Finanzguru

What Finanzguru does

Finanzguru is a German personal finance management platform operated by dwins GmbH and headquartered in Frankfurt, serving 3 million users across Germany and Austria. The core product is a permanently free mobile app that aggregates over 3,000 bank, brokerage, crypto exchange, and payment accounts via PSD2-compliant connectivity, applying automated transaction categorization, contract detection, budget tracking, and in-app digital contract cancellation. The platform is regulated by BaFin, uses AES-256 encryption for stored credentials, and is GDPR-compliant, positioning the product as a bank-grade consumer finance utility.

The business model is freemium product-led growth monetized indirectly through affiliate referral commissions on financial products (insurance, brokerage, health insurance, credit cards) routed via the Awin and FinanceAds networks, supplemented by transaction-based revenue from the Sparbooster cashback-on-vouchers feature launched in 2024. Customer acquisition relies on content marketing (20+ financial calculators, educational guides), influencer and UGC creator programs, and a flagship brand ambassadorship with football star Toni Kroos, rather than aggressive paid marketing. The product surface has expanded to include the standalone Split by Finanzguru expense-sharing app and is set to extend further in January 2027 with the Altersvorsorgedepot, a government-subsidized ETF-based retirement depot replacing Riester-Rente.

The company is venture-backed with approximately €27 million raised since 2018 across rounds led by SCOR Ventures, PayPal Ventures, Deutsche Bank, Carsten Maschmeyer (via 'Höhle der Löwen' in 2018), and several German institutional investors. It remains founder-led by brothers Alexander and Benjamin Michel, with a current headcount of 51–100 employees, and operates without a disclosed parent company or exit event.

Name

Finanzguru

Legal name

dwins GmbH

Website

https://finanzguru.de

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

51–100 employees

Short description

Finanzguru is a German BaFin-regulated personal finance management app that aggregates 3,000+ bank and brokerage accounts for 3 million users across Germany and Austria, monetizing through affiliate referrals and Sparbooster cashback while preparing to launch a state-subsidized retirement depot in 2027.

Ownership category

akta.pro rank

Product category

Personal Finance Management

SIC

Functions Related To Depository Banking, Nec (6099), Finance Services (6199)

akta.pro primary industry

Expense Tracking & Financial Dashboards (FSAGADAB)

akta.pro secondary industries

Digital Wallets & Account Aggregation Hub (Multi-account, Stored Value) (FSAGAAAD), Account Aggregation & Connectivity (Multi-bank linking) (FSAGACAA)

Keywords

• Personal finance management
• Account aggregation app
• Contract management software
• Financial product comparison
• Cashback voucher platform

Headquarters

HQ city

Frankfurt

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations

Revenue model

1. Freemium / Core App: The basic version of Finanzguru is permanently free, providing account aggregation, transaction categorization, contract overview, and cancellation services. The free user base drives brand growth and data network effects while serving as the top of a conversion funnel.
2. Affiliate / Referral Commissions: Finanzguru earns commissions by referring users to financial products and providers (e.g., insurance, brokerage accounts, health insurance). The company operates affiliate programs through Awin and FinanceAds networks.
3. Sparbooster Cashback Revenue: The Sparbooster feature generates cashback on vouchers from partner shops. Revenue is shared between Finanzguru and partner retailers, creating a transaction-based revenue stream.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Finanzguru is a mobile-first personal finance management platform that aggregates over 3,000 banks, credit cards, crypto exchanges, and brokerage accounts into a single app with automatic transaction categorization, contract overview and digital cancellation, insurance needs assessment, and Sparbooster cashback vouchers. The permanently free core app is monetized through affiliate referrals to financial products and Sparbooster cashback revenue share, with an upcoming Altersvorsorgedepot state-subsidized ETF retirement depot launching in 2027 and a separate Split expense-sharing app.

Product overview

Finanzguru is a unified personal finance management platform consisting of a core mobile app and multiple integrated modules. The main Finanzguru App serves as the central hub, aggregating over 3,000 bank accounts, credit cards, crypto exchanges, and investment accounts with automatic transaction categorization, contract overview, budget management, insurance assessment, and contract cancellation services. The platform extends through complementary products including the Split by Finanzguru expense-sharing app, the upcoming Altersvorsorgedepot retirement savings depot (launching 2027), the Sparbooster cashback feature, health insurance comparison, contract termination service, financial calculators suite, and financial product comparison tools.

Differentiator

Problem solved

Functional benefit

Brands

• Split by Finanzguru: A separate mobile app for splitting expenses among friends, roommates, travel groups, and managing shared costs with features like automatic booking import from Finanzguru, payment reminders, and in-app transfers.

