What Minna Technologies does

Minna Technologies, founded in 2016 and headquartered in Gothenburg, Sweden, is a subscription management fintech that operates a B2B2C platform connecting banks, merchants, and consumers. The company's core product is a payment-scheme agnostic subscription management engine embedded directly inside the digital banking applications of partner financial institutions, allowing consumers to view, manage, pause, and cancel recurring subscriptions through their existing bank's app rather than through merchant websites. The platform is PSD2-compliant and Minna Technologies AB is registered as an Account Information Service Provider (AISP) with the Swedish Financial Supervisory Authority (registration number 556967-5449). The system reports 95% accuracy in identifying subscription transactions and serves over 120 million end users globally through integrations with major financial institutions including Swedbank, Lloyds Banking Group, and Capital One.

Minna's revenue model is B2B2B licensing — the company sells subscription management capabilities to financial institutions (issuers) and, increasingly, to merchants, who in turn offer the functionality to their end customers at no direct cost. The technology is now branded as Ethoca Smart Subscriptions following Mastercard's October 2024 acquisition of Minna for an undisclosed sum. Through the Ethoca suite, the platform is positioned as a chargeback reduction and retention tool for issuers and subscription merchants, claimed to drive a 10% average spend increase for issuers that deploy subscription controls and to achieve a 4.8/5 customer satisfaction score among users.

The company had raised approximately $25.3 million in disclosed venture funding (notably $6.4M in 2019 and $18.8M in 2021) from investors including 13books Capital, Nineyards Equity, Middlegame Ventures, Visa, Zenith Venture Capital, and Swedbank, and employed 51–100 people. Following the Mastercard acquisition, Minna Technologies AB operates as a Mastercard-owned Swedish subsidiary, with its technology powering the Smart Subscriptions product within Ethoca's broader issuer and merchant solution portfolio.

Name

Minna Technologies

Legal name

Minna Technologies AB

Website

https://minna.tech

Company type

Private

Founded year

2016

Operating status

Acquired

Headcount range

51–100 employees

Short description

Minna Technologies is a Swedish B2B2B fintech that provides subscription management tools embedded inside bank digital channels, enabling consumers to view and control recurring payments through issuer apps and reducing chargebacks for merchants.

Ownership category

akta.pro rank

Product category

Subscription Management Software

NAICS

Software Publishers (513210)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Bill Management & Subscription Management (FSAGADAG)

Keywords

• Subscription management
• Digital banking software
• PSD2 AISP platform
• Payment-scheme agnostic
• Embedded fintech APIs

Headquarters

HQ city

Gothenburg

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription Management Services: Minna Technologies provided payment-scheme agnostic subscription management services to financial institutions, enabling consumers to manage subscriptions through banking applications. Revenue was generated through B2B licensing and service arrangements with banks and financial institutions.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Minna Technologies provides a subscription management platform that connects banks, fintechs, and subscription businesses, enabling consumers to view, manage, cancel, and modify recurring subscriptions directly through their bank's digital channels. The platform is payment-scheme agnostic and offered to financial institutions as embedded B2B2C infrastructure. Following Mastercard's October 2024 acquisition, the technology powers the Ethoca "Smart Subscriptions" product serving over 120 million users.

Product overview

Minna Technologies provides a subscription management platform that has been integrated into Mastercard's ecosystem via the Smart Subscriptions product. The platform offers B2B2C services enabling consumers to manage subscriptions directly through banking applications and websites. Smart Subscriptions, powered by Minna Technologies AB (registration number 556967-5449), is embedded in digital banking channels and connects issuers, merchants and consumers together to enhance customer experience, reduce operational costs, drive engagement, and increase retention.

Differentiator

Problem solved

Functional benefit

Products and services

• Smart Subscriptions (powered by Minna Technologies AB) A subscription management product embedded in digital banking channels that connects issuers, merchants, and consumers to enhance customer experience, reduce chargebacks, drive engagement, and increase retention and lifetime value. Powered by Minna Technologies AB (registration number 556967-5449), an AISP registered with the Swedish Financial Supervisory Authority.
• Subscription Management Platform The underlying B2B2C platform providing automated subscription management tools integrated into banking applications, with payment-scheme agnostic services and reach to over 120 million users across partner banks.

Quantifiable outcome

• 95% identification accuracy for subscription payments
• +4 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature3 records

Partnerships

One partnership is on record.

• MastercardcoreStrategic or Co-development Partner · 1 October 2024Mastercard acquired Minna Technologies to enhance its suite of services for managing merchant-consumer relationships. The acquisition aimed to add subscription management capabilities to Mastercard's portfolio, addressing common pain points including difficulty modifying or canceling subscriptions and card payment blocks that disrupt consumer reengagement. The deal was pending regulatory review.

Scale indicators1 record

Recent moves5 records

Expansion highlights6 records

Direct peers

• Chargebee: Chargebee provides subscription billing, retention, and revenue management for SaaS and subscription businesses. Comparable to Minna's merchant-facing subscription controls and retention features within the Smart Subscriptions suite.
• Trim: Trim provides subscription cancellation and savings automation to consumers, competing for the same end-user outcome that Minna delivers via bank apps. Same subscription-management category with a B2C distribution model.
• Recurly: Recurly is a subscription billing and management platform serving merchants and subscription businesses. It addresses the merchant side of the subscription lifecycle that Minna supports through its Smart Subscriptions retention and resubscribe tooling.
• Rocket Money: Rocket Money (formerly Truebill) offers consumer-facing subscription management and bill negotiation, directly comparable to Minna's end-user subscription cancellation and visibility functionality, though delivered via a direct-to-consumer app rather than embedded in banking channels.

Broad incumbents

• Yodlee (Envestnet): Yodlee is an established account-aggregation and PFM platform serving banks and fintechs. Comparable as a broader incumbent offering financial-data and money-management infrastructure that could host subscription insights alongside other PFM features.
• TrueLayer: TrueLayer is a European open-banking and PSD2 AISP infrastructure provider. Comparable to Minna on the regulated financial-data-access side, with broader payments-network and connectivity ambitions across Europe.
• Tink (Visa): Tink is a Visa-owned open-banking and PSD2 platform offering account aggregation, PFM, and payment initiation across Europe. Comparable as an AISP competitor and a strategic acquirer's owned-and-operated equivalent to Minna's capabilities.
• Plaid: Plaid is a broad financial data connectivity and account-aggregation incumbent that powers many banking apps. It sits upstream of Minna's AISP-licensed data access and could expand into subscription detection as a natural extension of its data layer.
• MX Technologies: MX provides data aggregation, PFM, and digital banking services to financial institutions. Its PFM capabilities overlap with Minna's subscription visibility and money-management features embedded in bank apps.

Emerging players

• Subbly: Subbly is a subscription e-commerce platform for creators and SMBs, addressing the merchant side of subscription billing and retention. Comparable to Minna's merchant-facing subscription lifecycle tooling but oriented toward smaller subscription businesses.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks4 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/minna-technologies

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds3 records

Investors6 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 Minna Technologies