Swiss Life Select

What Swiss Life Select does

Swiss Life Select Schweiz AG is a Swiss independent (ungebundene) financial advisory firm and wholly-owned subsidiary of Swiss Life Group, headquartered in Zug, Switzerland, and founded in 2008. The firm serves more than 350,000 private households across Switzerland with holistic financial planning, operating through a distribution network of approximately 900 financial advisors functioning as independent entrepreneurs within the company, supported by 20 branches plus five representative offices spanning all Swiss language regions (German, French, Italian) and an additional market presence in Liechtenstein. The offering is organized around a six-pillar advisory framework covering property and asset protection (Sach- und Vermögenssicherung), health insurance (Gesundheitsvorsorge), retirement provision (Altersvorsorge), home and property (Haus & Wohnen), wealth accumulation (Vermögensaufbau), and wealth diversification (Vermögensstreuung), packaged for retail customers as bundled Sorglos-Pakete in insurance, pension, and investment categories.

The technology stack centers on a proprietary SLS Finance client portal (sls-finance.swisslife-select.ch) and integrates with group-level platforms SwissFEX for mortgage intermediation and Immopulse for real estate services, both Swiss Life subsidiaries. The advisory process is operationalized through a Ganzheitliche Analyse (holistic financial analysis) and a lifelong FinanceCoaching program, with the digital investment solution Smart Money Invest extending the offering into direct investment products. Demand generation is supported by a public seminar program (Impulsseminare), a content-marketing blog, and standard web analytics tooling (Adobe Analytics, Hotjar); no proprietary AI/ML capabilities are described in the source material.

Swiss Life Select's revenue model is commission-based: the firm earns advisory fees and trailing commissions from partner insurers (Helvetia, Zurich, Generali, Sanitas, CSS, Helsana, Swiss Life, Pax) and financial institutions (Pictet, JSS, BZP, LPZ) for products distributed through the advisor network, supplemented by fees from mortgage intermediation and real estate services. Go-to-market is sales-led and relationship-driven, with free initial consultations as the primary demand-generation mechanism and no publicly disclosed pricing for advisory services.

Name

Swiss Life Select

Legal name

Swiss Life Select Schweiz AG

Website

https://swisslife-select.ch

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

51–100 employees

Short description

Swiss Life Select Schweiz AG is a Swiss independent financial advisory firm and wholly-owned subsidiary of Swiss Life Group, providing holistic financial planning to 350,000+ private households across Switzerland through a network of approximately 900 advisors across 20 branches.

Ownership category

akta.pro rank

Product category

Financial Advisory Services

NAICS

Insurance Agencies and Brokerages (52421), Portfolio Management and Investment Advice (523940), Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Insurance Agents, Brokers & Service (6411), Investment Advice (6282), Loan Brokers (6163)

akta.pro primary industry

Private Wealth Planning (Tax, Estate & Succession) (FSAAABAE)

Keywords

• Financial advisory
• Insurance brokerage
• Retirement planning
• Wealth management
• Holistic financial planning

Headquarters

HQ city

Zug

HQ country

Switzerland

HQ region

Europe

Offices21 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Financial Advisory and Planning Services: Swiss Life Select earns revenue through advisory fees and commissions paid by its partner insurance companies and financial institutions for products (insurance, pension, investment) sold through its network of financial advisors. As an independent (ungebundene) broker, it works with carefully selected partner companies across property & casualty insurance, health insurance, life insurance, and asset management. The company also earns fees from mortgage intermediation through SwissFEX and real estate services through Immopulse.
2. Seminars and Educational Events: Swiss Life Select organizes free public seminars (Impulsseminare) covering financial planning, home buying, and retirement topics. These serve as lead-generation events that feed into advisory service revenue.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Swiss Life Select is a Swiss financial advisory and insurance brokerage firm offering holistic financial planning services to private households across all life events and life phases, from birth to retirement. Operating as an independent broker (ungebundene Vermittlerin), it distributes insurance, pension, mortgage, and investment products from carefully selected partner companies through a network of approximately 900 financial advisors at 20 branches across Switzerland.

