Many people want calm, professional guidance when investing – especially when it comes to their savings or pension assets. A long-standing Selma client shares how her relationship with investing has changed over the past 8 years and why she now particularly recommends Selma to pensioners and security-conscious investors.

A long-standing Selma client shares how her relationship with investing has changed over the past 8 years and why she now particularly recommends Selma to pensioners and security-conscious investors.

"I value the competent team that takes the time to address individual wishes."

When it comes to investing, many people in Switzerland turn to professional wealth managers for guidance and structure. The expectation is clear: a sound strategy, disciplined execution and long-term stability. But are all providers truly delivering on that promise?

Swiss wealth managers and banks compared: KGeld evaluates costs and net returns – Selma Finance ranks first.

Wealth Manager Comparison Switzerland 2026: Costs, Net Returns and Rankings

Filing your Swiss tax return is rarely anyone's favourite task. And once investments come into play — ETFs, shares, funds, or multiple accounts — things can quickly become confusing. Many figures need to be entered in the securities register: asset values, income, and sometimes withholding taxes.

Filing your Swiss tax return is rarely anyone's favourite task. And once investments come into play — ETFs, shares, funds, or multiple accounts — things can quickly become confusing.

e-tax statement & eTax: How to declare your investments in Switzerland

The best investor? The one who learns from the mistakes of others. Many investors make the same mistakes year after year. Not because they don't know enough, but because emotions, errors in thinking, lack of planning, and systemic incentives influence their decisions.

Many investors repeatedly make the same mistakes when investing—due to emotions, lack of planning, or false incentives. Learn about the 17 most common investment mistakes and how to avoid them in the long term.

Most common investment mistakes

Investing makes sense on its own, but even more so when you can benefit from lower fees together with people close to you. With the new “Selma Family” feature, you can now combine your investment amount with selected individuals so that you can achieve a lower fee level together as a Family.

Selma Family enables investors to invest together and benefit from lower fees. With the Family feature, the invested assets of several Selma users are combined to reach a lower fee level more quickly – while still maintaining separate accounts and individual investment strategies.

Family Pricing: Invest individually and benefit collectively

In this webinar, Patrik Schär (CEO of Selma Finance) and Stefan Jaecklin (financial expert, board member and investor) explain everything you need to know about investing after retirement — from choosing between lump sum and annuity to making your pension savings last.

Retirement in Switzerland: What now? — Watch the full webinar

Bitcoin polarizes opinion: for some, it is the future, for others, it is pure gambling. This article shows how you, as a beginner, can approach the topic with a cool head and why Bitcoin should only be a small part of a well-diversified portfolio.

Bitcoin portfolio for beginners! How much Bitcoin do I need in my portfolio?

Retirement comes with many important financial decisions. One of them is the option to withdraw your pension fund as a one-time lump sum. How you invest that money afterwards can have a big impact on your financial security throughout retirement. At this stage of life, your investment strategy should look different than it did in your 20s. Your investment horizon is shorter, and taking less risk becomes more important. At the same time, your financial flow changes: instead of regularly putting money into your portfolio, you now need to withdraw money every month - almost like receiving a salary - to cover your daily expenses. That's exactly why we developed Pension Mode. It automatically adjusts your investment strategy, reduces risk, and enables stable, flexible payouts. In this blog post, you'll learn what changes with Pension Mode, whether it’s the right fit for you, and how you can activate it.

Selma's Pension Mode helps you manage your assets securely and flexibly during retirement. The feature automatically adapts your investment strategy to your new phase of life – with less risk, stable returns and a focus on Swiss investments. Ideal for anyone who has opted for a lump sum payment from their pension fund and wants regular payments without complicated administration. Pension Mode can be activated directly in the Selma app with just a few clicks.

How Selma's Pension Mode helps you stay on track

Investing money in Switzerland in 2025 is easier, more digital and more transparent than ever before. Whether you are just starting to invest in ETFs, funds or pillar 3a, or want to optimise your existing investment strategy, this comprehensive guide provides you with all the important information you need to invest your money successfully, sustainably and purposefully. We show you the best strategies for Swiss investors, give you concrete sample calculations (e.g. with CHF 500 in an ETF savings plan), compare digital asset managers and help you avoid typical mistakes when investing money. You will learn how to determine your risk profile, what role compound interest plays, how to minimise fees and what to look out for when diversifying your portfolio.

