Salary.dk

What Salary.dk does

Salary.dk (legal entity: Shine Salary ApS, CVR-nr. 37 62 84 09) is a Copenhagen-based cloud payroll SaaS provider founded in April 2016 by Thomas Qvist, Kean Kasper Pedersen, Michael Storgaard, and Kasper Møller Borup, and acquired by Ageras Group in August 2021. The company operates a Denmark-only payroll and HR administration platform serving over 10,000 small and medium-sized businesses, entrepreneurs, and accountants/bookkeepers who manage payroll for multiple client companies. The platform combines automatic payroll processing, real-time reporting to Danish tax authorities (SKAT), pension funds, ATP, and Feriekonto, and the deepest integration footprint in Danish payroll — connecting to 31+ third-party systems including accounting platforms (Billy, Dinero, e-conomic, Xero, Microsoft Dynamics Business Central), scheduling tools (Planday, Workfeed), HR systems (HiBob, Contractbook), pension providers (Grandhood, Velliv), and insurance (Codan).

The product surface includes a tiered pricing structure (Free for up to 3 employees, Basic at 24 kr/payslip, Premium at 39 kr/payslip, and custom pricing for accountants), plus modules for digital contract signing with MitID, expense handling, absence calendar, approval workflows, device management, and Swipe — Denmark's first on-demand flexible salary payment feature launched in February 2021. Salary offers an open API at api.salary.dk/docs enabling platform integrations (e.g., Worksome, Meploy). The underlying technology is an API-first cloud architecture with simultaneous booking of taxes and payroll entries — a stated technical differentiator.

The business model combines product-led growth (2-minute self-serve signup, free tier), inside sales for companies with 20+ employees offering personalized demos and free migration services, and a channel partner network of accountants and bookkeepers who resell and manage payroll for their SMB clients. Marketing is content-driven: an extensive Danish-language SEO blog, the MicroHeroes podcast, and a Fordelsklub benefits club with partner discounts. Revenue is generated primarily through pay-per-payslip usage fees with optional recurring add-on subscriptions (Swipe, expense handling, work time templates), making the model highly correlated with customer headcount and payroll run frequency.

Name

Salary.dk

Legal name

Shine Salary ApS

Website

https://salary.dk

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Salary.dk is a Copenhagen-based cloud payroll and HR SaaS platform serving over 10,000 Danish SMBs, entrepreneurs, and accountants, with pay-per-payslip pricing, the country's deepest accounting integrations, and Denmark's first on-demand wage-access feature (Swipe).

Ownership category

akta.pro rank

Product category

Payroll & HR Software

NAICS

Payroll Services (541214)

SIC

Services-Computer Programming Services (7371)

akta.pro primary industry

Payroll Software & Payroll-as-a-Service (SaaS) (BPACAIAB)

akta.pro secondary industries

Employer Payroll Processing (SMB & Enterprise) (FSAMAKAA), Expense Management & Reimbursements Administration (BPACAIAH)

Keywords

• Cloud payroll software
• Payroll automation
• HR administration tools
• Flexible wage access
• Employee management

Headquarters

HQ city

Copenhagen

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Pay-per-payslip: Primary revenue stream based on per-payslip pricing. Free tier includes 1 payslip/month. Basic tier at 24 kr/payslip, Premium at 39 kr/payslip. No subscription fee, no binding contract.
2. Premium Add-ons: Optional add-on modules including Swipe (10 kr/employee/period), expense handling (69 kr/month), and work time templates (5 kr/employee/month).
3. Accountant/Bookkeeper Plans: Custom pricing for payroll professionals managing multiple client companies. Includes unlimited payslips and personalized onboarding.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

Salary.dk provides a cloud-based payroll platform for Danish small and medium-sized businesses, automating salary processing, tax reporting to SKAT, ATP, pension funds, and Feriekonto. The platform includes features such as Swipe (Denmark's first flexible on-demand salary payment), an employee mobile app for time, absence, mileage, and expense registration, deep accounting integrations, digital contract signing with MitID, and HR administration modules. It operates on a pay-per-payslip model (Free for up to 3 employees, 24 kr/payslip for Basic, 39 kr/payslip for Premium) with separate custom plans for accountants and bookkeepers managing multiple client companies.

