Prime Invest Ag

What Prime Invest Ag does

Prime Invest AG is an independent Swiss financial advisory firm (Allfinanzfirma) founded in 1993 and headquartered in Sursee, canton Lucerne, serving retail private clients across Switzerland. The firm operates from three physical offices — Sursee (Allee 1B), Bern (Weltpoststrasse 5), and Burgdorf (Kirchbergstrasse 105) — and is registered with FINMA as a financial services provider (Register-Nr. 38592) and as an unbound insurance broker (F01427574 under Art. 40 Abs. 2 VAG). All clients are classified as retail clients (Privatkunde) under FIDLEG, and the firm restricts its services to persons residing in Switzerland. Its stated differentiators are independence (no proprietary financial products), neutrality, transparency, and a holistic, modular consulting methodology (Baukastenprinzip).

The firm delivers six core advisory service lines: wealth building and investment (Vermögen aufbauen und anlegen) using cost-effective passive instruments (Exchange Traded Funds) sourced through the Bank zweiplus ag platform; pension and insurance (Vorsorge und Versicherung); retirement planning (Die Pensionierung planen); financial planning (Finanzplanung); real estate and mortgages (Immobilien und Hypotheken); and legal arrangements (Rechtliche Vorkehrungen), covering advance healthcare directives, marriage and inheritance law, and self-determination documentation. The technology footprint is intentionally lean: a WordPress-based website (prime-invest.ch), PDF factsheet downloads per service line, and outsourced product delivery via partners rather than in-house portfolio management systems or proprietary IP.

Prime Invest AG generates revenue through three streams disclosed in its AGB: (i) insurance brokerage commissions on net premiums across branches (e.g., 7.5–15% property/liability, 15% legal protection, 4–10% motor vehicle liability), settled via its broker pool BSC Broker Service Center GmbH; (ii) financial retrocessions from banks and asset managers (0.3–0.75% p.a. on pension fund management, 0.5–1.00% on Bank zweiplus investment solutions, 0.25–1.00% on wealth management, plus 0–5% issue commissions); and (iii) fee-based advisory at CHF 250/hour excl. VAT or individually negotiated rates. Go-to-market is consultative and referral-driven, with free initial consultations and direct sales through office locations, supported by a website, phone lines, and email inquiry handling. Headcount is small (four named advisors) and the firm is privately held with no disclosed shareholders, funding events, M&A activity, or institutional investors.

Name

Prime Invest Ag

Legal name

Prime Invest AG

Website

https://prime-invest.ch

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

1–10 employees

Short description

Prime Invest AG is an independent Swiss financial advisory firm based in Sursee offering holistic financial planning — wealth building via ETFs, pension, insurance, retirement, real estate, and legal arrangements — to private retail clients across Switzerland.

Ownership category

akta.pro rank

Product category

Independent Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (52394), Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Private Banking Advisory & Discretionary Portfolio Management (FSABADAD)

Keywords

• Independent financial advisory
• Insurance brokerage
• Retirement planning
• Wealth management
• Estate planning

Headquarters

HQ city

Sursee

HQ country

Switzerland

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Brokerage Commissions: Prime Invest AG acts as an unbound insurance broker receiving commissions from various insurance companies. Third-party compensation includes commissions, courtages, retrocessions, portfolio commissions, and issue surcharges. Compensation rates are disclosed per insurance branch (e.g., property insurance 7.5-15%, liability insurance 7.5-15%, legal protection 15%, motor vehicle liability 4-10%). The company works with BSC Broker Service Center GmbH as broker pool.
2. Financial Advisory Fees: Fee-based advisory services billed according to: 1) individually agreed hourly rates, 2) company price list, 3) hourly rate of CHF 250.- excl. VAT, or 4) acceptance of third-party compensation. Client may choose billing method retroactively but waives claim for third-party compensation retroactively.
3. Financial Product Retrocessions: Compensation received from banks and financial institutions for managed assets and investment solutions. Rates disclosed: pension fund management 0.3-0.75% p.a., Bank zweiplus investment solutions 0.5-1.00% of invested capital, wealth management 0.25-1.00%, issue commissions 0-5% of investment.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Prime Invest AG provides independent financial, pension, insurance, real estate, and legal advisory services to Swiss private clients. Offerings include wealth building via ETF-based investment solutions, pension and insurance coverage analysis, retirement planning, comprehensive financial planning, real estate and mortgage financing, and legal arrangements (advance directives, inheritance law). The firm operates as an unbound insurance broker and FINMA-registered financial services provider, bundling products from multiple carriers and asset managers under a single holistic advisory mandate.

Product overview

Prime Invest AG is an independent financial advisory company operating as an Allfinanz (comprehensive financial services) firm in the insurance and financial services sector. The company offers six core advisory services: Vermögen aufbauen und anlegen (wealth building and investment using ETF-based solutions), Vorsorge und Versicherung (pension and insurance advisory), Die Pensionierung planen (retirement planning), Finanzplanung (financial planning), Immobilien und Hypotheken (real estate and mortgage advisory), and Rechtliche Vorkehrungen (legal arrangements including advance directives and inheritance planning). All services are delivered through independent, client-focused advisory concepts without proprietary financial products.