Investing money in Switzerland in 2025 offers ideal conditions for long-term wealth accumulation. Those who diversify broadly, invest regularly and use the right platforms will benefit from the compound interest effect and minimise risks. In our guide, you will find strategies, provider comparisons and practical tips for beginners and advanced investors.

Investing money in Switzerland – Tips for 2025

A dividend portfolio is a proven strategy for building passive income over the long term. This investment strategy is becoming increasingly important, especially in times of low interest rates and economic uncertainty. In this article, you will learn how to build your dividend portfolio.  What are the 10 best dividend stocks and what are the 10 best dividend ETFs? Learn about the advantages and disadvantages of a dividend portfolio and what you should look out for.

A dividend portfolio allows you to build up passive income over the long term. This article shows you how to build your dividend portfolio, which dividend stocks and ETFs will be particularly attractive in 2025, and what you need to earn CHF 1,000 in monthly dividends. You will also learn about the most important advantages and disadvantages of a dividend portfolio.

Dividend portfolio: How to earn passive income

The past few weeks have been unsettling for investors. Headlines about new tariffs and rising uncertainty have shaken global markets – and it’s completely normal to feel uneasy when your investments are affected.

The past few weeks have been unsettling for investors. Headlines about new tariffs and rising uncertainty have shaken global markets – and it’s completely normal to feel uneasy.

How Selma protects your investments when markets get rough

You might have seen the headlines: new tariffs announced by Donald Trump are shaking up global markets. If you’re feeling a bit uneasy – that’s completely understandable. But as always, a long-term mindset and a diversified portfolio are your best allies in times like these.

You might have seen the headlines: new tariffs announced by Donald Trump are shaking up global markets. If you’re feeling a bit uneasy – that’s completely understandable.

Markets reacting to Trump’s tariffs – what you should know

Diversification is the key to a resilient investment portfolio. But how could you further diversify it? We reached out to Dr. Aurelio Perucca, co-founder & CEO at Splint Invest, Swiss platform for investing in art, luxury goods and collectibles, and asked why he thinks such alternative assets can provide investors with a new avenue for diversification.

Alternative investments like art, collectibles, and luxury goods offer portfolio diversification beyond stocks and bonds. Platforms like Splint Invest enable retail investors to start with as little as €50 through fractional ownership. These assets provide inflation protection, potential growth, and passion-driven opportunities. High entry costs and expertise barriers are now overcome with easy digital access.

Alternative investments: how art & collectibles can be part of a well-diversified portfolio

Retirement is an exciting milestone, but ensuring financial security requires careful planning. Whether you're preparing for pension withdrawal, deciding how to invest your retirement assets, or looking for the best investments for pensioners, this checklist can help you take the proper steps to enjoy your retirement in Switzerland without financial worries.

Your go-to checklist to take the right steps to a worry-free retirement in Switzerland.

10 Things to do before retiring – A checklist for a worry-free retirement

Many pensioners in Switzerland face an income gap when their AHV and pension payments don’t fully cover their monthly expenses. So, how can you bridge a CHF 2'000– 5'000 shortfall without running out of money? From smart pension withdrawals to strategic investing, here’s how to secure long-term financial stability in retirement.

Not sure how to cover your income gap in retirement? Learn strategies for bridging the CHF 2'000–5'000 shortfall — without the unnecessary risk.

How to cover an income gap in retirement in Switzerland

How much cash should you keep in retirement in Switzerland? And how much should you invest to make your money last? These are key questions many pensioners and “pensioners to be” are facing. Holding too much cash might mean you’re missing out on growth, while investing too much can leave you vulnerable to market swings.

Cash or investments – what’s the right balance in retirement? Managing your money wisely in retirement is key to making it last. Learn how to find the right mix between keeping cash for security and investing for long-term stability.

Cash buffer vs. Investments: Finding the right balance in retirement in Switzerland

Ever wondered if your investment strategy is really working? If your portfolio is diversified, the answer is yes. 2025 has kicked off with strong market momentum, and investors with a well-diversified portfolio are seeing the benefits. 

