Bluegarden
- Company typePrivate
- Founded2003
- HeadquartersBallerup, Denmark
- Headcount251–500
- GTM typeB2B
- OfferingSoftware
What Bluegarden does
Bluegarden operates in Denmark as DataLøn (legal entity Visma DataLøn A/S), a cloud-based payroll and HR administration software provider founded in 2003 and headquartered in Copenhagen. The company serves primarily Danish small and medium-sized businesses, entrepreneurs, associations, and select enterprise accounts (e.g., Lebara), with a reported base processing more than 500,000 payslips per month. The core product is a modular, cloud-hosted payroll platform built around DataLøn Lønsystem, supplemented by DataLøn HR (employee/absence management), DataLøn Tid (time registration), and LønAdministration (full outsourcing), and integrated with more than 30 Danish business systems including e-conomic, Billy, Dinero, Microsoft Dynamics 365 Business Central, TimeGrip, Intempus, and Planday. In 2026 the company launched what it markets as the market's first AI Payroll Assistant (AI-lønassistent) that automates end-to-end payroll task execution.
The business model combines recurring monthly SaaS subscriptions (across three tiers ranging from self-service DIY to expert-supported and fully outsourced payroll) with managed services, professional legal advisory, and e-learning (LønAkademi and JuraSkolen). Go-to-market is multi-channel: PLG via self-serve website and price calculator, inside sales via direct hotline to payroll consultants, enterprise/managed services for larger accounts, and an indirect LønPartner channel program reselling through Danish accountants and bookkeepers. Distribution and operations are entirely Denmark-domiciled, positioning the company as a regulatory-localization play rather than a cross-border payroll platform.
The company operates as a subsidiary brand under Visma, one of Europe's largest enterprise software groups, with the product co-branded as 'DataLøn by Visma' and benefiting from integration into Visma's broader ecosystem (Visma.net, e-conomic). Bluegarden has executed at least one disclosed acquisition (Medvind, January 2017) and has expanded the product portfolio into adjacent HR and learning categories, while remaining narrowly focused on the Danish payroll regulatory perimeter.
Bluegarden firmographics
Firmographics- Name
- Bluegarden
- Legal name
- Visma DataLøn A/S
- Website
- https://bluegarden.dk
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Ownership category
- akta.pro rank
Bluegarden industry classification
Industry- Product category
- Payroll Software
- NAICS
- Payroll Services (541214), Accounting, Tax Preparation, Bookkeeping, and Payroll Services (54121)
- akta.pro primary industry
- Payroll Software & Payroll-as-a-Service (SaaS) (BPACAIAB)
- akta.pro secondary industries
- Managed Payroll Services (Full-Service Payroll Outsourcing) (BPAAAHAA), Human Capital Management (HCM) & Payroll Platforms (HDAEAEAJ), Employer Payroll Processing (SMB & Enterprise) (FSAMAKAA)
Keywords
Where Bluegarden is headquartered
LocationHeadquarters
- HQ city
- Ballerup
- HQ country
- Denmark
- HQ region
- Europe
Offices1 record
Markets served
Bluegarden business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Payroll Software Subscription: Monthly subscription for cloud-based payroll system access with three subscription tiers. Price varies based on company size and chosen features.
- Payroll Administration Services: Outsourced payroll management where DataLøn handles the complete payroll process for customers who prefer not to do it themselves.
- HR Module: Additional HR module for employee management, contracts, and absence tracking.
- Time Registration Module: Separate module for time tracking integrated with payroll.
- Legal Advisory Services: Legal consulting on employment, vacation, maternity leave, and termination matters.
