SMGV Schweizerischer Maler- und Gipserunternehmer-Verband

What SMGV Schweizerischer Maler- und Gipserunternehmer-Verband does

SMGV Schweizerischer Maler- und Gipserunternehmer-Verband (Swiss Association of Painting and Plastering Entrepreneurs) is a privately held professional and employer association founded on May 31, 1908, headquartered at Oberwiesenstrasse 2 in Wallisellen, Switzerland. The association represents approximately 1,900 painting and plastering businesses (Maler- und Gipserbetriebe) across German-speaking, French-speaking, and Italian-speaking Switzerland plus Canton Jura, organized through 34 regional associations. Its mission centers on collective labor agreement (GAV) negotiation and enforcement, Schwarzarbeit (illegal work) oversight via the Zentrale Paritätische Berufskommission (ZPBK), political representation (Politik), and the operation of the Bildungszentrum training center in Wallisellen, which delivers more than 80 courses annually to over 4,500 participants across painter and plasterer vocational tracks.

The association operates a multi-platform digital ecosystem built around the mySMGV member portal (wage structure surveys, payroll declarations, legal services), the Applica trade magazine (print and E-Paper, plus Applica Plus premium subscription), the Appliform creative portal for customer-matching of vetted contractors, and diekreativenambau.ch, a gamified apprenticeship recruitment platform. Supporting platforms include the SMGV online shop for professional materials and workwear, a Stellen- und Marktbörse job portal, and the Nachfolge-Navigator succession planning platform developed with partner Consulta AG. The technology stack integrates Google Analytics for web measurement and DeepL for translation services, with AI text generation applied to website content and AI image generation used in the Shop and Appliform platforms. Proprietary brands include SMGV, mySMGV, Applica, and Appliform. Training delivery is supported through partnerships with the Berufsbildungsfonds (BBF) vocational training fund, GIMAFONDS financial aid program, and Swiss cantonal vocational schools, with the plastering school operating under a performance contract with Canton Zurich.

SMGV's revenue model combines recurring membership dues from approximately 1,900 member firms, fee-based training and continuing education courses (including Art. 32 BBV catch-up training at CHF 2,690 per inter-company course), subscription revenue from Applica and Applica Plus, online shop sales (members receive 30-day net invoice terms versus prepayment for non-members), premium-priced advisory services, and member-exclusive packages such as the CHF 1,700 succession planning offering valued at CHF 4,245. Commercial GTM operates through direct member sales supported by regional associations and event-driven engagement (diploma ceremonies, Jahresdelegiertenversammlung, parliamentary events). The association is supported by a layered partner sponsorship structure with 12 Magnum-tier firms including Knauf, Saint-Gobain (Rigips and Weber), Akzo Nobel Coatings, Caparol, Brillux Schweiz, Bosshard-Farben, Protektor, Dold, RUCO, Karl Bubenhofer, and AESTICO, plus Core-tier partners including Hilti, BASWA acoustic, Fixit, and Flumroc. Technology integrations include Abacus for construction-trade business management software and DACHCOM for website implementation.

Name

SMGV Schweizerischer Maler- und Gipserunternehmer-Verband

Legal name

Schweizerischer Maler- und Gipserunternehmer-Verband SMGV

Website

https://smgv.ch

Company type

Private

Founded year

1908

Operating status

Operating

Short description

SMGV Schweizerischer Maler- und Gipserunternehmer-Verband (Schweizerischer Maler- und Gipserunternehmer-Verband) is the Swiss national employer association for approximately 1,900 painting and plastering businesses across the German, French, and Italian-speaking regions plus Canton Jura, providing GAV negotiation, vocational training through its Wallisellen Bildungszentrum, legal advisory, digital member platforms (mySMGV, Appliform, Applica), and supplier-partner programs.

Ownership category

akta.pro rank

Headquarters

HQ city

Wallisellen

HQ country

Switzerland

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership Dues: Recurring annual fees from member painting and plastering businesses. Members receive exclusive access to legal consultation, salary surveys, technical support, and member-only pricing on training and shop products.
2. Training and Continuing Education Courses: Fees charged for professional development courses including apprenticeship preparation, inter-company courses, catch-up training (Art. 32 BBV), and career-oriented continuing education programs. Location: Wallisellen.
3. Advisory and Expert Services: Fee-based technical, legal, business economics, and expert referral services, including expert placement for non-members.
4. Applica Magazine Subscriptions: Paid subscriptions for the Applica trade magazine, including the premium Applica Plus edition.
5. Online Shop: Sale of professional materials, tools, workwear, and reference materials. Members receive preferential pricing and payment terms (30-day net invoice); non-members pay in advance.
6. Succession Planning Package: Exclusive member benefit package valued at CHF 4,245 offered for CHF 1,700 to member companies, including business valuation, individual consultation, Nachfolge-Navigator access, and Applica advertising placement.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

SMGV is the national employer and trade association for the Swiss painting and plastering trades. It provides member businesses with vocational training and continuing education at its Bildungszentrum in Wallisellen, technical and legal advisory services, collective bargaining (GAV) management, an online shop for trade supplies, the Applica trade magazine, the mySMGV member portal, and the Appliform customer-matching platform.

