Ordna
Ordna AB is a Stockholm-based, Finansinspektionen-licensed mortgage and personal-loan broker that matches Swedish home buyers and refinancers with a panel of nine partner banks. Free to consumers, it earns commission from partner lenders and operates as a sister company to Svensk Fastighetsförmedling under Korall Group.
- Company typePrivate
- Founded2014
- HeadquartersStockholm, Sweden
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Ordna does
Ordna AB is a Stockholm-based, Finansinspektionen-licensed (Bostadskreditinstitut) credit intermediary operating a free-to-consumer mortgage and personal-loan brokerage platform under the consumer brand Ordna Bolån. Founded in 2014 as a private-loan comparison service and converted into a mortgage broker in 2021, the company matches individual Swedish home buyers and refinancers with the most suitable partner bank from a panel of nine lenders (Stabelo, Hypoteket, Bluestep, Nordax, Marginalen, Svea, Ikano, Santander, Collector). Its technology stack centers on a web-based digital application, a customer self-service portal (Mina Sidor), telephony (Connectel/Twilio/Leaddesk), Microsoft Azure hosting, AML/sanctions tooling (Pliance), and a special integration with UC AB such that a single credit check is registered regardless of how many lenders receive the application.
Ordna sits within the Korall Group ecosystem and operates as a sister company to Svensk Fastighetsförmedling, Sweden's largest independent real estate broker, which provides structural referral flow at the point of home purchase. Ancillary partnerships (If Skadeförsäkring for insurance, Familjens Jurist for legal services, House:ID for housing apps, Nepa for the proprietary monthly Bolånebarometern household survey) extend the offering around the mortgage event. The go-to-market is direct-to-consumer via ordnabolan.se and a phone advisory line (020-25 26 26), supplemented by a real-estate-agent partner channel.
The business model is commission-based: the service is free to consumers and Ordna is paid by partner banks on loan disbursement. In 2024 Ordna handled 7% of all Swedish home buyers (10–14% monthly share by year-end) and reported 54% year-over-year revenue growth, with an explicit strategic target of 50% market share by 2028. Revenue is not publicly disclosed, the company is private (Ordna AB, Org.nr. 556962-9404), and headcount is in the 11–50 range.
Ordna firmographics
Firmographics- Name
- Ordna
- Legal name
- Ordna AB
- Website
- https://ordnabolan.se
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Ordna AB is a Stockholm-based, Finansinspektionen-licensed mortgage and personal-loan broker that matches Swedish home buyers and refinancers with a panel of nine partner banks. Free to consumers, it earns commission from partner lenders and operates as a sister company to Svensk Fastighetsförmedling under Korall Group.
- Ownership category
- akta.pro rank
Ordna industry classification
Industry- Product category
- Mortgage Brokerage
- NAICS
- Mortgage and Nonmortgage Loan Brokers (522310)
- SIC
- Mortgage Bankers & Loan Correspondents (6162)
- akta.pro primary industry
- P2P Loan Servicing & Collections (Marketplace-Specific) (FSAKAHAN)
- akta.pro secondary industry
- Consumer Credit Decisioning & Underwriting Platforms (FSAKAKAG)
Keywords
Where Ordna is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices2 records
Markets served
Ordna business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Commission from bank partners: Ordna receives commission from the banks and lenders they partner with when a loan is disbursed. The compensation can be fixed or variable. This is the primary revenue stream and allows the service to be free for customers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free mortgage advisory service for all customers |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Ordna product offering
Product offeringCore offering
Ordna is a free mortgage and personal loan advisory and brokerage service for Swedish consumers. Customers submit a single application and are matched with the most suitable bank partner from Ordna's curated lender network, with a personal advisor guiding them from loan commitment through disbursement. Ordna generates revenue through commissions paid by partner banks rather than from the customer.
Product overview
Ordna operates a dual-product platform offering free-of-charge mortgage (bolån) and personal loan (privatlån) brokerage services. The core Ordna Bolån product, launched in 2021, connects customers seeking housing finance with a curated network of bank partners by submitting a single application. A personal advisor guides the customer through the entire process—from pre-approved loan commitment (lånelöfte) through property valuation, bidding, and final disbursement. The Ordna Privatlån product, offered since 2014, provides a parallel loan comparison and consolidation (samla lån) service. Both products feed into the Mina Sidor self-service portal, and both rely on UC AB as the integrated credit reporting engine. The mortgage service also offers refinancing (omförhandla bolån) and transfer (flytta bolån) sub-products, and connects customers with insurance partner If Skadeförsäkring AB for related coverage. Ordna generates revenue from commissions paid by its bank partners rather than from customers.
Differentiator
Problem solved
Functional benefit
Products and services
- Ordna Bolån A free-of-charge mortgage advisory and brokerage service for Swedish consumers that matches customers with the most suitable bank partner for their housing finance needs. Customers apply once and Ordna presents a loan proposal from the optimal bank partner, with personal advisors guiding the process from loan commitment through disbursement.
- Ordna Lånelöfte A pre-approved loan commitment offering that indicates how much a customer can borrow, enabling them to bid on properties with confidence. Loan commitments range from 150,000 SEK to 15,000,000 SEK depending on the applicant's financial situation.
- Omförhandla bolån Mortgage renegotiation service that helps existing homeowners secure better interest rates and terms by leveraging competition among Ordna's bank partners.
- Flytta bolån Mortgage transfer service enabling homeowners to move their existing mortgage to a different bank offering more favorable terms.
- Ordna Privatlån A free personal loan comparison and brokerage service matching customers with lenders for consumer credit needs, offered since 2014 alongside the mortgage product.
- Samla lån Debt consolidation service that helps customers combine multiple loans into a single personal loan with potentially better terms.
