SetPace
SetPace AB is a Stockholm-based IT consultancy delivering test automation, test management, and DevOps services to enterprise Nordic clients in banking, insurance, IoT, and gaming. Its ~12-person team also runs a 15+ course training catalog and serves as the official QA partner to Lumera.
- Company typePrivate
- Founded2015
- HeadquartersStockholm, Sweden
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What SetPace does
SetPace AB is a Stockholm-based Swedish IT consultancy specializing in test management, requirements management, test automation, and DevOps, with deep expertise in the insurance and banking sectors. Founded in 2015 as a Swedish Aktiebolag (organization number 559036-5457), the firm operates as the official QA partner to Lumera, the Swedish pension platform used by Nordic insurers, and supports clients with end-to-end test automation, CI/CD implementation, test leadership and embedded training of client teams. Its customer base spans enterprise banking (Handelsbanken, SEB, Nasdaq), insurance and pensions (Länsförsäkringar, AFA Försäkring, Itello, Försäkringskassan), telecom (Ericsson), gaming/betting (Unibet), retail (H&M) and workforce management (Quinyx).
The firm's delivery model is built around a tight team of ~12 named senior consultants (Emil Ek, He Huang, Rickard Jarheim, Carl Dahlgren, Tobias Andersson, Malcolm Brundin and others) rather than broad staff augmentation. The technology stack is open-source and mainstream — Java, C#, Python, Groovy and JavaScript with Selenium WebDriver, Appium, SoapUI/ReadyAPI, Cucumber for BDD, Jenkins for CI/CD, Docker for containerization and HP UFT (QTP) for legacy UI automation — supplemented by hand-built course test environments that double as a marketing asset. SetPace also operates a training catalog of 15+ public courses (publicly priced at SEK 8,550–9,050 per seat for flagship offerings such as Cucumber and HP UFT Step 2), delivered live or remote across the Nordics, with corporate on-site variants (e.g., a three-session Cucumber rollout for Försäkringskassan Sundsvall in 2019).
Commercially, SetPace runs two revenue streams: (1) professional-services consulting engagements sold via direct enterprise sales into named Nordic accounts at quote-based, multi-year pricing (Lumera, Handelsbanken, SEB, Länsförsäkringar, AFA Försäkring, Quinyx), and (2) one-time training course sales to individuals and corporate groups via the setpace.se website. The firm has received two consecutive DI Gasell awards from Dagens Industri (2024 and 2025), is actively hiring, and discloses no external funding or shareholders.
SetPace firmographics
Firmographics- Name
- SetPace
- Legal name
- SetPace AB
- Website
- https://setpace.se
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- SetPace AB is a Stockholm-based IT consultancy delivering test automation, test management, and DevOps services to enterprise Nordic clients in banking, insurance, IoT, and gaming. Its ~12-person team also runs a 15+ course training catalog and serves as the official QA partner to Lumera.
- Ownership category
- akta.pro rank
SetPace industry classification
Industry- Product category
- Software Testing and QA Services
- NAICS
- Computer Systems Design Services (541512), Computer Systems Design and Related Services (54151)
- SIC
- Services-Computer Programming, Data Processing, Etc. (7370), Services-Educational Services (8200)
- akta.pro primary industry
- Cloud & DevOps Training (Cloud, Containers, CI/CD, SRE) (BPAEANAG)
- akta.pro secondary industry
- DevOps, SRE & Platform Engineering (CI/CD, IaC, Containers) (EDABAFAC)
Keywords
Where SetPace is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices2 records
Markets served
SetPace business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Test automation and QA consulting services: Core revenue stream. SetPace provides consulting assignments to enterprises (banks, insurers, IoT, gaming), typically involving designing and building test automation frameworks, test leadership, requirements management and CI/CD implementation. Engagements are project-based with named consultants (e.g., Handelsbanken, SEB, Länsförsäkringar, AFA Försäkring, Quinyx, Lumera assignments).
- Training courses in test automation: SetPace sells fixed-price training courses to individuals and corporate groups (Selenium, Appium, SoapUI, Cucumber, Jenkins, Docker, Protractor, Java, SQL, Linux, HP UFT, CI, BDD, embedded systems). Public pricing disclosed (e.g., Cucumber 9,050 kr, HP UFT step 2 8,550 kr); courses delivered live or remote with interest-signup for undated runs.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Cucumber / BDD course: 9,050 kr, 8 hours |
| Unit Pricing | Pay-as-you-go | HP UFT (QTP) Step 2 course: 8,550 kr |
| Other | Multi-year contract | Test Automation Engineer consulting assignments |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels6 records
SetPace product offering
Product offeringCore offering
SetPace AB is a Stockholm-based Swedish IT consultancy that delivers specialist services in test management, requirements management, test automation, and DevOps, with deep expertise in the financial-services and insurance sectors (notably as the official QA partner to the Lumera pension platform). In parallel, SetPace sells a catalog of roughly 15+ classroom and remote training courses covering Selenium WebDriver, Appium, SoapUI/ReadyAPI, Cucumber (BDD), Jenkins, Docker, Protractor, Java/JUnit, SQL, Linux, HP UFT (QTP), continuous integration, embedded-systems test automation and more.