Product overview

Salary.dk is a cloud-based payroll platform for Danish small and medium-sized businesses, offering a tiered subscription model (Free, Basic at 24 kr/payslip, Premium at 39 kr/payslip, and custom pricing for accountants) with no monthly commitment. The core Salary payroll system provides automated salary processing, tax reporting, pension, ATP, and holiday account management. Premium customers access HR administration tools including digital signature, device management, employee benefits, absence calendar, and expense handling. The platform integrates with 30+ accounting and time-tracking systems. Key features include the Swipe flexible salary payment (Denmark's first), the employee app for time/expense registration, bulk actions, future contracts, approval workflows, and department manager access. The platform also includes a podcast (MicroHeroes) and benefits club for partner discounts.

Differentiator

Problem solved

Functional benefit

Brands

• Swipe: Danmarks første fleksible lønudbetaling - a groundbreaking feature allowing employees to receive their earned wages on-demand via mobile phone with one swipe.

Products and services

• Salary Payroll System (Core Platform) The core cloud-based payroll platform enabling Danish companies to manage salary payments, automatic tax reporting to SKAT, ATP, pension funds, and Feriekonto, with automatic bookkeeping and zero-reporting.
• Swipe (Flexible Salary Payment) Denmark's first flexible salary payment feature that allows employees to access their earned wages on-demand via a mobile app swipe. Employer sets usage parameters and limits.
• Employee Mobile App Mobile application enabling employees to register time, mileage, absence, and expenses, view payslips, and check vacation balance. Includes automatic receipt scanning for expenses.
• HR Administration Module HR functions built into the payroll system including digital signature with SMS and MitID, device management, employee benefits via personalzone, document storage, absence and vacation management, and absence calendar.
• Expense Handling (Udlægshåndtering) Digital expense management allowing employees to document expenses via the app with receipt scanning. Approved expenses are automatically added to next payslip or paid via express payment, and transferred to accounting systems.
• Digital Signature (Digital Signatur) Digital contract signing with SMS and MitID for new employees, replacing paper-based employment contract onboarding.
• Device Management (Enheder) Management module for tracking company devices loaned to employees, including phones, computers, work clothes, tools, and keys, with issuance and return tracking.
• Absence Calendar (Fraværskalender)

Quantifiable outcome

• 83% of customers report payroll became easier after switching to Salary
• +3 more outcomes

Named customers14 records

Segments5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration35 records

AI capability3 records

Feature8 records

Partnerships

20 partnerships are on record, tiered core.

