Gimi
Gimi is a Stockholm-based fintech that operates a mobile financial education app for children and parents, built on open-banking technology and offered both as a freemium consumer subscription and via white-label partnerships with European banks such as Nordea, ABN AMRO, and ICA Banken.
- Company typePrivate
- Founded2014
- HeadquartersStockholm, Sweden
- Headcount11–50
- GTM typeB2C
- OfferingSoftware
What Gimi does
Gimi AB is a Stockholm-based Swedish fintech founded in 2014 that operates a mobile financial education platform for children aged roughly 8-18 and their parents. The company's core product is a mobile application built on open-banking technology, marketed as the first open-banking solution designed specifically for children. Through the app, parents connect a child's bank account to enable real-time visibility into transactions, schedule pocket money and chores, set savings goals with interactive goal maps, and review purchase decisions. A gamified learning layer called Superskills Adventure teaches financial concepts through a space-themed journey, while an in-app advisor character named Piggy answers children's finance questions conversationally.
The technology stack combines open-banking APIs, a parent-supervised account model, and identity verification (including personal number and passport data) to support a premium tier with prepaid card issuance via Prepaid Financial Services. Gimi AB holds a payment service provider registration for account information services with the Swedish Financial Supervisory Authority, which underpins its ability to integrate with regulated bank infrastructure.
Gimi monetizes through two channels. Consumer-side revenue comes from a freemium model: a free Beginner tier and a paid Master subscription available on monthly or yearly billing. B2B2C revenue comes from white-label and co-branded distribution partnerships with major European banks, including Nordea, ABN AMRO, and ICA Banken, which offer Gimi to their youth banking customers and receive aggregated usage data in return. The app is distributed globally via iOS App Store and Google Play and has accumulated approximately 1.65 million downloads across supported European markets (Sweden, Norway, Denmark, the Netherlands, Greece, and English-language users). Marketing combines app store acquisition, paid social (Meta, TikTok, LinkedIn), content marketing through a website Knowledge section, and partner referrals from bank channels.
Gimi firmographics
Firmographics- Name
- Gimi
- Legal name
- Gimi AB
- Website
- https://gimitheapp.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Gimi is a Stockholm-based fintech that operates a mobile financial education app for children and parents, built on open-banking technology and offered both as a freemium consumer subscription and via white-label partnerships with European banks such as Nordea, ABN AMRO, and ICA Banken.
- Ownership category
- akta.pro rank
Gimi industry classification
Industry- Product category
- Youth Financial Education Software
- NAICS
- Activities Related to Credit Intermediation (5223), Educational Support Services (611710), Credit Card Issuing (52221)
- SIC
- Functions Related To Depository Banking, Nec (6099), Finance Services (6199), Personal Credit Institutions (6141)
- akta.pro primary industry
- Youth/Student Neobanks (FSABAFAD)
- akta.pro secondary industries
- Financial & Consumer Literacy (Banking, Credit, Contracts) (EDAAAAAG), Banking & Payments (Accounts, Cards, Digital Payments) (EDAAAJAD), Embedded Payments (Pay-ins, Pay-outs, Wallets) (FSAGALAB), Youth / Family Wallets & Allowance Payments (FSAMAEAK)
Keywords
Where Gimi is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Gimi business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Premium Subscription (Master): Gimi offers a free version (Beginner) and a paid subscription version (Master/Premium). Users pay a monthly or yearly subscription fee for additional services. The subscription includes features like card application, name, address, postal code, personal number, identity authentication, and account information access. Cancellation is possible at any time with no refunds for paid fees.
- B2B Bank Partnerships: Gimi generates revenue through partnerships with banks where Gimi is offered as a white-label or co-branded youth banking solution to bank customers. Gimi shares aggregated data with partner banks regarding usage patterns and engagement metrics.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Others | Free version with basic features for families to get started with financial education |
| Subscription | Monthly | Premium subscription with full feature access including card services and identity verification |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
Gimi product offering
Product offeringCore offering
Gimi operates a mobile financial education app that helps children learn saving, spending, and earning through open banking integration, allowing parents to connect a child's bank account directly to the app for real-time visibility. The offering is delivered as a free Beginner version and a paid Master subscription that unlocks additional features including card application, identity verification, and payment services through Prepaid Financial Services. The platform is also offered as a white-label or co-branded solution to banks for distribution as part of their youth banking products.
Product overview
Gimi is a financial education mobile application built on open banking technology, consisting of a free Beginner tier and a paid Master subscription tier. The app helps families manage children's money through chore management, allowance scheduling, savings goals, and the gamified Superskills Adventure learning module. Piggy serves as an in-app AI financial advisor. The Master subscription adds physical/virtual card functionality with identity verification requirements including name, address, personal number, and passport/ID documentation.
Differentiator
Problem solved
Functional benefit
Brands
- Superskills Adventure: An interactive learning adventure within the Gimi app that teaches children financial concepts through gamified exploration of a space-themed universe.
