I know I may be in a minority here, but I don’t consider transaction fees a bad thing. Personally it gives me an incentive to be very frugal with transactions, which is both good to not meet the professional trader criteria and to avoid making losses by being too emotion driven. Free transactions would probably be bad for my portfolio because it would be too tempting. And this also gives me more choice in brokers, as I can pick some with a good and established reputation: of course I prefer lower fees to higher fees, but I prefer even more to know that my retirement savings are safe, and this safety has a price.
About custody fees: 0.35% seems high, but I looked what is done in other countries for retail offers in all sorts of investment products and found many banks that take 1% and more just for custody (and that’s not to mention the TER of the funds). I think that in Switzerland we are very lucky.