Holm Bank

What Holm Bank does

Holm Bank AS is a privately held Estonian digital bank headquartered in Haapsalu, with offices in Tallinn and Tartu. The franchise originates from the Liisi hire-purchase brand, founded in 1995, and was granted a banking license by the European Central Bank in April 2019, making it the first Estonian bank licensed directly by the ECB. The bank is wholly owned by Estonian holding company OÜ Koduliising and operates in Estonia and Latvia through subsidiary Holm Bank Latvia SIA, while accepting term deposits also from residents of Germany and Austria.

The product portfolio spans consumer small loans, auto loans, home loans, refinancing, credit cards (physical and virtual with Apple Pay and Google Pay), the Liisi hire-purchase family (in-store, Liisi Pluss for global use, Liisi3, Liisi6), vehicle and equipment leasing, and term deposits from 1 to 60 months. Business banking includes investment loans from €100,000, credit-line loans, agricultural-land-secured loans, corporate leasing, and corporate deposits. All products are delivered through a branchless self-service platform accessible via web and mobile app, with infrastructure partners including Wallester for card issuance, Veriff for video-based KYC, and If P&C Insurance for loan protection; EIS and MES provide government-backed credit guarantees on qualifying lending.

Revenue is generated primarily from net interest spreads on the €207.7M loan book funded by the €229.2M deposit base, supplemented by credit-card interest (from 1.2% per month), hire-purchase fees, leasing income, and card transaction fees. At end-2025 the bank reported total assets of €270.5M, deposit growth of approximately 20% YoY, loan portfolio growth of approximately 22% YoY, and profit before tax of €4.6M, with a marketing mix that combines direct digital channels with partner-led distribution such as the Masku 10% cashback campaign.

Name

Holm Bank

Legal name

Holm Bank AS

Website

https://holmbank.ee

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

101–250 employees

Short description

Holm Bank AS is a privately held Estonian digital bank offering consumer and business loans, credit cards, Liisi hire purchase, leasing, and term deposits to retail and SME customers across Estonia and Latvia.

Ownership category

akta.pro rank

Product category

Digital Retail Banking

NAICS

Depository Credit Intermediation (5221)

SIC

Personal Credit Institutions (6141)

akta.pro primary industry

Direct Lending — Specialty Finance (Consumer/SME Lending Platforms) (FSAHAJAF)

akta.pro secondary industry

SME Lending Platforms & Embedded SME Credit (FSAKAGAJ)

Keywords

• Consumer lending services
• Digital retail banking
• Hire purchase financing
• Term deposit products
• Business loan products

Headquarters

HQ city

Haapsalu

HQ country

Estonia

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Revenue model

1. Interest income from lending: Holm earns interest on consumer loans (small loans, auto loans, home loans, refinancing), business loans (investment loans, limit loans, loans secured by agricultural land), and hire purchase (Liisi). Loans are offered to both individuals and companies in Estonia and Latvia.
2. Interest income from deposits: Holm accepts term deposits from individuals and companies in Estonia, Germany, and Austria, paying competitive interest rates. The spread between lending and deposit rates contributes to revenue.
3. Credit card fees and interest: Revenue from credit card monthly interest (from 1.2% per month), transaction fees, and card issuance. No monthly fee for the card itself.
4. Hire purchase (Liisi) income: Liisi järelmaks is available at partner stores across Estonia. Revenue comes from interest and fees on installment agreements, including Liisi Pluss (up to €25,000, up to 120 months) and in-store Liisi (up to €25,000, up to 120 months).
5. Leasing income: Leasing for vehicles (new and used) and equipment for individuals and companies. Interest from 5.85% + EURIBOR, contract fee from 1% of purchase price (min €150).

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Holm Bank AS is an Estonian digital bank that provides consumer loans (small loans, auto loans, home loans, refinancing), business loans (investment loans, limit loans, agricultural land loans, leasing), credit cards, hire purchase (Liisi brand) for retail and global use, and term deposits to private individuals and companies in Estonia and Latvia. All services are delivered through a fully digital self-service platform accessible via web browser and mobile app, supported by phone and email customer service.

Product overview

Holm Bank AS is an Estonian digital bank offering a comprehensive suite of financial products for both private individuals and businesses. The product portfolio spans consumer loans (Väikelaen, Autolaen, Kodulaen, Refinantseerimislaen), the Liisi brand sub-portfolio of hire purchase solutions (Liisi Järelmaks, Liisi Pluss, Liisi3, Liisi6), credit cards (Holm Krediitkaart), leasing for vehicles, and term deposits (Tähtajaline Hoius). Business banking offerings include Investeerimislaen, Limiidilaen, Laen Põllumaa Tagatisel, Business Leasing, and Business Deposits. Add-on products include loan payment insurance and home insurance. The bank operates digitally through self-service platforms and mobile apps, supplemented by customer support via phone and email.

