Safello
Safello AB is a Stockholm-based, Nasdaq First North-listed cryptocurrency exchange serving over 425,000 Nordic retail investors with regulated buy, sell, and custody services. Operating under MiCA CASP authorization since October 2025, it recently expanded into Finland and launched the TAO ETP product.
- Company typePublic
- Founded2013
- HeadquartersStockholm, Sweden
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Safello does
Safello AB is a Stockholm-headquartered, publicly listed cryptocurrency exchange and brokerage founded in 2013, serving primarily Nordic retail investors with a mobile-first platform that now counts over 425,000 users. The company operates a self-serve product spanning buy, sell, transfer, storage, Auto-Save recurring purchases, and order book trading for 20+ digital assets, with onboarding via Mobile BankID and payments through Swish, Trustly, card, and SEPA. Custody is built on Fireblocks Multi-Party Computation (MPC) technology that distributes private key fragments across entities to eliminate single points of failure, and a proprietary order management system routes orders to multiple liquidity providers for best execution.
The business generates revenue primarily through transaction fees tied to a customer's rolling 12-month trading volume, plus spread revenue embedded in every buy/sell exchange rate, with lower-fee tiers for Auto-Save and zero-fee campaigns still capturing spread. In 2025 Safello diversified into structured products via the Safello Bittensor Staked TAO ETP (STAO) — issued with Deutsche Digital Assets, charging 1.49% AUM annually and listed on SIX Swiss Exchange and Nasdaq Stockholm — and has expanded into institutional services including Bitcoin treasury partnerships (Fragbite Group) and insurance-distributed crypto (Hubins). The company also operates subsidiaries Safello Labs (Bittensor ecosystem tooling including the Wu-Tao platform) and Atoma Studio (blockchain compliance analytics).
In October 2025 Safello became the first Swedish company to obtain a Crypto-Asset Service Provider license under EU MiCA regulation from Finansinspektionen, enabling cross-border passporting across EU member states. The first deployment of this regulatory asset was the February 2026 launch in Finland. For 2025 the company reported record net turnover of SEK 807.0 million (up 5% YoY), but gross profit declined 13% to SEK 45.3 million and the operating loss stood at SEK -15.3 million amid margin pressure and a weaker crypto market. In March 2026 co-founder Frank Schuil was appointed CEO succeeding Emelie Moritz, while Viktoria Berglund Blohmé departed as Head of Finance.
Safello firmographics
Firmographics- Name
- Safello
- Legal name
- Safello AB
- Website
- https://safello.com
- Company type
- Public
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Safello AB is a Stockholm-based, Nasdaq First North-listed cryptocurrency exchange serving over 425,000 Nordic retail investors with regulated buy, sell, and custody services. Operating under MiCA CASP authorization since October 2025, it recently expanded into Finland and launched the TAO ETP product.
- Ownership category
- akta.pro rank
Safello industry classification
Industry- Product category
- Cryptocurrency Exchange and Brokerage
- NAICS
- Financial Transactions Processing, Reserve, and Clearinghouse Activities (522320), Finance and Insurance (52)
- SIC
- Security & Commodity Brokers, Dealers, Exchanges & Services (6200)
- akta.pro primary industry
- On-Chain Payments & Stablecoin Infrastructure (Issuance, Rails, Treasury) (FSAGAMAD)
- akta.pro secondary industries
- Proof of Reserves, Attestations & Custody Assurance (FSAPAJAH), Compliance, Risk & RegTech for Tokenized Assets (KYC/AML, sanctions, travel rule, reporting) (FSAPAIAH), Enterprise Payments & Tokenized Money (stablecoins, tokenized deposits, CBDC rails) (FSAPAIAJ)
Keywords
Where Safello is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices2 records
Markets served
Safello business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Others, Infrastructure
Revenue model
- Transaction Fees: Transaction fees charged to customers based on trading volume over trailing 12-month period. Lower fee levels apply to larger OTC buy orders. Core revenue driver for retail customers. Fees vary based on customer's total trading volume, not individual transaction size.
- ETP Management Fees: Revenue share based on assets under management for the Safello Bittensor Staked TAO ETP (STAO). 1.49% annual management fee. Issued in partnership with DDA ETP AG.
- OTC Trading: Larger orders may be handled as OTC (over-the-counter) upon customer instruction and managed manually, likely commanding different fee structures than standard orders.
