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Selma

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On a mission to revolutionise investing & financial advisory through the power of Artificial Intelligence

250%
 - 
Funded 28 Oct 2024
€750,000 target
€1,915,060 from 627 investors
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Business overview

Location Helsinki, Finland
Social media
Website www.selma.com
Sectors Finance & Payments Digital B2C
Company number 2752815-5
Incorporation date 28 Apr 2016
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Investment summary

Type Convertible
Discount 15%
Share price N/A
UK tax relief N/A
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Business highlights

  • AI-powered financial advisory
  • Serving over 14,000 clients with CHF 270M+
  • 27% YoY Revenue Growth*
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Key features

  • No Secondary Market
  • Nominee investment min. €250.00 +
  • Direct investment min. €100,000.00 +
  • Pitch
  • Investor Perks
  • Key Information
  • Team
  • Updates
  • Investors 627
  • Discussion
  • Documents

Learn more about convertible campaigns.

Pitch

About the Campaign

Selma Finance is pioneering AI-driven financial advisory to make wealth management accessible to everyone.This crowd round is for our Selma community and anyone who wants to shape the future of finance. With your support, we will focus on building the product we envision and accelerating growth.

Market Opportunity

The financial advisory market is primed for disruption as millennials seek modern, tech-driven ways to manage their wealth. Selma meets this demand with an AI-powered service, addressing pension planning and wealth management needs while taking advantage of trends that indicate growth.

Traction & Key Accomplishments

Selma Finance now serves over 14,000 clients, managing CHF 270M+ (as of 22/08/24*) and completed a successful crowdinvesting campaign in 2023.

Since then, we’ve established ourselves as one of the leading digital wealth managers in Switzerland (F6S, Aug 24), pioneering AI-powered financial advice.

Our revenues grew by 27% YoY (31/12/2022 vs 31/12/2023)*

Our current app offers tailored investment solutions and financial advice, continuously attracting and retaining clients, fueling this growth.

*Based on Unaudited Management Accounts. Past performance is not an indication of future performance.

Use of Funds

We are raising funds to scale Selma AI, expand our product offerings to cater clients throughout their financial life, and accelerate client growth in Switzerland. We will invest the funds to reach key milestones on our journey to scale the company, preparing for international expansion.

Investor Perks

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 and listed above. It is the company’s responsibility to honour such discounts, rewards and/or offers and Seedrs does not take any responsibility for them.

Key Information

Key information investment sheet

Key Investment Information Sheet is available by downloading the following documents:

  • Key Investment Information Sheet [Danish]
  • Key Investment Information Sheet [German]
  • Key Investment Information Sheet [English]
  • Key Investment Information Sheet [Spanish]
  • Key Investment Information Sheet [French]
  • Key Investment Information Sheet [Italian]
  • Key Investment Information Sheet [Dutch]
  • Key Investment Information Sheet [Portuguese]
  • Key Investment Information Sheet [Swedish]

Outstanding Debt

The company has the following Debts.

A Business Finland loan of €79,879.00, with 1% interest. The loan is due to be repaid in three annual instalments of €26,626.50 starting in February 2025, with the final payment due in February 2027.

A second Business Finland loan of €136,000.00, with 1% interest. The loan is due to be repaid in three annual instalments of €45,333.50 starting in June 2026, with the final payment due in June 2028.

A third Business Finland loan of €177,497.00, with 1% interest. The loan is due to be repaid in four annual instalments of €35,499.50 starting in April 2026, with the final payment due in April 2030.

The funds raised in this round will not be used to repay these debts.

Share class

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.

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.

Convertible Key Terms

This investment round is being raised by way of a convertible equity investment structure, in this case a "convertible loan agreement".

The key terms that apply to the Company’s convertible loan agreement are set out below. See also attached Key Terms document for further details.

• Interest rate: 8%
• Valuation Cap: EUR 60,000,000
• Default Valuation: EUR 39,000,000
• Maturity date: 30 June 2027

This convertible differs in a few key ways from Seedrs standard convertible instrument, so please read carefully.

If the Company raises at least EUR 2,000,000 in new equity investment from new investors over one or more funding rounds before 30 June 2027 (the Maturity Date), that will constitute a “Qualifying Equity Fundraise”.

If there is a Qualifying Equity Fundraise, then the loan plus accrued interest will convert on the same terms as the new investor (including as to share class) at the lower of:

• a 15% discount to the lowest price of a share issued (or sold) in connection with that Qualifying Equity Fundraise; and
• a price per share assuming a pre-money valuation of EUR 60,000,000 (the Valuation Cap).

If there is a sale of the Company (which may include an asset sale or an IPO) (an Exit) then the loan plus accrued interest will convert into the most senior class of preferred shares existing in the Company at the lower of:

• a 15% discount to the lowest price of a share issued (or sold) in connection with that Exit; and
• a price per share assuming a pre-money valuation of EUR 60,000,000 (the Valuation Cap),

provided that the price per share shall not be less than that given by a pre-money valuation of EUR 39,000,000.

If there is a winding-up or cessation of business by the Company of any kind (an Event of Default) prior to the Maturity Date, then the Lender shall have the right for the loan plus accrued interest to be repaid.

If there is no Qualifying Equity Fundraise, Event of Default or Exit by the Maturity Date, then the loan plus accrued interest will convert into the most senior class of preferred shares existing in the Company assuming a valuation of EUR 39,000,000 (the Default Valuation).

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If you successfully purchase a share lot of this business, you will be granted access.

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Only shareholders can access this page

If you successfully purchase a share lot of this business, you will be granted access.