Differentiator

Problem solved

Functional benefit

Brands

• Liisi: Hire purchase (järelmaks) brand offering installment payment solutions for purchases at partner stores and e-shops across Estonia.
• Liisi Pluss
• Liisi3
• Liisi6

Products and services

• Holm Väikelaen (Consumer Loan) A flexible unsecured personal loan for private individuals in Estonia for financing various plans, with campaign fixed interest rate of 7.9% and no contract or administration fees; amounts up to €25,000 over 6–120 months.
• Holm Autolaen (Car Loan) An unsecured loan for private individuals in Estonia to purchase new or used vehicles; campaign fixed rate 5.99%, contract fee 2%, administration fee 0.15%, amounts up to €25,000, terms 6–120 months, with optional casco insurance.
• Holm Kodulaen (Home Loan) A purpose-specific loan for private individuals in Estonia, secured by real estate, for purchasing, building, extending, reconstructing, or renovating homes; up to 30-year terms, up to 85% LTV, EURIBOR-linked rates, EIS guarantee option.
• Holm Refinantseerimislaen (Refinancing Loan) A loan for consolidating existing debts and hire purchases into a single contract with one monthly payment for private individuals in Estonia.
• Holm Kodu Väikelaen (Home Small Loan) A purpose-specific consumer loan for private individuals in Estonia to finance home furnishing and smaller construction work.
• Holm Remondilaen (Renovation Loan) A purpose-specific consumer loan for private individuals in Estonia to finance home renovation and refreshing.
• Holm Reisilaen (Travel Loan) A purpose-specific consumer loan for private individuals in Estonia to spread travel-related expenses over time.
• Holm Kodu Energialaen (Home Energy Loan) A purpose-specific consumer loan for private individuals in Estonia to finance home energy efficiency improvements.
• Holm Hüpoteeklaen (Mortgage Loan) A flexible real-estate-secured loan for private individuals in Estonia.
• Holm Krediitkaart (Holm VISA Credit Card) A VISA credit card for private individuals in Estonia with no monthly fee, monthly interest from 1.2%, credit limit up to €5,000, 15-day interest-free period, free purchase insurance, and Apple Pay/Google Pay support; available in physical and virtual form (virtual card instantly available).
• Liisi Järelmaks (Hire Purchase) A hire purchase installment solution offered at partner stores and e-shops across Estonia, allowing customers to pay for purchases in flexible installments over an extended period; up to €25,000 and up to 120 months, with promotional 0% interest at select partners.
• Liisi Pluss (Liisi Plus) A hire purchase solution usable globally at any merchant for any product or service; customer applies via self-service with a photo of the product/invoice, and funds are transferred to the customer's account. Fixed 9.9% interest, €9.90 contract fee, up to €25,000 over 120 months.
• Liisi3 A hire purchase option at selected partner stores allowing customers to pay in 3 equal installments with no additional fees.
• Liisi6 A hire purchase option at selected partner stores allowing customers to pay in 6 equal installments with no additional fees.
• Holm Liising (Vehicle Leasing for Individuals) Leasing for new and used vehicles for private individuals in Estonia; interest from 5.85% + 6-month EURIBOR, contract fee from 1% (min €150), terms up to 7 years, no mandatory casco insurance.
• Tähtajaline Hoius (Term Deposit for Private Individuals) A secure term deposit for private individuals in Estonia offering interest up to 3% annually, minimum €100, terms from 1 to 60 months, with deposits protected by the Estonian Guarantee Fund up to €100,000.
• Investeerimislaen (Business Investment Loan) A long-term business loan for Estonian companies' larger investment plans, with minimum €100,000, terms up to 20 years, and payment holiday up to 6 months; collateral via real estate, MES/EIS guarantees, or entrepreneur guarantee.
• Limiidilaen (Business Limit Loan / Credit Facility) A flexible credit facility for Estonian businesses for short-term financing needs, with revolving credit up to €100,000 and 12-month contract periods.
• Laen Põllumaa Tagatisel (Loan Secured by Agricultural Land) A flexible business financing solution for Estonian companies secured by agricultural land, with amounts from €100,000, terms up to 20 years, no appraisal required, and MES guarantee support.
• Liising Ettevõtetele (Business Leasing) Business leasing for equipment, machinery, and vehicle fleet renewal, as well as passenger car leasing for Estonian companies; amounts from €20,000 and terms up to 7 years.
• Hoius Ettevõtetele (Business Term Deposit) A term deposit product for Estonian businesses, with minimum €10,000, terms from 3 to 60 months, and interest rates up to 3% annually.
• Laenumaksekindlustus (Loan Payment Protection Insurance) An optional loan payment protection insurance covering borrowers in cases of long-term work incapacity or job loss, offered in partnership with If P&C Insurance AS.

