BetterNow
BetterNow is a Copenhagen-based SaaS company providing white-label peer-to-peer fundraising software to over 200 European charities across the Nordics, Germany, and Spain, with native mobile payment integrations and AI-driven fundraiser coaching.
- Company typePrivate
- Founded2011
- HeadquartersCopenhagen, Denmark
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What BetterNow does
BetterNow is a Copenhagen-headquartered SaaS company that builds white-label peer-to-peer (P2P) fundraising software for European non-profit organizations, founded in 2011. The platform enables charities to run fully branded fundraising campaigns on their own domains, allowing supporters to create personal fundraising pages and collect donations from their networks. Around the core P2P module, BetterNow offers specialized products including in-memory/tribute fundraising, birthday fundraising, pledge fundraising, event and team fundraising, corporate P2P, and virtual events. The technology stack is cloud-based and API-first, with native integrations to dominant European mobile payment rails (Vipps in Norway, MobilePay in Denmark, Neonomics open-banking for Finland, plus SEPA), Zapier connectivity to over 2,000 applications, and an AI Fundraiser Coach powered by a machine learning recommendation engine that personalizes coaching guidance to individual fundraisers. The platform serves over 200 charities across Denmark, Norway, Sweden, Finland, Germany, and Spain, with disclosed operational benchmarks including a European average of €762 raised per fundraiser and charity-level annual throughput averaging ~640k DKK in Denmark and ~976k NOK in Norway (2025 data).
BetterNow monetizes through a subscription-based SaaS model with optional transaction/platform fees, billed either as recurring subscriptions, pay-as-you-go percentages, or hybrids. Notable go-to-market mechanics include a free demo CTA across the site, demo-driven enterprise field sales targeting mid-to-large charities, flagship partnerships with major national events such as Danmarks Indsamling and Kreftforeningen's Innsamlingsaksjonen, and a community-led motion via supplier membership in the major Nordic fundraising trade bodies (ISOBRO Denmark, VaLa Finland, Fundraising Norway). The ISOBRO partnership unlocks a free BetterNow Light tier (0 kr startup and subscription) for qualifying Danish charities, with payment only when funds are raised, indicating a land-and-expand pricing strategy. Customer concentration sits heavily in healthcare and humanitarian causes (MSF Sweden and Spain, Danish Heart Association, Norwegian Cancer Society, Operation Smile Sverige, Danish Childhood Cancer Foundation), with corporate workplace giving (Football Shirt Friday) as an emerging secondary segment. The company remains privately held with no disclosed institutional investors, parent company, or financial metrics in the source data.
BetterNow firmographics
Firmographics- Name
- BetterNow
- Legal name
- BetterNow
- Website
- https://betternow.org
- Company type
- Private
- Founded year
- 2011
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- BetterNow is a Copenhagen-based SaaS company providing white-label peer-to-peer fundraising software to over 200 European charities across the Nordics, Germany, and Spain, with native mobile payment integrations and AI-driven fundraiser coaching.
- Ownership category
- akta.pro rank
BetterNow industry classification
Industry- Product category
- Nonprofit Fundraising Software
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- P2P Lending Infrastructure & White-Label Platforms (FSAKAHAO)
- akta.pro secondary industry
- Capacity Building & Nonprofit Infrastructure Funders (BPAGAKAO)
Keywords
Where BetterNow is headquartered
LocationHeadquarters
- HQ city
- Copenhagen
- HQ country
- Denmark
- HQ region
- Europe
Offices1 record
Markets served
BetterNow business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations
Revenue model
- Platform Subscription (SaaS): BetterNow operates as a subscription-based SaaS platform. Fees can be structured as a subscription, pay-as-you-go percentage, or combination of both. Special pricing is available for members of nonprofit industry associations like ISOBRO, where qualifying charities access BetterNow Light at no cost (0 kr startup, 0 kr subscription) and pay only when funds are raised.
- Transaction/Platform Fees: Transaction-based fees may apply on donations processed through the platform. The white-label model allows charities to structure fees as operational costs without highlighting fees to donors.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Hybrid | Pay-as-you-go | BetterNow Light for ISOBRO Members |
| Subscription | Annual | Standard White-Label Platform |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
BetterNow product offering
Product offeringCore offering
BetterNow provides a cloud-based white-label peer-to-peer (P2P) fundraising SaaS platform that enables charities to host fully branded fundraising pages on their own domain. The platform allows supporters to create personal fundraising pages, collect donations, and share campaigns across networks, while the charity retains full control over branding, donor data, and the donation experience. The offering is supported by an AI-powered Fundraiser Coach, automated email stewardship, real-time reporting, and extensive API and payment integrations across European markets.
