What Tobi does

Tobi is a Copenhagen-based, Finanstilsynet-regulated digital investment advisory platform that enables Danish parents to automatically invest their children's long-term savings in risk-profiled portfolios of global equities and Danish/global bonds. The core product, 'Investeret børneopsparing', removes the operational burden of self-directed investing by handling risk profiling, fund selection, execution, rebalancing, and tax reporting to Skat on behalf of parents. The platform is built on Fundmarket's investment infrastructure, with deposits custodied at Danske Bank and executed through Optimal Invest's article 8 ESG-screened funds, allowing Tobi to operate without owning trading or custody technology.

The business model is asset-based: Tobi charges a 0.60% annual advisory fee (billed monthly at 1/12 of AUM) on top of 0.44–0.54% in embedded product costs, producing a transparent total annual cost of 1.04–1.14%. Onboarding is fully self-serve via app.tobi.dk in roughly 10 minutes, with no minimum deposit and no trading commissions. Ancillary revenue streams include sales of founder Jacob Munk-Stander's published book, an online course, and a small B2B corporate-presentation channel targeting HR and employee benefits decision-makers at Danish employers. The platform serves primary segment parents of children aged 0–17, secondary segment grandparents (tax-free gifting up to 80,600 DKK per grandchild per year), and minor B2B segment Danish employers.

The company was founded in 2020 by Jacob Munk-Stander and is backed by Founders, Heartland (BESTSELLER), Kirkbi (LEGO), William Demant, and Innovationsfonden. At the time of disclosure the platform had accumulated 250M+ DKK in total invested assets across 6,750+ families and 11,500+ child accounts, against a stated 14.6 billion DKK 2026 addressable market in Danish child savings.

Name

Tobi

Legal name

Tobi ApS

Website

https://tobi.dk

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Tobi is a Copenhagen-based, Finanstilsynet-regulated digital investment advisory platform that helps Danish parents automatically invest their children's long-term savings in risk-profiled, ESG-screened portfolios, backed by major Danish family offices including Heartland, Kirkbi, and William Demant.

Ownership category

akta.pro rank

Product category

Digital Investment Advisory for Children

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Execution-Only / Self-Directed Investing Platforms (FSAAAAAI)

akta.pro secondary industry

Tax-Advantaged Investing & Wrappers (ISA, 529, Insurance Bonds, etc.) (FSAAAAAL)

Keywords

• Children's savings investing
• Digital investment advisory
• Automated portfolio management
• Tax-free child investing
• ESG-screened mutual funds

Headquarters

HQ city

Copenhagen

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Advisory Fee: A 0.60% annual advisory fee is charged monthly (1/12 of annual rate applied to current portfolio value). Automatically deducted by selling a small portion of the child's investments. Covers investment selection, monitoring, optimization, and tax reporting.
2. Product Costs: Product costs of 0.44-0.54% annually depending on the investment profile. These are embedded in the fund/net asset value prices (not billed separately). Covers the expense ratios of the Optimal Invest funds used.
3. Book Sales: Sale of the book 'Den lille guide til børns opsparing' (The Little Guide to Children's Savings) available in print, e-book, and audiobook formats via the Tobi shop.
4. Corporate Presentations: Corporate presentations to employee groups at Danish companies for 10,000 DKK ex. VAT. Covers investment education topics related to children's savings. Additional transport costs outside Greater Copenhagen.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Tobi offers a fully digital, Finanstilsynet-regulated investment advisory service that automatically invests Danish children's long-term savings into diversified portfolios of global equities and Danish/global bonds, executed via Optimal Invest ESG-screened funds and custodied at Danske Bank. Parents complete a short risk-profile questionnaire; deposits are invested automatically the next trading day, gains are reported to Skat for tax-free treatment under the child's personal allowance, and any family member can contribute to the same child account via app.tobi.dk.

Product overview

Tobi is a digital investment advisory platform for children's long-term savings. Its core offering is the Investeret børneopsparing (Invested Children's Savings) account, which automatically invests children's savings in a portfolio of global equities and Danish/global bonds based on a parent's risk profile. The platform is complemented by a suite of free calculator tools (Afkastberegneren, Inflationsberegneren, Indbetalingsberegneren), educational content including a published book and online course, a family law benefit partnership, corporate presentation services, and a gift card feature. The entire offering is coordinated through the parent's digital account with automatic investment execution, tax reporting, and portfolio rebalancing.

