What Lysa does

Lysa AB is a Swedish fintech founded in 2015 that operates a fully digital, automated portfolio management platform serving retail and small-business customers across Sweden, Finland, Denmark, and Germany. The platform uses a questionnaire-driven onboarding flow with BankID authentication to construct and continuously rebalance personalized portfolios of low-cost index funds and ETFs, underpinned by an investment methodology the company anchors to Nobel Prize-winning academic research. The product suite spans an ISK-based investment account, Sparkonto Auto (a high-interest savings account with deposit guarantee), pension transfer and management via subsidiary Lysa Life Försäkring AB, children's savings, and a corporate offering (Lysa för företag). Asset management is executed through 11 proprietary Swedish UCITS funds covering global equities, emerging markets, small caps, and fixed income, with separate "Bred" (broad) and "Hållbar" (Paris-Aligned sustainable) investment focuses.

The business model is asset-based, generating revenue solely through annual management fees on customer AUM, with no kickbacks or third-party compensation. Pricing is tiered by product: approximately 0.4% on ISK accounts, approximately 0.6% on pension accounts, and approximately 0.2% on Sparkonto Auto, with volume discounts for larger balances. Total fees are positioned at less than half the 1.25% average for Swedish equity funds. Customer acquisition is product-led and self-serve via web (lysa.se) and native iOS/Android apps, supported by content marketing, SEO, an affiliate program, and Meta advertising. Custody is provided by Danske Bank, and the company is supervised by Finansinspektionen with licenses for discretionary portfolio management, fund management, and insurance distribution.

As of June 2022, the company reported 18 billion SEK in AUM for 100,000 customers, and the company now serves 205,000+ customers with 51-100 employees. The company has raised 350 million SEK in a 2022 share issue led by SEB with participation from Ramsbury and founder Nicklas Storåkers. The Stockholm-headquartered company (Löjtnantsgatan 21, 115 50) operates a secondary office in Karlskrona and runs an investment process with academic oversight, including board member Bo Becker, Professor of Financial Economics at the Stockholm School of Economics.

Name

Lysa

Legal name

Lysa AB

Website

https://lysa.se

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

51–100 employees

Short description

Lysa is a Swedish digital wealth manager offering automated, low-cost index-fund portfolio management to retail and small-business customers across Sweden, Finland, Denmark, and Germany. The platform builds personalized portfolios via BankID onboarding and earns revenue solely from transparent AUM-based annual fees.

Ownership category

akta.pro rank

Product category

Automated Investment Management

NAICS

Portfolio Management and Investment Advice (523940), Open-End Investment Funds (525910)

SIC

Investment Advice (6282)

akta.pro primary industry

Managed Accounts & Model Portfolios (SMA/UMA) (FSAAAAAG)

akta.pro secondary industries

Managed Accounts & Unified Managed Accounts (UMAs) — Multi-Asset (FSAAAJAE), Portfolio Management–Led RIAs (Discretionary/Model-Based) (FSAAACAC), Fund of Funds & Multi-Manager Mutual Funds (FSAAAEAL)

Keywords

• Automated investment management
• Robo-advisory services
• Low-cost index funds
• Portfolio rebalancing
• Digital wealth management

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Asset Management Fees: Lysa charges an annual fee on customers' total assets under management. The fee varies by product type: approximately 0.4% for ISK accounts, approximately 0.6% for pension accounts, and approximately 0.2% for Sparkonto Auto. The fee is deducted from customer assets and is the company's only revenue stream. Lysa does not accept kickbacks or hidden compensation from third parties.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Lysa provides fully automated, discretionary investment management via a self-serve digital platform. Customers answer a questionnaire and receive a personalized fund portfolio of broad, low-cost index funds; the company handles investing, rebalancing, and risk-level maintenance continuously. Multiple account wrappers are offered: ISK investment accounts, Sparkonto Auto savings, pension accounts, children's savings, and corporate accounts.

Product overview

Lysa is a unified automated investment platform offering multiple savings products through a single digital interface. The core offering consists of an ISK-based investment service (Lysa) that automatically creates and manages personalized portfolios of low-cost index funds. Supporting products include Sparkonto Auto (high-interest savings account with deposit guarantee), Lysa Pension (pension transfer and management), and Children's Savings (Barnspar). A corporate variant (Lysa for Companies) extends the platform for business customers. All products share the same investment philosophy based on Nobel Prize-winning research, emphasizing broad diversification, low fees, and automatic risk adjustment over time.

