True Wealth
True Wealth AG is a Zurich-based, FINMA-regulated online wealth manager offering automated, ETF-based portfolio management, Pillar 3a retirement savings, and child portfolios to Swiss-domiciled individual investors. It manages over CHF 3 billion across 45,000+ clients through a low-cost, self-service digital platform.
- Company typePrivate
- Founded2013
- HeadquartersZürich, Switzerland
- Headcount11–50
- GTM typeB2C
- OfferingSoftware
What True Wealth does
True Wealth AG is a Zurich-based online wealth management platform founded in 2013 by Felix Niederer, an ETH physicist and former portfolio manager, and Oliver Herren, co-founder of Digitec Galaxus. The firm operates a fully automated, self-service robo-advisory platform that constructs and rebalances ETF-based portfolios according to modern portfolio theory, and serves individual investors domiciled in Switzerland across three core products: liquid-asset wealth management (minimum CHF 8,500), Pillar 3a retirement savings (minimum CHF 1,000), and child portfolios for ages 0-17. As of May 2026, the platform manages more than CHF 3 billion in client assets across over 45,000 relationships, making True Wealth Switzerland's largest robo-advisor.
The technology stack is differentiated by several proprietary automation features: an ETF Lookthrough that exposes the underlying securities in each ETF position, an automated pillar 3a account-staggering system that maintains up to five accounts and routes deposits to the lowest-balance account for tax-optimized withdrawals, pooling and netting algorithms that minimize transaction costs, optional currency-hedged strategies, and a customized multi-asset benchmark launched in 2026. Assets are custodied with Basellandschaftliche Kantonalbank (BLKB) and Saxo Bank (Switzerland); the platform is available in German, English, and French.
True Wealth monetizes primarily through an annual management fee of 0.25-0.50% on untied assets under management, with degressive tiering by portfolio size, plus pass-through external product costs (TER) averaging roughly 0.12% and a small foreign-exchange transaction markup of about 0.10%. Pillar 3a assets carry no management fee, generating only interest on cash holdings (0.35%) and pass-through TER. The company holds a FINMA license to manage collective assets granted in 2022 and operates an additional B2B SaaS layer, having licensed its advisory engine to BLKB's Digifolio product (2017) and Erste Group (2019).
True Wealth firmographics
Firmographics- Name
- True Wealth
- Legal name
- True Wealth AG
- Website
- https://truewealth.ch
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- True Wealth AG is a Zurich-based, FINMA-regulated online wealth manager offering automated, ETF-based portfolio management, Pillar 3a retirement savings, and child portfolios to Swiss-domiciled individual investors. It manages over CHF 3 billion across 45,000+ clients through a low-cost, self-service digital platform.
- Ownership category
- akta.pro rank
True Wealth industry classification
Industry- Product category
- Online Wealth Management
- NAICS
- Other Investment Pools and Funds (5259)
- SIC
- Finance Services (6199)
- akta.pro primary industry
- Digital/Hybrid Private Wealth (Robo-Enabled HNW Service) (FSAAABAO)
- akta.pro secondary industry
- Full-Service Retail Brokerage & Wealth Platforms (FSAAAAAA)
Keywords
Where True Wealth is headquartered
LocationHeadquarters
- HQ city
- Zürich
- HQ country
- Switzerland
- HQ region
- Europe
Offices1 record
Markets served
True Wealth business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Wealth Management Fees: Annual management fees of 0.25% to 0.50% charged on untied assets under management. Fees decrease progressively with higher asset levels (degressive pricing from 0.50% below CHF 500,000 down to 0.25% above CHF 8,000,000).
- Pillar 3a Management Fees: True Wealth does not charge any management fee for pillar 3a assets. Revenue from this segment comes from interest on cash holdings (0.35%) and external product costs (TER).
- External Product Costs (TER): Average Total Expense Ratio of approximately 0.12% per year charged by fund issuers and providers, passed through to clients. Sustainable model portfolio has average TER of 0.21%.