- Spread Revenue: Exchange rate for buy and sell orders includes a spread covering Safello's costs including foreign exchange (FX) and fees to liquidity providers. Applied to all orders including campaign orders with zero transaction fees.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Pay-as-you-go | Volume-based transaction fees tied to rolling 12-month trading volume |
| Subscription | Annual | TAO ETP with 1.49% annual management fee |
| Usage-based | Pay-as-you-go | Zero transaction fee campaign for inactive customers (May 2026) |
| Usage-based | Pay-as-you-go | Auto-Save feature with reduced fees vs standard purchases |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels5 records
Safello product offering
Product offeringCore offering
Safello is a regulated Nordic cryptocurrency brokerage that enables individuals and businesses to buy, sell, store, and swap 17+ digital assets through a BankID-authenticated mobile and web platform. Its offering spans retail trading with multiple local payment rails (Swish, Trustly, SEPA, card), MPC-based custodial wallets, order-book trading for advanced users, recurring savings via Auto-Save, corporate Safello Business accounts, and a listed Bittensor Staked TAO ETP (STAO) for institutional exposure.
Product overview
Safello operates a cryptocurrency exchange platform as its core product, providing brokerage and trading services for buying, selling, and storing digital assets. The platform is complemented by the Safello Wallet for secure custodial storage using Fireblocks MPC-technology, order book trading with market and limit orders, and the Auto-Save recurring purchase feature. The company has expanded into structured products through the Safello Bittensor Staked TAO ETP (STAO), providing regulated exposure to Bittensor with staking rewards, listed on both SIX Swiss Exchange and Nasdaq Stockholm. Safello Labs serves as the innovation arm developing tools like the Wu-Tao platform for Bittensor ecosystem analytics. The platform supports over 17 cryptocurrencies including BTC, ETH, and various altcoins, with MiCA authorization enabling EU-wide operations and recent expansion into Finland. Payment methods include Swish, Trustly, SEPA, and card payments. The ecosystem includes business account services, Travel Rule compliance features, and integrations with third-party services including tax reporting tools.
Differentiator
Problem solved
Functional benefit
Brands
- Safello Labs: Research and innovation subsidiary of Safello Group, focused on Bittensor ecosystem tools including Wu-Tao platform
- Wu-Tao
- Safello Bittensor Staked TAO ETP (STAO)
- Auto-Save
- Safello Wallet
Products and services
- Safello Exchange Sweden's leading online cryptocurrency brokerage enabling retail and business users to buy, sell, swap, and trade 17+ digital assets via mobile and web, with 30-second BankID onboarding and multiple local payment rails.
- Safello Wallet Custodial cryptocurrency wallet built on Fireblocks Multi-Party Computation (MPC) technology for secure storage of customer digital assets, with deposits, withdrawals, and swaps between supported cryptocurrencies.
- Safello Bittensor Staked TAO ETP (STAO) Exchange-traded product providing regulated exposure to Bittensor (TAO) with staking rewards, 100% physically backed by staked TAO tokens, charging a 1.49% annual management fee and tradable in USD (SIX Swiss Exchange) and SEK (Nasdaq Stockholm).
- Wu-Tao Platform from Safello Labs for navigating the Bittensor ecosystem, offering automated subnet insights, subnet performance tracking, staking operations, and network analytics for investors, builders, validators, and miners.
- Safello Business Business account services for Swedish-registered limited companies and handelsbolag to trade cryptocurrency through Safello's regulated platform with corporate-grade KYC/AML and verification.
- Safello Finland Service Full Safello cryptocurrency brokerage service available in Finland, offering buy, sell, transfer, storage, order book trading, and swap functionality for Finnish users under MiCA CASP authorization.
Companies that use Safello
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
Safello technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability2 records
Feature3 records
Safello partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered flagship, supporting, core and core infrastructure.
- Nasdaq StockholmflagshipSafello Bittensor Staked TAO ETP (STAO) cross-listed on Nasdaq Stockholm, expanding from previous exclusive listing on SIX Swiss Exchange. Enables trading in Swedish kronor and broader accessibility to Swedish and Nordic investors.
- Global Ledger Services AGsupportingReferral partnership between Safello's Atoma Studio and Global Ledger Services AG to enhance blockchain compliance and analytics services. Collaboration aims to improve market surveillance, AML risk scoring, and institutional transparency in digital assets.
- Deutsche Digital Assets (DDA ETP AG)flagshipPartnership with Deutsche Digital Assets (DDA ETP AG) to issue the Safello Bittensor Staked TAO ETP (ticker: STAO). Product is 100% physically backed by staked TAO tokens with 1.49% annual management fee. Initially listed on SIX Swiss Exchange in November 2025, cross-listed on Nasdaq Stockholm in March 2026. Safello receives revenue share based on assets under management.
- DwellirsupportingSafello Labs partnered with Dwellir for TAO indexing infrastructure for the Wu-Tao platform. Collaboration aims to improve data accuracy and scalability within the Bittensor ecosystem by leveraging Dwellir's node infrastructure.
- Fragbite Group ABcoreSafello became preferred partner for Fragbite Group AB in Bitcoin trading and crypto services related to establishing Fragbite's Bitcoin Treasury. Fragbite Group aimed to own 100 BTC by end of 2025 through additional purchases via Safello's platform. Partnership enhances Safello's position as trusted, regulated crypto provider for listed companies and institutions in Sweden.
