Selma: efficient like a Robo-Advisor, personal like a Private Banker. Invest online for a simple monthly fee.

Try for free before investing – find out which investments fit your financial situation.



πŸ€–... stands for an online investment service that uses algorithms to pick and trade your investments. Robo-Advisors usually offer low-cost 5–20 standard portfolios and little personal support. 



Private Banker

πŸ™ŽπŸ½... describes the job of a person who delivers personal service for the wealthy clients (1 Mio+ CHF). In short, Private Bankers pick and take care of your investments in a way that fits with your finances.



πŸ€“ Selma combines the best parts of both worlds. Get the efficiency from Robo-Advisors and a digital assistant that makes sure your investments match your life.
All for a simple monthly fee.


"What are the main differences between Selma and TrueWealth?"


Open roadmap feedback

"What sets Selma apart from the competition?" πŸ€”


Open roadmap feedback

"I am willing to pay for the managing the portfolio if I can see added value."


Open roadmap feedback


Start investing in minutes. Let Selma take care of the rest – for years.

Robo-Advisor Private Banker Selma
Service fee (p.a) ~0,5–1,0% expensive 0,72%
Product costs vary vary av. 0,22%
Your effort low low low
Online βœ… ❌ βœ…
Personalized Investments ❌ βœ… βœ…
Investment adjustments to market βœ… βœ… βœ…
Investment adjustments to life ❌ βœ… βœ…
Measuring under- and overvaluations ❌ ? βœ…
No kickbacks ? ? βœ…
Human support πŸ‘‹ ❌ βœ… βœ…
Step-by-step buying strategy ? βœ… βœ…
Full Transparency ❌ ❌ βœ…
Developed with clients ❌ ❌ βœ…

Try Selma for free. No strings attached. Just chat with the Selma financial bot to start. πŸ‘‹


How are my investments picked?


Robo-Advisors πŸ€–

... have standard basic investment ETF portfolios. In most cases, you'll either choose one of these portfolios yourself, or the Robo-Advisor assign you a risk category based on a few financial questions.

With Robo-Advisors, it's up to you to understand how the suggested investments work with your other financial situation – e.g. loans, savings, other investments... πŸ€”

Selma πŸ€“

Your financial situation and reasons to invests are unique to you. Selma takes a good look at each client's finances, so that everyone gets a unique mix of ETF investments.

Instead of making you guesstimate, Selma suggests you a mix of investments that match with your financial life, goals and the risk you want and can afford to take. πŸ‘‹πŸ€“

What happens with my investments?




Robo-Advisors πŸ€–

Most Robo-Advisors monitor the financial market automatically. Robo-Advisors trade and tweak your investment plan (your strategy) with algorithms and little human involvement.

Robo-Advisors don't look at your financial picture. It's up to you to make sure that the things you invest in make sense for you and the changes of your money situation. πŸ™„

Selma πŸ€“

Selma keeps your investments balanced with the financial market and your financial life. Like a Robo-Advisor we keep an eye 24/7 on the market, like a Private Banker we keep an eye on your financial life. Read more here.

Whenever you update Selma about changes concerning your money (new job, mortgage...), we'll check your investments for you, so that you don't take unnecessary risks. πŸ‘


Selma does the hard stuff for you. Let's do the fun things together.

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Our amazing contributors have developed Selma with us from the start.  Check Selma's Open Roadmap for "work-in-progress". You can join the Contributor Group too. Get early access to the new features and have a say in how your Selma is shaped. 





Find out how you should invest

Have a quick chat with Selma and find out which investments fit best with your life situation.


Tired of reading ? Ask the Selma Crew anything