Selma Finance Experience 2026

Selma Finance is more than just a Swiss roboadvisor. The following Selma Finance Review gives you a deep insight into our Selma Review and even includes an interview with CEO Patrik Schär.

How high the Selma Finance Return on investment and many other exciting questions are answered here. Also a Selma Finance Referral Code at the end of the article!

We wish you good entertainment with Selma and Patrik!

📊 Selma Finance - The most important facts at a glance
Minimum investmentCHF 2,000 (CHF 500 for pillar 3a)
Total costs p.a.0.64% - 0.90% (depending on investment volume)
Fee levels0.90% up to CHF 50,000 - 0.77% up to CHF 100,000 - 0.69% up to CHF 150,000 - 0.64% from CHF 500,000
Counselling✅ Hybrid - AI + human experts for major decisions
Pillar 3a✅ Yes
SustainabilityOptional - ESG exclusions at the touch of a button
Selma Family✅ Yes - Pooling assets for lower fee levels
Retirement mode✅ Yes - Withdrawal plan for retirees
Tax statement✅ Free of charge
AppiOS and Android
Starting bonusCHF 34 via Schwiizerfranke link
Who is it suitable for?Investors who want advice and want to make few decisions themselves
💡 Schwiizerfranke assessment: Selma Finance is the ideal entry point for anyone who doesn't want to invest in ETFs themselves - with a genuine advisory approach and smart features such as Selma Family and retirement mode. The fees are fair, but higher than those of pure robo advisors. All providers in comparison →

Table of contents

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What is Selma and what is on offer?

Let's clarify what Selma is before we talk about Selma Finance experience. 

Selma is more than just a mixture of a Roboadvisor and a Investment advisor. The roboadvisor portion of Selma charmingly quizzes you in a chat about your financial situation, your risk tolerance, and about your long-term goals.

You will then receive customized suggestions for investments, reserves or savings accounts. In the case of major events, a specialist will take another look at your situation and thus offer you a service that is otherwise only available to very wealthy people. By the way, you can do this via our link free of charge for you test yourself.

You can then adjust or open the suggested strategy for your investment at the click of a button and now invest your money with Selma.

At the end or beginning of the year, there are of course Swiss tax return documents prepared documents and also an option for the Pillar 3a!

That was the short version, but more detailed answers to your We received questions from Selma Finance CEO Patrik Schär and put them in this article. You can find the interview at the bottom of the article.

Selma Finance advantages

  • Customised Investment Strategy through an analysis of your financial situation and your goals

  • NEW: Selma Family – Combine your assets with family or friends to achieve lower fee tiers together. Everyone keeps their own account and portfolio.

  • NEW: Selma retirement mode - Especially for retirees
  • Transparent and affordable fees: Due to the high degree of automation the Selma Finance fees are very low
  • Depot free of charge
  • Deposit protection for your cash reserves up to CHF 100,000
  • No deepened Financial education necessary
  • Investing in ETF savings plans within the Switzerland
  • Precious metals Like gold and silver, can be invested in ETFs
  • With Selma AI you will receive advice and tips supported by artificial intelligence.
  • Sustainable Investing in Switzerland optionally selectable. Then, for example, precious metals or defense companies are excluded.
  • Pillar 3a solution. Pension provision and thus tax savings are also optionally possible with Selma. One provider for everything, clever, isn't it?
  • Online account opening via Video Ident. Very fast digital opening of your securities account.
  • Selma Finance App available for Apple and also for Android
  • Get CHF 34 as a starting bonus at Selma Finance and a free financial checkupif you use our link
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NEW: Selma retirement mode for retirees

The most important features at a glance:

✅ Income-oriented ETF portfolio

  • Focus on dividends and stable earnings
  • Regular passive income through high-dividend investments
  • Risk diversification across different asset classes

✅ Flexible subscription plan

  • Monthly payments like a salary directly to your bank account
  • Amounts can be adjusted at any time
  • No fees or restrictions for withdrawals

✅ Age-appropriate adaptations

  • Portfolio automatically becomes more conservative with increasing age
  • Intelligent risk management for short-term liquidity
  • Strategic sales to minimise risk

✅ Free expert advice

    • Personalised step-by-step plan for your PF withdrawal
    • Expert support for major decisions
    • AI-supported financial advice around the clock

Selma fees

The Selma fees are staggered as follows:

  • CHF 0 to 50'000: 0.68% basic fee + 0.22% product costs = 0.9% per year
     
  • CHF 50'000 - 100'000: 0.55% basic fee + 0.22% product costs = 0.77% per year
     
  • CHF 100'000 - 150'000: 0.47% basic fee + 0.22% product costs = 0.69% per year
     
  • from CHF 500'000: 0.42% basic fee + 0.22% product costs = 0.64% per year
  • From CHF 5'000'000: Individual fee by arrangement
💡 Tip: Selma Family

Can't reach the higher levels on your own? With Selma Family, you can combine your assets with those of your family, partner or friends – and benefit from lower fees together. Everyone keeps their own account with their own individual strategy. Invitations are sent via a link or QR code directly in the app.

