What Lisa& does

Lisa& (legal entity Lisa & friends AB) is a Stockholm-based embedded lending platform founded in 2021 that operates as a Swedish FSA-supervised financial institution. It provides white-label financing infrastructure for companies that want to shift from one-time product sales to subscription or Product-as-a-Service (PaaS) business models, with an explicit focus on circular economy and sustainability-oriented offerings such as consumer electronics, heat pumps, child car seats, office furniture, and refurbished devices. Its core product is an all-in-one embedded lending solution that integrates into partner checkout flows and bundles device financing, credit risk management, customer validation, payment monitoring, and asset handling and refurbishment operations. The platform also exposes individual microservices (contract management, credit checks, payment monitoring) as standalone or bundled modules, supporting subscription durations from one day to one decade.

Revenue is generated through financing arrangements embedded in partner subscription payments, through microservice fees, and through upfront capital deployment that earns returns on the underlying financed streams. Lisa& does not publish pricing; commercial terms are negotiated per partner. The company sells primarily through B2B channel partnerships and embedded/white-label distribution with both enterprise clients (Samsung Electronics Nordic AB across Sweden, Denmark, Norway, and Finland; Aira for heat pumps in Germany) and mid-market circular-economy companies (Axkid, Nornorm), with SMB-tier partners (Macforum in Sweden, Greenmind in Denmark) extending reach into consumer offerings. Customers interact only with the partner brand; Lisa& operates in the background and provides regulatory and operational support for partner financing programs. Geographic operations span the Nordics with active expansion into Germany, the UK, and Italy.

Name

Lisa&

Legal name

Lisa & friends AB

Website

https://lisaand.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

1–10 employees

Short description

Stockholm-based embedded lending platform that provides white-label financing infrastructure enabling enterprises and mid-market companies to launch subscription and Product-as-a-Service offerings, with a focus on circular economy partners across the Nordics and expanding into Germany, the UK, and Italy.

Ownership category

akta.pro rank

Product category

Embedded Lending Platform

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821), Other Financial Vehicles (52599)

SIC

Services-Computer Programming, Data Processing, Etc. (7370), Loan Brokers (6163)

akta.pro primary industry

Loan Operations & Servicing (Consumer/SME/Corporate) (FSABALAD)

akta.pro secondary industries

Enterprise PaaS (App Runtime & Managed Application Platforms) (HDAEAKAB), Mortgage Point-of-Sale (POS) & Borrower Intake Portals (FSALALAD)

Keywords

• Embedded lending infrastructure
• Subscription financing platform
• Product-as-a-service
• Circular economy financing
• White-label lending

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Embedded Lending Services: Provides financing infrastructure to partner companies enabling them to offer subscription and rental models. Revenue generated from financing arrangements with partners who offer these services to end consumers.
2. Microservices Fees: Individual microservices including contract validation, credit checks, payment monitoring, and asset management provided as standalone or bundled services.
3. Capital Deployment: Lisa& provides upfront capital to partners to scale circular business models, generating returns through financing arrangements embedded in subscription payments.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels3 records

Core offering

Lisa& is a Swedish FSA-supervised financial institution that provides an all-in-one embedded lending platform and individual microservices to enable companies to transition from one-time product sales to subscription and Product-as-a-Service (PaaS) business models. The platform delivers financing infrastructure, credit risk management, customer validation, payment monitoring, and asset handling/reconditioning operations integrated into partner checkout flows across categories including electronics, heat pumps, solar panels, child car seats, office equipment, and farm/factory equipment.

Product overview

Lisa& operates as an embedded lending platform offering a unified architecture comprising a core embedded lending platform and individual microservices. The platform enables companies to transition to circular economy business models through subscription and Product-as-a-Service (PaaS) arrangements. Products financed span multiple categories including bikes, heat pumps, solar panels, car seats, office equipment, and farm/factory equipment. Partner-specific offerings include Samsung Flex (circular device subscription), Macforum Plus (Apple product subscription), Greenmind One (refurbished smartphone subscription), Aira Financing (heat pump financing), Axkid Circular Model (car seat subscription), and Nornorm Subscription (office furniture subscription), all powered by Lisa&'s embedded lending infrastructure.