- FX Transaction Markups: Custodian banks offer competitive FX rates with markups as low as 0.10% over interbank rate for necessary currency transactions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Wealth Management - Degressive pricing from CHF 8,500 minimum |
| Subscription | Annual | Pillar 3a - No management fee |
| Subscription | Annual | Child Portfolio - Same fee structure as wealth management |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels6 records
True Wealth product offering
Product offeringCore offering
True Wealth provides a fully automated, ETF-based online wealth management platform for Swiss residents. Its offering combines three core products in a single integrated service: (1) Wealth Management for free assets using passively managed ETF portfolios with automated rebalancing, (2) Pillar 3a tax-advantaged retirement savings with 0% management fee and automated multi-account staggering, and (3) Child Portfolios that allow parents and family members to invest on behalf of minors. The minimum entry threshold is CHF 8,500 for wealth management and CHF 1,000 for pillar 3a and child portfolios.
Product overview
True Wealth is a Swiss online wealth management platform offering a unified product architecture with three core services: ETF-based wealth management for free assets (0.25%-0.50% fee), integrated Pillar 3a retirement savings (0.0% fee), and Child Portfolios for the next generation. The platform provides automated portfolio management, rebalancing, and tax optimization through features like E-tax statements, automatic top-up, and multi-account staggering. Supporting products include a mobile app (iOS/Android), ETF Lookthrough transparency feature, and the True Wealth Coffee Break educational video podcast. All services are built on low-cost ETF principles with full automation, targeting Swiss investors with assets starting from CHF 8,500.
Differentiator
Problem solved
Functional benefit
Products and services
- Wealth Management ETF-based online wealth management for free (untied) liquid assets of Swiss residents, offering personalized passive investment strategies, automated rebalancing, ETF Lookthrough transparency, currency hedging options, and free e-tax statements. Minimum investment CHF 8,500.
- Pillar 3a Retirement Savings Tax-advantaged Swiss pillar 3a retirement savings with 0% management fee, automatic multi-account staggering (up to five accounts) for tax-optimized staggered withdrawals, withholding tax-exempt index funds, automatic top-up feature, and up to 99% equity exposure. Minimum investment CHF 1,000.
- Child Portfolio ETF-based investment account held in the child's name for ages 0-17, with own login, automatic conversion to a standard portfolio at age 18, and the same low-cost fee structure as wealth management with consolidated parent/child volume discounts. Minimum investment CHF 1,000.
- White-label Robo-advisory SaaS B2B white-label licensing of the True Wealth automated investment management engine to partner banks. Deployed as BLKB's Digifolio (2017) and Erste Group's digital investment management solution (2019).
Quantifiable outcome
- CHF 692 million in net asset growth over 10 years after deducting all costs
- +3 more outcomes
Companies that use True Wealth
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
True Wealth technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
True Wealth partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor and core.
- YouGov SwitzerlandminorData collection for True Wealth Investor Pulse 2026 conducted in collaboration with YouGov Switzerland AG (formerly Link Marketing Services AG), headquartered in Lucerne.
- BLKB (Digifolio)minorBLKB launched Digifolio, powered by True Wealth's SaaS robo advisory solution, representing an early B2B licensing partnership.
- Basellandschaftliche Kantonalbank (BLKB)coreBLKB serves as a custodian bank for client assets with government guarantee from the canton of Basel-Landschaft. It is also the depositary bank for pillar 3a assets. BLKB holds a qualified minority shareholding in True Wealth AG.
- Saxo Bank (Switzerland) LtdcoreSaxo Bank serves as a custodian bank for client assets with Swiss banking license and deposit protection up to CHF 100,000.
Scale indicators7 records
Recent moves11 records
Expansion highlights6 records
True Wealth competitors and assessment
Company assessmentDirect peers
- Swissquote: Swiss online bank and broker that operates a robo-advisory offering in Switzerland. True Wealth surpassed Swissquote's robo-advisor in 2019 to become Switzerland's largest by AUM, making it the most direct head-to-head competitor.