Differentiator

Problem solved

Functional benefit

Products and services

• Wealth Building and Investment Advisory (Vermögen aufbauen und anlegen) Independent wealth building and investment advisory for Swiss private clients, using intelligent investment solutions focused on simplicity, transparency, and effectiveness, with modern investment approaches including Exchange Traded Funds (ETFs) sourced via Bank zweiplus ag.
• Pension and Insurance Advisory (Vorsorge und Versicherung) Pension and insurance advisory that analyzes clients' coverage situations to identify gaps in case of disability or death, providing comprehensive and ongoing coverage management across multiple insurance branches via multi-carrier broker arrangements.
• Retirement Planning (Die Pensionierung planen) Retirement planning services that analyze clients' overall financial situation and create needs-based retirement concepts to ensure financial security in retirement for Swiss private clients.
• Financial Planning (Finanzplanung) Financial planning services that review clients' complete financial situation using their data and identify optimization potential, with their wishes and goals at the center of the plan.
• Real Estate and Mortgage Advisory (Immobilien und Hypotheken) Real estate and mortgage advisory services leveraging a long-standing network to negotiate optimal financing with the best possible conditions from financial partners for Swiss private clients.
• Legal Arrangements Advisory (Rechtliche Vorkehrungen) Legal arrangement services including advance healthcare directives, marriage and inheritance law arrangements, and self-determination documentation to ensure clients control their own decisions.

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered core and minor.

• BSC Broker Service Center GmbHcoreChannel Partner/ Reseller/ DistributorStrategic broker pool partnership with BSC Broker Service Center GmbH based in Schöftland. BSC provides product marketing, general comparisons, quote coordination, correspondence triage, commission settlement, and other delegated services. PI retains full responsibility for risk management and client advisory. BSC does not bear liability for broker activities.
• Bank zweiplus agcoreChannel Partner/ Reseller/ DistributorPartnership for investment solutions provision. PI selects Exchange Traded Funds (ETFs) from Bank zweiplus platform to implement client investment strategies. ETF base information sheets accessible via bankzweiplus.ch/pid. Compensation includes 0.5-1.00% of invested capital for investment solutions and 0-5% issue commissions.
• Financial Services Ombudsman (FINSOM)minorOthersIndependent ombudsman institution recognized by the Swiss Federal Department of Finance (EFD). PI is affiliated with FINSOM (Avenue de la Gare 66, 1920 Martigny, Tel. +41 27 552 04 24) for dispute resolution. Disputes between clients and PI should preferably be resolved through mediation proceedings.

Scale indicators3 records

Recent moves1 record

Expansion highlights4 records

Broad incumbents

• PostFinance: Switzerland's fifth-largest bank offering financial advisory, pension planning, investment, and mortgage services to retail clients. Comparable allfinanz offering for Swiss private clients but embedded within a state-owned postal banking platform with substantially larger scale.
• Migros Bank: Swiss retail bank owned by Migros cooperative offering financial advisory, investment, pension, and mortgage services to broad Swiss retail clients. Comparable holistic offering but with different ownership/cooperative structure and broader brand reach.
• Swiss Life Select: Insurance-affiliated financial advisory network covering pension, investment, and wealth planning across Switzerland. Comparable allfinanz offering to private clients but operates under the Swiss Life umbrella with broader product set and substantially larger advisor network.
• Zürcher Kantonalbank (ZKB) Advisory: Switzerland's largest cantonal bank providing private banking, investment advisory, pension, and mortgage services to retail and private clients. Competes across all of Prime Invest's service lines with substantially greater scale and capital base.

Emerging players

• VIAC (Viac Services AG): Swiss digital pension (Pillar 3a) and investment platform offering low-cost, self-directed ETF portfolios. Competes in Prime Invest's pension and wealth-building service lines for Swiss retail clients seeking cost-efficient alternatives to human advisory.
• True Wealth Switzerland: Swiss robo-advisor offering automated ETF-based portfolio management at low fees. Competes directly with Prime Invest's ETF-based investment proposition for price-sensitive Swiss retail clients, representing the digital substitution risk to traditional advisors.

Direct peers

• VZ Vermögenszentrum: Switzerland's largest independent financial advisor offering allfinanz services (pension, investment, mortgage, tax, estate planning) to private clients. Closest direct peer — same independent, holistic, fee-and-commission model serving Swiss retail/mass-affluent clients, but at significantly greater scale.
• Money Park: Independent Swiss mortgage and real estate financing advisory, comparable to Prime Invest's Immobilien und Hypotheken service line. Comparable independence positioning and target clientele, though narrower product focus.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/prime-invest-ag

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Prime Invest Ag