Gimi AB
Gimi AB is a Stockholm-based fintech that operates an educational mobile app teaching children ages 6–17 financial literacy through gamified lessons, chores, savings goals, and PSD2 open banking connectivity, distributed via a freemium subscription and white-label partnerships with European banks including Nordea, ABN AMRO, and ICA Banken.
- Company typePrivate
- Founded2014
- HeadquartersStockholm, Sweden
- Headcount11–50
- GTM typeB2B and B2C
- OfferingSoftware
What Gimi AB does
Gimi AB is a Stockholm-based Swedish fintech founded in 2014 that operates an educational mobile application designed to teach financial literacy to children ages 6–17. The platform combines gamified learning content (40+ lessons in the Superskills Adventure curriculum, plus Family Missions and savings-goal challenges) with practical money-management functionality including allowance tracking, chore assignment, savings goals, and — most distinctively — open banking connectivity via PSD2-compliant APIs that allow parents to link a child's actual bank account to the app for real-time spending monitoring. The core technology stack is built on open banking infrastructure with localization for five European markets (Sweden, Netherlands, Norway, Denmark, Greece), and the company operates under a payment service provider registration granted by the Swedish Financial Supervisory Authority (Finansinspektionen).
The company pursues a hybrid go-to-market model. The direct-to-consumer channel distributes the free Gimi Beginner tier and the Gimi Pro subscription (priced from €2.99/month) through the Apple App Store and Google Play Store, using content marketing, referrals, and app-store optimization to acquire families. The B2B channel white-labels the Gimi Youth Banking Platform to European banks — specifically Nordea, ABN AMRO, and ICA Banken — enabling them to launch branded youth apps within three months under their own identity, with Gimi providing the technology and educational content layer. The Gimi Prepaid Mastercard program, previously issued through PFS Card Services (Ireland) Limited, was closed on December 7, 2023, with EML Payments handling residual fund redemption, indicating a deliberate exit from the regulated card-issuance business.
Gimi's reported scale includes 1,652,344 total app downloads across iOS and Android, 1M+ families using the platform across multiple markets, and quantified partner-bank outcomes of +26% conversion to partner bank customers, +37% increase in youth card applications, and +50% improved retention among users engaging with Gimi. The company employs between 11 and 50 people, is privately held with no disclosed funding rounds or institutional investors, and is recognized through industry awards including Mastercard Lighthouse (most promising fintech in the Nordics and Baltics), Wired's hottest European startups (2019), CBS Insights' 250 most promising fintechs (2018), and a Startup Grind Global Conference 2020 nomination.
Gimi AB firmographics
Firmographics- Name
- Gimi AB
- Legal name
- Gimi AB
- Website
- https://gimi.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Gimi AB is a Stockholm-based fintech that operates an educational mobile app teaching children ages 6–17 financial literacy through gamified lessons, chores, savings goals, and PSD2 open banking connectivity, distributed via a freemium subscription and white-label partnerships with European banks including Nordea, ABN AMRO, and ICA Banken.
- Ownership category
- akta.pro rank
Gimi AB industry classification
Industry- Product category
- Youth Financial Education Software
- NAICS
- Educational Support Services (611710), Depository Credit Intermediation (5221)
- SIC
- Functions Related To Depository Banking, Nec (6099), Finance Services (6199)
- akta.pro primary industry
- Youth / Family Wallets & Allowance Payments (FSAMAEAK)
- akta.pro secondary industries
- Student & Youth Banking (FSABAAAH), Financial & Consumer Literacy (Banking, Credit, Contracts) (EDAAAAAG), Youth/Student Neobanks (FSABAFAD)
Keywords
Where Gimi AB is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices2 records
Markets served
Gimi AB business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Gimi Pro Subscription: Premium subscription model offering full access to Superskills Adventure lessons, Family Missions, advanced savings goal features, and complete bank account integration. Users can subscribe monthly or yearly and cancel at any time.
- Freemium (Gimi Beginner): Free tier providing basic features including piggy bank, allowance tracking, chores, savings goals, and limited lessons. Serves as acquisition funnel for Pro conversions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Free | Free tier with basic financial learning features |
| Subscription | Monthly | Premium tier with complete Superskills education platform |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels4 records
Gimi AB product offering
Product offeringCore offering
Gimi AB sells a mobile application that teaches children aged 6–17 financial literacy — saving, spending, earning — by connecting to a child's real bank account via PSD2/open-banking APIs under parental supervision, combined with gamified lessons, chores/allowance management, and savings goals. The company also offers a white-label version of this platform to European banks that want to launch branded youth banking apps for family customers in under three months.
Differentiator
Problem solved
Functional benefit
Products and services
- Gimi App Mobile application for children (ages 6-17) and parents that connects to the child's bank account via PSD2/open-banking APIs, providing allowance and chores management, savings goals, spending insights, and gamified financial literacy content under parental supervision.
- Gimi Youth Banking Platform (for Banks) White-label version of the Gimi platform for banks and financial institutions, combining mobile banking, financial education, and family engagement features deployable under the bank's own brand to acquire and retain family and next-generation customers aged 6-17.