Differentiator

Problem solved

Functional benefit

Brands

• Lysa Bred: Broad investment focus offering maximum global diversification across approximately 7,000+ companies and 5,000 fixed income instruments, investing in the widest possible range of index funds and ETFs.
• Lysa Hållbar
• Sparkonto Auto
• Lysa för företag

Products and services

• Lysa Core Investment Service (ISK)
• Sparkonto Auto Automatic savings account with variable interest rate and Swedish deposit guarantee up to 1,150,000 SEK per partner bank. Deposits are placed with partner banks Borgo AB and Norion Bank (Collector) to provide competitive rates. Free withdrawals, no binding period. Lysa fee approximately 0.2%.
• Lysa Pension Private and occupational pension management service via Lysa Life Försäkring AB. Customers can transfer existing fribrev (frozen occupational pensions) and save privately; portfolios are managed in index funds with risk level adapted to retirement timeline. Average total annual fee approximately 0.6% for capital insurance and 0.4% for securities deposit.
• Lysa Barnspar (Children's Savings) Long-term savings service for children or grandchildren, managed in an ISK account in the parent's name with automatic investment in a diversified fund portfolio. Time horizon and risk level can be adapted to when the funds are intended to be accessed.
• Lysa for Companies Corporate investment service for sole proprietors, small businesses, dormant companies, and institutions. Manages company profits in capital insurance or securities depository with automatic portfolio management adapted to company needs and time horizon, with low fees.

Quantifiable outcome

• Total historical return of 149% (2017-2026) for 80% equity/20% bonds Bred portfolio
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability3 records

Feature4 records

Partnerships

Four partnerships are on record, tiered core.

• Borgo AB (publ)coreStrategic or Co-development PartnerSparkonto Auto partner for savings accounts. Lysa places customer deposits with Borgo which provides savings accounts with interest and deposit guarantee protection. Customer deposits are protected by Swedish deposit guarantee up to 1,150,000 SEK per partner.
• Norion Bank AB (Collector)coreStrategic or Co-development PartnerSparkonto Auto partner for savings accounts. Lysa places customer deposits with Norion Bank which provides savings accounts with interest and deposit guarantee protection. Customer deposits are protected by Swedish deposit guarantee up to 1,150,000 SEK per partner.
• Danske Bank A/S, Sweden BranchcoreTechnology or IntegrationCustodian bank for Lysa's funds. Holds client funds and securities. Fund assets are held by Danske Bank as depository institution. Also holds Lysa's client money account for uninvested deposits.
• Lysa Life Försäkring ABcoreStrategic or Co-development PartnerGroup company providing insurance products (capital insurance and pension insurance). Customers with capital or pension insurance are served together with Lysa Life. Shared responsibility for customer data and service delivery.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Betterment: US-based robo-advisor offering automated, low-cost portfolio management to retail investors. Directly comparable as the prototypical digital wealth manager using model portfolios and passive index funds, though at much larger scale.
• Wealthfront: US robo-advisor providing automated, diversified portfolio management with passive index funds. Closest US analog to Lysa in product design, fee structure, and target customer segment.
• Scalable Capital: European (Germany-headquartered) robo-advisor and brokerage offering automated portfolio management and broker services. Strong direct competitor as Lysa expands into Germany, with overlapping low-cost passive product philosophy.
• Moneyfarm: UK/Italian digital wealth manager offering automated portfolio management with model portfolios, ISAs, SIPPs, and pension products. Highly comparable in product breadth, fee model, and European retail focus.
• Nutmeg: UK robo-advisor offering fully managed and smart-alpha portfolios using passive index funds, with ISAs and SIPPs. Closest UK peer with similar fee structure, automated portfolio management, and multi-product (investment + pension) offering.
• Indexa Capital: Spain's leading robo-advisor offering automated, low-cost index-fund portfolio management with similar fee model and target retail segment. Comparable in product philosophy and automated discretionary management approach.

Broad incumbents

• Avanza: Sweden's largest online broker with self-directed trading and own automated investment products. Competes with Lysa for Swedish retail savings via lower-cost fund platforms and digital tools, though its core offering is execution rather than managed portfolios.
• Nordnet: Major Nordic online broker offering self-directed trading plus automated investment and pension products across Sweden, Norway, Denmark, and Finland. Overlaps with Lysa's geography and product set, serving a similar retail customer base.

Regional players

• Easyfolio: German robo-advisor providing automated ETF portfolio management to German retail investors. Direct peer for the German market where Lysa has just expanded, with comparable passive-index product offering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks1 record

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/lysa-ab
• Instagraminstagram.com/lysa.se
• Xx.com/lysa_ab
• Facebookfacebook.com/followlysa

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds2 records

Investors2 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 Lysa