The digital financial adviser Selma has Bruno Pfister on board as a strategic adviser. The former CEO of Swiss Life is to support the company in expanding its AI-driven pension advice, Selma announced on Tuesday. Selma

The focus is on customers who are preparing for retirement or are already retired. Selma wants to combine digital wealth management with artificial intelligence and personal advice.

Multibillion-franc market around retirement

According to the company, more than 100,000 people in Switzerland retire every year. Around half withdraw their pension fund assets in whole or in part as a lump sum. In total, around 17 billion francs flow to policyholders in this way each year.

Selma sees growing demand for advice, particularly on lump-sum withdrawals, tax optimization, and long-term wealth allocation.

Many years of experience in banking and insurance

Bruno Pfister has more than three decades of experience in the financial sector. He began his career in investment banking at J.P. Morgan. After eight years at McKinsey, he took on the role of CFO of the LGT Group and later moved to Credit Suisse.

He joined Swiss Life as CFO in 2002. After serving as CEO International, he led the insurance group as Group CEO from 2008 to 2014.

Pfister then took on various board mandates. Among other roles, he chaired the boards of Rothschild & Co Bank in Zurich, Credit Suisse Asset Management, Quintet Switzerland, and the Assura Group.