Ever wondered if your investment strategy is really working? If your portfolio is diversified, the answer is yes.

A strong start into 2025: Diversification is paying off

Selma now lets you customise your portfolio to focus more on Swiss companies and real estate by allocating more of your investments to Swiss assets. The Swiss bias aims to invest a target of 50% in Swiss companies and switches all your real estate investments into Swiss real estate. 

Selma now lets you customise your portfolio to focus more on Swiss companies and real estate by allocating more of your investments to Swiss assets.

Introducing Swiss bias: Customise your Selma portfolio with more Swiss investments

Retirement should be your time for enjoyment – without stress and without worrying about your finances and how long you will be able to get by on your capital.

Preparing for retirement often raises important questions: What is the best strategy? How should you invest your money? How can you obtain your funds in such a way that they last a lifetime? We answer your questions here.

Investing your retirement savings - A guide

As 2024 draws to a close, we want to reflect on the past years and the valuable lessons they’ve offered for your investment journey. 

What the markets taught us: Lessons for investors

Alternative investments like art, collectibles, and luxury goods offer portfolio diversification beyond stocks and bonds.

After a turbulent summer, autumn brings growth to global financial markets. Learn how the markets influence different parts of your portfolio and how Selma deals with potential long-term risks.

After a turbulent summer, autumn brings growth to global financial markets.

Quarterly market update: December 2024

Budget check, pillar 3a, and planning ahead for winter expenses. Let's not only look at tasty autumn flavors but also at your finances.

Forget Pumpkin Spice Latte, it's pillar 3a season

Don't invest unless you're prepared to lose all the money you invest. This is a high risk investment and you are unlikely to be protected if something goes wrong. 

Here is your overview about everything you need to know about Selma’s 2nd round of crowdinvesting

Selma's 2nd Crowdinvesting is closing soon! 

Don't invest unless you're prepared to lose all the money you invest. This is a high risk investment and you are unlikely to be protected if something goes wrong.

Find all your questions to the Selma crowdinvesting round answered in our blog post

Frequently asked questions - Selma Crowdinvesting edition

In today's fast-paced world, managing finances can be daunting, especially when you're trying to balance life goals, savings, and investments. What if you had a financial advisor available 24/7, offering personalised advice tailored to your unique financial situation? Learn how Selma AI, Switzerland’s first AI-powered financial advisor, is designed to make financial planning and management accessible, personalised, and efficient for everyone.

In today's fast-paced world, managing finances can be daunting, especially when you're trying to balance life goals, savings, and investments. Discover how Selma AI can guide you and help you achieve your financial goals.

How Selma AI Can Help You Get the Most Out of Your Finances

This year's stock market summer will go down as one of the most turbulent seasons in financial history. In this market update you will find out how market movements impacted different investments and what adjustments Selma will make – if necessary for your personal portfolio. 

This year's stock market summer will go down as one of the most turbulent seasons in financial history.

Quarterly market update: September 2024

New categories and questions, and an easy way to navigate through financial topics. Whether you want insights into your portfolio’s performance or the latest market trends, Selma AI will strive to answer your questions.

Exciting news! Selma AI now offers an even easier way to find the financial advice you need. 🎉

Selma AI update: Financial insights, new categories & featured content

Global financial markets recently experienced declines due to concerns about a potential U.S. recession, triggered by a weaker-than-expected jobs report. Major stock indices and cryptocurrencies dropped, with Japan's Nikkei index seeing its largest decline since 1987. In this article you hear more about what happened, what it means for your investments and what Selma suggests to do next.

Global financial markets took a hit during the last days due to fears of a U.S. recession. Learn everything you need to know in our latest market update.

Market update (08/24): Global Financial Markets adjust amid U.S. Recession Concerns

In this webinar, we will explore the latest developments in the financial market and provide a comprehensive review and outlook. You'll gain insights into Selma's investment strategy and learn how Selma AI enhances your investment experience. 

In this webinar, we will explore the latest developments in the financial market and provide a comprehensive review and outlook.

Webinar: AI, Market Insights & Investment Strategy | July 2024

Many people wonder how Selma AI can contribute to their financial goals and what they gain from their use of it. That’s why we had a sit down with our CEO Patrik and talked about the differences and advantages of Selma AI compared to an in-person financial advisor.

