MinForening

What MinForening does

MinForening is a Danish cloud-based association management platform that delivers a 100% free mobile and web application to sports clubs, community organizations, hobby groups, and cultural associations across Denmark. The platform serves volunteer leaders, treasurers, coaches, instructors, members, and parents, with a distinctive parent functionality that allows non-member parents to manage their children's association activities. Founded in 2016 and headquartered in Nørresundby as part of the Wiiandi Group ecosystem (alongside MinOrganisation, MitSamfund, and a White Label offering), the company has been recognized with the European Enterprise Award 2020 as "Europe's Best Association App."

Name

MinForening

Legal name

MinForening

Website

https://minforening.dk

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Aalborg

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Infrastructure, Operations, Marketing or Sales

Revenue model

1. Sponsored Visibility: MinForening is financed through sponsor visibility shown at app startup. When a member logs in or opens the app, a sponsor display is shown after which MinForening becomes ad-free for two hours. This sponsor-based model enables the 100% free core offering for associations.
2. Premium Module Subscriptions: Optional premium modules available through MinOrganisation Modulshop including accounting software, board & committees, AI chatbot, project management, file system, newsletter, website, booking, digital access control, HR, compliance tools, SMS, and dashboard with API access. Associations subscribe to modules based on their needs.
3. Professional Services: Setup services including MobilePay integration setup, Microsoft 365 or Google Workspace integration, getting started assistance, accounting setup, and professional accounting services delivered by chartered accountant.
4. White Label Solutions: Custom branded web, desktop and app solutions for member organizations and national federations. Associations purchase sponsored visibility packages (50,000/100,000/200,000 views at 16/12/10 øre per view) to expose their own sponsors or generate revenue by reselling visibility at 25 øre per view.
5. Digital Association Development Packages: Customized digital development packages with 1-5 modules from Modulshop over 5 years, priced based on number of modules and users (up to 250 or over 250 users). Development hours at 750 DKK per hour, with sponsored module operation included.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels9 records

Core offering

MinForening provides a 100% free mobile and web platform for Danish associations to manage members, activities, communications, and finances. The core offering includes member administration with groups and roles, activity scheduling with participant tracking, integrated chat and notifications, and payment collection via Vipps MobilePay. Optional paid add-ons are sold through the MinOrganisation Modulshop, and a White Label solution is offered to national federations and member organizations seeking branded deployments.

Product overview

MinForening is a modular association management platform built around a 100% free core product that provides mobile app and web access for Danish associations. The platform is structured as a core free system with an extensive MinOrganisation Modulshop offering 30+ optional modules including accounting, project management, AI chatbot, HR, compliance, and API access. Key products include the MinForening App (iOS/Android), MinForening Web portal, MitSammand Fælleskalender for cross-association calendar coordination, White Label customization for organizations wanting branded solutions, and Digital Foreningsudvikling packages providing sponsored module operation with ongoing development partnership. The platform emphasizes digital safety with EU hosting, no data selling, and CO2-neutral servers, generating revenue through limited sponsor displays at app startup.

Differentiator

Problem solved

Functional benefit

Brands

• MinOrganisation: A module shop providing additional digital modules and solutions for organizations and associations.
• MitSamfund
• White Label

Quantifiable outcome

• 100% free platform with no hidden fees for associations
• +2 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration15 records

AI capability2 records

Feature6 records

Partnerships

Eight partnerships are on record, tiered minor and core.

• OnlimeminorStrategic or Co-development Partner · 12 April 2022Partnership for digital security providing EU-based data storage, file sharing, and backup services. Onlime offers 5GB file storage, photo/video albums with comments, and Office Online (Word, Excel, PowerPoint). Combined offering provides digital safety for associations.
• Vipps MobilePaycoreTechnology or IntegrationIntegrated payment solution allowing associations to accept card payments and MobilePay directly within the app. Supports membership fee collection, activity payments, and subscriptions with automatic reminders and refund capabilities.
• Microsoft 365coreTechnology or IntegrationStandard integration of the association's Microsoft 365 environment. Includes Outlook, OneDrive, SharePoint and other components. Service offered as part of setup services for associations using Microsoft ecosystem.
• Google WorkspacecoreTechnology or IntegrationStandard integration available for associations using Google Workspace. Alternative to Microsoft 365 integration for cloud productivity suite connectivity.
• MinOrganisationcoreStrategic or Co-development PartnerParent organization providing modular solutions and the MinOrganisation Modulshop. White label solutions, additional modules, and professional services are offered through this partnership. Part of Wiiandi Group.
• MitSamfundcoreTechnology or IntegrationMitSamfund Fælleskalender (Community Calendar) integration provides automatic aggregation of events, association offers, and volunteer tasks across associations, organizations, and institutions in local communities. Helps pool efforts for local development.
• Abrahamsen RevisionminorImplementation/ SI/ Consulting PartnerPartnership with chartered accountant Jesper Abrahamsen from Abrahamsen Revision for professional accounting services including bookkeeping and annual accounts for associations.
• DGI (Danish Gymnastics Associations)coreChannel Partner/ Reseller/ DistributorDGI references MinForening as a recommended digital solution for member associations. Digital Foreningskonsulent Tina Samsø Udholm serves as contact for associations interested in MinForening through DGI.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• LeagueApps: Sports league and club management platform serving youth and amateur sports organizations with registration, scheduling, and communication tools. Directly comparable to MinForening's sports-association offering.
• WildApricot: Leading membership and association management SaaS platform serving small-to-mid-sized clubs and associations worldwide. Closely comparable to MinForening in target customer (SMB associations) and freemium/paid tier model.
• Join It: Modern membership management platform built for clubs, associations, and member-based organizations. Directly comparable to MinForening in offering simple, self-serve membership tools to small associations.
• TeamSnap: Sports team and club management app widely used by amateur and youth sports organizations for scheduling, communication, and payments. Comparable to MinForening's sports-club segment and freemium mobile-first experience.
• SportsEngine: End-to-end sports organization management platform (registration, websites, communication) widely adopted in North America. Analogous to MinForening in serving sports clubs with bundled administration.
• Conventus: Established Danish membership/association management system that MinForening explicitly integrates with. Serves the same Danish association market, making it both a peer and a complementary integration.
• ClubExpress: All-in-one club management platform offering member management, events, communication, and payments. Mirrors MinForening's bundled feature set for clubs and community organizations.
• MemberClicks: Association management software targeting small-staff associations with member databases, events, and communications. Highly comparable in customer profile and feature scope to MinForening.

Regional players

• Vereon: Provider of association and event management solutions primarily in Switzerland/Germany. Comparable product category but different geography from MinForening's Denmark-only footprint.

Broad incumbents

• Personify: Large, established provider of association and member-based organization software (parent of WildApricot). Offers a broader portfolio across mid-market and enterprise associations compared to MinForening's SMB focus.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/minforening-aps
• Instagraminstagram.com/minforening
• YouTubeyoutube.com/@minforening
• Facebookfacebook.com/minforening
• Xx.com/MinForening

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 MinForening