Selma experience test report in the selma review Reviews for Selma Finance comparison

Negative Selma Finance experiences?

  • The Investment Strategywhich is given to you by Selma based on your information, can only be changed to a limited extent. For people who are not deeply involved in the matter, this is an advantage. For die-hard investors possibly a disadvantage, as they cannot implement their own strategy at 100%. However, it must be said that this would contradict the basic idea of Selma.
  • With 0.9% the Selma Fees fair, but cheaper is of course always better. 

Feedback from users: Overall, the Selma Finance reviews and testimonials from our readers are above average.

Selma Finance Rating Review Finanz Innovativ price 2020

Selma rating

Degree of innovation
Virtual investment advisor & Roboadvisor combined. Sustainable investment, precious metal feature and much more. 98%
Customer Service
Regular free webinars, newsletter and always accessible support 100%
Sustainability
Innovative and user-friendly solution for sustainable investment 95%
Fees
Free deposit, basic fee 0.68% with 0.22% product cost 90%
Reaction to negative events on the financial market
Regular updates by mail, posts and webinars. Asset allocation adjusted 100%

Selma Finance field report and review

One thing is fact: Selma Finance is disruptive for the Swiss financial market! A completely new concept, a extensive investment offering and friendly design. Alone with the design become and the deliberate avoidance of technical terms, people are also targeted. 

While financial advisors usually keep their eyes open for wealthy older people, Patrik Schär wants to make the world of finance attractive to young people with his company. Whether you want to experience Selma Finance is entirely up to you. We consider the investment recommendations to be solid, and especially suitable for people who do not want to deal with the subject on a regular basis. Why?

Investing money is not trivial. If you want to tackle them completely on your own, you'll need to review your investments frequently and Adjustments perform. Selma Finance takes care of all these tasks for a small fee.

When asked by a friend whether Selma Finance is recommendable, we answered as follows:

Would you like to take control of your finances as a whole? With savings plans, risk diversification, allocation to asset classes, etc.? Do you want to spend days and weeks reading annual reports and devouring financial books? If no, Selma Finance is recommended for Swiss, because for a small fee a really good service is offered.

You get a Investment strategy tailored to you and your goals, maximum transparency, documents for the tax return and even optionally offered a 3rd pillar.

But if you have ambitions to deal with the financial matter in depth and you see investments as a hobby, do it yourself.

But in the end, a decision must also be based on gut feeling. Therefore we CEO Patrik with the most important questions and would like to give you an insight into the meaning of this interview.

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Interview with CEO Patrik Schär: Selma Finance fees, sustainability and more!

... Small Talk 😉 ...

Let's start with an unsympathetic question: Patrik, how high are the Selma Finance Fees?

This varies depending on your investment style and thus on the products you choose. But a typical fee looks something like this: Base fee + product cost = 0.68% + 0.22% = 0.90% per annum

How often/quickly does a portfolio shift take place?

For large investments, an employee first checks everything again, just like a "real" asset manager. However, if you make normal restructuring changes to your strategy, these are implemented directly. 

Info: Here is a detailed look at how the Selma Finance Algorithm works.

Is it possible to invest in ETF savings plans with Selma Finance?

Yes, Selma will invest in ETF savings plans for you depending on your strategy. However, since Selma advises you (and not the other way around), you cannot directly specify which ETFs you want to invest in. Rather, Selma will select suitable ETFs for you.

Will there also be a tax return for Austrians or Germans?

We are currently refining the extracts for the Swiss tax return. Unfortunately, we do not have any documents in planning for Germans and Austrians at the moment.

What is the intelligence or investment strategy of Selma based on?

Partly at work from Strategy Experts Stefan JäcklinGlobal Asset Allocation and Shiller CAPE.

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Selma Finance yield in test

Okay, we don't want to keep our readers waiting - let's get to the most frequently asked question: How much is the average Selma Finance return of an investor?

Each of our investors has an individual strategy, and many investors do not aim for maximum returns. For example, many customers have also invested a high portfolio share very safe and liquid in overnight money. Thus, the return value varies greatly and it would not make sense to speak of "THE Selma Finance return".