Quantifiable outcome

• Loan portfolio grew approximately 22% year-on-year to €207.7M in 2025
• +3 more outcomes

Named customers1 record

Segments2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• MaskucoreGTM or Marketing Partner · 1 June 2026Holm Bank and Masku run a joint cashback campaign: Holm credit card holders receive 10% cashback on Masku store and e-commerce purchases made between July 1 and September 30, 2026. The campaign promotes both the Holm credit card and Masku's retail offerings.
• Wallester AScoreTechnology or IntegrationWallester AS is the card issuer for Holm Bank's VISA credit cards. The bank issues both physical and virtual VISA credit cards under this partnership, enabling Holm to offer card products without building own card infrastructure.
• Veriff OÜcoreTechnology or IntegrationVeriff OÜ provides video-based identity verification services for Holm Bank's customer onboarding process. Customers are required to verify their identity via Veriff's video verification platform when opening accounts or applying for certain products.
• If P&C Insurance ASminorStrategic or Co-development PartnerIf P&C Insurance AS is the insurance provider for Holm Bank's optional loan payment protection insurance (laenumaksekindlustus). The insurance covers borrowers in cases of long-term work incapacity or job loss.
• EIS (Ettevõtluse ja Innovatsiooni Sihtasutus)coreStrategic or Co-development PartnerEIS (formerly Kredex) provides government guarantees for Holm Bank's home loans and business loans. With EIS guarantee, home loan down payment can be reduced to 10% (from 15%), and business investment loans can include EIS guarantees as collateral.
• MES (Maaelu Edendamise Sihtasutus)coreStrategic or Co-development PartnerMES provides government guarantees for Holm Bank's agricultural loans (loans secured by agricultural land) and business loans. MES guarantees serve as acceptable collateral alongside real estate and personal guarantees.
• Lahe KinnisvarabüroominorStrategic or Co-development PartnerLahe Kinnisvarabüroo is a preferred real estate appraisal partner, offering Holm Bank customers a 10% discount on property valuation reports required for home loans.
• AugustibluusminorGTM or Marketing PartnerHolm Bank is a major sponsor of the Augustibluus international blues festival in Haapsalu in 2026. The festival is a central event in Haapsalu (Holm's birthplace city), and the sponsorship supports local culture and community.
• Tartu JK WelcominorGTM or Marketing PartnerHolm Bank sponsors Tartu JK Welco football club and financed the construction of Holm Park stadium in Tartu. The club's first team was promoted to Estonian Esiliiga in 2024.
• Nelli DiffertminorGTM or Marketing PartnerHolm Bank supports Olympic épée fencer Nelli Differt, who achieved 4th place at the Paris 2024 Olympics (the highest placement for any Estonian athlete at those games).
• Rinel PiusminorGTM or Marketing PartnerHolm Bank supports professional triathlete Rinel Pius in the IRONMAN PRO class. His 2026 goal is to complete a full IRONMAN in under 7 hours 55 minutes, setting a new Estonian record and qualifying for the PRO World Championships.
• Liisi Retail Partners (Estonia)coreChannel Partner/ Reseller/ DistributorLiisi hire purchase is available through partner retailers across Estonia including Masku, Royal Grace clinic, Jussike, Baltest Mööbel, Aatrium, and Viigardi köögid. Partners offer in-store Liisi financing options with promotional rates (e.g., 0% interest installments).

Scale indicators9 records

Recent moves6 records

Expansion highlights7 records

Broad incumbents

• Swedbank Estonia: Branch of Swedbank Group and one of the largest Estonian retail/corporate banks offering mortgages, consumer loans, deposits, and leasing. Comparable as a dominant incumbent with similar deposit and lending products.
• SEB Estonia: Branch of SEB Group, one of Estonia's largest universal banks offering retail loans, mortgages, deposits, and corporate banking. Comparable as a broad incumbent competing with Holm across virtually every product line.
• Luminor: One of the largest banks in the Baltics, providing retail, SME, corporate, and leasing products across Estonia, Latvia, and Lithuania. Comparable as a broad incumbent operating in the same Baltic lending/deposit markets as Holm.

Emerging players

• Bondora: Estonian-founded consumer lending platform with historical focus on personal loans and P2P investing across Europe. Comparable as an Estonian-rooted digital consumer credit operator, though Bondora is non-bank.

Direct peers

• Inbank: Estonian-origin consumer and SME lender specializing in hire purchase, consumer loans, and credit cards across the Baltics and other European markets — directly comparable by product mix (hire purchase, consumer credit) and Baltic origin.
• Bigbank: Estonian-headquartered consumer and SME lender offering term deposits and loans across several EU markets — directly comparable by consumer/SME loan products, deposit-taking, and Estonia-rooted brand.
• LHV Pank: Estonian challenger bank providing consumer loans, business loans, deposits, leasing, and credit cards with strong digital self-service. Comparable by product breadth, Estonian retail/SME focus, and digital-first growth strategy.
• Coop Pank: Estonian challenger/digital bank offering retail loans, deposits, leasing, and credit cards to consumers and SMEs — the closest direct peer by product mix, channel strategy (branch + digital), and Estonian market focus.

Regional players

• Citadele banka: Baltic-focused bank headquartered in Latvia offering retail lending, deposits, leasing, and SME banking across the Baltic states. Comparable by regional Baltic focus, lending/deposit product mix, and SME orientation.
• TF Bank: Swedish-headquartered digital consumer lender with operations across the Nordics and Baltics offering consumer loans, credit cards, and deposits. Comparable by digital-first consumer credit model and cross-Nordic/Baltic footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/holmbank.ee
• LinkedInlinkedin.com/company/holmbank

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 Holm Bank