Product overview
BetterNow is a cloud-based white-label P2P fundraising software platform for European charities, founded in Copenhagen in 2011. The core offering is the P2P Fundraising platform, a white-label solution that allows charities to host fully branded fundraising pages on their own domain. Around this core, BetterNow provides multiple specialised fundraising modules: In-Memory Fundraising, Birthday Fundraising, Pledge Fundraising, Event and Team Fundraising, Corporate P2P Fundraising, and Virtual Events. An AI Fundraiser Coach powered by machine learning recommendation engine provides automated personalised coaching to individual fundraisers, while P2P Fundraising Stewardship automates email stewardship journeys. The platform is supplemented by real-time reporting, API/webhook integrations, and Zapier connectivity.
Differentiator
Problem solved
Functional benefit
Products and services
- P2P Fundraising Platform Core cloud-based, white-label peer-to-peer fundraising SaaS platform enabling charities to host fully branded personal fundraising pages on their own domain, where supporters create pages, share across their networks, and collect donations on behalf of the charity.
- In-Memory Fundraising Dedicated fundraising module enabling charities to receive single in-memory donations and supporters to create tribute funds for sensitive contexts such as funerals and memorials.
- Birthday Fundraising P2P fundraising feature enabling supporters to donate their birthday by creating a personal fundraising page and asking friends and family to contribute in lieu of birthday gifts.
- Pledge Fundraising Pledge-based fundraising module allowing supporters to collect pledges and donations from their personal networks, commonly used for charity runs and endurance events.
- Event and Team Fundraising Event-centric P2P fundraising module supporting team-based and individual campaign fundraising, including charity runs, walks, and live events.
- Corporate P2P Fundraising Corporate-focused P2P fundraising module enabling companies to run employee fundraising campaigns where staff create workplace fundraising pages, such as Football Shirt Friday.
- Virtual Events Fundraising Online P2P fundraising module for virtual and live-streamed events, enabling supporters to fundraise digitally without a physical gathering.
- P2P Fundraising Stewardship Automated stewardship journey feature that sends personalised email communications to fundraisers at key milestones and nudges them when fundraising activity slows, improving activation and retention rates.
- AI Fundraiser Coach Machine learning-powered recommendation engine that provides personalised coaching and fundraising tips to individual fundraisers, helping them optimise their pages and reach their goals more effectively.
- Real-Time Reporting and API Integration Real-time donation and fundraiser reporting dashboard with data exports and CRM integration capabilities via API, webhooks, and Zapier, enabling charities to trigger their own donor stewardship workflows.
Quantifiable outcome
- 71% more contact permissions on charity-branded vs third-party platforms
- +3 more outcomes
Companies that use BetterNow
Customer profileNamed customers8 records
Segments3 records
Ideal customer profiles2 records
BetterNow technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration10 records
AI capability4 records
Feature7 records
BetterNow partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and flagship.
- VippscoreOfficial Vipps partner with native integration built directly into donation pages. Over 4 million Norwegians use Vipps with nearly 60% using it for online payments. Donors authenticate with BankID and pay in seconds. Integration covers all Vipps payment options including MobilePay in Denmark (Vipps MobilePay).
- MobilePay (Vipps MobilePay)coreOfficial Vipps MobilePay partner with deep MobilePay integration including MyShop, ePayment, and recurring donations. With over 4.5 million users in Denmark, MobilePay is the default payment method. BetterNow provides direct integration—not a third-party workaround—giving charities full data for follow-up and tax reporting.
- NeonomicscorePartnership with Neonomics enables Finnish online banking payments directly from donor bank accounts. Covers all major Finnish banks including Nordea, OP, and Danske Bank. Provides secure, familiar, and fee-efficient payment option for Finnish donors.
- ISOBROcoreBetterNow is a recognized service provider to ISOBRO, Denmark's fundraising trade organization. ISOBRO members receive special BetterNow Light pricing with 0 kr startup and 0 kr subscription, paying only when raising funds. This partnership drives adoption among Danish charities.
- VaLa (Vastuullinen Lahjoittaminen ry)coreBetterNow is a member of VaLa, the Finnish Fundraising Association, which represents over 80 member organizations. Membership provides credibility and access to Finnish charity sector network.
- Fundraising Norway (Norges Innsamlingsråd)coreBetterNow is a supplier member (leverandørmedlem) of Fundraising Norway, the professional association representing the main fundraising organizations in Norway. Membership provides credibility and access to Norwegian charity network.
