Selma is a personal financial advisor for everyone.
|Sectors||Finance & Payments Digital B2C|
|Incorporation date||28 Apr 2016|
- 12'000+ clients
- CHF 200m assets under management
- 4.7 stars Google Rating
- Assets grown 10x in the last 3 years *
Selma, a digital financial advisor, simplifies the complexities of financial planning and investing. Regulated as an independent financial advisor in Switzerland, we cater to over 12,000 customers with diverse investment amounts, ranging from 2,000 CHF to several million francs. We are proud to manage assets of nearly CHF 200 million.
Now, we're embarking on a thrilling new phase. We aspire to transition our customers into owners, nurturing an even closer bond with you. This is just the beginning of our journey.
In the past, investment managers were primarily accessible to affluent individuals. Often, people are uncertain about how much money they should reserve for their future – how much to invest, and in what manner.
That's why we've developed a digital financial advisor, ensuring access to financial planning and guidance for a brighter financial future. Our goal is to enable everyone to manage their finances effortlessly, irrespective of their income and wealth.
*based on unaudited management accounts.
Substantial accomplishments to date
12'000+ Clients in Switzerland
4.7/5 Google Review
200 CHF million invested
30 people in the Selma Crew
Our growth has been made possible by substantial backing from leading Swiss Corporate Ventures, including TX Ventures and Sparrow Ventures (Migros), with investment rounds exceeding EUR 10 million to date. From our inception, the development of Selma has been in tandem with our customers, and this community-centric approach has been central to our expansion.
Selma is a growth company based in both Zurich, Switzerland and Helsinki, Finland.
Our distinctive blend of Nordic design and Swiss wealth management has remained at the core of our business since its inception. As an investor, you're not merely investing in our Swiss enterprise but also in our entire group - Selma Finance Oy, which wholly owns Selma Finance AG.
We have a proven track record of successfully scaling Selma through effective online marketing strategies, outstanding customer support and exceptional user experience.
We are a tech company first. Relying on technology helps us keep the costs low, and allows us to spend time where it matters – with our clients. Our team of 30 people includes experts in finance, IT, user experience, product, engineering and compliance that have worked for companies such as UBS, Ricardo, Delivery Hero, Boston Consulting Group or BDO - and who now help us build the next generation of financial service provider that works with clients on an eye level and not from an ivory tower.
Selma's business model is based on a monthly fee that is dependent on the amount invested with Selma. The all-in fee covers trading and or custody costs regardless if a customer invests once, on a monthly basis, via their pillar 3a or normal investment account.
0.68% p.a. – under 50’000 CHF
0.55% p.a. – 50’000-150’000 CHF
0.47% p.a. – over 150’000 CHF
Our existing customers like you, fuel Selma’s growth for years to come
Over 67% of Selma's assets are generated through regular deposits made by our loyal clients, fueling our growth for years to come. More than two-thirds of our customers are just entering their prime earning years and have 20+ years to their retirement. We are committed to providing them the best experience and to help them with all their financial needs throughout their life to grow together over time.
At the current level (annualising April 2023) we reach a revenue of EUR +1 Mio through our asset management business.* In the last 3 years we grew the assets managed by Selma by a factor of 10x.
* based on unaudited management accounts.
Use of proceeds
Your investment will be used in two ways:
(1) Growing our client base with a view to becoming the No. 1 Digital Wealth App in Switzerland.
(2) Developing our product further, including more insights into your investments, solutions for families, a new space for personalized financial advice and to test new services to make your financial life even simpler.
Together with you and our institutional investors (like TX Group and Migros) we aim to develop Selma into the most convenient, smartest, and largest digital wealth manager and advisor in Europe. Become a Fintech investor and join us to continue our growth journey!
Please note that any discounts, rewards and/or offers listed by a company in its campaign are subject to the terms and conditions applied by that company. It is the company’s responsibility to honour such discounts, rewards and/or offers and Seedrs does not take any responsibility for them.
Investors in this round are investing into and will become shareholders of the Finnish parent, Selma Finance Oy. This is the holding company for the group. Selma Finance Oy fully controls Selma Finance AG (the Swiss subsidiary) with 100% ownership.
The company has five classes of shares, being (in order from highest to lowest priority) Preferred A3, Preferred A2, Preferred A, Seed and Common shares. All investors in this round, including Seedrs investors, will be receiving Preferred A3 shares.
On a liquidation or exit, the shares participate in proceeds consecutively in order from highest to lowest priority. Each share (other than Common shares) is entitled to the greater of (i) the original subscription price paid for such share; and (ii) the amount that the holder of such share would have been entitled to, had that share been converted into a Common share immediately prior to the relevant event. Common shares participate on a pro-rata basis.
Each share carries one vote regardless of class.
The shares also come with an anti-dilution adjustment provision should the company undergo a funding round at a value lower than the Original Purchase Price per Share. This provision dictates that any holder of Preferred A3 Shares, who initially purchased said shares at a subscription price per share greater than a subsequent subscription, purchase, or conversion price, is entitled to a weighted average anti-dilution adjustment.
The company has the following outstanding loans:
€177,497.00 loan from the State Treasury of Finland at an interest rate of 1.0% per annum. The final payment for the loan is to be made on the 23rd of April 2027.
€204,000.00 loan from the State Treasury of Finland at an interest rate of 1.0% per annum. The final payment for the loan is to be made on the 25th of June 2025.
€79,879.00 loan from the State Treasury of Finland at an interest rate of 1.0% per annum. The final payment for the loan is to be made on the 2nd of November 2024.
The funds raised from this investment round will not be used to repay these loans.
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