Plus1
Plus1 is a Swedish fintech that consolidates consumer debts into a single loan with quarterly interest-rate reductions for on-time payers, serving subprime and over-indebted borrowers. It also offers savings accounts and loan protection, operating under licensed parent 0TO9 AB.
- Company typePrivate
- Founded2016
- HeadquartersStockholm, Sweden
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Plus1 does
Plus1 is a Swedish consumer-finance fintech that consolidates multiple loans, credits, and buy-now-pay-later balances into a single monthly repayment loan (Samlingslån) at a 22% nominal interest rate. It targets subprime and over-indebted Swedish borrowers, including customers with Kronofogden (debt collection) records and poor credit histories — a segment mainstream banks decline — and provides ancillary services such as creditor negotiation, optional loan protection insurance (Låneskydd, 7.77% of monthly cost), co-applicant loans (Medsökande), and "restart loans" (Omstartslån) up to 490,000 SEK. The company also operates a savings-account suite (Sparkonto) offering fixed and variable-rate products between 2.55% and 2.90% under government deposit protection, providing a complementary funding source and customer-retention mechanism.
The business operates under 0TO9 AB, a Swedish kreditmarknadsbolag (credit market company) licensed under the Swedish Banking and Financing Business Act (2004:297), with 60 employees across Stockholm, Berlin, Wrocław, and Copenhagen. Distribution is direct-to-consumer via a website and mobile application with a self-service application flow designed to complete in roughly one minute, supplemented by phone-based support. The company has scaled to 30,000+ customers in Sweden and achieved 100% year-over-year growth across its existing Nordic markets in 2025.
Revenue is generated primarily through interest income on consolidated loans, with additional contribution from loan protection insurance and net interest margin on savings deposits. Under a new CEO appointed in May 2026 — a former Klarna director with prior CCO experience at TF Bank — Plus1 is targeting geographic expansion into Germany, Poland, and Southern Europe, supported by marketing investment in the Strutsekonomi brand campaign. The company's positioning centers on the "quarterly interest-rate reduction" loyalty mechanic, which lowers rates by 0.5 percentage points every three months for borrowers who pay on time, and on a behavioral-finance narrative addressing Financial Avoidance Syndrome among over-indebted Swedish consumers.
Plus1 firmographics
Firmographics- Name
- Plus1
- Legal name
- 0TO9 AB (publ)
- Website
- https://plus1.com
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Plus1 is a Swedish fintech that consolidates consumer debts into a single loan with quarterly interest-rate reductions for on-time payers, serving subprime and over-indebted borrowers. It also offers savings accounts and loan protection, operating under licensed parent 0TO9 AB.
- Ownership category
- akta.pro rank
Plus1 industry classification
Industry- Product category
- Consumer Lending
- NAICS
- Credit Intermediation and Related Activities (522)
- SIC
- Personal Credit Institutions (6141)
- akta.pro primary industry
- Multi-Loan / Multi-Creditor Consolidation Loans (FSAKAIAD)
- akta.pro secondary industries
- Debt Consolidation Personal Loans (Unsecured Installment) (FSAKAAAD), Debt Management Plans (DMP) & Consolidation Programs (FSAKAIAJ)
Keywords
Where Plus1 is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices4 records
Markets served
Plus1 business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure
Revenue model
- Loan Interest Income: Plus1 generates revenue primarily through interest income on consolidated loans. The company charges a nominal interest rate of 22% on loans, consolidating multiple debts into a single loan with one monthly payment. Interest rates can be reduced every 3 months for borrowers who maintain timely repayments.
- Loan Protection Insurance: Optional loan protection insurance adds 7.77% of the monthly loan cost, providing payment protection for borrowers who lose their income.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Standard Loan - 22% nominal interest rate |
| Subscription | Monthly | Loan Protection - 7.77% of monthly payment |
| Subscription | Monthly | Sparkonto Fast 3 mån - 2.90% |
| Subscription | Pay-as-you-go | Sparkonto Rörligt Mera - 2.55% |
| Subscription | Annual | Sparkonto Fast 1 år - 2.65% |
| Subscription | Multi-year contract | Sparkonto Fast 2 år - Contact for rate |
| Subscription | Multi-year contract | Sparkonto Fast 3 år - 2.60% |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
Plus1 product offering
Product offeringCore offering
Plus1 consolidates a consumer's multiple existing loans, credits and BNPL balances into a single new loan with one monthly payment, and lowers the interest rate by 0.5 percentage points every three months for borrowers who pay on time. The company also offers savings accounts with fixed and variable terms under Swedish government deposit protection, supported by optional loan protection insurance and a co-applicant service to expand eligibility. All operations are conducted through 0TO9 AB, a Swedish credit market company licensed under the Banking and Financing Act (2004:297).