Product overview
SetPace AB is a Swedish technology consulting and training company, not a unified software product vendor. Its offering consists of two tightly linked pillars: (1) Konsulter (Consulting Services), a core service delivered by an in-house team of test automation specialists across four practice areas — Testledning (Test Management), Kravhantering (Requirements Management), Testautomatisering (Test Automation), and DevOps — with deep focus on the fintech/insurance sector and an official partnership with the pension system vendor Lumera; and (2) a course catalogue (Kurser) of roughly 15+ classroom/remote training courses, including flagship offerings such as the Selenium WebDriver Kurs, Appium Kurs, SoapUI/ReadyAPI Kurs, Java och JUnit för testare, Cucumber Kurs (BDD), Jenkins Kurs, Docker Kurs, Protractor Kurs, Linux Kurs, SQL för testare, HP UFT (QTP) steg 1 and 2, Continuous Integration Kurs, the introductory Kurs i Testautomatisering, and the Testautomatisering för inbyggda system course. The consulting engagements and the course catalogue reinforce one another: the same specialists who deliver client automation projects also serve as course instructors, and customer engagements (e.g., AFA Försäkring, Länsförsäkringar, Handelsbanken, SEB, Quinyx, Försäkringskassan) frequently combine on-site consulting with training rollouts such as the multi-session Cucumber program for Försäkringskassan.
Differentiator
Problem solved
Functional benefit
Products and services
- Konsulter (Consulting Services) Specialist consulting delivered by an in-house team of test-automation experts across four practice areas — Testledning (Test Management), Kravhantering (Requirements Management), Testautomatisering (Test Automation), and DevOps — primarily serving enterprise clients in banking, financial services, insurance, IoT, gaming and government. Delivered as named-consultant assignments on client sites, with multi-month to multi-year engagements (e.g., Handelsbanken, SEB, Länsförsäkringar, AFA Försäkring, Quinyx, Försäkringskassan, Ericsson, Unibet, Nasdaq, H&M, Itello).
- Lumera Partnership Solutions As the official partner to Lumera (the Swedish pension platform used by carriers such as Länsförsäkringar), SetPace delivers intelligent quality assurance solutions covering end-to-end testing, automation framework development and maintenance for the Lumera pension platform. Three named consultants (Carl Dahlgren, Tobias Andersson, Malcolm Brundin) are dedicated to this practice.
- Kurs i Testautomatisering (Test Automation Course) 8-hour orientation course covering the most popular test-automation frameworks and tools (Selenium WebDriver, SoapUI, Appium), strategy, common pitfalls and a hands-on Selenium WebDriver exercise. Sold to individual testers and corporate groups.
- Selenium WebDriver Kurs Hands-on course teaching testers how to create fast and durable tests with Selenium WebDriver. Exercises are written in Java and require basic object-oriented programming knowledge. Targeted at QA engineers and test automators.
- Java och JUnit för testare (Java Course) Course in object-oriented programming and JUnit for testers, covering Java basics (packages, classes, datatypes, methods, inheritance) and writing/running JUnit-based test automation. Targeted at testers entering Java-based automation.
- Appium Kurs Course teaching automation of native, hybrid and mobile-web apps with Appium for Android and iOS devices. Exercises in Java; requires basic Java and JUnit knowledge. Targeted at mobile QA engineers.
- SoapUI / ReadyAPI Kurs Course in test automation of SOAP and REST services using SoapUI / ReadyAPI, including data-driven testing, Groovy scripting, mocking, and Xpath/JSONPath assertions. No prior programming required. Targeted at testers responsible for API QA.
- Protractor Kurs Course teaching how to create fast and durable tests with Protractor for AngularJS applications and other web apps. Exercises in JavaScript; requires basic JavaScript knowledge. Includes a custom-built AngularJS test app for practice.
- Jenkins Kurs 8-hour intensive course on Jenkins covering installation, configuration, automation, scripting, parameterization, security, scalability, containerization, Git/Maven/JUnit integration and Jenkins 2.0 features such as pipelines and Blue Ocean. Targeted at engineers adopting or scaling CI/CD.
- Docker Kurs Workshop-style course aimed at companies that want to simplify and optimize their test environment by moving it to Docker containers. Targeted at QA and DevOps teams adopting containerized test infrastructure.
- Continuous Integration Kurs Workshop for companies that want to move toward continuous integration, providing inspiration around tools and working methods. Targeted at engineering teams beginning their CI adoption.
