What Horde does

Horde AS is a Norwegian fintech operating a mobile-first personal finance and loan-intermediation platform headquartered in Bergen. The Horde app aggregates user bank accounts (via Mastercard Aiia open-banking), daily debt-registry data (Norsk Gjeldsinformasjon), credit scores (Bislab), public records (folkeregisteret, Ambita, Boligmappa), and student-loan balances (Lånekassen) into a single consumer dashboard; consumers can apply for consumer loans, refinancing, and restart loans secured by residential property (omstartslån) through a single application distributed to 14+ Norwegian partner banks (Avida, Bluestep, Santander, Nordax, Bank Norwegian, Resurs, TF Bank, Instabank, Plus1, among others). Horde monetizes primarily via commission from partner banks on placed loans, with a secondary recurring stream from an income-insurance product (Inntektsforsikring) underwritten by AmTrust and billed monthly through Vipps at 8% of selected coverage.

Horde's technology stack is built on Microsoft Azure (EU/EØS data residency) with BankID for identity verification, Vipps for payments, and an AI assistant layer (Horde AI plus an AI Widget) for conversational financial guidance, automated data retrieval, and a mortgage-rate-monitoring tool (Rentevakt). The company is licensed by Finanstilsynet as both loan intermediary and payment institution and is a member of industry association Finaut. Marketing and acquisition rely on a debt-relief campaign fund (Hordefondet, refilled to 10 million NOK), a Norwegian-language economics podcast (Økonomiamatørene), active social media presence (TikTok, Instagram, YouTube, Facebook), and an ambassador program with multiple named influencers.

The company's primary customer segments are Norwegian consumers with significant unsecured debt seeking consolidation or refinancing, Norwegian homeowners with high consumer debt seeking secured restart loans, and budget-conscious consumers seeking a consolidated multi-bank financial overview. Brand is reinforced via gamified loyalty (Horde Rewards) and recurring Hordefondet prize drawings. Operational scale is modest (11–50 employees) and Horde Plus, a wholly-owned subsidiary, extends the platform into custom AI assistants beyond core lending.

Name

Horde

Legal name

Horde AS

Website

https://horde.no

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Horde AS is a Bergen-based Norwegian fintech operating the Horde mobile app, which aggregates multi-bank accounts and debt data and routes consumer loan, refinancing, and secured restart-loan applications to 14+ Norwegian partner banks. It serves Norwegian consumers managing unsecured debt, earning commission from placed loans and recurring fees from an attached income-insurance product.

Ownership category

akta.pro rank

Product category

Loan Intermediation Platform

NAICS

Activities Related to Credit Intermediation (5223)

SIC

Finance Services (6199)

akta.pro primary industry

Account Aggregation & Connectivity (Multi-bank linking) (FSAGACAA)

akta.pro secondary industry

Digital Wallets & Account Aggregation Hub (Multi-account, Stored Value) (FSAGAAAD)

Keywords

• Loan intermediation services
• Consumer debt refinancing
• Personal finance management
• Open banking aggregation
• Multi-bank loan marketplace

Headquarters

HQ city

Bergen

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Loan intermediary commission: Horde acts as a loan broker (låneformidler) between customers and partner banks. Revenue is earned as commission from partner banks when loans are successfully placed through the platform.
2. Income insurance sales: Horde sells income insurance (inntektsforsikring) as an accessory product during loan applications. Insurance covers unemployment, layoff, or 50%+ sick leave for 1,000-10,000 NOK/month. Sold via Vipps monthly payments. Insurance underwritten by AmTrust, administered by IMAA.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels10 records

Core offering

Horde operates a multi-bank loan intermediation platform via its mobile app (Horde-appen), distributing a single consumer loan application to 14+ partner banks and presenting offers side-by-side. The app aggregates bank accounts via Mastercard Open Banking, retrieves daily debt data from the Norwegian debt registry, monitors credit scores (Bislab), and delivers AI-powered financial guidance (Horde AI on Microsoft Azure). Revenue is earned primarily through commissions paid by partner banks on successfully placed loans, with supplementary monthly subscription revenue from income insurance (Inntektsforsikring) underwritten by AmTrust, and a gamified rewards program (Horde Rewards) that the company funds through its Hordefondet (10M NOK campaign fund) for customer debt relief.

Product overview

Horde is a Norwegian fintech company offering a unified personal finance management app (Horde-appen) that helps users take control of their finances across multiple banks. The core product combines loan intermediation and refinancing services — submitted to a network of partner banks — with in-app tools including debt tracking (via Norsk Gjeldsinformasjon), account aggregation (via Mastercard Open Banking), a credit score feature (Kredittscore via Bislab), and an AI-powered financial assistant (Horde AI). Supporting modules include a loyalty program (Horde Rewards), income insurance (Inntektsforsikring), and a rate-watch tool (Rentevakt). Horde Plus, a separate AI subsidiary, extends the offering with custom AI assistants for grocery planning and other personal finance tasks. All services are accessible via the Horde app (iOS/Android) and the company's Norwegian-language website.