Differentiator

Problem solved

Functional benefit

Brands

• Samsung Flex: Circular subscription model for Samsung devices powered by Lisa&'s embedded lending infrastructure
• Macforum Plus
• Greenmind One

Products and services

• Embedded Lending Platform All-in-one embedded lending solution providing financing infrastructure, risk management, customer validation, asset handling, and refurbishment operations to enable subscription and Product-as-a-Service business models. Targeted at manufacturers and retailers of durable goods.
• Microservices Individual microservices available separately to help companies set up subscription businesses, including contract management, customer validation, credit checks, and payment monitoring. Can be deployed standalone or bundled.
• Samsung Flex Circular subscription model powered by Lisa& enabling consumers to access Samsung devices through flexible rental plans with options to change devices or commit to lower-cost two-year plans. Targeted at end consumers in Sweden, Denmark, Norway, and Finland.
• Macforum Plus Apple product subscription offering the most competitive monthly rate available in Sweden, enabling consumers to access Apple devices through a rental model. Targeted at Swedish consumers of Apple devices.
• Greenmind One Subscription model for used and refurbished smartphones, offering market-leading monthly rates on smartphones in Denmark. Targeted at Danish consumers of refurbished mobile devices.
• Aira Financing Solution In-house financing capabilities for Aira's intelligent heat pumps, enabling consumers to pay with monthly payments instead of upfront costs. Targeted at consumers in Germany with planned expansion to the UK and Italy.
• Axkid Circular Model Circular business model for premium child car seats and accessories where consumers can rent and switch car seats over time instead of buying. Targeted at parents in Sweden and Germany.
• Nornorm Subscription Highly adaptable subscription-based office furnishings for the modern workplace, with up to 70% reduction in climate impact through circular business practices. Targeted at Scandinavian businesses seeking sustainable office fit-out.

Quantifiable outcome

• Recurring revenue businesses valued 8x higher than transaction-based models
• +1 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered flagship, core and minor.

• Samsung Electronics Nordic ABflagshipStrategic or Co-development Partner · 7 August 2024Lisa& serves as Samsung's embedded lending partner for Samsung Flex across Nordic markets (Sweden, Denmark, Norway, Finland). Provides all-in-one embedded lending solution integrated into Samsung's checkout flow, including device financing, credit risk management, and asset handling operations. Enables Samsung-branded rental offerings with flexible or 2-year commitment plans.
• AiracoreStrategic or Co-development PartnerPartnership to establish and manage Aira's in-house financing capabilities for intelligent heat pumps. Started in German market with expansion planned to UK and Italy. Lisa& provides regulatory and financial complexity management, industry analysis, regulatory framework management, and entire financing process support.
• AxkidcoreStrategic or Co-development PartnerFinance partner for circular business model for premium child car seats and accessories. Enables Axkid to offer rent-and-switch model instead of traditional purchase. Launched in Sweden and Germany with high consumer interest. Lisa& provides financing infrastructure for circular models not supported by traditional banks.
• MacforumminorStrategic or Co-development PartnerPartnered to implement, finance, and grow Macforum Plus subscription model offering Apple products at most competitive monthly rate in Sweden. Significant customer interest emerged within first week of going live.
• GreenmindminorStrategic or Co-development PartnerPartnership to implement, finance, launch, and grow Greenmind One subscription model making used/refurbished smartphones available on private lease in Denmark. Market-leading monthly rate drove strong customer interest in first week.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Otovo: Norwegian subscription-based solar panel installer providing financing-as-a-service for residential solar. Comparable as a Nordic subscription-economy company in the renewable energy space, similar to one of Lisa&'s product verticals (solar panels, Aira heat pumps).
• Layer: Embedded accounting and finance infrastructure platform for B2B SaaS companies. Comparable as a fintech infrastructure provider offering API-based financial services that partners white-label into their own product experiences.
• Zilch: UK-based regulated BNPL provider offering consumer credit at online checkout. Comparable as a regulated fintech providing consumer lending infrastructure, though Zilch is consumer-facing rather than OEM-embedded.

Others

• Nornorm: Subscription-based office furniture company and an existing Lisa& partner. Included as an ecosystem participant — Nornorm is both a customer and an adjacent business model demonstrating the circular subscription thesis Lisa& finances.

Direct peers

• Divido: UK-based white-label BNPL platform for retailers, enabling point-of-sale financing integrated into merchant checkout. Directly comparable as both Lisa& and Divido offer embedded lending-as-a-service that merchants white-label into their customer experience.
• Billie: German BNPL provider focused on B2B embedded financing for businesses. Comparable as a European embedded lending platform serving merchants through API integrations, similar to Lisa&'s white-label infrastructure model.
• ChargeAfter: Embedded financing platform that connects merchants to multiple lenders at point of sale. Comparable because both provide technology infrastructure that powers consumer financing within partner checkout flows for durable goods purchases.
• Wisetack: US-based embedded financing platform offering consumer lending for in-person and online purchases through a developer-friendly API. Directly comparable as both provide white-label point-of-sale financing infrastructure to merchants across durable goods categories.

Broad incumbents

• Klarna: Swedish BNPL and embedded payments giant offering consumer financing at checkout. Highly comparable because both are Swedish-regulated fintechs serving merchants with embedded credit/payment infrastructure, though Klarna operates at consumer-facing scale far beyond Lisa&'s OEM subscription focus.
• Bread Financial: US-based consumer lending and payments company providing white-label financing solutions for retailers and manufacturers. Comparable as an established embedded finance platform powering point-of-sale consumer financing for durable goods brands.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

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 Lisa&