Buy shares

Only shareholders can access this page

If you successfully purchase a share lot of this business, you will be granted access.

Buy shares

Only shareholders can access this page

If you successfully purchase a share lot of this business, you will be granted access.

Buy shares

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Investing involves risks, including loss of capital, illiquidity, lack of dividends and dilution, and should be done only as part of a diversified portfolio. Please read the Risk Warnings before investing. Investments should only be made by investors who understand these risks. Tax treatment depends on individual circumstances and is subject to change in future.

This webpage is issued by Seedrs Limited (trading as Republic Europe) ("Republic Europe"), and has been approved as a financial promotion for the purposes of s.21 of the Financial Services and Markets Act 2000 by Prosper Capital LLP ("Prosper") which is authorised and regulated by the Financial Conduct Authority with firm reference number 453007 on 24 September 2024. It is not intended to be a promotion of any individual investment opportunity and is not an offer to the public. The summary information provided about investment opportunities on this webpage is intended solely to demonstrate the types of investments available on the Republic Europe platform, and any investment decision should be made on the basis of the full campaign. Full campaigns are available to investors who have become authorised to invest on the Republic Europe platform. It is not for distribution in the United States of America and all investment activities take place within the United Kingdom. Any person resident outside the United Kingdom should ensure that they are not subject to any local regulations before investing.

Neither Republic Europe nor Prosper provide advice or recommendations in relation to any investment on this site. No communications from Republic Europe, through this website or any other medium, should be construed as an investment recommendation. Further, nothing on this website shall be considered an offer to sell, or a solicitation of an offer to buy, any security to any person in any jurisdiction to whom or in which such offer, solicitation or sale is unlawful. Neither Republic Europe nor Prosper provides legal, financial or tax advice of any kind. If you have any questions with respect to legal, financial or tax matters relevant to your interactions with Republic Europe, you should consult a professional adviser.

Tax Relief (SEIS)

This business is eligible for SEIS relief - providing qualifying investors with income tax relief of 50% of their investment and certain other tax reliefs. Tax treatment depends on individual circumstances and is subject to change in future. Click to learn more.

Tax Relief (EIS)

This business is eligible for EIS relief - providing qualifying investors with income tax relief of 30% of their investment and certain other tax reliefs. Tax treatment depends on individual circumstances and is subject to change in future. Click to learn more.

Valuation (pre-money)

Valuation rounded from Convertible

This is the fully-diluted pre-money valuation of the business (i.e. before the new investment comes in and including issued options and other equity interests). In contrast, the post-money valuation is based on inclusion of the new investment in the value.

It is calculated as the pre-money valuation plus the amount of new investment. e.g. If Company A is ascribed a pre-money valuation of £1,200,000 by prospective investors investing £300,000, its post-money valuation is £1,500,000.

The investee business is responsible for setting its own valuation, it has not been prescribed by Republic Europe.

Pitch type

Investing in a convertible campaign allows you to invest today, with your investment converting into equity in the future, at a discount compared to other investors.

Learn more about pitch type on Republic Europe

Equity Offered

The equity offered is the percentage of the company’s shares being issued in return for the amount of investment raised.

When the amount raised is less than 100%, the equity offered is based on the target raise. Once the company has raised over 100% it is based on the total raised.

In some scenarios, entrepreneurs may accept additional direct investment after closing their Republic Europe campaign. Provided this is within 6 months of the closing and on the same terms, we do not typically offer pre-emption rights on that extra investment (where you have the opportunity to invest again to maintain your percentage shareholding).

Learn more about investing and pre-emption rights.

Nominee investment

This shows if you are able to choose, when making an investment, that you be represented by, and your shareholding be managed by, the Nominee investment.

Find out more

Custodian

If you invest in this Campaign, Republic Europe will act as Custodian rather than provide our standard nominee service. This is due to the fact that the business is not directly involved in the share sale and Republic Europe will not benefit from any rights under a shareholder agreement. As a result, Republic Europe will handle administrative tasks as we do normally, but you will not have information or voting rights, updates from the business, preemption on future fundraising, or ongoing support about business trading activity.

Learn more about Custodian here

Secondary market

This shows if the business has opted-in or opted-out of allowing its shares to be bought and sold on the secondary market.

Find out more

Direct investment

If available, this is an option to invest and hold shares 'directly' in the company (rather than via the Nominee investment). This option is only available to those investing over the threshold amount, which is determined by the fundraising company.

If you choose to hold your shares directly, you will be responsible for any contractual or administrative arrangements with the company you are investing in.

Find out more

Payment options

We are not able to accept card payments for investments into this sector. You can pay for your investment by creating a bank transfer, using funds in your investment account or create a Pay by Bank payment. Your investment will only be completed once the funds have reached our account.

Business Involvement

This Campaign offers shares for sale in business that is not directly involved in this Campaign or the sale. As a result, the Campaign and post-investment experience, including investor rights, will differ from a business-led campaign on Republic Europe. Most notably, the business will not engage with investors in the discussion forums both during and after the sale or provide any updates to investors.

Learn more here

Payment options

We are not able to accept Pay by Bank payments for investments into this sector. You can pay for your investment with a card payment, by creating a bank transfer or by using funds in your investment account. Your investment will only be completed once the funds have reached our account.

Drawdowns

This campaign offers the ability to pay for an investment by drawdowns.

Security Token

A security token is a digital asset that represents ownership or other rights. It is a digital form of traditional investments. In the future, you may be able to trade your investment through compatible exchanges.

Warning

You are following a link outside of europe.republic.com.

None of the information in constitutes part of the campaign and it has not been approved or reviewed by Republic Europe.

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