- ZapiercoreZapier connectivity enables BetterNow to integrate with over 2,000 web applications. charities can automate workflows between BetterNow and CRM systems, marketing tools, and custom applications. MSF Spain used Zapier to connect a chatbot that created nearly 150 fundraising pages in one month.
- Danmarks IndsamlingflagshipBetterNow is a partner of Danmarks Indsamling, providing the platform for supporters to start their own fundraising pages. This annual televised national fundraising event brings together 12 of Denmark's largest humanitarian organizations and has raised over 1.4 billion DKK since 2007.
Scale indicators9 records
Recent moves6 records
Expansion highlights5 records
BetterNow competitors and assessment
Company assessmentDirect peers
- RaiseNow: Switzerland-based digital fundraising provider for European nonprofits, offering donation tools, payment processing, and white-label solutions. Strong European overlap and similar SaaS-plus-transaction-fee model.
- Donorbox: US-based recurring donation and P2P fundraising platform for nonprofits, offering donation forms, crowdfunding, and event ticketing. Similar SaaS-plus-transaction-fee model targeting small and mid-market charities.
- Qgiv: US-based online fundraising platform for nonprofits offering donation forms, P2P fundraising, event registration, and auction tools. Comparable mid-market positioning and product surface to BetterNow.
- Funraise: US-based nonprofit fundraising software platform offering P2P fundraising, donation forms, and CRM for charities. Closely mirrors BetterNow's product scope and target customer (mid-to-large non-profits) with a similar recurring SaaS model.
- JustGiving: UK-based peer-to-peer fundraising platform serving charities and individuals globally, with white-label and branded options. Most direct global competitor to BetterNow in P2P fundraising, particularly across European markets.
- FundraisingBox: Germany-based online fundraising SaaS for nonprofits, supporting donation forms, P2P campaigns, and CRM integrations. Direct competitor in BetterNow's German market with comparable white-label positioning.
- iRaiser: France-based digital fundraising platform for European nonprofits, offering white-label P2P fundraising, donation pages, and CRM integrations. Direct European competitor with overlapping geographic coverage.
Broad incumbents
- Classy: US-based, now part of GoFundMe, enterprise nonprofit fundraising platform with P2P, donation, and event capabilities. Larger, better-capitalized incumbent serving many of the same enterprise charity customers BetterNow targets.
- Bonterra (Network for Good): US-based nonprofit software suite combining Network for Good, GiveRiver, and other products for fundraising, donor management, and grants. Broader portfolio competitor with P2P fundraising capability overlapping BetterNow's niche.
Emerging players
- Givebutter: US-based modern fundraising platform for nonprofits combining donations, P2P fundraising, events, and auctions in a single product. Newer entrant with rapid growth and free-tier model, pressuring pricing across the category.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
BetterNow social profiles
Digital presenceBetterNow financial estimates
Financial estimateRevenue estimate
Valuation estimate
BetterNow leadership team
Management profileNumber of profiles
Profiles3 records
BetterNow funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
BetterNow 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 BetterNow
What does BetterNow do?
BetterNow provides a cloud-based white-label peer-to-peer (P2P) fundraising SaaS platform that enables charities to host fully branded fundraising pages on their own domain. The platform allows supporters to create personal fundraising pages, collect donations, and share campaigns across networks, while the charity retains full control over branding, donor data, and the donation experience. The offering is supported by an AI-powered Fundraiser Coach, automated email stewardship, real-time reporting, and extensive API and payment integrations across European markets.
Is BetterNow a public or private company?
BetterNow is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was BetterNow founded?
BetterNow was founded in 2011. It employs 11 to 50 people.
Where is BetterNow based?
BetterNow is headquartered in Copenhagen, Denmark, in the Europe region.
How does BetterNow make money?
Two revenue lines are on record. Platform Subscription (SaaS) is the primary driver. The others are transaction/Platform Fees.
Who are BetterNow's main competitors?
Direct peers on record are RaiseNow, Donorbox, Qgiv, Funraise, JustGiving, FundraisingBox and iRaiser. Broad incumbents are Classy and Bonterra (Network for Good). Givebutter is listed as an emerging player.
Does BetterNow have an API?
Yes. BetterNow offers an extensive API and webhook framework for deep integrations. Real-time donation and fundraiser reports can be exported from the dashboard or fed directly into a CRM. Documentation is available at developers.betternow.org. Developer documentation is at developers.betternow.org.
What industry is BetterNow in?
BetterNow's product category is Nonprofit Fundraising Software. Its primary akta.pro industry code is FSAKAHAO, P2P Lending Infrastructure & White-Label Platforms, with a secondary code of BPAGAKAO, Capacity Building & Nonprofit Infrastructure Funders. Its NAICS code is 5182 and its SIC code is 7372.