- Piggy
- Gimi Master
- Gimi Beginner
Products and services
- Gimi app
Quantifiable outcome
- 1,652,347 total app downloads demonstrating broad market adoption
Companies that use Gimi
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles2 records
Gimi technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability2 records
Feature7 records
Gimi partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- NordeacoreNordea, one of the largest financial institutions in the Nordics, partners with Gimi to offer youth banking solutions. Nordea displays Gimi's logo on their marketing materials, indicating a white-label or co-branding arrangement. This partnership enables Nordea to provide financial education tools to customers with children's bank accounts.
- ABN AMROcoreABN AMRO partners with Gimi to enhance their youth banking offerings. The partnership is displayed on Gimi's homepage with ABN AMRO's logo, suggesting a collaborative arrangement where Gimi is offered to ABN AMRO's customers with children's accounts.
- ICA BankencoreICA Banken collaborates with Gimi to provide financial education solutions for families. The partnership is featured on Gimi's homepage, indicating ICA Banken offers Gimi's platform to their youth banking customers.
- Prepaid Financial ServicescorePrepaid Financial Services provides the underlying prepaid card infrastructure for Gimi Master/Premium subscribers. When users apply for the Gimi card, they gain access to an account at Prepaid Financial Services, which requires name, address, postal code, and personal number for identity authentication.
- Universities and Research OrganizationsminorGimi collaborates with universities and other research organizations to learn more about how children use and learn about money. Personal data is pseudonymized or anonymized before sharing. This partnership supports product development and academic research into youth financial literacy.
Scale indicators3 records
Recent moves7 records
Expansion highlights5 records
Gimi competitors and assessment
Company assessmentDirect peers
- Greenlight: US-based debit card and financial learning app for kids/teens with parent-managed controls. Compares directly to Gimi on parental-controlled banking, educational modules, and a freemium/paid tier structure.
- GoHenry: UK-origin prepaid debit card and financial education app for children aged 6–18. Closest direct competitor to Gimi in combining chores, allowance, gamified money lessons, and parental oversight in a freemium/subscription model.
- Step: US teen banking app with a built-in financial literacy curriculum. Comparable to Gimi in targeting minors with bank-linked accounts and education-first positioning.
- Copper Banking: US teen debit-card and money-management app emphasising financial education and parent-teen co-use. Mirrors Gimi's parent-supervised kid banking and learning angle.
- Rooster Money: UK pocket-money and chores app for kids, now part of NatWest. Directly comparable to Gimi's allowance, chores, and savings goals features even though it has lighter bank-account integration.
- Current: US digital bank with a teen-focused account offering including educational money tools. Comparable to Gimi on bank-linked teen accounts and learning content.
Broad incumbents
- Revolut: Global neobank whose Revolut Junior product competes with Gimi for the same parents via a youth bank account. Not education-specialised but a broad incumbent in the same customer segment across Europe.
- NatWest: UK high-street bank whose Rooster Money acquisition gives it a direct youth financial education product comparable to Gimi's B2B2C positioning. Encumbent bank now competing in the same space.
Emerging players
- BusyKid: US chores, allowance, and investing app for kids; overlaps with Gimi on chores/allowance workflows but lighter on open banking integration and is more US-focused.
Others
- Plaid: Open-banking aggregation infrastructure used by thousands of fintechs. Enabler for Gimi's core open banking integration for children's accounts rather than a direct competitor.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Gimi social profiles
Digital presenceGimi financial estimates
Financial estimateRevenue estimate
Valuation estimate
Gimi leadership team
Management profileNumber of profiles
Gimi funding detail
Funding detailFunding overview
Funding rounds3 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Gimi M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Gimi
What does Gimi do?
Gimi operates a mobile financial education app that helps children learn saving, spending, and earning through open banking integration, allowing parents to connect a child's bank account directly to the app for real-time visibility. The offering is delivered as a free Beginner version and a paid Master subscription that unlocks additional features including card application, identity verification, and payment services through Prepaid Financial Services. The platform is also offered as a white-label or co-branded solution to banks for distribution as part of their youth banking products.
Is Gimi a public or private company?
Gimi is a private company. It is classified as unknown and is currently operating.
When was Gimi founded?
Gimi was founded in 2014. It employs 11 to 50 people.
Where is Gimi based?
Gimi is headquartered in Stockholm, Sweden, in the Europe region.
How does Gimi make money?
Two revenue lines are on record. Premium Subscription (Master) is the primary driver. The others are B2B Bank Partnerships.
Who are Gimi's main competitors?
Direct peers on record are Greenlight, GoHenry, Step, Copper Banking, Rooster Money and Current. Broad incumbents are Revolut and NatWest. BusyKid is listed as an emerging player. Plaid is listed as an others.
Does Gimi have an API?
No public API is recorded for Gimi.
What industry is Gimi in?
Gimi's product category is Youth Financial Education Software. Its primary akta.pro industry code is FSABAFAD, Youth/Student Neobanks, with a secondary code of EDAAAAAG, Financial & Consumer Literacy (Banking, Credit, Contracts). Its NAICS code is 5223 and its SIC code is 6099.