DreamPlan

What DreamPlan does

DreamPlan (legally Dreamplan.io ApS, CVR 40965874) is a Danish digital financial advisory platform founded in November 2019 by Stine Kalmer Jørgensen and Simon Bentholm and headquartered at Amaliegade 45, Copenhagen. The platform serves Danish individual consumers seeking independent, holistic advice on pension, investments, insurance, and housing finance, distinguishing itself from bank-tied advisors by being registered with the Danish Financial Supervisory Authority (Finanstilsynet) under FTID 48096 and FTID 43055 and by positioning itself as product-agnostic. Users engage through a freemium digital self-serve product (app.dreamplan.io) where free calculators and a Nearest Neighbour machine learning model deliver personalized recommendations, with optional paid personal advisory sessions priced at 4,995 kr for complex situations handled by advisor Mia Eskebjerg.

Underlying the consumer product is Wizflow, a B2B advisory software platform sold as a monthly subscription to independent financial advisors and financial institutions. Wizflow handles data collection, automated weekly calculations, and plan maintenance across pension, investment, savings, and housing. Revenue is generated through three streams: (1) execution fees redirected from banks or pension companies when users act on recommendations, (2) 4,995 kr personal advisory sessions, and (3) recurring Wizflow SaaS subscriptions, the latter cross-subsidizing free consumer services.

The company employs 16 people across three countries spanning wealth management, IT, data, and marketing, with ISO 27001-aligned IT security, GDPR compliance, and AWS hosting in Germany. Distribution is digital-first, supported by 89 published educational articles, organic SEO, email, and social channels (LinkedIn, Facebook, Instagram), plus referral partnerships with partner banks and sustainable investment platform DoLand for execution. To date the platform has helped over 8,200 users and holds a 4.1/5 Trustpilot rating.

Name

DreamPlan

Legal name

DreamPlan A/S

Website

https://dreamplan.io

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

DreamPlan is a Copenhagen-based, Finanstilsynet-licensed digital financial advisory platform serving Danish consumers with independent, bank-agnostic advice across pension, investment, insurance, and housing finance, combining a freemium consumer app with paid advisory sessions and a B2B SaaS product called Wizflow.

Ownership category

akta.pro rank

Product category

Personal Financial Advisory

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Retirement Planning & Long-Term Financial Planning Tools (FSAGADAI)

akta.pro secondary industries

Digital/Hybrid Robo-Wealth & Retirement Advisory (FSAEABAK), Savings Automation & Goal-Based Savings (FSAGADAC)

Keywords

• Digital financial advisory
• Pension planning platform
• Personal finance software
• Independent financial advice
• Wealth management advisory

Headquarters

HQ city

Copenhagen

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Advisory Execution Fees: When customers execute on Dreamplan's recommendations (e.g., implementing suggested financial products), Dreamplan charges a fee directly rather than customers paying fees to banks or pension companies. The total cost remains the same but is redirected to Dreamplan, aligning incentives with customer outcomes.
2. Personal Advisory Sessions: For complex financial situations requiring human consultation, Dreamplan offers personalized advisory sessions. A free 15-minute introductory call helps assess fit, followed by paid deep-dive sessions priced at 4,995 kr. These sessions cover major home purchases, complex pension situations, divorce planning, inheritance and generational wealth transfers.
3. Wizflow SaaS Subscription: Dreamplan also builds advisory software for independent financial advisors and financial institutions under the Wizflow brand. These customers pay a monthly subscription for platform access. This revenue stream helps fund Dreamplan's free consumer services.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

DreamPlan is a digital financial advisory platform that gives Danish consumers independent, Finanstilsynet-licensed advice across pension, investments, insurance, and housing finance. Users receive personalized recommendations driven by anonymized comparable-user data, automated weekly recalculations, and access to human advisors for complex situations. The company also sells its underlying Wizflow advisory software as a monthly subscription to independent financial advisors and financial institutions.

