Axo Finans

What Axo Finans does

Axo Finans is a Norwegian consumer-finance broker founded in 2008 in Oslo, operating as a digital platform that submits a single loan application to a network of 20+ partner banks and presents competing offers back to the consumer. The service is free for end users; Axo Finans earns commission from the bank ultimately selected by the customer, with an additional recurring revenue stream from its Utgiftsforsikring (payment protection insurance) product. The platform supports unsecured consumer loans (Forbrukslån, 10,000–600,000 NOK), refinancing (up to 800,000 NOK, up to 15 years), secured restart loans (Omstartslån, secured by residential property, up to 20 years), credit card comparison, and payment protection insurance, with BankID and Vipps used for digital identity verification and signing throughout the workflow.

The business operates as part of Axo Group, a Nordic holding company headquartered at St. Olavs Gate 28, Oslo, that has expanded across Norway, Sweden, Finland, and Denmark through a series of acquisitions: LendMe (Denmark, 2021), uScore (credit-monitoring platform with 900,000+ members, 2022), and Zmarta (Swedish/Norwegian/Finnish comparison service for loans, mortgages, insurance, and electricity, 2025). The group also operates the brands Centum, uLoan, Axolaina, Axo Finans SE, Elskling, and Zmarta Försäkring AB. Co-founders Stig Arff and Morten Armand Johansen (now CCO) lead the organization, with senior leadership including CEO Jostein Christian Dalland, Group CFO Sverre Mehn, and Chairman Didier Bench. The reported customer base exceeds 500,000 users in Norway, with 'several hundred thousand' customers served annually across the Nordic region.

The technology stack centers on a digital loan-comparison engine with BankID-based authentication, a soft credit-check intake that does not impact the applicant's score, and a 'Mine tilbud' (My offers) dashboard. Operational integrations include Billogram for invoicing, Appfarm for the 'Mine sider' customer portal, and Vipps as an alternative authentication method. Distribution is primarily digital/self-serve via axofinans.no, supplemented by personal financial-advisor support for secured loan products and content-marketing/SEO-driven acquisition through an extensive Norwegian-language article library covering loan types, refinancing strategies, and credit scores.

Name

Axo Finans

Legal name

Axo Finans AS

Website

https://axofinans.no

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

1–10 employees

Short description

Axo Finans is a Norwegian loan broker that submits one application from a consumer to 20+ partner banks and earns commission from the selected lender. It operates under Axo Group alongside LendMe, Zmarta, and uScore across the Nordic region.

Ownership category

akta.pro rank

Product category

Consumer Loan Brokerage

NAICS

Mortgage and Nonmortgage Loan Brokers (52231), Mortgage and Nonmortgage Loan Brokers (522310)

SIC

Loan Brokers (6163)

akta.pro primary industry

Direct-to-Consumer (D2C) Personal Lending Platforms (Unsecured Installment) (FSAKAAAK)

akta.pro secondary industries

Personal Loan Refinance (Rate/Term) (FSAKAIAB), Debt Management & Paydown (Student Loans, Credit Cards) (FSAGADAD), Digital Account Opening & Onboarding (eKYC, eSignature, Origination) (FSAGAAAB)

Keywords

• Consumer loan brokerage
• Loan comparison platform
• Debt consolidation services
• Refinancing intermediary
• Personal credit matching

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Commission from partner banks: Axo Finans earns a commission from the bank that the customer ultimately selects. This is the primary revenue stream. The service is free for customers — they pay no fees to Axo Finans.
2. Payment protection insurance (Utgiftsforsikring): Axo Finans offers a payment protection insurance product (IPI) that provides monthly compensation (up to 10,000 NOK/month) in case of unemployment or illness. Premiums are paid monthly by customers via Billogram or direct debit.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

Axo Finans is a Norwegian consumer loan broker that allows individuals to submit a single application which is forwarded to 20+ partner banks, who return competing loan offers. The service is free and non-binding for customers. Core products include unsecured personal loans (Forbrukslån), refinancing/debt consolidation, secured restart loans (Omstartslån) using residential property as collateral, credit card comparison, and payment protection insurance (Utgiftsforsikring). The company earns commissions from the bank the customer ultimately selects.

Product overview

Axo Finans is a Norwegian loan broker (finansagent) that operates as a comparison and brokerage platform connecting consumers with 20+ partner banks. It is not a single unified product but a platform-plus-multi-brand portfolio. The core offering consists of five primary loan and financial products: Forbrukslån (unsecured personal loans, 10,000–600,000 kr), Refinansiering (debt consolidation, up to 800,000 kr), Omstartslån (restart loans secured by residential property, for customers with payment remarks, up to 20–30 years), Kredittkort (credit card comparison brokerage), and Låneforsikring/Utgiftsforsikring (payment protection insurance, up to 10,000 kr/month). The platform aggregates loan offers from multiple banks, allowing one application to generate competing offers, with the entire process conducted digitally via BankID or Vipps. Axo Group's brand portfolio also includes LendMe (Denmark), uScore (credit scoring platform, 900,000+ members), Zmarta (Sweden/Norway/Finland comparison service), Zmarta Försäkring, Elskling (electricity comparison), CentumFinans, uLoan, Axo Finans SE, and Axolaina, all operating under the unified Axo Group umbrella headquartered in Oslo.