- Fireblockscore infrastructureFireblocks provides secure infrastructure for Safello's custody solution using Multi-Party Computation (MPC) technology. MPC breaks up private keys and distributes them between entities, removing single point of failure. Safello's warm wallet infrastructure is built on Fireblocks technology.
- HubinssupportingPartnership with Hubins enables purchase of real cryptocurrency within traditional capital insurance. Safello provides liquidity for trading and storage in Safello Wallet. Hubins distributes the capital insurance product and customers access holdings using BankID from Hubins platform.
Scale indicators9 records
Recent moves8 records
Expansion highlights6 records
Safello competitors and assessment
Company assessmentDirect peers
- eToro: Global multi-asset retail platform offering crypto alongside stocks and ETFs under EU regulation. Comparable to Safello as a regulated, retail-first broker pursuing European expansion, with a broader asset class footprint.
- Bitpanda: Vienna-based regulated European crypto broker and exchange operating across the EU under MiCA. Directly comparable to Safello as a multi-asset retail brokerage with custody, staking, and ETPs, serving a similar European retail and increasingly institutional audience.
- Kraken: US-based crypto exchange pursuing MiCA authorization in Europe. Offers retail and institutional trading, staking, and custody similar to Safello, with a comparable emphasis on regulatory compliance as a competitive moat.
- Bitstamp: Luxembourg-based regulated European crypto exchange with a long-standing institutional and retail offering. Comparable to Safello in regulatory profile, European focus, and trading-focused product set, though with significantly greater scale and history.
- Binance: Global crypto exchange that has been pursuing MiCA compliance to retain EU market access. Competes head-on with Safello in retail brokerage and custody, with materially deeper liquidity and a more extensive product catalog.
- Coinbase: Largest US-listed crypto exchange actively pursuing MiCA licensing for EU expansion. Comparable product set (retail brokerage, custody, staking, advanced trading) and regulatory posture, though at vastly greater scale and with broader geographic reach.
- Trijo: Stockholm-based Swedish crypto brokerage directly competing with Safello in its home market. Operates a similar retail brokerage model with SEK payment rails, making it the closest head-to-head Nordic competitor.
Regional players
- Quickbit: Swedish-listed crypto and blockchain company historically focused on crypto payment solutions and now expanding into brokerage. Comparable to Safello as a publicly listed Nordic crypto business, though historically more focused on payments than retail exchange services.
- Bitcoin.de: Germany's leading retail crypto brokerage, traditionally focused on the German market and now expanding under MiCA. Comparable to Safello as a regulated, regionally rooted European crypto broker, though with a primarily German user base.
Broad incumbents
- Nordnet: Large Nordic retail broker that has added crypto trading to its platform. Comparable as a regulated Nordic financial-services incumbent serving retail investors, but with a much broader product portfolio (stocks, funds, pensions) and crypto as one line among many.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Safello social profiles
Digital presenceSafello compliance and trust
Trust signalCompliance4 records
Safello financial estimates
Financial estimateRevenue estimate
Valuation estimate
Safello leadership team
Management profileNumber of profiles
Profiles9 records
Safello subsidiaries and ownership
Company hierarchySubsidiaries3 records
Safello funding detail
Funding detailFunding overview
Funding rounds6 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Safello M&A and investment
M&A and investmentM&A3 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Safello
What does Safello do?
Safello is a regulated Nordic cryptocurrency brokerage that enables individuals and businesses to buy, sell, store, and swap 17+ digital assets through a BankID-authenticated mobile and web platform. Its offering spans retail trading with multiple local payment rails (Swish, Trustly, SEPA, card), MPC-based custodial wallets, order-book trading for advanced users, recurring savings via Auto-Save, corporate Safello Business accounts, and a listed Bittensor Staked TAO ETP (STAO) for institutional exposure.
Is Safello a public or private company?
Safello is a public company. It is classified as public and is currently operating.
When was Safello founded?
Safello was founded in 2013. It employs 11 to 50 people.
Where is Safello based?
Safello is headquartered in Stockholm, Sweden, in the Europe region.
How does Safello make money?
Four revenue lines are on record. Transaction Fees are the primary driver. The others are ETP Management Fees, OTC Trading and spread Revenue.
Who are Safello's main competitors?
Direct peers on record are eToro, Bitpanda, Kraken, Bitstamp, Binance, Coinbase and Trijo. Regional players are Quickbit and Bitcoin.de. Nordnet is listed as a broad incumbent.
Does Safello have an API?
No public API is recorded for Safello.
What industry is Safello in?
Safello's product category is Cryptocurrency Exchange and Brokerage. Its primary akta.pro industry code is FSAGAMAD, On-Chain Payments & Stablecoin Infrastructure (Issuance, Rails, Treasury), with a secondary code of FSAPAJAH, Proof of Reserves, Attestations & Custody Assurance. Its NAICS code is 522320 and its SIC code is 6200.