Product overview

Swiss Life Select is a financial advisory firm and subsidiary of Swiss Life Group, operating as a platform of advisory services organized around life events and life phases. The core offering combines a holistic financial analysis (Ganzheitliche Analyse), a structured financial advisory pyramid (Beratungsansatz) with six pillars (property/asset protection, health Vorsorge, retirement/income security, wealth building, wealth diversification, home/housing), and a lifelong FinanceCoaching program. These are complemented by educational seminars (Impulsseminare), a content blog, and a customer portal (SLS Finance). The company distributes through approximately 900 financial advisors at 20 branches across Switzerland, working exclusively with selected partner companies across insurance, banking, pension, mortgage, and investment sectors.

Differentiator

Problem solved

Functional benefit

Products and services

• Ganzheitliche Analyse (Holistic Financial Analysis) A holistic financial analysis service in which personal wishes and goals are placed at the center, developing a tailored financial plan for private customers.
• Beratungsansatz (Financial Advisory Approach) Comprehensive financial advisory service covering six pillars: property and asset protection, health Vorsorge, retirement provision and income security, wealth building, wealth diversification, and home and housing.
• FinanceCoaching A lifelong financial advisory program standardized by Swiss Life Select that enables customers to progressively develop through structured stages oriented around real life events from birth to retirement.
• Sach- und Vermögenssicherung (Property & Asset Protection) Property and asset protection insurance package covering liability, vehicle, household contents, legal protection, and travel insurance, offered with a bundled 'Sorglos-Paket' through selected partner insurers.
• Gesundheitsvorsorge (Health Vorsorge) Health Vorsorge covering mandatory basic health insurance and supplementary modules including dental, alternative medicine, and hospital add-ons, with a bundled 'Sorglos-Paket' via Sanitas and partner health insurers.
• Altersvorsorge und Einkommenssicherung (Retirement & Income Security) Retirement provision and income security addressing the three-pillar Swiss pension system, including life insurance, bank pension solutions, pillar 3a products, and 'Sorglos-Paket' offerings for pension planning.
• Haus und Wohnen (Home & Housing) Home and housing financial planning including capital buildup, financing check, mortgage brokering via SwissFEX, real estate buying and selling via Immopulse, amortization, and future housing needs planning.
• Vermögensaufbau (Wealth Building) Wealth accumulation service including savings planning, investment solutions via depot banks and fund companies, and named packages: Smart Money Invest (digital investment solution) and Glücks-Paket (capital formation package for travel, education, or early retirement).
• Vermögensstreuung (Wealth Diversification) Wealth diversification and distribution service focused on diversified, profit-oriented asset allocation for financial independence and intergenerational wealth transfer.
• Impulsseminare (Public Seminars) Educational seminar program covering financial perspectives, careers, home ownership, and pension planning, conducted across Switzerland with over 600 participants at more than 30 seminars annually.

Quantifiable outcome

• 98% customer satisfaction based on 21,468 eKomi reviews
• +2 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

26 partnerships are on record, tiered core and minor.