What are the next goals and milestones for Selma Finance?

We have just completed the integration of pillar 3a. Our own Selma app is also on the agenda (Comment Schwiizerfranke: Selma Finance App now online)We also want to expand geographically. Ultimately, we want every user to have the best Selma Finance experience, and we work on this every day.

Finally, just one more question, then we'll let you get back to work. Can you give us a reading tip in finance?

Oh! hmmm. I'm gonna have to give you this later. Sorry. Can I get a cookbook? (We'll let the very busy Patrik go through this again. But instead we'll register for another visit with good coffee at his office).

Conclusion on the Selma experience

As you will have gathered, the Selma review is very positive. The fair, transparent conditions and the innovative digitalisation of asset management are also frequently praised by the community. Selma Finance is only criticised for its fees, which could of course always be lower, but are within a fair range. Other reviews of Selma Finance on the Internet are also favourable.

 

We can recommend Selma Finance with a clear conscience, are very satisfied with the current updates and have therefore asked nicely for a bonus! With the Selma Promo code in the link there's now even CHF 34 free at Selma! 

Have you already opened a securities account? Then let us know in the comments how your Selma Finance experience is?

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Selma Finance Alternative

On the Investment page you will find an overview of our test for investing money in Switzerland.

  • True Wealth is a Swiss provider for easy access to ETF`s. The portfolio matching is not as detailed as Selma and rather passive, but a consideration is the True Wealth definitely worth it.
  • Findependent offers the possibility of compiling your own ETF savings plan 
  • If you prefer to actively select shares yourself, you can use the low-cost online broker Degiro take a closer look
  • No alternative, but a useful addition is the free bank account of NEONwith an investment function.

FAQ

Anyone who wants to invest with Selma can do so not only in the 3b area. Thanks to Selma Finance 3a, there is a pillar 3a pension solution directly integrated in Selma. So you can make provisions and save taxes with Selma Finance.

If you want to withdraw money from Selma Finance, you can do it conveniently via chat. Write how much of your investments (part or all) you want to sell. Afterwards, the amount will be paid out to your deposited reference account. 

A plus in the Selma test would of course be an automatic payout at the touch of a button.

The Selma return depends to a large extent on the return of the broad equity markets and the Selma fees. 

With total Selma fees of around 1% and a long-term stock market performance of around 5% - 7%, the Selma return can be surmised.

Yes, the Selma Finance App for iOs and Android is available for download. In the Selma Finance App you can manage your investments and your Selma Pillar 3a.

Although the investment strategy creates a Selma Finance ETF savings plan for you, you do not select the individual ETFs or index funds. Instead, the algorithm makes the choice for you and creates a customised Selma ETF portfolio.

Giving Selma experience in terms of performance is not necessarily representative. Because the Selma investment strategy in my portfolio probably looks different than in your portfolio. Accordingly, the Selma performance experience will also differ.

Roughly, you can expect the Selma return from a broad investment strategy minus the Selma fees. So about 7% return per year minus about 1% (all rounded) equals 6% return per year over the long term. That or something like that would be my personal outlook. Where it actually goes remains to be seen!

Have you already gained experience and would like to contribute it to the Selma Finance Review? Share them in the comments!

The Selma Robo Advisor cooperates with Saxo Bank Switzerland for the custody account. When you open an account with Selma, one is opened for you in the background and you can conveniently invest your money.

Absolutely! With the new retirement mode, Selma is perfect for retirees. You get an income-orientated portfolio, flexible no-fee drawdown plans and age-appropriate adjustments - all at fair fees from 0.42%.

You can receive monthly payments like a salary, adjust the amounts at any time or even withdraw larger amounts - all free of charge and without restrictions.

Our financial tips for 2026

"Intelligent people learn from the mistakes of others".

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Financial author Eric Marschall certified investment advisor (IAF) independent financial expert Switzerland - certified financial expert switzerland
About the author

Eric is the founder of Schwiizerfranke.com and certified IAF wealth advisor. Since 2019, he has been helping Swiss citizens to organise their finances comprehensibly, independently and efficiently.

More about Eric & Schwiizerfranke

📌 Note: This article is for information purposes only and does not constitute personalised investment advice.

27 responses

  1. I am currently not at all satisfied with the performance of my Selma portfolio. It has to be said that I set up my portfolio there in January 2022 and a few days later the war of aggression in Ukraine started. Since I have a rather risk-averse strategy, my portfolio collapsed there and is currently at -17% after adjustment for time. Of course, I have a long portfolio there and I am sure that it will recover. However, if I look at another portfolio with a similar risk setting of mine for the same period, it is even just positive. So my current assessment is that Selma's investments have not been smartly made in recent months and I would not recommend Selma, at least for now.

