stored at personal bank accounts with partner banks including Saxo Bank Switzerland and VZ Vermögenszentrum.
- VZ VermögenszentrumcorePartner for pillar 3a investments and pension services. VZ Vorsorgestiftung is described as Switzerland's established expert in pension and tax matters. Provides secure pillar 3a accounts and low-cost investment products.
Scale indicators10 records
Recent moves7 records
Expansion highlights6 records
Selma Finance competitors and assessment
Company assessmentMarket position
Competitive moat6 records
Customer concentration
Selma Finance social profiles
Digital presenceSelma Finance compliance and trust
Trust signalCompliance3 records
Selma Finance financial estimates
Financial estimateRevenue estimate
Valuation estimate
Selma Finance leadership team
Management profileNumber of profiles
Profiles9 records
Selma Finance funding detail
Funding detailFunding overview
Funding rounds7 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Selma Finance M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Selma Finance
What does Selma Finance do?
Selma Finance operates an AI-powered digital wealth management platform that builds and manages globally diversified ETF portfolios for Swiss residents. Users sign up, chat with Selma AI about their financial situation, and receive a personalized investment plan within minutes, with automated rebalancing, continuous monitoring, and access to human financial planners.
Is Selma Finance a public or private company?
Selma Finance is a private company. It is classified as venture growth investor backed and is currently operating.
When was Selma Finance founded?
Selma Finance was founded in 2017. It employs 11 to 50 people.
Where is Selma Finance based?
Selma Finance is headquartered in Zürich, Switzerland, in the Europe region.
How does Selma Finance make money?
One revenue line is on record: asset Under Management (AUM) Fees.
Does Selma Finance have an API?
No public API is recorded for Selma Finance.
What industry is Selma Finance in?
Selma Finance's product category is Digital Wealth Management. Its primary akta.pro industry code is FSAGAEAC, Digital Brokerage & Self-Directed Investing Platforms, with a secondary code of FSAAAAAF, Financial Planning & Goals-Based Advice (Mass Affluent). Its NAICS code is 523940 and its SIC code is 6282.