• Swiss Life GroupcoreStrategic or Co-development PartnerSwiss Life Select is a wholly owned subsidiary of Swiss Life Group, one of Switzerland's largest life insurance and financial services companies (founded 1857). Swiss Life Select benefits from the parent company's brand, products, and infrastructure, including the SwissFEX mortgage platform and Immopulse real estate services.
• Helvetia (insurance)coreChannel Partner/ Reseller/ DistributorHelvetia is listed as a partner insurance company for property & casualty insurance products (casco/vehicle insurance). Swiss Life Select acts as an independent intermediary (ungebundene Vermittlerin) recommending Helvetia products alongside other partner insurers.
• Smile (insurance)minorChannel Partner/ Reseller/ DistributorSmile is a partner insurance company for casco/vehicle insurance products. Swiss Life Select distributes Smile insurance products as part of its independent advisory offering.
• Zurich Insurance GroupcoreChannel Partner/ Reseller/ DistributorZurich is a partner for casco/vehicle insurance and also for life insurance and retirement solutions. Swiss Life Select distributes Zurich products as an independent intermediary.
• Generali (insurance)coreChannel Partner/ Reseller/ DistributorGenerali is listed as a partner for casco/vehicle insurance and for life insurance (Lebensversicherung) products. Swiss Life Select distributes Generali products as part of its independent advisory network.
• Orion (legal protection insurance)minorChannel Partner/ Reseller/ DistributorOrion is a partner for legal protection insurance (Rechtsschutzversicherung) products. Swiss Life Select distributes Orion products as part of its bundled insurance advisory services.
• Protekta (legal protection insurance)minorChannel Partner/ Reseller/ DistributorProtekta is a partner for legal protection insurance products distributed by Swiss Life Select.
• Fortuna (legal protection insurance)minorChannel Partner/ Reseller/ DistributorFortuna is a partner for legal protection insurance products distributed by Swiss Life Select.
• ERV (Europäische Reiseversicherung)minorChannel Partner/ Reseller/ DistributorERV is a partner for travel insurance products. Swiss Life Select offers ERV travel insurance as part of its Sach- und Vermögenssicherung advisory services.
• Calingo (pet insurance)minorChannel Partner/ Reseller/ DistributorCalingo is a partner for pet insurance products distributed by Swiss Life Select.
• Epona (pet insurance)minorChannel Partner/ Reseller/ DistributorEpona is a partner for pet/tier insurance products offered through Swiss Life Select's advisory services.
• SanitascoreChannel Partner/ Reseller/ DistributorSanitas is a health insurance partner for health care advisory (Gesundheitsvorsorge). Swiss Life Select has a special 'Sorglos-Paket' with Sanitas offering customers particular advantages. Sanitas products are distributed through Swiss Life Select's independent advisory network.
• CSS (health insurance)coreChannel Partner/ Reseller/ DistributorCSS is a health insurance partner for health care advisory services. Swiss Life Select distributes CSS health insurance products as part of its independent advisory offering.
• Helsana (health insurance)coreChannel Partner/ Reseller/ DistributorHelsana is a health insurance partner for health care advisory (Gesundheitsvorsorge). Swiss Life Select distributes Helsana products as an independent intermediary.
• Assura (health insurance)minorChannel Partner/ Reseller/ DistributorAssura is a health insurance partner listed for health care advisory products distributed by Swiss Life Select.
• Swiss Life (parent — life insurance)coreChannel Partner/ Reseller/ DistributorSwiss Life (parent company) is a partner for life insurance and retirement solutions. Swiss Life Select distributes Swiss Life life insurance products as part of its comprehensive advisory offering.
• Pax (Swiss cooperative life insurance)minorChannel Partner/ Reseller/ DistributorPax is a partner for life insurance products distributed through Swiss Life Select's advisory services.
• LPZ (bank pension solutions)coreChannel Partner/ Reseller/ DistributorLPZ (Libera Pensione Prevkad) is a partner for bank pension solutions (Bankvorsorge) including pillar 3a products. Swiss Life Select distributes LPZ products as part of its retirement advisory offering.
• Pictet (asset management / pillar 3a)coreChannel Partner/ Reseller/ DistributorPictet is a partner for pillar 3a bank pension solutions and asset management products. Swiss Life Select offers Pictet products as part of its retirement and wealth building advisory.
• JSS (Julius Baer custom investing)minorChannel Partner/ Reseller/ DistributorJSS (Julius Baer custom investing approach) is a partner for pillar 3a and wealth management solutions distributed through Swiss Life Select.
