Bruno Pfister, Group CEO of Swiss Life from 2008 to 2014, is now a strategic advisor to Selma. He’ll help us support people before and after retirement.

Former Swiss Life CEO Bruno Pfister joins Selma as an advisor

Pillar 3a maximum 2026: CHF 7,258 with a pension fund, up to CHF 36,288 without. New from 2027: CHF 7,373. Deadlines, back-payments and tax tips.

Pillar 3a maximum contribution 2026 and 2027: how much you can pay in

Staggered pillar 3a withdrawal: when you can withdraw, why several 3a accounts save tax and how to plan withdrawals with your pension fund and partner.

Pillar 3a staggered withdrawal: how to save tax when you retire

Pillar 3a comparison 2026: total costs, equity share, account or securities, sustainability and service. How to find the 3a solution that fits you.

How to compare pillar 3a providers: 7 things to look for

How markets reacted to the US midterms, why you can stay relaxed as a Selma client, and how to get started the right way.

Market update: What the US midterms mean for markets

The Swiss AHV pension made simple: how much you'll get, what the 13th AHV pension means, how to check for gaps and when to draw early or defer.

The AHV pension explained: how much you'll get and what to do now

Now live: Selma's 2026 crowdinvesting campaign opened on R Europe (formerly Seedrs) on 4 November 2026. Visit the campaign page to find out more.

Take part in Selma's 2026 crowdinvesting campaign

Have you already withdrawn your pension fund capital, or are you about to? Then there is one important question to answer: how should you invest the money so that it continues to support you throughout retirement?

Investing your pension fund capital in Switzerland: How to invest your lump-sum withdrawal

Planning for retirement in Switzerland: 10 key decisions from age 55 – covering OASI, pension funds, lump sums, your mortgage and investments.

Planning for retirement: 10 key decisions to make between 55 and 65

We walk you through a real case: pension income or capital, how long it lasts, and what happens if the markets drop right after retirement.

Investing pension capital: Step by step | Webinar

With an MSCI World ETF, you invest in around 1,300 companies across 23 developed markets. That already sounds well diversified. But is investing only in the MSCI World enough?

Is investing only in the MSCI World enough?

As of now, you can add a small crypto allocation to your Selma portfolio – as an optional investment preference.

Crypto at Selma: Now available as an investment preference

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."

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

Swiss wealth manager comparison 2026: fees & returns

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

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

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?

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 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 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.

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.

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

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

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

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

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.

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.

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

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.

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

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

Selma's 2nd Crowdinvesting is closing soon! 

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. 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.

Quarterly market update: September 2024

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 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.

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

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

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

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

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?

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

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

2023 in Selma numbers

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?

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

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

Selma gives an insight into the latest market developments

Recovery and a positive end of year?

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?

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 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. 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

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

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

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

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

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.

Optimism in the face of uncertainty

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

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

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?

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

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

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

Dividends: Everything you need to know

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 🥳

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

Why are adjustments to my strategy needed?

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 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 

Rumour has it you can become a Selma shareholder

Crowdinvesting is here!

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

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

Credit Suisse, Financial Markets and other interesting facts 

Compare Selma and Robo-Advisors: Learn how Selma offers personalised investment advice to help you make smarter financial choices. 🥊🛎

Selma vs. robo-advisor – Episode #4

Selma gets a read on recent market developments.

Update on financial markets

Selma – your friendly and hardworking bot has again crunched some numbers to show you the powers of steady investing

Market update: Are we there yet?

Selmas financial experts will explain Selma in details.

Investing with Selma Finance | Everything you need to know

Episode 3 of this mini series includes a face-off between Selma and private bankers

Selma vs. private banker – Episode #3 

Everyone likes cash. It gives us a feeling of security. But there can also be too much of a good thing.

Why holding too much cash is a bad thing

In the next match, Selma faces off with DIY investing solutions.

Selma vs. DIY investment solutions – Episode #2 

Your short and sweet explanations to all the weird financial terms out there in the wild

Financial lingo dictionary

In this unusual boxing match you learn more about the differences between banks and the digital finance assistant Selma.

Selma vs. Bank - Episode #1 

Are you wondering how your favorite financial advisor fared in 2022? Read about last year's accomplishments and uncover updates you might have missed!

It’s a wrap: Selma in 2022

Selma looks back at the year 2022 and comes to some interesting conclusions.

Lessons from a difficult year

Do you speak French? Use Selma in French and feel comfortable investing in your mother tongue!

Salut! Selma speaks French

Monthly investing can be your best friend. Here you can find out why.

Why to invest monthly

Discover the 5 most important things you should know about Pillar 3a in Switzerland in 2023. From tax benefits to investment strategies, we cover everything to optimise your retirement planning.

Pillar 3a 2023 – 5 things you need to know

Selma – your friendly bot 🤖 who has statistics for breakfast – wants to put your fear of investment risks into context.

How risky is investing?

Patrik Schär, CEO of Selma Finance, answers the 8 most important questions in (almost) 3 minutes.

Everything you need to know about Selma

Investing can be frustrating, boring and expensive. It doesn't have to be. Here you'll find tips, tricks and posts that will help you to do the best with your money. 😊