Differentiator

Problem solved

Functional benefit

Brands

• Horde-appen: Mobile application for personal finance management, debt tracking, loan brokering, and refinancing services
• Horde Rewards
• Horde Plus
• Hordefondet
• Økonomiamatørene

Products and services

• Horde-appen (Horde mobile app) The primary mobile application (iOS and Android) that serves as the hub for all Horde services. Users access multi-bank debt overview, account aggregation, credit score (Kredittscore), the Horde AI assistant, Horde Rewards, income insurance, rate watch (Rentevakt), and loan application functionality through the app. Available on the App Store with 4.6 stars (940 reviews) and Google Play with 4.7 stars (827 reviews).
• Låneformidling og refinansiering (Consumer loan intermediation and refinancing) Loan intermediation service that submits a single user loan or refinancing application to 14+ Norwegian partner banks, returning multiple offers for the user to compare and select. Facilitates unsecured consumer loans (10,000-800,000 NOK) and is offered free of charge to consumers; revenue is earned through commissions paid by partner banks.
• Omstartslån (Secured restart loans) Restart/recapitalization loan using Norwegian residential property as collateral, targeted at borrowers with high unsecured debt, payment remarks, or active inkasso who cannot qualify for standard mortgage refinancing. Distributed through Horde's direct-sales advisor motion (Richard Lewis Slee and Jostein Johannessen) and partner banks including Bluestep and Kraft Bank.
• Inntektsforsikring (Income insurance) Income insurance that provides monthly compensation (1,000-10,000 NOK) to policyholders who become unemployed, laid off, or at least 50% sick-listed for more than 30 consecutive days. Sold as an accessory during loan applications via Vipps monthly payments (AutoPay); priced at 8% of selected coverage per month. Insurance is underwritten by AmTrust Nordic and administered by IMAA.
• Horde AI AI-powered financial assistant within the Horde app that provides personalized insights, debt management recommendations, and automated data retrieval. Includes an AI Widget for contextual notifications and an AI Chat for conversational Q&A. Built on Microsoft Azure infrastructure with EU/EØS data residency; capabilities span knowledge retrieval, recommendation engine (including Rentevakt rate comparison), and process automation (loan application data population and daily debt registry updates).
• Horde Rewards Loyalty and gamification program within the Horde app. Users earn points for good financial behaviors including completing registration, paying down debt, referring friends (500 points per referral), and avoiding credit card interest. Points can be redeemed for merchandise, gift cards, debt repayment, or iPhones.
• Horde Plus (AI platform and subsidiary) Separate AI platform operating as a wholly-owned subsidiary of Horde. Enables users to create custom AI assistants for personal finance tasks, including a grocery assistant that aggregates weekly offers from multiple Norwegian grocery stores and generates shopping lists. Operates at horde.plus with dedicated support at [email protected].

Quantifiable outcome

• Horde users save an average of 18,000 NOK by refinancing through the platform
• +4 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability4 records

Feature5 records

Partnerships

22 partnerships are on record, tiered minor and core.