• UVGZ / UVG (Swiss accident insurance)Channel Partner/ Reseller/ DistributorUVGZ and UVG are partners for pillar 3a and accident insurance solutions (Bankvorsorge category) distributed by Swiss Life Select.
• SwissFEXcoreTechnology or IntegrationSwissFEX is a Swiss Life Group subsidiary and mortgage intermediation platform connecting Swiss Life Select's clients with multiple financing partner companies. SwissFEX enables unbiased comparison and selection of mortgage solutions.
• ImmopulsecoreTechnology or IntegrationImmopulse is a Swiss Life real estate service used by Swiss Life Select for property buying and selling advisory (Haus und Wohnen). It is integrated into Swiss Life Select's property advisory services.
• Fondsgesellschaft (fund management companies)coreChannel Partner/ Reseller/ DistributorSwiss Life Select works with select fund management companies for wealth building (Vermögensaufbau) advisory, distributing fund products through its advisor network.
• BZP (depot bank)minorChannel Partner/ Reseller/ DistributorBZP is a depot bank partner for wealth building and asset management products distributed through Swiss Life Select.
• Athletes NetworkminorGTM or Marketing PartnerThe Athletes Network connects elite athletes transitioning from sports to business careers with partner companies. Swiss Life Select is a partner company of the Athletes Network and actively recruits former athletes as financial advisors, benefiting from their discipline, goal orientation, and team skills.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Raiffeisen Schweiz: Swiss cooperative banking group with ~3.7 million members and a dense branch network offering retail banking, mortgages, investment, and insurance advisory. Competes with Swiss Life Select for end-customer financial planning relationships, especially in mortgage and retirement advice.
• PostFinance: Swiss financial services provider (state-owned) offering retail banking, mortgages, investment, and pension products. Comparable in serving the same Swiss mass-affluent customer base for everyday financial planning needs.
• AXA Switzerland: One of Switzerland's largest insurance carriers (life, health, P&C) with a substantial tied agent and broker network. Competes directly with Swiss Life Select in the same Swiss retail insurance and pension market, though primarily through captive distribution.
• Baloise Group: Major Swiss insurance and financial services group offering life, P&C, and pension products with its own tied advisor network. Comparable to Swiss Life Select as a broad incumbent operating in the same Swiss retail insurance and advisory space, with overlapping product categories distributed through captive agents.
• Zurich Insurance Group (Switzerland): Swiss arm of Zurich Insurance Group, a major listed partner of Swiss Life Select for life and P&C products. Operates a broad advisory and broker network serving Swiss households, directly competing for the same financial planning wallet share.
• Migros Bank: Swiss retail bank owned by the Migros cooperative, offering mortgages, savings, and investment products. Competes for the same broad Swiss private-customer base in savings, mortgages, and basic financial planning, though with a more bank-centric product set.
• Helvetia Insurance: Swiss insurance group (and listed partner of Swiss Life Select for P&C products) offering life, P&C, and pension solutions with its own sales force. Overlaps with Swiss Life Select across product categories, customer base, and Swiss distribution footprint.

Emerging players

• True Wealth: Swiss robo-advisor offering automated, low-cost portfolio management (ETF-based) and pillar 3a solutions. Competes for the same Swiss retail wealth-building and pillar 3a wallet that Swiss Life Select addresses through Smart Money Invest and partner-distributed investment products, but at materially lower price points.
• Comparis: Swiss price-comparison and broker platform for insurance, banking, and telecom. Represents the digital-disruption alternative to traditional advisory: Comparis aggregates basic insurance products (health, motor, legal) and increasingly funnels customers directly to carriers, bypassing advisory intermediaries like Swiss Life Select.

Direct peers

• VZ Vermögenszentrum: Swiss independent financial advisor offering holistic financial planning, retirement, and investment advisory to private clients. Closest direct peer to Swiss Life Select, with a similar multi-product independent broker model serving Swiss households, though with a stronger weight on wealth management.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCznmgPYn3b1ddp3AsVMjWTg
• Facebookfacebook.com/swisslifeselectschweiz
• LinkedInch.linkedin.com/company/swiss-life-select
• Instagraminstagram.com/swisslife_select_ch

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Swiss Life Select