- Selma Finance: Swiss digital wealth management platform offering ETF-based investment plans with a hybrid robo-advisor + human advisor model. Targets a similar affluent Swiss retail segment with comparable fee structure and self-service onboarding.
- VIAC: Swiss low-cost digital pillar 3a and wealth management platform operated by the Geneva-based Vita Invest AG. Competes directly with True Wealth's pillar 3a offering on price and simplicity within the Swiss retirement savings market.
- Finpension: Swiss fintech specializing in low-cost pillar 3a, pillar 2 (vested benefits), and free-asset wealth management. Direct competitor in the same Swiss digital retirement and wealth management niche with similar product-led growth approach.
Broad incumbents
- Betterment: US-headquartered robo-advisor and digital wealth platform. Comparable automated portfolio management offering and fee structure, serving as a benchmark for category economics and product roadmap even though not a direct geographic competitor.
- Wealthfront: One of the original US robo-advisors offering automated ETF portfolio management at scale. Comparable in business model and product architecture (passive ETF portfolios, automated rebalancing, low fees) but operates in a much larger US market.
- Charles Schwab (Intelligent Portfolios): Large US brokerage incumbent offering automated ETF portfolios under its Intelligent Portfolios brand. Comparable automated passive-ETF wealth offering bundled within a much larger incumbent brokerage, illustrating the incumbent-plus-robo convergence path.
Regional players
- Scalable Capital: Munich-based European robo-advisor and broker offering ETF-based managed portfolios across Germany and other EU markets. Comparable passive-ETF automated wealth management model serving retail investors in neighboring European markets.
- Nutmeg: UK-based digital wealth manager offering managed ETF portfolios with both fully managed and 'smart alpha' styles. Similar category, fee band, and product-led growth motion, primarily serving UK retail investors.
- Moneyfarm: Italy/UK-headquartered digital wealth manager offering ETF-based managed portfolios and pensions. Comparable robo-advisor product architecture and target affluent retail segment in European markets adjacent to Switzerland.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
True Wealth social profiles
Digital presenceTrue Wealth compliance and trust
Trust signalCompliance2 records
True Wealth financial estimates
Financial estimateRevenue estimate
Valuation estimate
True Wealth leadership team
Management profileNumber of profiles
Profiles6 records
True Wealth funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
True Wealth 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 True Wealth
What does True Wealth do?
True Wealth provides a fully automated, ETF-based online wealth management platform for Swiss residents. Its offering combines three core products in a single integrated service: (1) Wealth Management for free assets using passively managed ETF portfolios with automated rebalancing, (2) Pillar 3a tax-advantaged retirement savings with 0% management fee and automated multi-account staggering, and (3) Child Portfolios that allow parents and family members to invest on behalf of minors. The minimum entry threshold is CHF 8,500 for wealth management and CHF 1,000 for pillar 3a and child portfolios.
Is True Wealth a public or private company?
True Wealth is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was True Wealth founded?
True Wealth was founded in 2013. It employs 11 to 50 people.
Where is True Wealth based?
True Wealth is headquartered in Zürich, Switzerland, in the Europe region.
How does True Wealth make money?
Four revenue lines are on record. Wealth Management Fees are the primary driver. The others are pillar 3a Management Fees, external Product Costs (TER) and FX Transaction Markups.
Who are True Wealth's main competitors?
Direct peers on record are Swissquote, Selma Finance, VIAC and Finpension. Broad incumbents are Betterment, Wealthfront and Charles Schwab (Intelligent Portfolios). Regional players are Scalable Capital, Nutmeg and Moneyfarm.
Does True Wealth have an API?
No public API is recorded for True Wealth.
What industry is True Wealth in?
True Wealth's product category is Online Wealth Management. Its primary akta.pro industry code is FSAAABAO, Digital/Hybrid Private Wealth (Robo-Enabled HNW Service), with a secondary code of FSAAAAAA, Full-Service Retail Brokerage & Wealth Platforms. Its NAICS code is 5259 and its SIC code is 6199.