What Win-Win Ekonomi does

Win-Win Ekonomi AB is a Stockholm-based accounting and advisory firm founded in 2011 by Ludvig Grimlund, serving Swedish small and medium-sized enterprises with a full suite of financial services including ongoing bookkeeping, payroll administration, annual closing and statutory reporting (K2/K3), income tax returns, and ongoing advisory on tax, ownership, and dividend-versus-salary planning. The firm operates from its Johanneshov (Globen) headquarters with approximately 48-50 employees and disclosed annual revenue of 60 million SEK, delivering services through cloud-based platforms (Fortnox, Visma Lön, Agda PS, Bokio) integrated with in-house developed Robotic Process Automation (RPA) for automated bookkeeping and payroll processing.

The product portfolio has expanded beyond traditional accounting into a modular offering: Win-Win Interim (temporary staffing in finance, HR, admin, sales/marketing, project management — launched November 2022 as a separate subsidiary); win-win e-Com! (a specialized automated bookkeeping solution for e-commerce SMBs integrating Shopify, WooCommerce, Quickbutik, Stripe, Klarna, PayPal, Zettle, Swish, Fortnox, Rillion, and Findity with OSS VAT handling — launched 2023); Win-Win GDS (a DIY tier where clients handle daily bookkeeping themselves with Win-Win providing quality assurance and year-end services, supporting Bokio and Fortnox); win-win GO! (a separate sub-brand for sole proprietors); and a dedicated international team serving foreign subsidiaries operating in Sweden. The firm operates a proprietary biweekly podcast, Win-Win-podden, hosted by Vice CEO Martin Grimlund, with 42+ episodes by mid-2024 as a content-led thought-leadership channel. The go-to-market is consultative and sales-led, emphasizing high-touch personal service with dedicated consultants paired with specialist teams, complemented by digital self-service for the GDS and e-Com tiers.

Since 2023, Win-Win Ekonomi has operated as a core subsidiary within the Nordic Rantalainen Group (RAN Group) and Klara Consulting Group, providing it with cross-border resources and M&A optionality while the founding Grimlund brothers continue to manage day-to-day operations. Recognized with DI Gasell awards (twice), FAR Webb Award (2020), and Visma top-employer recognition (2018, 2019), the firm targets SME clients exclusively, with no named enterprise anchor customers, implying a distributed, low-concentration revenue base.

Name

Win-Win Ekonomi

Legal name

Win-Win Ekonomi AB

Website

https://winwin-ekonomi.se

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Win-Win Ekonomi is a Stockholm-based accounting and advisory firm serving Swedish SMBs with bookkeeping, payroll, tax, and annual reporting services, complemented by specialized e-commerce, DIY, and interim-staffing modules, operating within the Rantalainen/Klara Consulting Group since 2023.

Ownership category

akta.pro rank

Headquarters

HQ city

Johanneshov

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Accounting and Bookkeeping Services: Full-service accounting including ongoing bookkeeping, invoicing, payments, reconciliation, and reporting for businesses across Sweden. Core recurring revenue stream.
2. Payroll Administration: Salary administration services for companies ranging from small businesses with single employees to larger organizations with hundreds of employees. Uses systems like Agda PS, Visma Lön, and Fortnox Lön.
3. Interim Consulting: Temporary staffing solutions through Win-Win Interim subsidiary for finance, HR, administration, sales/marketing, and project management roles.
4. E-commerce Accounting (win-win e-Com): Specialized digital accounting solution for e-commerce businesses with one-month binding period. Includes automated bookkeeping and integration with multiple e-commerce platforms and payment providers.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Win-Win Ekonomi is a Stockholm-based accounting firm providing ongoing bookkeeping, payroll administration, annual financial statements, tax returns, and business advisory services to Swedish SMEs. The firm operates dedicated service lines including win-win e-Com! for e-commerce businesses, Win-Win GDS for DIY bookkeeping clients, Win-Win Interim for temporary finance staffing, and win-win GO! for sole proprietors, combining cloud-based accounting software with personal consultant support.

Product overview

Win-Win Ekonomi is an accounting and advisory firm offering a unified suite of financial services, primarily bookkeeping, payroll administration, annual reporting, tax returns, and advisory. The portfolio includes specialized modules: win-win e-Com! for e-commerce businesses, Win-Win GDS for DIY-oriented clients, Win-Win Interim for temporary staffing, win-win GO! for sole proprietors, and Win-Win-podden as an industry knowledge platform. Services are delivered through modern digital tools with personal consultant access. The firm operates from Stockholm (Johanneshov/Globen area) and serves clients nationally.