Quantifiable outcome
- 85% of users engage beyond core banking features
- +6 more outcomes
Companies that use Gimi AB
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles2 records
Gimi AB technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Gimi AB partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered supporting and core.
- EML PaymentssupportingFollowing the closure of the GIMI Consumer Programme Prepaid Mastercard on December 7, 2023, EML Payments manages the return of funds for closed cards. Redemption requests are handled by [email protected].
- NordeacoreLeading Nordic bank partnering with Gimi to provide youth banking services to family customers. Nordea offers Gimi-powered financial education and banking features to children and parents through their digital banking platform.
- ABN AMROcoreDutch bank providing Gimi's youth banking solution to their family customers. ABN AMRO utilizes Gimi's platform to engage younger demographics and strengthen family banking relationships.
- ICA BankencoreSwedish bank offering Gimi-powered youth banking services to their customer base. ICA Banken partners with Gimi to provide financial education tools for children ages 6-17.
- PFS Card Services (Ireland) Limited (PCSIL)supportingCard issuer for the Gimi Prepaid Mastercard. PCSIL is authorized and regulated by the Central Bank of Ireland and provides the payment infrastructure for physical and virtual card functionality within the Gimi ecosystem.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Gimi AB competitors and assessment
Company assessmentRegional players
- bunq: Dutch challenger/neobank active across the same geographies as Gimi (Netherlands, wider Europe). Comparable as a pan-European bank employing Gimi-adjacent features; operates its own youth product lines rather than partnering with Gimi by default.
Direct peers
- GoHenry: Youth debit-card and financial education platform serving children and teens in the UK, US, and Europe. Direct competitor with overlapping age range (6–18), parental controls, and educational overlay to Gimi's value proposition.
- Greenlight: US-based kids' debit-card and financial literacy app with parental controls, chores, allowance, and investing education. Closest competitor in the educational-plus-banking category with similar end-user age and feature set.
- Revolut Junior: Youth banking product from Revolut offering prepaid cards and spending controls for kids in Europe. Comparable in operating geography (overlap with Gimi's European footprint) and similar parental-supervision banking-for-children positioning.
- Zogo: Financial education app marketed through banks; offers bite-size gamified lessons for young consumers. Comparable on the B2B-for-bank model and educational content approach taken by Gimi's white-label offering.
- Osper: UK youth banking and money-management app focused on teens and pre-teens with parental controls. Overlaps directly with Gimi's target age range, allowance-and-chores mechanics, and educational positioning.
- Goalsetter: US youth financial education and family money-management platform with gamified lessons and family goal-setting. Closely matches Gimi's combination of educational content, goals, and family engagement features.
Emerging players
- Copper: US teen banking and financial education platform offering a teens-focused debit card with educational content. Comparable age target and mission, but earlier stage and focused on US teens rather than European children.
Broad incumbents
- NatWest Rooster Card: UK incumbent bank's youth prepaid card and money management product. Comparable end-customer and parental-supervision model, but operated inside a large established bank rather than as an independent SaaS platform.
- MoneyLion: US-based broader consumer fintech with youth/financial literacy offerings as part of a wider portfolio. Comparable on customer-education and money-management functionality, though at much broader scope and scale than Gimi's focused niche.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Gimi AB social profiles
Digital presenceGimi AB compliance and trust
Trust signalCompliance3 records
Gimi AB financial estimates
Financial estimateRevenue estimate
Valuation estimate
Gimi AB leadership team
Management profileNumber of profiles
Gimi AB funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Gimi AB 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 AB
What does Gimi AB do?
Gimi AB sells a mobile application that teaches children aged 6–17 financial literacy — saving, spending, earning — by connecting to a child's real bank account via PSD2/open-banking APIs under parental supervision, combined with gamified lessons, chores/allowance management, and savings goals. The company also offers a white-label version of this platform to European banks that want to launch branded youth banking apps for family customers in under three months.
Is Gimi AB a public or private company?
Gimi AB is a private company. It is classified as unknown and is currently operating.
When was Gimi AB founded?
Gimi AB was founded in 2014. It employs 11 to 50 people.
Where is Gimi AB based?
Gimi AB is headquartered in Stockholm, Sweden, in the Europe region.
How does Gimi AB make money?
Two revenue lines are on record. Gimi Pro Subscription is the primary driver. The others are freemium (Gimi Beginner).
Who are Gimi AB's main competitors?
bunq is listed as a regional player. Direct peers are GoHenry, Greenlight, Revolut Junior, Zogo, Osper and Goalsetter. Copper is listed as an emerging player. Broad incumbents are NatWest Rooster Card and MoneyLion.
Does Gimi AB have an API?
No public API is recorded for Gimi AB.
What industry is Gimi AB in?
Gimi AB's product category is Youth Financial Education Software. Its primary akta.pro industry code is FSAMAEAK, Youth / Family Wallets & Allowance Payments, with a secondary code of FSABAAAH, Student & Youth Banking. Its NAICS code is 611710 and its SIC code is 6099.