To Selma AI or not to Selma AI? We asked our CEO Patrik how Selma AI differs from your in-person financial advisor.

In-person financial advisor or Selma AI - An Interview with Patrik, CEO of Selma

Watch Selma's latest webinar and learn more about Selmas investment philosophy, portfolio creation and how your money is managed by Selma. 

Webinar: Investing with Selma Finance | 2024

Selma shares its latest financial market insights.

Market update May: Strong months for globally diversified portfolios

Recently, Selma AI emerged onto the scene, offering a revolutionary approach to personalised financial guidance tailored precisely to your unique needs and lifestyle. Delve into this article to explore how Selma AI can help you on your financial journey through a vivid use case.

Selma AI emerged onto the scene, offering a revolutionary approach to personalised financial guidance tailored precisely to your unique needs and lifestyle. In this article you can learn more about how you can put Selma AI to use.

Nina the beginner investor – A Selma AI story

Today Selma reveals its biggest style update since the founding of Selma. The new visual identity is meant to reflect the learning we had over the past 7 years and the maturing together with our customers and supporters.

As we are learning and maturing together with our customers our visual identity was in dire need of an upgrade. Today we present the new style of Selma

New look, same heart - Selma shines in a new style

You aren’t sure how to deposit money into your investment account to get the most out of your savings? Outsource the thought process to Selma.

Are you still wondering how to invest your savings? Get your personal deposit plan now – transparent and easy to follow.

Build your wealth using the new deposit plan

What’s the right way to handle your wealth and investments when markets are recovering or doing well?

Markets are on the rise – what now?

Do you ever wish you had a financial advisor ready to chat whenever you need advice? Meet Selma AI – your new best friend in financial management!

Get to know Selma AI – your new best friend in financial management – and learn more about how you can benefit from Selma's new AI powers.

Meet Selma AI: Switzerland's first AI powered financial advisor

Market update (02/24): Tech giants on the rise with inflation under observation

No more wondering how to invest your savings! Selma's new deposit plan offers you a personalised, easy-to-follow plan on how to deposit money on your investment account.

Are you still wondering how to start investing your savings? Get now your personalised deposit plan – transparent and easy to follow.

Your personal deposit plan is here

We are already halfway through January 2024. You probably read all the recaps of 2023, had your “most played Spotify songs” on repeat, and made your New Year resolutions (which hopefully include investing 😉). For one last time, we want to take you to a somewhat different recap of 2023.

2023 in Selma numbers

Stepping into 2024, let's look back at 2023 — a year of impressive growth for tech companies. Yet, there's more to the investment world than these giants. This article turns the spotlight on emerging markets, a sector with untapped long-term potential that hasn't shone brightly in recent years.

Dive into the potential of emerging markets in 2024 with our comprehensive analysis. Discover why countries like China, India, and Vietnam are pivotal to global economic growth and how they're redefining investment strategies for the future.

Investing in Emerging Markets: Overlooked and underpriced?

Spoiler alert - Yes, women invest differently than men and, above all, less.  But what is the reason? According to studies, only 40% of women invest in Switzerland, compared to 60% of men. This gender-specific discrepancy raises the question of what factors lead to this difference.

Women invest differently: in Switzerland, only 40% of women invest. Fear of risk and a lack of financial education play a role. Women are often better investors, act more thoughtfully and pursue more long-term strategies. Women who do invest often wish they had started earlier.

Do women invest differently than men

If Switzerland is known for one thing, it is for its banks and its wealth. This makes it an attractive country for emigrants. Many are looking for a financially stable future and want to close their pension gap. Switzerland offers an option. In this article, you will learn important information about investing as an expat.

Find out in this article how you can invest successfully in Switzerland as a German immigrant. The article looks at the three pillars of the Swiss pension system and gives tips on how to buy into the pension fund. Finally, the option of buying property is discussed.

Investing as an Expat

In the first few weeks of November, global markets recovered strongly after a negative October. 

Selma gives an insight into the latest market developments

Recovery and a positive end of year?

Investing often feels like walking through a maze. Market fluctuations, geopolitical tensions, and economic indicators can be overwhelming. But despite all the noise, one truth remains constant: the best time to start investing is now. Let's dive into why this is the case.