Differentiator

Problem solved

Functional benefit

Brands

• Win-Win Interim: Interim staffing and recruitment solutions for temporary resource needs within finance, HR, administration, sales/marketing and project management.
• GDS (Gör Det Själv)
• win-win GO!
• win-win e-Com

Products and services

• Löpande redovisning (Ongoing Bookkeeping) Ongoing bookkeeping services including invoicing, payments, bank reconciliations, and reporting, delivered via integrated modern software platforms for businesses across Sweden.
• Löneadministration (Payroll Administration) Full-service payroll administration for companies ranging from one to several hundred employees, using Agda PS, Visma Lön, and Fortnox Lön systems, with employee time reporting via web or mobile app.
• Årsbokslut & Årsredovisning (Annual Financial Statements) Annual financial statements and statutory annual reports (K2/K3), including coordination with auditors, for owner-managed businesses in Sweden.
• Inkomstdeklaration (Income Tax Return) Income tax return preparation based on annual financial statements and tax calculations for Swedish businesses.
• Rådgivning (Business Advisory) Ongoing advisory services covering tax matters, company ownership, salary versus dividend planning, and business development for SME owners.
• win-win e-Com! Specialized automated bookkeeping solution for e-commerce businesses, integrating digital tools with a personal accounting consultant to handle payments, receipt management, income tax returns, annual accounts, VAT (including OSS VAT) for online retailers.
• Win-Win Interim Temporary staffing and interim consulting services covering finance, HR, administration, sales/marketing, and project management, provided through a consultant network with coverage across Sweden.
• win-win GO! Dedicated service offering for sole proprietors and entrepreneurs, providing simplified and affordable bookkeeping support.
• Win-Win GDS (Gör Det Själv / DIY Bookkeeping) DIY bookkeeping service where clients manage day-to-day accounting in platforms like Bokio or Fortnox, with Win-Win providing quality assurance, year-end closing, annual reports, and on-demand advisory support. Available in two tiers: Year-only and Support.
• International Accounting Services Dedicated team serving international companies and subsidiaries in Sweden, handling global assignments with expertise in cross-border tax, accounting, and regulatory compliance.

Quantifiable outcome

• 4.8/5 customer satisfaction rating
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration22 records

AI capability2 records

Feature3 records

Partnerships

Three partnerships are on record, tiered core.

• Rantalainen Group (RAN Group)coreStrategic or Co-development PartnerParent company of Win-Win Ekonomi. Nordic accounting and advisory group providing strategic support and resources for growth. Win-Win became part of the Rantalainen group approximately 3 years prior to 2023.
• Klara Consulting GroupcoreStrategic or Co-development PartnerAs of 2023, Win-Win also became part of Klara Consulting Group - a leading provider of accounting, payroll, audit, and advisory services. Recruitment and operations integrated with Klara Consulting.
• FortnoxcoreTechnology or IntegrationPrimary accounting software partner. Win-Win works with Fortnox as their main cloud-based accounting platform, offering digital solutions to clients. Also partner for Bokfio-kunder special offerings.

Scale indicators8 records

Recent moves10 records

Expansion highlights6 records

Direct peers

• Aspia: Swedish accounting, payroll, and business advisory firm. Direct competitor for SME and mid-market accounting clients in Sweden, with similar cloud-software-led delivery model.
• Accountor Group: Major Nordic accounting, payroll, and advisory group serving SMBs and mid-market. Comparable business model, customer segments, and recurring subscription revenue structure to Win-Win, with broader geographic footprint.
• Rantalainen Group (RAN Group): Nordic accounting and advisory group that acquired Win-Win in 2023. Provides directly comparable accounting, payroll, and advisory services across the Nordics, making it the closest operational peer at scale.
• Move By Numbers: Swedish tech-forward accounting boutique featured on Win-Win's own podcast. Directly comparable as a Swedish SMB accounting firm targeting entrepreneurial clients with modern tech.
• Klara Consulting Group: Parent group and direct strategic peer offering accounting, payroll, audit, and advisory services across Sweden. Highly comparable in service mix and customer profile, now operating alongside Win-Win within the same corporate family.
• Libredo: Stockholm-based accounting boutique also interviewed on Win-Win-podden. Comparable niche-Swedish accounting firm serving SMBs with modern delivery and founder-led leadership.

Broad incumbents

• PwC Sweden: Big Four accounting and advisory firm in Sweden. Overlaps with Win-Win's advisory and tax services for upper-mid-market and enterprise clients, but at much larger scale and broader portfolio.
• Deloitte Sweden: Big Four firm offering accounting, audit, tax, and advisory across Sweden. Competes for higher-end SME and enterprise clients and overlaps with Win-Win's advisory practice on cross-border work.

Emerging players

• Bokio: Swedish DIY cloud accounting platform that Win-Win integrates with for its GDS service. Disrupts the low end of Win-Win's addressable market by enabling self-serve bookkeeping for small businesses.

Others

• Visma: Nordic software provider (Visma Lön, Agda PS, others) and ecosystem enabler. Functions as a key technology partner to Win-Win while also competing indirectly via its own accounting software for SMB clients.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/WinWinEkonomi
• LinkedInlinkedin.com/company/win-win-ekonomi-ab

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Win-Win Ekonomi