• Avida FinanceminorChannel Partner/ Reseller/ DistributorAvida Finance is one of Horde's partner banks offering consumer loans. Their vision is to improve customers' finances on the customers' own terms.
• Lea BankminorChannel Partner/ Reseller/ DistributorLea Bank is a fully digital bank making everyday banking easier for everyone. They partner with Horde to offer loans.
• Bluestep BankminorChannel Partner/ Reseller/ DistributorBluestep's vision is to help customers reach a stable financial situation. They offer restart loans (omstartslån) through Horde.
• Morrow BankminorChannel Partner/ Reseller/ DistributorMorrow offers various loan products, credit cards, savings accounts, and insurance. They partner with Horde for loan distribution.
• Facit BankminorChannel Partner/ Reseller/ DistributorFacit Bank offers consumer loans to private customers and works to give everyone insight into their personal finances.
• SveaminorChannel Partner/ Reseller/ DistributorSvea is the largest privately owned finance company in the Nordics. Their motto is simpler, faster. They offer loans through Horde.
• Nordax BankminorChannel Partner/ Reseller/ DistributorNordax Bank is a Nordic specialist bank offering savings and lending services to private individuals. They are among Horde's lending partners.
• Kraft BankminorChannel Partner/ Reseller/ DistributorKraft Bank helps people with financial problems in a proper manner. They offer loan products through Horde.
• Santander Consumer BankminorChannel Partner/ Reseller/ DistributorSantander is among Norway's ten largest banks measured by assets under management. They partner with Horde for loan distribution.
• Resurs BankminorChannel Partner/ Reseller/ DistributorResurs Bank has several million customers across four Nordic countries and over 40 years of industry experience. They offer loans through Horde.
• TF BankminorChannel Partner/ Reseller/ DistributorTF Bank offers consumer loans, credit cards, and savings accounts to private individuals. They partner with Horde for loan distribution.
• InstabankminorChannel Partner/ Reseller/ DistributorInstabank offers loans, credit cards, overdraft facilities, and business loans to both individuals and businesses. They are a lending partner through Horde.
• Bank NorwegianminorChannel Partner/ Reseller/ DistributorBank Norwegian offers personal loans, credit cards, and refinancing to private individuals through their partnership with Horde.
• Plus1minorChannel Partner/ Reseller/ DistributorPlus1 specializes in finding solutions for customers with payment remarks (betalingsanmerkninger) or ongoing inkasso cases. They partner with Horde for loan distribution.
• Microsoft Ireland Ltd.coreTechnology or IntegrationMicrosoft Azure and Microsoft 365 are used for web and application functionality. Horde AI data processing uses Microsoft Azure infrastructure. Data stored in EU/EØS.
• Vipps MobilePay AScoreTechnology or IntegrationVipps is used for payment processing including monthly insurance premium collection. Horde uses Vipps for payment and ID solutions per their Finanstilsynet payment institution license.
• Mastercard Open Banking Services Europe A/S (Aiia)coreTechnology or IntegrationAiia Enterprise provides open banking account aggregation, enabling Horde users to connect and view bank accounts from multiple Norwegian banks in one place.
• Norsk Gjeldsinformasjon AScoreTechnology or IntegrationProvides daily debt data from the Norwegian debt registry (gjeldsregisteret), including credit cards, consumer loans, revolving credit, and invoice cards. Data updated daily.
• BislabcoreTechnology or IntegrationProvides credit scores and payment remarks (betalingsanmerkninger). Horde performs credit checks through Bislab when users apply for loans. Bislab sends mandatory notices to users.
• AmTrust (Insurance Underwriter)minorStrategic or Co-development PartnerAmTrust Nordic underwrites the income insurance (inntektsforsikring) sold through Horde. Insurance administration handled by IMAA (Insurance Management Administration & Advisors).
• Finanstilsynet (Norwegian Financial Supervisory Authority)coreOthersRegulatory body that has granted Horde AS licenses as a loan intermediary (låneformidler) and payment institution (betalingsforetak). Horde is listed in the Finanstilsynet business register.
• FinautminorOthersIndustry association for Norwegian finance companies. Horde is a member of Finaut.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Zmarta: Nordic personal-finance comparison and loan-broker brand operating in Norway, offering multi-bank loan aggregation similar to Horde's marketplace.
• Compricer: Norwegian comparison site for loans and financial products; competes with Horde for the same refinancing-intent Norwegian consumer via partner-bank aggregation.
• Lendo: Nordic loan-comparison platform active in Norway that sends a single application to multiple partner banks; competes head-to-head with Horde in the consumer refinancing marketplace.
• Sambla: Swedish-origin but operating in Norway, Sambla is a direct loan broker that compares refinancing and consumer-loan offers across multiple banks — the closest functional analog to Horde's låneformidler core.

Regional players

• Finansportalen: Norwegian government-backed financial product comparison site; competes indirectly with Horde by offering free bank/loan comparisons and powers Horde's own Rentevakt benchmark.

Others

• Tink: Visa-owned European open-banking aggregation platform; comparable to Mastercard Aiia which Horde uses, and a potential partner/competitor if Horde deepens its own data infrastructure play.
• Plaid: Global open-banking/account-aggregation infrastructure provider; comparable technology layer to Horde's Mastercard Aiia integration and a benchmark for embedded finance data monetization.

Broad incumbents

• Nordax Bank: Nordic specialist lender and Horde partner bank; broader incumbent that competes both via the Horde channel and through direct consumer-marketing of personal loans.
• Bank Norwegian: Direct digital bank and Horde partner that also offers its own consumer loans, credit cards, and refinancing — overlapping with Horde's offering and capable of disintermediating the broker layer.
• Santander Consumer Bank: One of Norway's ten largest banks and a Horde lending partner; offers consumer loans and refinancing through both its own channels and Horde's broker.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtiktok.com/@horde.app
• YouTubeyoutube.com/@hordeapp
• Facebookfacebook.com/horde.no
• Instagraminstagram.com/horde.no
• TikToktiktok.com/@horde.app
• LinkedInlinkedin.com/company/horde-as

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Subsidiaries1 record

Funding overview

Funding rounds3 records

Investors

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 Horde