- Courses and E-learning: Payroll Academy (LønAkademi) and JuraSkolen e-learning platforms for education and training.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Self-service payroll for DIY users |
| Subscription | Monthly | Payroll with expert support |
| Professional services/ project-based | Monthly | Full payroll administration outsourcing |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels9 records
Bluegarden product offering
Product offeringCore offering
Bluegarden, through its DataLøn brand, provides a cloud-based payroll and HR administration platform for Danish businesses and associations. Customers can choose to process payroll themselves using the cloud system with an AI assistant, or fully outsource payroll administration to Bluegarden's consultants. The platform is complemented by HR, time-registration, legal advisory, and e-learning modules.
Product overview
DataLøn operates as a modular payroll platform with a cloud-based core system supplemented by add-on modules and outsourcing services. The core DataLøn Lønsystem serves as the primary payroll processing platform, which can be enhanced with the DataLøn HR module for employee data and contract management, the DataLøn Tid module for time tracking, and the LønAdministration service for fully outsourced payroll handling. The platform also features an AI Assistant (AI-lønassistent) positioned as the market's first AI-powered payroll automation tool. The system integrates with over 25 third-party accounting, time-tracking, project management, and expense management tools.
Differentiator
Problem solved
Functional benefit
Products and services
- DataLøn Lønsystem Cloud-based payroll processing system enabling Danish businesses to handle payroll themselves with a user-friendly interface, expert hotline support, and integrations with third-party accounting and time-tracking systems.
- DataLøn HR HR management module providing oversight of employee contracts, absence tracking, and centralized employee data, complementing the core payroll system.
- DataLøn Tid (Tidsregistrering) Time tracking module that lets employees register time entries, with data integrated into payroll processing.
- LønAdministration Managed service where Bluegarden's consultants handle the entire payroll process on behalf of customers who prefer to delegate payroll tasks.
- AI Assistant (AI-lønassistent) AI-powered payroll assistant that automates payroll tasks for users, described as the market's first AI assistant capable of performing payroll work directly.
- Juridisk Rådgivning (Legal Advisory) Legal consulting services covering employment, vacation, maternity leave, and termination matters for Danish businesses.
- LønAkademi (E-learning) Payroll Academy e-learning platform providing education and training for payroll professionals and HR staff.
- JuraSkolen (E-learning) Legal e-learning platform covering employment law topics for HR and payroll professionals.
- Konsulentydelser (Consulting Services) Consulting services available as prepaid clip cards giving customers flexible access to Bluegarden's payroll and HR consultants on demand.
Quantifiable outcome
- Average customer spends only 10 minutes per month on payroll processing
- +1 more outcomes
Companies that use Bluegarden
Customer profileNamed customers15 records
Segments5 records
Ideal customer profiles3 records
Bluegarden technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration29 records
AI capability2 records
Feature5 records
Bluegarden partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core.
- VismacoreVisma DataLøn A/S is part of the Visma Group, one of Europe's leading software companies. The product is branded as DataLøn by Visma and integrates with Visma's ecosystem of business software products including Visma e-conomic, Visma.net, and other Visma solutions.
- BillycoreIntegration partner for accounting software. DataLøn connects with Billy accounting system for seamless data exchange between payroll and bookkeeping.
- e-conomiccoreIntegration partner for accounting. DataLøn integrates with e-conomic accounting software for direct data exchange.
- DinerocoreIntegration partner for accounting software. DataLøn connects with Dinero for automated accounting entries from payroll.
- Microsoft Dynamics 365 Business CentralcoreIntegration with Microsoft Dynamics 365 Business Central ERP system for enterprise customers.
- TimeGripcoreIntegration partner for time tracking. DataLøn connects with TimeGrip for automated time data to payroll.
- IntempuscoreIntegration partner for time and attendance tracking. DataLøn connects with Intempus for automated time registration.
- PlandaycoreIntegration partner for employee scheduling and time tracking. DataLøn integrates with Planday workforce management.
- Accountants and Bookkeepers (LønPartner)coreChannel partner program for accountants and bookkeepers to resell DataLøn to their client base. Partners can offer DataLøn as a payroll solution to their customers.