• Billy by ShinecoreTechnology or IntegrationFull integration with Billy accounting software. Shared parent company (both owned by Ageras Group). Allows synchronized login and direct access to payroll data from within Billy.
• PlandaycoreTechnology or IntegrationFull integration with Planday scheduling system. Automatically syncs hours and employee data between systems for accurate payroll processing.
• WorkfeedcoreTechnology or IntegrationFull integration with Workfeed scheduling system. Automatically syncs hours and employee data between systems.
• GrandhoodcoreTechnology or IntegrationFull integration with Grandhood pension system. First-of-its-kind integration where payroll and pension data sync automatically, eliminating double data entry.
• CodancoreTechnology or IntegrationFull integration with Codan workers' compensation insurance. Automatically syncs insurance data to ensure correct coverage and pricing.
• VellivcoreTechnology or IntegrationIntegration with Velliv pension. Partnership to make pension handling easier for Danish businesses.
• DinerocoreTechnology or IntegrationFull integration with Dinero accounting software. Automatic payroll booking and accounting synchronization.
• e-conomiccoreTechnology or IntegrationFull integration with e-conomic accounting software. Automatic payroll booking and accounting synchronization.
• Microsoft Dynamics Business CentralcoreTechnology or IntegrationFull integration with Microsoft Dynamics Business Central. Automatic payroll booking in ERP system.
• ContractbookcoreTechnology or IntegrationFull integration with Contractbook HR software. Simplifies new hire onboarding process.
• XenacoreTechnology or IntegrationFull integration with Xena accounting software. Automatic payroll booking.
• XerocoreTechnology or IntegrationFull integration with Xero accounting software. Automatic payroll booking.
• UnicontacoreTechnology or IntegrationFull integration with Uniconta accounting software.
• Mileage BookcoreTechnology or IntegrationFull integration with Mileage Book. One-click transfer of mileage data to payroll.
• MinRefusioncoreTechnology or IntegrationFull integration for automatic refunds for sick leave and maternity/paternity leave.
• HiBobcoreTechnology or IntegrationFull integration with HiBob HR system. Ensures HR and payroll data are always synchronized.
• HR-ONcoreTechnology or IntegrationFull integration with HR-ON Staff. Keeps HR and payroll synchronized.
• Ageras GroupcoreStrategic or Co-development PartnerParent company. Salary was acquired by Ageras Group in August 2021. Part of a network including Billy, Tellow, Zervant, Meneto, Ageras Finance, and Ageras Marketplace.
• WorksomecoreTechnology or IntegrationAPI integration allowing Worksome to process payroll for freelancers directly from their platform. CEO Morten Petersen: 'Med vores løn-integration til Salary kan vi lave løn for vores kunder nemt og effektivt.'
• MeploycoreTechnology or IntegrationAPI integration for staffing agency to quickly onboard employees with varying pay rates and pension rules. Founder Michael Bugaj: 'Med vores Salary integration kan vi hurtigt og nemt oprette alle nye medarbejdere.'

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Visma: Nordic business software conglomerate owning multiple payroll products (Danløn, Lessor, Bluegarden). Largest installed base competitor in Denmark through its payroll portfolio and e-conomic accounting platform.
• Gusto: US SMB payroll SaaS leader. Not a Danish competitor, but the archetype for cloud-native, ease-of-use payroll that Salary.dk is replicating in the Danish market — comparison for product-led-growth benchmark.
• ADP: Global payroll and HR services giant. Not a direct SMB cloud competitor in Denmark today but represents the incumbent threat if ADP or peers expand downmarket into Nordic SMB payroll.

Direct peers

• Bluegarden: Nordic payroll and HR outsourcing provider owned by Visma. Direct Danish market competitor with broader Nordic presence, focused on managed payroll services for SMB and mid-market.
• Danløn: Danish payroll software provider owned by Visma. Directly competes with Salary.dk for Danish SMB payroll customers with similar automated reporting and integrations.
• Pento: Copenhagen-based payroll API platform targeting Danish and UK employers. Most direct head-to-head competitor with developer/API-first positioning similar to Salary's API integrations with Worksome and Meploy.
• Lessor: Long-standing Danish payroll and HR software provider serving SMBs. Competes with Salary for the same Danish employer base, particularly among small businesses needing traditional payroll processing.
• Visma e-conomic: Danish/Nordic accounting software that also offers payroll capabilities. Despite being a Salary integration partner, competes for the same end customers in the broader Danish SMB back-office stack.

Emerging players

• Planday: Danish/SaaS workforce management and scheduling platform with deep Salary integration. Partial overlap on time/hours processing that feeds payroll, and competing for the same Danish shift-based employer customers.

Others

• Billy by Shine: Sibling company under Ageras Group; Danish accounting software tightly integrated with Salary. Cross-sells into Salary's user base and shares parent capital, but adjacent rather than directly competing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@salarydk
• LinkedInlinkedin.com/company/salary

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

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 Salary.dk