Logbuy

What Logbuy does

Logbuy, operating under the brand Visma LogBuy, is a Nordic employee benefits and B2B purchasing portal headquartered in Copenhagen, Denmark, and a wholly-owned subsidiary of the Visma Group, the Nordic region's largest software conglomerate. The platform aggregates more than 2,800 discount agreements and serves over 500 enterprises and municipalities and roughly 560,000 end-users across Denmark, Norway, Sweden, and Finland. Its product portfolio comprises the Fordelsportal (Employee Benefits Portal), the B2B-indkøbsportal (B2B Purchasing Portal), the Bruttolønsordning (Gross Salary Scheme) for salary-sacrifice benefits, the Loyalitetsportal (Loyalty Portal) for member organizations, an Employee Bicycle Program, and the Fordelsknappen browser extension that surfaces discounts at the point of online purchase.

The underlying technology is a web-based portal platform with API integration capabilities connecting to enterprise HR and payroll systems. Logbuy monetizes through two primary streams: B2B enterprise subscriptions priced based on company size and selected modules (annual billing, custom pricing, with a 30-day free trial), and recurring fees from B2C partner companies that use the platform as a sales channel to reach the 560,000-user base. Go-to-market is enterprise field sales targeting large Nordic companies and municipalities, supplemented by the Bliv partner program for B2C retailers and digital marketing through the website, blog, and social channels (LinkedIn, Facebook, Instagram).

Founded in 2002 and integrated into Visma, Logbuy operates as a focused business unit within a larger software conglomerate, benefiting from the parent's brand reputation and Nordic customer footprint while maintaining an independent product identity. Pricing is not publicly disclosed and no financial figures are available; the company is private, has no independent funding history, and no named individual customers are disclosed in the available data.

Name

Logbuy

Legal name

Logbuy

Website

https://logbuy.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

Logbuy is a Nordic employee benefits and B2B purchasing portal serving 500+ enterprises and municipalities with 560,000+ users across Denmark, Norway, Sweden, and Finland. It operates as a Visma Group subsidiary, aggregating 2,800+ discount agreements and salary-sacrifice benefit solutions.

Ownership category

akta.pro rank

Product category

Employee Benefits Platform

NAICS

Pharmacy Benefit Management and Other Third Party Administration of Insurance and Pension Funds (524292), Payroll Services (541214)

SIC

Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Benefits Administration & Total Rewards Outsourcing (BPACAKAE)

akta.pro secondary industries

Benefits Administration & Enrollment Support (BPAAAIAB), Workforce Benefits Administration (Enrollment & Deductions) (BPACAIAF)

Keywords

• Employee benefits platform
• Corporate discount portal
• Salary sacrifice scheme
• B2B procurement portal
• Corporate purchasing agreements

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, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Enterprise Subscription: B2B subscription model where companies pay for access to the benefits portal, purchasing agreements, and gross salary scheme solutions. Pricing based on company size and selected modules.
2. B2B Partner Fees: Revenue from B2C companies becoming partners to access the 560,000+ user base as a sales channel.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

LogBuy provides a Nordic employee benefits and procurement platform that gives employees of partner companies access to 2,800+ discount agreements, B2B supplier purchasing contracts, and pre-tax salary sacrifice (bruttoløn) schemes for products and services. The platform is sold to enterprises and municipalities who provide it as an employee benefit, and includes API integration with HR and payroll systems.

Product overview

LogBuy operates as a unified platform combining an employee benefits portal with B2B procurement and salary sacrifice solutions. The core offerings include: the Fordelsportal (Employee Benefits Portal) providing 2,800+ discount agreements to employees; the B2B-indkøbsportal (B2B Purchasing Portal) for business procurement; the Bruttolønsordning (Gross Salary Scheme) for salary sacrifice benefits; and the Loyalitetsportal (Loyalty Portal) for member organizations. Additional modules include the Medarbejdercykler (Employee Bicycle Program) and Fordelsknappen (Benefits Button) browser extension. All solutions are integrated within a single platform and are part of the Visma group, Nordic's largest software company.

Differentiator

Problem solved

Functional benefit

Products and services

• Fordelsportal til ansatte (Employee Benefits Portal) Nordic's leading benefits portal providing employees access to over 2,800 discount agreements with major retailers, service providers, and experiences. Sold to enterprises and municipalities as an employee benefit.
• B2B-indkøbsportal (B2B Purchasing Portal) A B2B procurement portal providing businesses access to supplier agreements covering all essential business needs including office supplies, technology, and services.
• Bruttolønsordning (Gross Salary Scheme) A salary sacrifice program allowing employees to purchase products, services, and benefits through pre-tax salary deductions, providing access to a wide range of offerings at reduced costs.
• Loyalitetsportal til medlemsklub (Member Loyalty Portal) A loyalty portal solution for membership-based organizations, enabling them to offer exclusive benefits and discounts to their members.
• Medarbejdercykler (Employee Bicycle Program) A salary sacrifice benefit program enabling employees to lease bicycles for commuting through their employer, with favorable tax treatment.

Quantifiable outcome

• Higher employee satisfaction through comprehensive benefits access

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• Visma GroupcoreOthersLogBuy is part of the Visma Group, which is described as 'Nordens største software-virksomhed' (Nordic's largest software company). This is a parent-subsidiary relationship rather than a traditional partnership. LogBuy operates as a business unit within the Visma organization, benefiting from the parent's brand reputation and resources.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Benify: Swedish-headquartered employee benefits and total rewards platform operating across the Nordics. Direct competitor offering a comparable benefits portal with discount agreements and salary-integrated benefits, serving similar enterprise and municipality customers.
• Perkbox: UK-headquartered employee perks and engagement platform providing access to discounts, wellbeing content, and recognition via a subscription paid by employers. Direct competitive overlap in the discount-aggregation and employer-monetized employee benefits space.
• Benefex: UK-based employee benefits platform serving enterprise and public-sector clients with a flexible benefits marketplace and total rewards portal. Operates the same core model (aggregated discounts + employer subscription + partner fees) competing for the same segments Logbuy targets.
• Reward Gateway: UK-headquartered employee engagement platform combining benefits, discounts, recognition, and wellbeing into a single portal used by large employers. Closely comparable business model: enterprise SaaS subscription monetizing employer-provided discounts and partner offers to a captive employee audience.

Broad incumbents

• Pluxee: Sodexo spin-off focused on employee benefits and engagement, operating gift/incentive solutions across multiple countries. Larger, publicly-listed incumbent with overlapping employer-benefits distribution channels and recurring per-employee monetization.
• Edenred: Global leader in prepaid corporate services (meal benefits, gift/incentive solutions, mobility). Competes for employer wallet share on voluntary employee benefits at the enterprise level, with adjacent but not identical offerings versus Logbuy's discount-aggregation portal model.
• Sodexo Benefits & Rewards Services: Global benefits, rewards, and incentive-services division of Sodexo, operating meal vouchers, gift, and mobility benefits across 40+ countries. Larger incumbent with overlapping employer benefits distribution but a much broader portfolio and not focused on the Nordic discount-aggregation niche.

Regional players

• Zalaris: Nordic-headquartered provider of HR and payroll outsourcing services, including total rewards and benefits administration. Comparable in regional scope and customer base, with overlap on payroll-integrated benefits administration for Nordic enterprises.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/LogBuyDK
• LinkedInlinkedin.com/company/logbuydk
• Instagraminstagram.com/visma_logbuy
• Xx.com/LogBuyDK

Revenue estimate

Valuation estimate

Number of profiles

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 Logbuy