Scale indicators1 record
Recent moves6 records
Expansion highlights6 records
Bluegarden competitors and assessment
Company assessmentDirect peers
- Zalaris: Nordic-headquartered provider of payroll and HR outsourcing and software solutions; closely comparable in managed payroll services, multi-country payroll execution, and target customer profile in Northern Europe.
- Lessor Group: Nordic payroll, HR and workforce management software provider with strong Danish presence; competes head-to-head in payroll SaaS and time registration for the same SMB and mid-market customers as Bluegarden.
- SD Worx: European payroll and HR outsourcing and SaaS vendor operating across multiple geographies, including Nordics; comparable in offering payroll software plus managed services to SMB and enterprise customers.
- Danløn: Danish payroll software and outsourced payroll provider serving SMBs with cloud payroll, time tracking and HR — directly comparable product suite, customer segment (Danish SMBs), and vertical.
- Salary (Ludvig & Sørensen): Danish payroll and HR administration provider combining payroll software with consulting and managed services; directly comparable offering and similar SMB/mid-market Danish customer base as Bluegarden.
Broad incumbents
- Workday: Global enterprise HCM/payroll platform with native payroll capabilities in selected countries; broad incumbent whose encroachment into SMB and Danish/Nordic payroll over time could pressure Bluegarden upmarket or via enterprise integrations.
- ADP: Global payroll and HCM incumbent covering SMB through enterprise (e.g., ADP Workforce Now, RUN Powered by ADP); competes with Bluegarden in outsourced payroll and time/HCM modules and represents the strongest long-haul competitive benchmark.
- Sage Payroll: Global accounting/HR/payroll software giant; while offering broader ERP and bookkeeping products, Sage's payroll modules (e.g., Sage Business Cloud Payroll) compete with Bluegarden for SMB payroll work, particularly through accountant channels.
Emerging players
- Pento: Modern Danish/European payroll startup targeting SMBs via automated cloud payroll and integrations; competes in the same product category and customer profile with a younger, venture-backed stack.
- Pleo: Danish business spend/payments platform progressively adding HR/payroll-adjacent workflows for SMBs; overlaps with Bluegarden's SMB target segment and may bundle payroll in a fintech-led stack over time.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights6 records
Customer concentration
Bluegarden social profiles
Digital presenceBluegarden financial estimates
Financial estimateRevenue estimate
Valuation estimate
Bluegarden leadership team
Management profileNumber of profiles
Bluegarden funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Bluegarden M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Bluegarden
What does Bluegarden do?
Bluegarden, through its DataLøn brand, provides a cloud-based payroll and HR administration platform for Danish businesses and associations. Customers can choose to process payroll themselves using the cloud system with an AI assistant, or fully outsource payroll administration to Bluegarden's consultants. The platform is complemented by HR, time-registration, legal advisory, and e-learning modules.
Is Bluegarden a public or private company?
Bluegarden is a private company. It is classified as corporate owned and is currently operating.
When was Bluegarden founded?
Bluegarden was founded in 2003. It employs 251 to 500 people.
Where is Bluegarden based?
Bluegarden is headquartered in Ballerup, Denmark, in the Europe region.
How does Bluegarden make money?
Six revenue lines are on record. Payroll Software Subscription is the primary driver. The others are payroll Administration Services, HR Module, time Registration Module, legal Advisory Services and courses and E-learning.
Who are Bluegarden's main competitors?
Direct peers on record are Zalaris, Lessor Group, SD Worx, Danløn and Salary (Ludvig & Sørensen). Broad incumbents are Workday, ADP and Sage Payroll. Emerging players are Pento and Pleo.
Does Bluegarden have an API?
No public API is recorded for Bluegarden.
What industry is Bluegarden in?
Bluegarden's product category is Payroll Software. Its primary akta.pro industry code is BPACAIAB, Payroll Software & Payroll-as-a-Service (SaaS), with a secondary code of BPAAAHAA, Managed Payroll Services (Full-Service Payroll Outsourcing). Its NAICS code is 541214.