Crowdfunding in Switzerland: types and platforms

Crowdfunding raises capital from many people, each with a relatively small contribution, through an online platform. In Switzerland it is a mature and widely used tool across very different fields: creative projects, consumer products, real estate, loans to SMEs. It is not a magic shortcut for those who cannot find other capital: it is a channel with its own logic, one that works well for some projects and not at all for others. Understanding the types and when to use them is the first step.

The four main types

Under the same word live very different models:

Reward-based: those who contribute receive a product, a service or a benefit in return — often as a pre-sale. It is the typical model for launching a product and, at the same time, validating demand before producing it on a large scale. You do not give up shares and you do not take on debt.
Equity crowdfunding: investors receive shares in the company. It is close to a genuine funding round, spread across many small investors. It dilutes and entails managing many shareholders.
Lending (crowdlending): the financiers lend money and are repaid with interest. It is debt, not equity: it does not dilute, but it must be repaid. Used by SMEs and for projects with predictable cash flows.
Donation-based: those who contribute receive nothing in return except the satisfaction of supporting a cause. Typical of the social and non-profit sector.

Each model responds to a different need: validating a product, raising risk capital, financing with debt or supporting a cause.

How the platforms work

The platform is the intermediary that connects those seeking funds with those offering them. In practice:

You publish a campaign with a target, a description, materials and — in reward models — the rewards.
The platform retains a commission on the amount raised (and sometimes ancillary costs).
Many reward campaigns work on the “all or nothing” logic: if you do not reach the target by the deadline, the contributions are returned.
In equity and lending the platform applies stricter checks, because financial and regulatory aspects come into play.

In Switzerland there are platforms dedicated to each model: some specialised in reward and creative projects, others in equity for start-ups, others still in crowdlending for SMEs and in real estate. The choice of platform depends on the type of project and the audience you want to reach.

Mind the regulatory framework

Crowdfunding touches on regulated aspects: the taking of deposits from the public and financial activity are subject to precise rules, and lending and equity platforms operate within this perimeter. For those launching a campaign, the practical points are mainly two: complying with the obligations linked to the chosen form (especially in equity and lending) and correctly handling the tax and contractual aspects of the funds raised. This is not a matter to improvise: better to verify the correct classification before starting.

When it pays off (and when it does not)

Crowdfunding works well when:

You have a tangible and understandable product, suited to pre-sale (reward).
You can mobilise a community or an audience base: without an audience, the campaign does not take off.
The campaign also serves to validate demand and build visibility.

It is less worthwhile when:

The project is complex or B2B, hard to explain to a broad audience.
You have neither a community nor a budget to promote the campaign.
You are looking for large amounts that a single investor would handle better.

It must be said clearly: a successful campaign requires preparation and promotion. Launching and hoping is not enough; most of the funds arrive thanks to communication work done before and during.

In summary

Four models: reward, equity, lending, donation — with very different logics.
The platform retains a commission; many reward campaigns are “all or nothing”.
Equity and lending touch on regulatory aspects: they must be classified correctly.
It works with clear products and a community; it always requires preparation and promotion.

How we help you

We help founders choose the right tool for the right stage — crowdfunding, business angels, venture capital or subsidised finance — and set up the raise with the right corporate structure and agreements. Let’s talk about your project.