Insurance and Banking Executive and former smile insurance CEO appointed as additiv’s General Manager in Switzerland

Written by additiv,
Published on April 8, 2022

Zurich, 8 April 2022:

additiv, a leading embedded wealth and finance-as-a-service provider to financial and non-financial brands, today announces that Dieter Lützelschwab, Insurance and Banking Executive and former CEO of the largest direct insurer in Switzerland,, has been appointed to additiv’s senior management team.

Dieter joins additiv as General Manager of Switzerland to grow their established embedded finance business within the region. Drawing upon his extensive industry insight and experience leading start-ups in insurance, retail banking and fintech sectors, Dieter is ideally suited to support the region as it develops its offering to insurers (including life and health insurers), pension providers and non-financial companies.

Most recently, Dieter as Entrepreneur and Executive Consultant supported the set-up of several consumer finance and insurance fintechs in Switzerland and Europe. His track record also includes the successful strategic repositioning of companies, such as, where, as CEO he led their transformation from the phone-based direct insurer into a strong digital player  to become; with a clear positioning and a new brand in the market. Additionally, Dieter has had various other management functions within the insurance and banking industry (e.g. Head Marketing Retail Banking with Credit Suisse).

Dieter Lützelschwab, General Manager of Switzerland at additiv said

“These are exciting times for the finance industry.  Embedded finance represents a $7trillion revenue market for financial and non-financial brands globally, and wealth, insurance and investment services are increasingly identified as a key segment.  One that additiv is already very active in.”

Dieter continues

“With my experience with the types of brands which are ideally suited to embed wealth into their channels, joining additiv felt like the natural progression.  additiv has already made significant inroads into this market with asset managers, challenger banks and insurers set to utilise their Wealth-as-a-Service (WaaS) platform, DFS® – currently expanding into all financial services.”

Speaking about Dieter’s appointment, Michael Stemmle, Founder and CEO of additiv said

“With many years founding and establishing businesses in the banking and insurance industry, Dieter is well placed to support our Swiss customers and prospects as we develop our platform business to support use cases related to insurance and other brands looking to complement their offering with financial planning related services.”

Michael continues

“We are delighted to have Dieter join additiv.  In recent years, we have significantly increased our focus on building extensive teams outside of Switzerland to support our clients across the globe, but we still recognise the great importance of our Swiss clients and the huge opportunity that embedded finance offers Swiss brands.  Dieter is ideally suited to ensure that additiv exceeds their evolving needs.”



About additiv

Established in 1998, additiv partners with leading companies across the world to help them capitalize on the possibilities of digital wealth and investment management.

additiv’s embedded finance operating system, DFS®, is an orchestration layer enabling financial institutions to access new distribution channels through a Banking-as-a-Service (BaaS) model. It also allows banking and non-banking providers to embed wealth services into their client proposition. While it supports wealth managers looking for best-in-class Software-as-a-Service (SaaS) to deliver better engagement at greater scale

Headquartered in Switzerland, with regional offices in Singapore, UAE, Germany and Kenya, additiv is supported by a global ecosystem of partners.

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