- Mina Sidor Customer self-service portal providing access to loan applications, follow-up questions, offer comparison, and ongoing case status tracking throughout the mortgage or personal loan process.
Quantifiable outcome
- Handled 7% of all Swedish home buyers in 2024, reaching 10-14% monthly market share by year end
Companies that use Ordna
Customer profileSegments2 records
Ideal customer profiles2 records
Ordna technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration11 records
Ordna partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core and minor.
- Svensk FastighetsförmedlingcoreSvensk Fastighetsförmedling is Ordna's sister company under Korall Group. As Sweden's largest independent real estate agent with 1200 employees, they provide significant referral traffic for mortgage customers. This is a core strategic partnership since 2020.
- If SkadeförsäkringminorInsurance partnership offering competitive insurance products to Ordna's mortgage customers through If, the largest insurance company in the Nordic region.
- Familjens JuristminorLegal services partnership providing family law consultation services to Ordna customers.
- House:IDminorHousing app partnership providing digital services related to home management for Ordna customers.
- StabelocoreOnline mortgage lender partner that offers mortgage products through Ordna's platform.
- HypoteketcoreMortgage bank partner providing housing loan products through Ordna's platform.
- Bluestep BankcoreMortgage lender partner offering residential mortgage products through Ordna's network.
- Nordax BankcoreBanking partner providing mortgage products through Ordna's platform.
- Marginalen BankcoreBanking partner providing mortgage and loan products through Ordna's network.
- Svea BankcoreBanking partner offering various lending products through the platform.
- Ikano BankcoreBanking partner providing loan products through Ordna.
- Santander Consumer BankcoreConsumer finance partner providing loan products through Ordna's platform.
- Collector BankcoreBanking partner offering various credit products through the network.
- UC ABcoreCredit information agency providing credit reports. Ordna has a special agreement where only one credit check is registered regardless of how many lenders receive the application.
- NepaminorMarket research company that conducts the monthly Bolånebarometern survey on Swedish household expectations regarding housing and mortgages.
Scale indicators4 records
Recent moves7 records
Expansion highlights5 records
Ordna competitors and assessment
Company assessmentDirect peers
- Zmarta: Nordic personal loan and mortgage comparison/brokerage service owned by Bauer Media. Same aggregator-of-bank-offers business model targeting the same Swedish home buyer.
- Norion Bank (formerly Nordax Bank): Swedish specialist lender offering mortgages and personal loans, listed as an Ordna bank partner but also a direct competitor in the underlying mortgage market. Comparable digital lending product set.
- Freedom Finance: Swedish broker comparing loans, mortgages and refinancing offers from multiple banks. Same free-customer, commission-funded model targeting the same consumer refinancing and home-purchase flows.
- Stabelo: Swedish digital mortgage lender partnering with Ordna while also competing for direct borrowers. Pure-play online mortgage brand with overlapping customer base.
- Sambla: Nordic loan and mortgage comparison/brokerage platform operating the same free-to-customer, commission-from-bank model as Ordna across Sweden, Norway and Finland. Direct competitor for the same consumer finance decision.
- Compricer: Swedish comparison service for mortgages, loans and insurance. Competes with Ordna for the same home-buyer mindshare using a similar bank-aggregation and commission model.
- Hypoteket: Swedish mortgage bank that both partners with Ordna and competes directly with it as a digital-only mortgage originator. Comparable technology-led model serving the same Swedish borrower.
- Lendo: Swedish and Nordic loan comparison/brokerage platform. Competes with Ordna across consumer credit and increasingly mortgage mediation in the same customer segment.
- Söderberg & Partners Bolån: Swedish mortgage broker offering independent advisory and bank-matching services. Closest functional peer to Ordna Bolån — both mediate mortgages across multiple Swedish lenders on a commission basis, and Ordna's new mortgage head Eva Holmlund was previously CEO here.
Broad incumbents
- SBAB: Swedish state-owned mortgage specialist bank. Sets market reference rates and competes directly with Ordna's broker offering; broadly incumbent in the same Swedish residential mortgage category.
Market position
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Ordna social profiles
Digital presenceOrdna financial estimates
Financial estimateRevenue estimate
Valuation estimate
Ordna leadership team
Management profileNumber of profiles
Profiles4 records
Ordna funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Ordna 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 Ordna
What does Ordna do?
Ordna is a free mortgage and personal loan advisory and brokerage service for Swedish consumers. Customers submit a single application and are matched with the most suitable bank partner from Ordna's curated lender network, with a personal advisor guiding them from loan commitment through disbursement. Ordna generates revenue through commissions paid by partner banks rather than from the customer.
Is Ordna a public or private company?
Ordna is a private company. It is classified as corporate owned and is currently operating.
When was Ordna founded?
Ordna was founded in 2014. It employs 11 to 50 people.
Where is Ordna based?
Ordna is headquartered in Stockholm, Sweden, in the Europe region.
How does Ordna make money?
One revenue line is on record: commission from bank partners.
Who are Ordna's main competitors?
Direct peers on record are Zmarta, Norion Bank (formerly Nordax Bank), Freedom Finance, Stabelo, Sambla, Compricer, Hypoteket, Lendo and Söderberg & Partners Bolån. SBAB is listed as a broad incumbent.
Does Ordna have an API?
No public API is recorded for Ordna.
What industry is Ordna in?
Ordna's product category is Mortgage Brokerage. Its primary akta.pro industry code is FSAKAHAN, P2P Loan Servicing & Collections (Marketplace-Specific), with a secondary code of FSAKAKAG, Consumer Credit Decisioning & Underwriting Platforms. Its NAICS code is 522310 and its SIC code is 6162.