Product overview

DreamPlan is a digital financial advisory platform that operates as a consumer-facing product supported by an underlying B2B platform called Wizflow. The core DreamPlan platform (dreamplan.io/app.dreamplan.io) provides independent, licensed financial advice on pension, investments, insurance, and housing finance to consumers through a digital interface with calculators and personalized recommendations. The Wizflow platform (wizflow.io) is advisory software sold as a monthly subscription to independent financial advisors and financial institutions, and its revenue subsidizes DreamPlan's free consumer services. Together, these products form a two-sided model: DreamPlan serves end consumers while Wizflow serves financial professionals who may ultimately help DreamPlan users execute on recommendations.

Differentiator

Problem solved

Functional benefit

Brands

• Wizflow: Advisory software platform for independent financial advisors and financial institutions, providing technology infrastructure for Dreamplan's services.

Products and services

• DreamPlan Digital financial advisory platform for Danish consumers that delivers independent, Finanstilsynet-licensed advice across pension, investments, insurance, and housing finance, with personalized recommendations, automated weekly recalculations, and access to human advisors for complex cases.
• Wizflow

Quantifiable outcome

• Users with Dreamplan accumulated 22,485,112 kr vs 18,940,181 kr without - difference of 3,544,931 kr in savings/pension potential
• +2 more outcomes

Named customers9 records

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Partner BankscoreChannel Partner/ Reseller/ DistributorDreamplan collaborates with partner banks to offer customers the option to be referred for financial products and services after using Dreamplan's platform. When users consent, their information is shared with these banks for product advisory. This partnership enables Dreamplan to offer execution services while maintaining independence from any single bank.
• DoLandminorStrategic or Co-development PartnerDoLand is a sustainable investment platform that Dreamplan recommends for users interested in ethical/sustainable investing. Dreamplan articles promote DoLand as a partner for sustainable investment starting from 500 kr, highlighting the collaboration to help users invest sustainably.
• WizflowcoreOEM/ Whitelabel/ Licensing PartnerWizflow is the underlying technology platform powering Dreamplan. It handles data collection, automated calculations, and plan maintenance. Wizflow is also sold as SaaS to independent financial advisors and financial institutions, generating revenue that funds Dreamplan's free consumer services.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Moneyfarm: European digital wealth manager offering hybrid robo-advisory and human financial planning across the UK, Italy, and beyond. Directly comparable to DreamPlan in combining automated financial planning with access to human advisors and operating a freemium-to-paid conversion model.
• Nutmeg: UK-headquartered digital wealth management platform providing goal-based investment and pension planning with both automated and advised offerings. Highly comparable in delivering independent-style financial guidance through a digital interface to mass-affluent consumers.
• Scalable Capital: European digital wealth and brokerage platform serving Germany and other EU markets with automated portfolio management and pension (Vorsorge) products. Comparable in operating a regulated, technology-led advisory model targeting retail consumers across asset classes.
• Indexa Capital: Spain's largest robo-advisor offering automated index portfolios, pension plans, and savings products to retail investors. Directly comparable in using an independent, fee-based digital model for long-term financial and pension planning.
• Empower (Personal Capital): US digital financial planning platform combining free dashboard tools with human advisory services. Strongly comparable in the freemium-to-paid model, holistic view of household finances, and quantifiable user outcomes as a value proposition.

Regional players

• Nordnet: Pan-Nordic digital investment and savings platform with strong presence in Denmark. Comparable as a regional competitor serving Danish retail investors with pension and brokerage products through a digital-first experience.
• Lunar: Danish challenger bank offering a mobile-first banking, investment, and insurance app. Comparable as a domestic fintech expanding beyond core banking into advisory-adjacent services for Danish consumers.

Broad incumbents

• PensionDanmark: Large Danish labor-market pension fund administering workplace pensions for hundreds of thousands of members. Comparable as a primary incumbent in the pension market where DreamPlan competes for attention and trust on retirement decisions.
• Envestnet: US-headquartered wealth-tech platform providing portfolio management, analytics, and advisory software to financial institutions and RIAs. Comparable to Wizflow in serving the B2B software layer powering independent advisor workflows.
• Advisor360°: Integrated advisor software platform for wealth management firms covering planning, CRM, and portfolio analytics. Comparable to Wizflow as a SaaS suite sold to financial advisors and institutions seeking to digitize their advisory practice.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Dreamplan.io
• LinkedInlinkedin.com/company/dreamplan
• Instagraminstagram.com/dreamplan.dk

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries1 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 DreamPlan