    Reply

    1. Hello Beni,
      Thanks for sharing your experience!
      For long-term investments with a high equity allocation, short-term fluctuations must "naturally" be expected. This will be similar for all providers, even if the fluctuations differ. The comparison should therefore always be made on a long-term basis.
      Here a Contribution to long-term investmentswhich I hope will help you.

      Reply

    2. Since you are investing for the long term, it is wonderful when returns are low, because by investing regularly you automatically buy low and when the market turns, you are positive more quickly.
      If you invest with high risk, you also have to live with such fluctuations. In addition, a direct comparison between the performance of providers is rather difficult ...

      Reply

  2. Hello. Interesting thing. One thing would still interest me; I have a 3a account with my bank. I already paid in the maximum amount of CHF 6883 in January. Can I still invest something extra with Selma in December?

    Reply

    1. Hello Adrian
      only in free assets, but not in 3a. The 3a is limited to the maximum amount for you personally each year - regardless of the provider

      Reply

  3. Hello,

    I am rather sceptical about investing in the current market situation. Do you think I should wait until after winter to invest in the selma app until the market has (maybe) recovered?

    Thanks for your really cool blogs!

    Kind regards

    Reply

  4. Hello people
    Now I have read so much in the Schwiizer Franke on investing and retirement planning.
    And I recommended Selma to my partner... but oh my gosh... Selma is not available as an Android app ???
    Is that really the case?

    Reply

    1. Hi, Andi. Here you see the Roadmap from Selma.
      The Selma Finance Android app is listed under "Doing", so it is currently being developed. Until then, however, the browser version can also be used via mobile and on the PC/laptop/tablet anyway.
      Best regards 🙂

      Reply

  5. Thank you for the exciting review of Selma Finance
    After a lot of back and forth, I have now ventured into the world of ETFs and the report here has helped me a lot to find my way around.
    As a complete beginner Selma is really super easy!

    It remains exciting how my Selma portfolio will develop.

    Reply

    1. Good luck Jasmin! Congratulations on getting your start. In the long run, you'll be very thankful for it 🙂

      Reply

  7. Hi Eric. Thank you for a great review!
    I am looking forward to hearing from you about Investart, a new Swiss ETF investing service, which also includes a robo-advisor. It's actually free to charge, I registered an account there and invest in ETFs with no fees. The registration is done online, and very simple to invest, very intuitive, although you can't pick stocks, only ETFs. Would have loved to hear your opinion.

    Reply

    1. Hi David
      thanks for your message!
      I heard about it also, but I am cautious about the platform - not to say "sceptical". Online you can find various fees that could then be charged at the end: About 20CHF per month deposit fee + 0.45%. That would be much more expensive than Selma or say True Wealth.
      The site itself superficially only talks about free. In the FAQ, however, there were at times other details. Personally, I honestly do not want to invest my money here, because it does not seem serious to me. Maybe someone here made other experiences already?

      Reply

  8. Thank you so much for the post! I came to Selma through you a few months ago and have had nothing but positive experiences so far 🙂

    Reply

  9. I constantly spent my half an hour to read this weblog's articles daily along
    with a cup of coffee.

    Reply

    1. Hello,
      I have now also started with Selma. Thank you for the detailed information!
      Has anyone ever taken money out again? Did that work?

      Reply

  11. A field report as you would like it to be 🙂 Merci! Especially for the interview with the CEO, more of this please!

    Reply

      1. Hello, Peter Meuli,
        we have not yet created a Rio Review, thanks for the hint!
        The design and customer guidance look very attractive, but of course we always take a very close look at the fees. The so-called "all-in-fee" of 0.65% at Rio does not include everything. In addition to stamp duty, there are also product costs of 0.3% and, in the case of focussed themes, 0.6% for these investment products. The total price is therefore significantly higher than advertised.
        Fees are not everything, we will certainly take a closer look at Rio in the near future!

        Here is the extract from the fees:
        Does the flat fee of 0.65% p.a. cover all costs?

        The flat fee includes asset management, custody and account management fees, brokerage fees and the annual account/custody account statement. Not included are taxes and duties (e.g. federal stamp duty, any stock exchange charges) and product costs. The product costs of the core modules are approx. 0.3% p.a. and for focus topics 0.6% p.a.

        Reply

  12. Excellent review and agree with the comments on portfolio management, however good for newcomers and the additon of the new piar 3a is a nice value add.

    Reply
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