Products and services

• Finanzguru App The flagship personal finance management app that aggregates over 3,000 banks, credit cards, crypto exchanges, and investment accounts in one place for German-speaking consumers. Provides automatic transaction categorization, contract overview, expense tracking, budget management, insurance needs assessment, digital contract cancellation, and Sparbooster cashback features. Available free on iOS, Android, and Mac (M-chip).
• Split by Finanzguru A standalone mobile app for splitting shared expenses among friends, roommates, travel groups, and events. Includes shared group management, automatic expense import from the main Finanzguru app, balance tracking, payment reminders, and in-app money transfers. Functions independently without requiring a main Finanzguru account.
• Altersvorsorgedepot A state-subsidized securities depot for private retirement planning launching in January 2027. Enables government-funded ETF investing with up to €540 annual basic allowance, up to €300 per child yearly, tax-free growth, and legally capped costs of maximum 1%. Replaces Riester-Rente.
• Sparbooster A cashback feature within the Finanzguru app that automatically suggests vouchers for favorite shops based on user transactions, providing cashback rewards on purchases from partner retailers.
• Krankenkassenvergleich A health insurance comparison tool that helps users compare statutory health insurance providers, calculate potential savings from switching, and complete the transition process. Over 15,000 users have already switched through the platform.
• Kündigungsservice A contract termination service enabling users to terminate recurring contracts (utilities, subscriptions, insurance, telecom) directly within the app, legally binding and without paperwork.
• Finanzrechner A suite of free financial calculators including retirement gap calculator, ETF calculator, compound interest calculator, gross-net calculator, credit calculator, inflation calculator, and more than 20 tools in total to help users plan personal finances.
• Finanzvergleiche Comparison tools for financial products including current accounts, securities accounts, time deposits, credit cards, fixed deposits, junior accounts, robo-advisors, tax software, and business accounts.

Quantifiable outcome

• 3 million users served while competitors exited or struggled
• +4 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration24 records

Feature9 records

Partnerships

Four partnerships are on record, tiered flagship, core and minor.

• Toni KroosflagshipGTM or Marketing Partner · 1 January 2025Football star Toni Kroos has become Finanzguru's strategic partner and brand ambassador. His involvement is specifically tied to the company's strategic entry into the retirement planning market (Altersvorsorgedepot). The partnership aims to reach new user demographics without compromising the brand's restrained growth approach. Kroos appears prominently across Finanzguru's marketing materials, including the campaign tagline "Control it like Toni."
• AwincoreChannel Partner/ Reseller/ DistributorAwin is one of two affiliate networks (alongside FinanceAds) that Finanzguru uses to manage its affiliate partner program. Affiliates must register through either Awin or FinanceAds (but not both, as commission structures are identical across both networks). The platform enables Finanzguru to track, manage, and pay commissions to influencer and creator partners.
• FinanceAdscoreChannel Partner/ Reseller/ DistributorFinanceAds is one of two affiliate networks (alongside Awin) that Finanzguru uses to manage its affiliate partner program. Affiliates must register through either FinanceAds or Awin (but not both, as commission structures are identical). The platform provides the technical infrastructure for Finanzguru's performance-based partner marketing.
• Lisa EggertminorGTM or Marketing PartnerLisa Eggert is the designated affiliate contact at Finanzguru, managing relationships with affiliate and influencer partners across the company's partner programs. She can be reached at [email protected].

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• YNAB (You Need a Budget): Subscription-based personal finance and budgeting app serving consumers globally. Comparable PFM playbook (categorization, budgeting, financial guidance), though primarily English-speaking and subscription-monetized rather than freemium + affiliate.
• Outbank: Multi-platform German PFM app aggregating bank accounts, crypto wallets, and investment portfolios. Competes head-to-head with Finanzguru in the German-speaking consumer market with similar account aggregation and contract overview features.
• Emma (Emma Technologies): UK-headquartered PFM app using open banking for account aggregation, budgeting, and subscription tracking. Directly comparable in product surface area, freemium model, and Open Banking-driven architecture.
• WISO Mein Geld (Buhl Data): Established German PFM software from Buhl Data with multi-bank aggregation and tax/financial planning features. Long-standing incumbent in the German PFM category with overlapping target users.
• MoneyMoney: Mac/Windows-based German personal finance management application with multi-bank account aggregation, transaction categorization, and budgeting. Directly comparable to Finanzguru in core PFM functionality for the DACH market.

Others

• Tink: Open banking aggregation platform owned by Visa, providing PSD2 connectivity and account aggregation APIs. Comparable open-banking infrastructure underpinning Finanzguru's bank connectivity layer.
• FinAPI (a Bankhaus Verlag product): Leading German open banking / PSD2 interface provider enabling account aggregation for third parties. A likely infrastructure dependency or partner for Finanzguru's 3,000+ bank connectivity.

Broad incumbents

• Scalable Capital: German brokerage and robo-advisor with deep retail penetration, also one of Finanzguru's integrated bank connections. Comparable as a financial product destination and a likely competitor for the Altersvorsorgedepot launch.
• Trade Republic: Leading German/European neobroker offering ETF savings plans and a 1% cost-capped depot model directly analogous to the Altersvorsorgedepot product. A natural competitor for retirement-anchored customer acquisition in 2027.
• Revolut: Global neobank with built-in PFM features (budgeting, categorization, subscription management). Comparable PFM surface area, while operating at vastly larger scale and offering full banking services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• TikToktiktok.com/@finanzguru
• Xx.com/finanzguru_de
• Facebookfacebook.com/finanzguru.de
• LinkedInlinkedin.com/company/dwins

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds5 records

Investors10 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Finanzguru