Is now a good time to invest? In this article you will learn more about the risks of market timing and find out why today is a great time to start investing.

Is now a good time to invest?

In Switzerland, we are offered exciting opportunities to save taxes, which you should definitely take advantage of. If you optimise your annual taxes, you can save a lot of money in the long run. Just remember: "The difference between tax optimisation and tax avoidance is the thickness of a prison wall" - Dennis Healey.

Save taxes in Switzerland in the long term with our tips. Eric, certified wealth advisor, shares his knowledge about Pillar 3a and other regional tax benefits.

Simple guide to save taxes in Switzerland

We've got some exciting news about Selma’s pricing tiers. Selma is introducing a new pricing tier of 0.42% for investments of over 500’000 CHF.

Introducing: new pricing tier for all accounts above 500’000 CHF!

The ongoing conflict between Israel and Hamas is a humanitarian catastrophe. Our thoughts are with all affected by the ongoing conflict and we hope for a quick and peaceful resolution. 

The ongoing conflict between Israel and Hamas is a humanitarian catastrophe that also impacts the markets. Read more about how the war impacts your investments.

Market Update: Israel & Hamas war – What is the impact on your investments? 

Welcome back to the concluding part of our deep dive into Selma’s investment approach. Both articles provide you with a detailed overview of how Selma creates and manages your individual investment portfolio. 

Selma's Investment Strategy: Part 2 - How your portfolio is managed by Selma 

Welcome to our two-part series that dives deep into the heart of Selma's investment approach. Within two articles you will get to know everything crucial about how Selma creates and manages your individual investment portfolio.

Welcome to our two-part series that dives deep into the heart of Selma's investment approach. These two articles will provide you with everything you need to know about how Selma creates and manages your individual investment portfolio.

Selma's Investment Strategy: Part 1 - Investment Philosophy & Portfolio Creation

Interest rates, inflation, Ukraine ... the past years were not easy for investors all around the globe. Join us as we dive into the world of investing and learn more about investment strategy and performance. 

Join Selma's webinar with financial experts discussing our investment philosophy, portfolio creation, and past performance. Learn to interpret investment results and stay updated on market trends. 🚀

Webinar: Strategy, Performance & Market Update

Bull markets tend to outlast bear markets by a factor of four. But what are bull and bear markets?

What are bull markets and bear markets? Discover all you need to know about bull and bear markets, including their distinctions and typical durations.

The bull vs. bears markets ratio

Every long-term investor sets out on a unique journey with a shared destination in mind: achieving a good return. Yet, the journey to that destination isn't a straight, consistent line. It's filled with ups and downs, moments and uncertainty, and opportunities for growth. 

Learn how to evaluate your investments the right way. Our guide covers risk, long-term planning, and understanding market changes. Find out the 6 main things every investor should watch to get a clear view of their investment's performance.

5 tips on decoding investment performance

Remember the days when investing meant donning your best suit, walking into a grand banking hall, and having a chat over a cup of coffee with Mr. Müller, your bank advisor? You might not – but your parents will definitely. 

Discover how AI and cutting-edge algorithms are revolutionizing investing in Switzerland. Step into the future of Swiss finance and its digital transformation.

AI, algorithm, and investments: The future of investing in Switzerland

Congratulations on taking the first step on your investment journey. ETFs, shares, funds - Investing in Switzerland can seem like a maze with all its financial terms, especially for first-time investors. With these 14 tips in mind, you can start investing in Switzerland with confidence.

14 essential tips for investing in Switzerland. A guide for beginners to seasoned investors. Start confidently in the Swiss market. 🇨🇭💰🏔️

14 tips to start investing in Switzerland

Selma, your reliable financial advisor, presents the latest market insights. While uncertainties remain, underlying trends point to a gradual return to a more normal financial environment.

Selma, your reliable financial advisor, presents the latest market insights.

Optimism in the face of uncertainty

In today's fast-paced financial world, the term "ETF" has become synonymous with smart investing, especially in Switzerland. But what exactly is an ETF, and why is it becoming an essential part of a savvy investor's savings plan? Let's dive in.