Differentiator

Problem solved

Functional benefit

Products and services

• Investeret børneopsparing (Invested Children's Savings account) Regulated, fully digital investment advisory account for Danish parents (and other family contributors) on behalf of a child aged 0-17. Parents complete a short risk-profile questionnaire; deposits are automatically invested the next trading day into a diversified portfolio of global equities and Danish/global bonds via Optimal Invest ESG-screened (article 8) funds, custodied at Danske Bank, with automatic tax reporting to Skat and ongoing professional rebalancing. Priced via a 0.60% p.a. advisory fee (billed monthly) plus 0.44-0.54% embedded product costs, with no opening, custody, trading or FX fees and no minimum or maximum deposit. Enables tax-free returns within each child's personal allowance (personfradrag/frikort) and allows parents, grandparents and other relatives to contribute to the same account.
• Den lille guide til børns opsparing (Book) Standalone retail book (print, e-book and audiobook) covering the how and why of investing on behalf of children in Denmark, including inflation, compound interest, tax rules, gift regulations and savings-plan construction. Available for one-time purchase from shop.tobi.dk and used as a top-of-funnel category-education tool.
• Onlinekursus (Online Course on saving and investing for children) Paid, self-paced digital course equipping parents and grandparents to invest for a child or grandchild, covering savings strategies and investment fundamentals. Sold as a one-time purchase from shop.tobi.dk.
• Gavekort (Tobi Gift Card) Printable gift card allowing family members and friends to gift a contribution (or seed) into a child's Tobi invested savings account; the gift card is purchased/printed, then redeemed by the parents via the Tobi app to deposit into the child's account.
• Foredrag (Corporate Presentations on invested children's savings) B2B paid presentation service for Danish employers on how employees can give their children a strong financial start through invested children's savings. Covers investment basics, tax-free returns under the child's personal allowance, gift rules and savings planning. Available in Danish and English, in-person or virtually, priced at 10,000 DKK ex. VAT with additional transport costs outside Greater Copenhagen.

Quantifiable outcome

• Invested child savings can more than double in value compared to a cash savings account over 18 years (example: 10,000 DKK grows to ~24,066 DKK at 5% annual return vs ~12,395 DKK at 1.20% bank interest rate).
• +4 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• FundmarketcoreTechnology or IntegrationFundmarket is the investment platform through which all Tobi customer investments are executed. It administers investment funds and processes buy/sell orders. Fundmarket's owners have 20 years of experience delivering software and advisory to major Danish investment associations including SEBinvest, Formuepleje, Danske Capital, and Nordea Invest. Fundmarket administers more than 4 billion DKK in total assets including Tobi investments.
• Optimal InvestcoreTechnology or IntegrationOptimal Invest manages the investment funds (afdelinger) that Tobi recommends and invests in on behalf of children. These include Optimal – Danske Obligationer KL, Optimal – Globale Obligationer KL, Optimal – Globale Aktier Kapitalindkomst KL, and Optimal – Globale Aktier KL. Optimal Invest manages some of Denmark's cheapest independent investment funds with top European Morningstar ratings for both returns and responsible investing.
• Mine ArvingerminorGTM or Marketing PartnerMine Arvinger is a family law service offering wills, powers of attorney, and family legal documents. Tobi customers receive a 10% discount on legal advisory and document preparation services. This is a cross-promotional partnership offering Tobi customers added value around family legal planning.
• Nikolaj Holdt MikkelsenminorOthersNikolaj Holdt Mikkelsen is one of Denmark's leading independent investment experts and former chief analyst at Morningstar. He contributed to developing Tobi's investment profiles and continues to advise on their optimization. Provides independent expert validation of investment methodology.
• Finanstilsynet (Danish Financial Supervisory Authority)coreOthersFinanstilsynet is the Danish financial regulator. Tobi holds a formal license as an investment advisor (investeringsrådgiver) and is subject to ongoing regulatory supervision. This is a mandatory regulatory relationship rather than a voluntary partnership.
• Danske Bank (custodian)coreTechnology or IntegrationDanske Bank serves as the custodian bank (depotbank) for Tobi customer assets. Deposits are held at Danske Bank and investments are executed from there. Tobi does not have a direct operational relationship with Danske Bank; this is a custodial arrangement ensuring customer assets are legally segregated and protected.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Nordnet: Nordic retail investment platform with dedicated child savings accounts and tax-wrapper structures across Sweden, Denmark, Norway, and Finland. Most direct competitor to Tobi within Denmark and the natural Nordic expansion benchmark.
• Lunar: Danish challenger bank offering investment products, savings features, and family accounts to Danish consumers. Closest Denmark-native, digital-first competitor chasing the same affluent parent demographic.
• Saxo Bank: Danish-headquartered online investment platform with multi-asset products and child/family account options. Comparable Danish-anchored, regulated, self-directed investing experience.

Broad incumbents

• Danske Bank: Incumbent Danish bank that already serves as Tobi's custodian and offers traditional cash child savings accounts. The primary incumbent Tobi is disintermediating, with scale and brand advantages.
• Moneyfarm: European digital wealth manager (UK/Italy) offering automated, risk-profiled investment portfolios to retail investors. Comparable fee-based, automated advisory model for mass-affluent consumers.
• Nutmeg: UK-based digital wealth manager offering automated ISA/JISA portfolios with risk-profiled investment strategies. Closest UK analogue to Tobi's tax-wrapper-plus-automated-investing approach.
• Scalable Capital: German/European digital wealth platform offering automated and self-directed investing with low fees. Comparable low-cost, regulated, automated-advisory positioning across European retail.
• Trade Republic: Pan-European retail investing app with savings plans and fractional investing. Comparable low-friction, mobile-first, low-cost European retail investing experience targeting younger demographics.

Regional players

• Avanza: Sweden's leading online broker with strong retail savings and ISK (tax-wrapper) account franchise. Strongest Nordic geographic analogue for Tobi's Swedish expansion path.

Others

• Betterment: US-originated pioneer of automated, risk-profiled digital wealth management. Thematically comparable on the automated-advisory business model, but operating in a different regulatory and tax regime, so an indirect model reference rather than direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@wearetobi
• Facebookfacebook.com/wearetobi
• LinkedInlinkedin.com/company/wearetobi
• Instagraminstagram.com/wearetobi

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

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 Tobi