- Cucumber Kurs (BDD) 8-hour course on behaviour-driven development (BDD) with Cucumber, covering Gherkin syntax, runner class, feature files, step definitions, hooks, data tables, glue, reporting and parallel tests. Exercises in Java. Publicly priced at 9,050 kr. Targeted at QA engineers and developers adopting BDD.
- SQL för testare (SQL Course) Evening course teaching testers how to effectively query relational databases with SQL, including SELECT/JOIN, wildcards, conditions, data editing (INSERT/UPDATE/DELETE) and views. Targeted at testers needing database-query skills for back-end validation.
- Linux Kurs Course covering what a tester needs to work in a Linux environment, including common commands, locating log files and system configuration. Targeted at testers operating in Linux-based test infrastructure.
- Kurs i HP UFT (QTP) steg 1 Step-1 course in test automation of user interfaces with HP UFT (Unified Functional Testing, formerly QTP), covering basic concepts, recording, object recognition, verification points and data-driven tests. Targeted at testers using or migrating to UFT.
- Kurs i HP UFT (QTP) steg 2 Step-2 course on programming tests in HP UFT, including descriptive programming, custom reusable functions, advanced verification points, framework concepts and HP ALM reporting. Publicly priced at 8,550 kr. Targeted at testers building maintainable UFT frameworks.
- Testautomatisering för inbyggda system Course on building a framework for automated testing of embedded systems, including writing frameworks that use telnet/SSH to test an embedded system. No fixed dates; registration by interest. Targeted at engineers working on connected-device and embedded software.
Quantifiable outcome
- DI Gasell 2025 awarded for the second year in a row as confirmation of 'strong growth and sustainable business development'.
- +2 more outcomes
Companies that use SetPace
Customer profileNamed customers16 records
Segments5 records
Ideal customer profiles3 records
SetPace technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
SetPace partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered major enterprise consulting engagement, one of setpace's most recently announced banking clients., major enterprise consulting engagement, one of setpace's named banking clients., flagship strategic partnership — singled out on the homepage as setpace's 'officiell partner' (official partner), with multiple consultants (carl dahlgren, tobias andersson, malcolm brundin) dedicated to lumera work., major insurance-sector engagement and a flagship reference for setpace's lumera qa capability., early insurance-sector engagement that anchors setpace's insurance credentials., strategic government-sector training engagement, demonstrating setpace's reach into public sector. and flagship case-study client outside the financial sector, demonstrating setpace's reach into workforce-management software..
- SEBmajor enterprise consulting engagement, one of setpace's most recently announced banking clients.SetPace announced a new collaboration with SEB on 2025-10-16, supporting the introduction of a new business system. Disclosed via a dedicated news post on setpace.se and referenced on the homepage.
- Handelsbankenmajor enterprise consulting engagement, one of setpace's named banking clients.SetPace announced a new collaboration with Handelsbanken on 2023-10-03, primarily supporting the introduction of a new core business system with automation and test leadership. Disclosed via a dedicated news post on setpace.se and referenced on the homepage.
- Lumeraflagship strategic partnership — singled out on the homepage as setpace's 'officiell partner' (official partner), with multiple consultants (carl dahlgren, tobias andersson, malcolm brundin) dedicated to lumera work.SetPace is the official partner to Lumera, a Swedish pension platform. Together they offer intelligent quality assurance solutions around Lumera implementations. The partnership is operationalized through dedicated SetPace consultants (Tobias Andersson, Carl Dahlgren, Malcolm Brundin) who develop and maintain end-to-end test automation for Lumera customers such as Länsförsäkringar, positioning SetPace as the de facto QA specialist for the Lumera ecosystem.
- Länsförsäkringarmajor insurance-sector engagement and a flagship reference for setpace's lumera qa capability.SetPace supports Länsförsäkringar in rolling out the Lumera pension system, providing automation and specialist competence. The engagement was announced 2022-11-10 and is one of the most-cited SetPace references, tying the partnership to the broader Lumera alliance.
- AFA Försäkringearly insurance-sector engagement that anchors setpace's insurance credentials.SetPace initiated a collaboration with AFA Försäkring on 2019-11-04 to build and further develop automated test frameworks. Disclosed via a dedicated news post on setpace.se and referenced on the homepage.
- Försäkringskassan (Swedish Social Insurance Agency)strategic government-sector training engagement, demonstrating setpace's reach into public sector.In autumn 2019 SetPace delivered a three-session Cucumber/BDD training rollout to Försäkringskassan staff in Sundsvall, documented via a dedicated news post on setpace.se.