Product overview
Plus1 is a Swedish debt consolidation fintech operating under parent company 0TO9 AB. The core offering is Samlingslån, a consolidation loan that combines multiple debts into a single repayment with decreasing costs every three months. Supporting products include Sparkonto (savings accounts with various term options and rates up to 2.90%), Låneskydd (loan protection insurance), and Omstartslån (restart loans up to 490,000 SEK). The Medsökande co-applicant feature helps customers with debts exceeding their annual salary. The company also runs educational campaigns like Strutsekonomi to raise financial awareness. All services are subject to Swedish credit market regulations under 0TO9 AB.
Differentiator
Problem solved
Functional benefit
Products and services
- Samlingslån (Consolidation Loan) Debt consolidation service that combines multiple loans, credits and BNPL balances into a single repayment loan with one monthly payment; the monthly cost decreases every three months for borrowers who maintain timely repayments. Targeted at Swedish consumers with at least 22,000 SEK monthly pre-tax income.
- Omstartslån (Restart Loan)
Quantifiable outcome
- Interest rate reduced every 3 months for borrowers who maintain timely payments
- +3 more outcomes
Companies that use Plus1
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles4 records
Plus1 technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability1 record
Plus1 partnerships and signals
Strategic signalScale indicators5 records
Recent moves5 records
Expansion highlights5 records
Plus1 competitors and assessment
Company assessmentDirect peers
- Sambla: Swedish debt consolidation broker matching consumers with lenders to refinance multiple loans into one. Direct competitor to Plus1 in the Swedish consolidation market, serving overlapping subprime and rate-sensitive customers through a digital funnel.
- Zmarta: Nordic consumer lending comparison and broker service owned by Nordic Finance Group, focused on refinancing existing loans into cheaper ones. Operates in Sweden and Finland in direct overlap with Plus1.
- Compricer: Swedish loan comparison and consolidation intermediary that helps consumers refinance personal loans and credits. Comparable to Plus1's consolidation flow and target customer.
- Freedom Finance Sverige: Pan-European debt consolidation specialist operating in Sweden that merges multiple loans and credits into a single payment. Closest business-model analog to Plus1 across product, target segment, and delivery.
- Lendo: Swedish loan broker and comparison service operated by Schibsted, helping consumers consolidate and refinance personal loans. Direct competitor in the same Norwegian/Swedish consolidation market.
Broad incumbents
- Resurs Bank: Nordic specialist bank providing unsecured consumer credit, cards, and lending-as-a-service across the Nordics. Comparable product breadth (lending + deposits) and regulatory environment.
- Klarna: Swedish BNPL and consumer banking fintech, with whom Plus1's incoming CEO spent seven years. Sells payment and short-term credit products that increasingly overlap with consolidation-style debt management.
- Nordax Bank: Nordic specialty consumer lender offering personal and consolidation loans across Sweden, Norway, Denmark, and Finland. Larger incumbent in the same Nordic lending space; provides a relevant scale benchmark for Plus1's expansion.
- TF Bank: Swedish-headquartered niche bank active in consumer lending and BNPL across Europe; Plus1's new CEO Rasmus Rolén was CCO there. Adjacent operator with overlapping European footprint.
Emerging players
- Capitalbox: Sweden-based online lender offering personal loans and restructuring for individuals. Smaller scale specialist in the same consolidation use case, providing a relevant peer on price and underwriting.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Plus1 compliance and trust
Trust signalCompliance1 record
Plus1 financial estimates
Financial estimateRevenue estimate
Valuation estimate
Plus1 leadership team
Management profileNumber of profiles
Profiles2 records
Plus1 funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Plus1 M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Plus1
What does Plus1 do?
Plus1 consolidates a consumer's multiple existing loans, credits and BNPL balances into a single new loan with one monthly payment, and lowers the interest rate by 0.5 percentage points every three months for borrowers who pay on time. The company also offers savings accounts with fixed and variable terms under Swedish government deposit protection, supported by optional loan protection insurance and a co-applicant service to expand eligibility. All operations are conducted through 0TO9 AB, a Swedish credit market company licensed under the Banking and Financing Act (2004:297).
Is Plus1 a public or private company?
Plus1 is a private company. It is classified as corporate owned and is currently operating.
When was Plus1 founded?
Plus1 was founded in 2016. It employs 11 to 50 people.
Where is Plus1 based?
Plus1 is headquartered in Stockholm, Sweden, in the Europe region.
How does Plus1 make money?
Two revenue lines are on record. Loan Interest Income is the primary driver. The others are loan Protection Insurance.
Who are Plus1's main competitors?
Direct peers on record are Sambla, Zmarta, Compricer, Freedom Finance Sverige and Lendo. Broad incumbents are Resurs Bank, Klarna, Nordax Bank and TF Bank. Capitalbox is listed as an emerging player.
Does Plus1 have an API?
No public API is recorded for Plus1.
What industry is Plus1 in?
Plus1's product category is Consumer Lending. Its primary akta.pro industry code is FSAKAIAD, Multi-Loan / Multi-Creditor Consolidation Loans, with a secondary code of FSAKAAAD, Debt Consolidation Personal Loans (Unsecured Installment). Its NAICS code is 522 and its SIC code is 6141.