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Business setup & verifications (Switzerland, Canton of Bern)

Research notes, not legal advice. Items marked [verify] must be confirmed with the named authority or a Swiss fiduciary (Treuhänder) before acting.

The order matters: almost every online verification (Google, Meta, WhatsApp, ad accounts) asks for proof that the business exists at a real address. So the legal/physical setup comes first.

Form Commercial register Liability Notes
Sole proprietorship (Einzelunternehmen) Required once turnover ≥ CHF 100,000/yr; voluntary below Personal, unlimited Cheapest, fastest. Owner must have Swiss residence/work permit allowing self-employment [verify]
GmbH Always required Limited to company Min. capital CHF 20,000, notary deed. Better with several partners
Partnership (Kollektivgesellschaft) Required Partners personally For 2+ partners without a GmbH

With several partners, a GmbH is usually the cleaner choice (clear shares, limited liability). Decide with a fiduciary.

A2. Name check & registration

  • Check name availability: zefix.ch (central business name index) plus trademarks at swissreg.ch.
  • Register with the Handelsregisteramt des Kantons Bern. Online via EasyGov.swiss, which also handles AHV, VAT and accident insurance in one go.
  • You receive a UID number (CHE-xxx.xxx.xxx). It goes in the Impressum and is used for platform verifications.

A3. Social insurance & tax

  • AHV/AVS (self-employed status): register with the Ausgleichskasse des Kantons Bern. They decide whether you count as self-employed. Platforms and banks may ask for this.
  • Employees: AHV contributions, mandatory accident insurance (UVG), and BVG (pension) above the threshold.
  • VAT (MWST): mandatory from CHF 100,000 annual turnover. Below that it's optional. Note: some medical treatments are VAT-exempt, but wellness massage is not [verify].

A4. Professional permits (depends on the services offered)

  • Wellness / classic massage (no medical claims): generally no cantonal health licence in Canton of Bern [verify with GSI Bern].
  • Medical massage (Medizinische/r Masseur/in with eidg. Fachausweis, treatment on prescription): needs a cantonal professional practice licence (Berufsausübungsbewilligung) from the Gesundheits-, Sozial- und Integrationsdirektion (GSI) of Canton Bern [verify].
  • Insurance reimbursement (a big selling point in CH): therapists register with ASCA and/or EMR. Customers' supplementary insurance then covers part of the cost. Requirements include a recognised qualification, continuing education, and liability insurance. The registration is per therapist, not per salon.
  • Foreign qualifications may need recognition by the SRK (Swiss Red Cross) for medical massage [verify].
  • Work permits: any non-Swiss partners or staff need a permit that allows (self-)employment.

A5. Premises (Gemeinde Saanen / Gsteig / Lauenen)

  • Check that the zoning allows commercial use. Converting a flat or chalet room may need a change-of-use permit (Nutzungsänderung / Baubewilligung) from the municipality [verify].
  • Rental contract in the business name. It's the address proof for every platform.
  • Visible signage at the door. Google Business Profile verification often requires it (video verification).
  • Hygiene and fire-safety basics. Contact the municipality building office (Bauverwaltung Saanen).

A6. Insurance

  • Professional liability (Berufshaftpflicht). Required for ASCA/EMR, and essential in any case.
  • Business contents/property insurance and loss-of-earnings (daily allowance) insurance.

A7. Bank & payments

  • Business bank account (needs the commercial register extract or UID plus ID).
  • Card terminal and TWINT (expected in Switzerland). Online payment provider later for deposits/no-show fees.

B. Online platform verifications (after A is done)

Platform What's verified What they typically ask for Gotchas
.ch domain Registrant identity Name, address. No Swiss residency required Register in the company's name, not a person's or an agency's
Google Business Profile That the business exists at the address Video of signage, interior, tools of the trade; sometimes postcard/phone No virtual offices. Name must match the real-world name (no keyword stuffing like "Best Massage Gstaad")
Google Ads Advertiser identity + business UID or commercial register extract, ID of an authorised person Massage ads are often reviewed manually; avoid sensual imagery or wording
Meta Business (FB/IG) Business legitimacy Commercial register extract or utility/bank document showing name + address, domain verification, business phone/email Required for WhatsApp API and higher ad limits
WhatsApp Business App: phone number only. API (needed for chatbots/booking): Meta Business verification + display-name approval Display name must match the brand on the website Plan the number early. It's hard to move between app and API
Apple Business Connect Business ownership Documents or phone call Feeds Apple Maps and Siri
Bing Places Ownership Phone/postcard, or import from Google Feeds ChatGPT/Copilot search results
local.ch / search.ch Listing ownership Often the phone number Main Swiss directories; a free basic listing exists
TikTok / YouTube Light Account details Ads need a business account with legal details
ASCA / EMR Therapist qualifications Diplomas, insurance, ongoing training Takes weeks. Start early if you want insurance recognition

C. Suggested order

  1. Name shortlist → Zefix + domain + social handles availability (same day, so nobody grabs them)
  2. Legal form decision with fiduciary → registration (EasyGov) → UID
  3. Premises contract + municipality check + signage
  4. Bank, insurance, AHV, permits (if medical), ASCA/EMR applications
  5. Register the domain → business email on the domain (needed for Meta/Google verifications)
  6. Google Business Profile, Meta Business, WhatsApp, Apple, Bing, local.ch
  7. Website live → link everything together

Contacts to collect

  • Handelsregisteramt Bern, GSI Bern (health permits), Ausgleichskasse Bern, Gemeinde Saanen (building office), a fiduciary in Saanenland/Thun, Gstaad Saanenland Tourismus.