- Quinyxflagship case-study client outside the financial sector, demonstrating setpace's reach into workforce-management software.SetPace and Quinyx began a collaboration in spring 2019 to transform Quinyx's manual testing process into automated testing and continuous integration. SetPace designed the strategy, then implemented a container-based framework and CI pipelines; Quinyx R&D development teams now run automation inside their sprints. Quinyx is described as the Nordic market leader in Workforce Management.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
SetPace competitors and assessment
Company assessmentBroad incumbents
- Sogeti: Global testing and quality engineering specialist within Capgemini, with a dedicated 'World Quality Report' franchise. Comparable to SetPace as an enterprise-focused QA and test automation services provider, but at vastly larger scale and with a broader geographic and service footprint.
- Capgemini Engineering: Global IT services leader with a dedicated 'Quality Engineering' practice (alongside Sogeti). Comparable to SetPace as a provider of test automation and quality engineering services, especially in banking and insurance, but at vastly larger scale and with global delivery.
- Infosys Limited: Global IT services and consulting firm with a dedicated Quality Engineering and Testing practice. Overlaps with SetPace in providing test automation and QA services to banks, insurers, and other enterprises, but with globally distributed delivery and a vastly larger footprint.
- Knowit AB: Swedish/Nordic IT and digital consultancy with a sizeable test and quality engineering practice. Comparable to SetPace as a Nordic enterprise IT consultancy that competes for the same test automation and QA budgets at Swedish banks and insurers, but with a much broader service portfolio.
- Cognizant Technology Solutions: Global IT services firm with a large dedicated Quality Engineering & Assurance practice. Comparable to SetPace in delivering test automation and quality engineering services to financial services clients, but at a much larger scale and with global delivery.
- TietoEVRY (Tieto Finland): Large Nordic IT services and software company with significant banking and insurance practice in Sweden. Competes with SetPace for QA and test automation budget at Swedish banks and insurance companies but offers a vastly wider portfolio (managed services, software products, full outsourcing).
Direct peers
- Xceptance: German specialist test automation consultancy offering services in Selenium, framework development and CI/CD integration for enterprise clients. Highly comparable to SetPace in size (~20-30 people), services-led model, and deep focus on sustainable test automation rather than staff augmentation.
- Qentinel (Copado): Finnish test automation consultancy that built a SaaS-based 'Pacemaker' continuous testing platform. Direct peer to SetPace in Nordic test automation services, with comparable client segments in banking/insurance and a similar emphasis on sustainable, framework-based test automation.
Regional players
- Netcompany: Danish IT services and consultancy with a strong Nordic presence and a developing Swedish practice, focused on digital transformation for financial services and the public sector. Comparable to SetPace as a Nordic enterprise IT consultancy competing for the same Swedish bank/insurance QA budget, but headquartered in Denmark.
- Trifork Holding: Danish-headquartered IT consultancy with a strong Nordic presence, focused on software development, DevOps and digital transformation across financial services and the public sector. Comparable to SetPace in Nordic enterprise IT services and DevOps/CI-CD capability, but based in Denmark and operating at a larger scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
SetPace social profiles
Digital presenceSetPace financial estimates
Financial estimateRevenue estimate
Valuation estimate
SetPace leadership team
Management profileNumber of profiles
Profiles12 records
SetPace funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SetPace 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 SetPace
What does SetPace do?
SetPace AB is a Stockholm-based Swedish IT consultancy that delivers specialist services in test management, requirements management, test automation, and DevOps, with deep expertise in the financial-services and insurance sectors (notably as the official QA partner to the Lumera pension platform). In parallel, SetPace sells a catalog of roughly 15+ classroom and remote training courses covering Selenium WebDriver, Appium, SoapUI/ReadyAPI, Cucumber (BDD), Jenkins, Docker, Protractor, Java/JUnit, SQL, Linux, HP UFT (QTP), continuous integration, embedded-systems test automation and more.
Is SetPace a public or private company?
SetPace is a private company. It is classified as unknown and is currently operating.
When was SetPace founded?
SetPace was founded in 2015. It employs 11 to 50 people.
Where is SetPace based?
SetPace is headquartered in Stockholm, Sweden, in the Europe region.
How does SetPace make money?
Two revenue lines are on record. Test automation and QA consulting services are the primary driver. The others are training courses in test automation.
Who are SetPace's main competitors?
Broad incumbents on record are Sogeti, Capgemini Engineering, Infosys Limited, Knowit AB, Cognizant Technology Solutions and TietoEVRY (Tieto Finland). Direct peers are Xceptance and Qentinel (Copado). Regional players are Netcompany and Trifork Holding.
Does SetPace have an API?
No public API is recorded for SetPace.
What industry is SetPace in?
SetPace's product category is Software Testing and QA Services. Its primary akta.pro industry code is BPAEANAG, Cloud & DevOps Training (Cloud, Containers, CI/CD, SRE), with a secondary code of EDABAFAC, DevOps, SRE & Platform Engineering (CI/CD, IaC, Containers). Its NAICS code is 541512 and its SIC code is 7370.