Differentiator

Problem solved

Functional benefit

Brands

• LendMe: Denmark's largest loan broker helping customers access best loan offers from reliable banks
• uScore
• Zmarta
• Axolaina
• CentumFinans
• uLoan

Products and services

• Forbrukslån (Consumer Loan / Personal Loan) A flexible unsecured personal loan product offering Norwegian consumers loan amounts from 10,000 to 600,000 NOK, usable for any purpose. Repayment period is up to 5 years for new loans without refinancing. Applications are processed via BankID and forwarded to multiple partner banks for comparison.
• Refinansiering (Refinancing / Debt Consolidation) Debt consolidation service that combines multiple high-interest loans and credit card balances into a single loan with a lower interest rate. Available without security up to 800,000 NOK with repayment terms up to 15 years, or with property security (omstartslån) for up to 20 years.
• Omstartslån (Restart Loan) A secured refinancing product using residential property as collateral, designed for borrowers with payment remarks or debt collection issues. Combines all unsecured debt into one loan at lower interest rates, with repayment terms up to 20–30 years. Maximum LTV typically 85% of property value.
• Kredittkort (Credit Card Comparison) A comparison and brokerage service for credit cards, helping customers find the best card based on interest rates, travel insurance, bonuses, and other benefits. Axo Finans sends one application to multiple card issuers for comparison.
• Låneforsikring / Utgiftsforsikring (Payment Protection Insurance) A payment protection insurance product that provides up to 10,000 NOK per month in compensation for up to 12 months in case of involuntary unemployment or sick leave exceeding 30 days, plus a one-time 50,000 NOK payout to next of kin in case of death. Premiums are paid monthly via Billogram invoicing or direct debit.
• Lån med sikkerhet (Secured Loan) A loan secured by residential property offering lower interest rates and longer repayment terms than unsecured loans. Enables refinancing of expensive unsecured debt by using home equity as collateral, reducing monthly costs.

Quantifiable outcome

• Customers save thousands of NOK over loan lifetime by comparing competing bank offers
• +1 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

Integration4 records

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• ZmartacoreOthers · 1 January 2025Zmarta, established in 1999, is a leading Swedish comparison service for loans, mortgages, insurance, and electricity. Became part of Axo Group in 2025, strengthening the group's position in the Swedish market and expanding into insurance and utilities comparison.
• Zmarta Försäkring AB (formerly Insplanet)minorOthers · 1 January 2025Established in 1999, Zmarta Försäkring AB is among Sweden's most-used comparison services for private insurance products. Integrated into Axo Group following the Zmarta acquisition.
• uScorecoreOthers · 1 January 2022uScore is a personal finance platform with 900,000+ members providing free credit scores, score monitoring, and tailored financial recommendations including loans, insurance, credit cards, and mortgages. Acquired by Axo Group in 2022.
• LendMecoreOthers · 1 January 2021LendMe is Denmark's largest loan broker, acquired by Axo Group in 2021. It operates as a parallel brand (lendme.dk) serving the Danish market. LendMe was established in 2016 and was the first major acquisition as part of Axo's international expansion in Scandinavia.
• ElsklingminorOthersA well-reputed Swedish electricity comparison company founded in 2007, helping consumers compare electricity contracts. Part of the Axo Group portfolio.
• 20+ Norwegian banks (BN, SCB, KB, NDX, GB, REM, SVF, IKA, BBB, AVI, BRA, IB, FEM, THR, FCB, KF, BB, EB, BA2, BST, EIK, EKS, ESY, MB, NDO, NOR, RB, SCB, YA, and others)coreChannel Partner/ Reseller/ DistributorAxo Finans forwards customer loan applications to a network of 20+ Norwegian banks and lenders who compete to offer loans. Banks include major Nordic and specialized lenders such as Nordea, Ikano Bank, Instabank, Bluestep Bank, Kraft Bank, Bank2, Svea Bank, TF Bank, Enity Bank Group, Ferratum Bank, Facit Bank, Morrow Bank, and more. Axo Finans earns commission from the bank the customer selects.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Sambla Group: Swedish-founded loan broker operating across the Nordics, sending single applications to multiple lenders for consumer comparison — virtually identical business model to Axo Finans in Norway.
• Lendo: Schibsted-owned Nordic loan comparison service operating in Norway, Sweden, Denmark and Finland; directly competes head-to-head with Axo Finans on multi-bank consumer loan comparison.
• Kompar: Danish comparison service for loans, insurance and utilities; sister to Axo's LendMe in Denmark and the most direct in-market peer to LendMe's brokerage model.
• Sammenlign.no: Norwegian comparison portal aggregating loans, insurance and other financial products; competes with Axo Finans for the same SEO and consumer-comparison intent.

Emerging players

• Capcito: Swedish fintech providing working capital and small-business lending; partial overlap with Axo's Nordic lending focus but oriented to SMBs rather than consumer refinance.
• CompareEurope Group: European aggregator operating price-comparison platforms across multiple countries; comparable operating model to Axo's multi-vertical comparison strategy post-Zmarta.

Broad incumbents

• Resurs Bank: Nordic consumer finance incumbent offering cards, personal loans and retail financing; competes with Axo partner banks and adjacent to Axo's consumer-lending funnel.
• NOBA (Nordax Bank): Listed Nordic specialist lender in consumer and SME credit, including secured and unsecured loans; an obvious bank-side counterparty and competitor within Axo's broker network.
• Instabank: Norwegian digital consumer bank that is also a partner bank of Axo Finans; competes with Axo's partner-bank panel as a direct-to-consumer lender.

Others

• Finansportalen: Norwegian public comparison portal run by the Norwegian Consumer Council; an adjacent reference and indirect competitor for consumer loan comparison demand in Norway.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/axofinans
• Facebookfacebook.com/Axo
• LinkedInlinkedin.com/company/axo-finans

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Axo Finans