Discover the world of ETFs in Switzerland: advantages, disadvantages, expected returns, and how you can obtain a customised ETF savings plan with Selma Finance. Your guide to smart investing. 🇨🇭

ETF savings plan: Everything you need to know

Receiving an inheritance often brings a mix of emotions. While the financial boost can offer new opportunities and security, it's also connected to the memory of a loved one. Balancing these feelings and making informed financial decisions can be a journey in itself. 

Comprehensive guide on inheriting money in Switzerland. Navigate taxes, invest wisely with Selma Finance, and optimize inherited assets

Inherited money in Switzerland: A step-by-step guide what to do next

A lot has been talked about how much to invest, but how much should remain in cash? This question is just as important.

When discussing financial planning, the focus often shifts to investments. However, determining the optimal cash reserve is equally crucial. Let's delve into understanding the right balance.

How much cash should I hold?

Spreading your money across different investments within a portfolio is called diversification. In this article, you learn about all the benefits of diversification.

The benefit of diversification is simple – you sleep better. Get to know how ETFs can help you spread your investmens and reduce your risk.

The benefits of diversification: Using ETFs to spread your investments

It has been a while since the launch of the Selma mobile app on Android and iOS. The app gets improved constantly to make checking your finances “on the go” easier than ever before. Let’s shine a light on what the Selma app is all about. 

The Selma mobile app can be your best friend. Figure out everything you need to know and why you don’t want to miss the Selma app on your phone.

Selma in your pocket: Your finances whenever, wherever you want

In this article, you will learn what dividends are and what you should consider when investing into funds that pay dividends.

Find out what dividends are and what you should consider when investing into funds that pay dividends.

Dividends: Everything you need to know

It’s a wrap! More than 550 investors have invested in Selma. The majority of these investors are Selma clients who want to take an active shareholder role in the company. We’re recapping the successful campaign in which we raised 30% more than planned!

More than 550 community members joined Selma's crowdinvesting campaign and are now shareholders of the company!

Selma raised +1.3 Million EUR from its community in a crowdinvesting campaign 🥳

Some life situations require an adjustment of your portfolio and strategy. Here you get to know all the bits and pieces around the topic of "why adjustments are needed to an investment strategy."  

Get to know why adjustments to your strategy are needed from time to time

Why are adjustments to my strategy needed?

Many of you have questions about everything that revolves around the Selma crowdinvesting campaign. A lot of questions have reached us during the webinar, via mail or chat – and here are the answers. 

Find all the answers to your questions around the Selma crowdinvesting campaign here.

Crowdinvesting: You asked & we answer 

Selma – your friendly bot who never gets tired shares the latest financial market insights.

Market update: Buy in May… and in every other month

The Selma crowdinvesting campaign is under way. To give you all the information you need, and insights on what this means, why it’s even happening and an opportunity to ask questions – Patrik and Kevin, two of Selma’s founders will talk about everything crowdinvesting.  

The Selma crowdinvesting campaign is under way. To learn everything you need and want to know Patrik and Kevin, two of Selma’s founders will host a live webinar.

Webinar - Selma talks crowdinvesting 

Dislcaimer: Do not invest unless you're prepared to lose all the money you invested. 

Rumour has it you can become a Selma shareholder

Crowdinvesting is here!

Ready to save some cash with Selma? Hidden fees and complex pricing make it complicated to see what one can save when looking at different money saving options. 

Here is a cost comparison between Selma and a Swiss bank and the result will definitely blow your mind.

Why Selma is three times cheaper than your average Swiss bank

Everybody deserves a tailored solution for one's investments – even so without getting one's hands dirty. A standard robo-advisor probably asks you how much risk you like, lets you choose between a handful of ready-made strategies, and then lets your portfolio run like this forever. Most likely this is not what you have in mind. 

A holistic view on your finances can make a big difference when it comes to how one should invest. Find out why.

Why do I need a tailored investment solution?

The banking world has proven to be quite a spectacle in recent weeks: the bankruptcy of Silicon Valley Bank, and a very “Suisse” drama playing out. We’ve collected questions from you, to help you navigate recent developments.

The banking world shows itself from its spectacular side. Here you find everything you need to know to navigate through the recent developments.

Webinar: Investing with Selma Finance | 2024

Our topics:

Webinar: AI, Market Insights & Investment Strategy | July 2024

Webinar: Strategy, Performance & Market Update