Product overview

SMGV operates a multi-platform digital ecosystem for the Swiss painting and plastering industry. The core offering consists of the mySMGV member portal (for wage surveys, salary declarations, and member services), the Applica trade publication available as E-Paper and premium Plus subscription, the Appliform creative portal featuring a business directory and expert matching, the diekreativenambau recruitment platform, and the Bildungszentrum training center. Additional services include an online Shop and a job portal. The association represents approximately 1,900 member businesses across German, French, and Italian-speaking Switzerland through 34 regional associations.

Differentiator

Problem solved

Functional benefit

Brands

• mySMGV: Member portal platform for painters and plasterers
• Applica
• Appliform
• diekreativenambau
• BBF - Berufsbildungsfonds
• SMGV-Fachverlag

Products and services

• mySMGV Portal Member-only digital platform providing access to wage structure surveys, payroll declarations, legal consultation interfaces, and exclusive member services for SMGV member painting and plastering businesses.
• SMGV Bildungszentrum (Training Center) Physical training center in Wallisellen offering initial vocational training, professional exams, advanced training, and continuing education for painters and plasterers; delivers over 80 courses annually to more than 4,500 participants.
• Applica E-Paper Digital edition of the SMGV trade publication covering technique, policy, training, and market information for the painting and plastering trades, available as electronic paper to members and subscribers.
• Applica Plus Premium subscription tier of the Applica trade publication offering enhanced content for members and subscribers seeking deeper coverage of the painting and plastering trades.
• Appliform Digital creative portal for painters and plasterers featuring a business directory, expert referral/matching service, and the Swiss Prize for Plaster and Paint competition. Used by property owners, architects, and facility managers to find SMGV member painting and plastering companies.
• diekreativenambau.ch Apprenticeship recruitment and youth engagement platform for the painting and plastering trades, featuring a gamified experience with public high-score leaderboard and apprenticeship listings targeted at young people.
• SMGV Online Shop Online shop selling professional supplies, work clothing, training materials, and trade-specific tools to members (with 30-day net invoice terms) and non-members (advance payment), with shipping across Swiss addresses.
• Stellen- und Marktbörse Job and market exchange portal for posting and finding job vacancies and market advertisements in the Swiss painting and plastering industry.
• Technical Advisory Services Technical consulting service covering norms, dimensions (Normen/Ausmass), technical data sheets (Merkblätter/Fachinformationen), and maintenance instructions (Instandhaltungsanleitungen) for member painting and plastering firms.
• Legal Advisory and Expert Referral Services Legal consultation and expert referral service (Expertenvermittlung) for members, including expert placement for non-members; also covers GAV management, political advocacy, Schwarzarbeit enforcement, and ZPBK coordination.
• Nachfolge-Navigator (Succession Planning Platform) Online succession-planning platform offered in partnership with Consulta AG, enabling business owners to list companies for sale and access educational content on 12 categories of succession; bundled into a member-exclusive package valued at CHF 4,245 offered at CHF 1,700.
• Catch-Up Training (Nachholbildung Art. 32 BBV) Federally regulated catch-up vocational training program enabling adults to obtain the CFC/EFZ painter qualification; includes inter-company courses (CHF 2,690 per course), cantonal school fees covered by residence canton, and GIMAFONDS subsidies up to CHF 6,000.

Quantifiable outcome

• Over 4,500 training participants annually across 80+ courses
• +2 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability4 records

Feature6 records

Partnerships

22 partnerships are on record, tiered flagship, core and minor.

• AESTICO AGflagshipGTM or Marketing PartnerMagnum-tier partner of SMGV. Receives maximum visibility in SMGV media, privileged event access, and priority positioning in the sector.
• Akzo Nobel Coatings AGflagshipGTM or Marketing PartnerMagnum-tier partner. Receives maximum brand presence in SMGV media and at SMGV events.
• Bosshard-Farben AGflagshipGTM or Marketing PartnerMagnum-tier partner. Maximum visibility and privileged access to SMGV events and member communications.
• Brillux Schweiz AGflagshipGTM or Marketing PartnerMagnum-tier partner with maximum presence in SMGV media and events.
• CaparolflagshipGTM or Marketing PartnerMagnum-tier partner. Premium positioning in SMGV media, events, and member-facing channels.
• DoldflagshipGTM or Marketing PartnerMagnum-tier partner of SMGV.
• Karl Bubenhofer AGflagshipGTM or Marketing PartnerMagnum-tier partner (KABE paints). Premium partner visibility in SMGV communications.
• KnaufflagshipGTM or Marketing PartnerMagnum-tier partner of SMGV.
• ProtektorflagshipGTM or Marketing PartnerMagnum-tier partner of SMGV.
• Rigips Saint-GobainflagshipGTM or Marketing PartnerMagnum-tier partner of SMGV.
• RUCO Lacke und FarbenflagshipGTM or Marketing PartnerMagnum-tier partner of SMGV.
• Weber (Saint-Gobain Weber)flagshipGTM or Marketing PartnerMagnum-tier partner of SMGV.
• HilticoreGTM or Marketing PartnerMedium-tier partner of SMGV. Significant brand presence in SMGV media.
• BASWA acousticcoreGTM or Marketing PartnerMedium-tier partner of SMGV.
• Fixit AGcoreGTM or Marketing PartnerMedium-tier partner of SMGV.
• FlumroccoreGTM or Marketing PartnerMedium-tier partner of SMGV.
• AbacuscoreTechnology or IntegrationBasic-tier partner. Abacus provides business management software specifically designed for the construction trades including painters and plasterers.
• DACHCOMcoreTechnology or IntegrationResponsible for the conception, design, and technical implementation of the SMGV website. Website development partner.
• Consulta AGflagshipStrategic or Co-development PartnerOfficial succession planning partner of SMGV. Specializes in SME business succession. Has supported over 400 individuals with succession planning, particularly craft businesses. Offers the Nachfolge-Navigator platform for business sales and provides exclusive member packages.
• GIMAFONDScoreOthersTraining fund covering course fees up to CHF 6,000 after qualification procedures plus salary compensation for eligible catch-up training participants.
• Swiss Cantonal Vocational SchoolscoreStrategic or Co-development PartnerPartnership with cantonal vocational schools for the delivery of apprenticeship theoretical training for painters and plasterers. The plastering school in Wallisellen operates under a performance contract with the canton of Zurich.
• RoadCross SuisseminorOthersRoad safety foundation that conducts annual prevention events at the plastering school, educating apprentices about road accident risks.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• suissetec: Swiss-Asian Sanitary, Heating and Air-Conditioning Association. Comparable as another large Swiss building-trades umbrella running its own Bildungszentrum, vocational training, GAV enforcement, and a multi-regional member association model.
• Gebäudehülle Schweiz (formerly SVDW): Swiss Building Envelope Association (roofers, facade builders, waterproofers). Closely comparable to SMGV as an adjacent construction-trade association with overlapping membership profiles (plasterers often work with building-envelope contractors) and similar member service structure.
• UNIEP (Union Européenne des Entrepreneurs Peintres): European Painters and Decorators Contractors Association. Comparable as the European-level employer/contractor umbrella for the painting trade, providing cross-border benchmarking, training standards, and political representation for national painter associations like SMGV.
• AM Suisse: Swiss Metalworkers and Locksmiths Association. Directly comparable as a national Swiss craft-trade association with apprenticeship training, regional chapters, GAV role, and member portal/services structure very similar to SMGV.
• Schweizerischer Verband der Strassen- und Tiefbauunternehmer (SVI): Swiss Road and Civil Engineering Contractors Association. Comparable as another Swiss construction-trade employer association with similar GAV, apprenticeship, and political-representation functions for a related construction-trade vertical.
• Holzbau Schweiz: Swiss Carpentry and Timber Construction Trade Association. Directly comparable to SMGV as a national Swiss craft-trade employer association representing carpenters, providing apprenticeship/master training, GAV management, and regional chapters.
• Schweizerischer Baumeisterverband (SBV / SSIC): Swiss Builders and Civil Engineering Contractors Association — the equivalent national umbrella for general contractors and masons. Most directly comparable to SMGV as a Swiss construction-trade employer association with GAV negotiation, training centers, regional chapters, and political lobbying.

Regional players

• PDCA (Painting and Decorating Contractors of America): US national painting and decorating contractors association. Comparable as a national trade association for painters offering training/certification, technical standards, and member business services — relevant international benchmark for SMGV's US counterpart.
• Maler- und Lackiererinnung (German painters guild network): German guild network for painters and lacquerers. Comparable as a cross-border painters trade association with master craftsman examination, apprenticeship coordination, and Schwarzarbeit enforcement — relevant DACH-region comparable even though not active in Switzerland.

Others

• SBFI / BBT (State Secretariat for Education, Research and Innovation): Swiss federal authority overseeing vocational education (Berufsbildung) including painter/plasterer apprenticeships. Adjacent enabler rather than peer — relevant because SMGV's training operations are tightly coupled to SBFI's regulatory framework and cantonal implementation.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/smgv-schweizerischer-maler-und-gipserunternehmer-verband

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 SMGV Schweizerischer Maler- und Gipserunternehmer-Verband