Noon Invest

Name

Noon Invest

Legal name

NOON Invest AS

Website

https://noon-invest.no

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Robo-Advisory / Digital Wealth Management

NAICS

Portfolio Management and Investment Advice (523940), Portfolio Management and Investment Advice (52394)

SIC

Investment Advice (6282)

akta.pro primary industry

Fee-Based Advisory (FSAEAAAM)

akta.pro secondary industries

Investor Education, Research & Portfolio Analytics Services (Retail) (FSAAAAAO), Advisory Portfolio Management (Non-Discretionary) (FSAAABAD)

Keywords

• Robo-advisory services
• Index fund investing
• Automated portfolio management
• Wealth management services
• Model portfolio advisory

Headquarters

HQ city

Stavanger

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Investment Advisory Fees: Noon Invest earns fees for providing automated investment advisory services, managing model portfolios, and selecting index funds on behalf of clients. The company collaborates with Saxo Bank and Nordnet who custody client capital and execute trades. Transaction costs (brokerage/kurtage) are paid to Saxo Bank for each buy/sell of index funds. Rebates to customers are credited only once per year on 31 December.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Noon Invest is a digital investment advisory service that guides Norwegian retail customers through a three-step process: an online risk-profiling questionnaire, the creation of a personalized savings plan matched to one of five model portfolios, and ongoing automated management of those portfolios invested primarily in low-cost global index funds. The advisory is delivered online 24/7 with human expertise available on demand, while client capital is custodied and traded through partnerships with Saxo Bank and Nordnet. The service is positioned as Norway's first online investment advisor combining robo-advisory automation with professional human portfolio management.

Product overview

Noon Invest operates as Norway's first online investment advisor with human expertise, offering a unified automated investment platform. The core offering consists of an algorithm-driven advisory service that recommends one of five model portfolios based on customer risk profiles, with portfolios consisting primarily of index funds. Additional services include ESG-aligned investment options targeting 80%+ Article 8/9 compliance, liquidity account management, and investment advisory consultations. The platform is accessed through Sharpfin's account management system, while Saxo Bank and Nordnet provide custody and execution services.

Differentiator

Problem solved

Functional benefit

Products and services

• Automated Investment Platform A smart, automated online investment solution that delivers a personalised savings plan in a few minutes. Customers complete a 5-minute online risk-profiling questionnaire, receive a recommended model portfolio, and have their capital automatically invested in low-cost global index funds with ongoing automated management.
• Index Fund Management Investment management service using passively managed global index funds, where Noon Invest's investment professionals select the best index funds for each customer's savings portfolio.
• Model Portfolios Five model portfolios categorised by suitable risk profile, managed by Stavanger Asset Management AS. Portfolios are globally diversified and aligned with customer risk tolerance, and are the central investment vehicle matched to customers by the recommendation engine.
• Investment Advisory Investment advisory service providing a suggested portfolio tailored to each customer's needs, including the 5-minute risk questionnaire to understand investment goals and risk preferences, plus on-demand human advisor support.
• ESG Investment Portfolios Sustainable investment portfolios targeting 80% or more of portfolio value to be in line with Article 8 and/or Article 9 of the EU Sustainable Finance Disclosure Regulation. The service excludes funds involved in severe human rights violations, environmental damage, or corruption.
• Liquidity Account (Likvitetskonto) A liquidity account option for customers to hold uninvested funds, complementing the investment portfolio by providing easy access to cash while maintaining investment positions.

Quantifiable outcome

• Index funds historically provide better returns than most actively managed funds at lower cost

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability1 record

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Stavanger Asset Management AScoreStrategic or Co-development PartnerNoon Invest AS is an affiliated agent to Stavanger Asset Management AS. Stavanger Asset Management is responsible for operations and investment activity, supervised by Finanstilsynet. Noon Invest's service was developed in collaboration with this entity, which also manages the underlying model portfolios.
• Saxo BankcoreTechnology or IntegrationSaxo Bank is one of the recognised custodians that holds client capital and executes trades. Every transaction in index funds incurs brokerage fees paid to Saxo Bank. Customers access their Noon Invest account through Saxo Bank's trading portal. Promotional rebates to customers are credited annually.
• NordnetcoreTechnology or IntegrationNordnet is one of the recognised custodians that holds client capital and executes trades. Customers can access their equity savings account ('aksjesparekonto') through Nordnet's login portal. Nordnet provides account infrastructure for the investment platform.
• FundingpartnerminorGTM or Marketing PartnerFundingpartner is listed as a collaboration partner, appearing in the partner section of the website. The nature of the partnership appears to be related to funding or marketing support.
• VFSminorOthersVFS is listed as a collaboration partner on the website. The full name and nature of the partnership is not detailed in the available source content.
• Innovasjon NorgeminorStrategic or Co-development PartnerInnovasjon Norge (Innovation Norway) is listed as a collaboration partner, suggesting institutional or governmental support for innovation and growth initiatives.
• Handelshøyskolen BIminorOthersHandelshøyskolen BI (BI Norwegian Business School) is listed as a partner. The nature of the partnership is not specified but may relate to talent, research, or educational collaboration.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Betterment: US-based pioneer in retail robo-advisory offering automated, goal-based portfolio management using low-cost ETFs. Comparable as the global benchmark for the automated fee-based advisory model Noon is implementing in Norway.
• Lysa: Swedish automated investment advisor (robo-advisor) offering low-cost global index fund portfolios with risk-profiling and ongoing rebalancing. Highly comparable to Noon on product, target customer (Nordic retail), and asset-light model.
• Wealthfront: US-based automated investment platform providing risk-profiled, passively managed portfolios with financial planning tools. Closely comparable business model, target customer, and product architecture to Noon Invest.
• Nutmeg: UK-based online investment manager offering risk-targeted, globally diversified ETF portfolios for retail investors. Comparable as a European digital wealth manager combining automated portfolios with discretionary management.
• Kvarn: Swedish robo-advisor providing automated index-fund portfolios tailored to individual risk profiles. Closely comparable to Noon in business model, customer segment, and fee-based revenue approach.
• Scalable Capital: Germany/Europe-based robo-advisor and brokerage offering automated portfolio management with passive index fund allocations. Comparable in fee-based model and European retail focus.
• Moneyfarm: UK/Italian digital wealth manager providing risk-profiled, low-cost index-fund portfolios and pension wrappers to retail investors. Comparable on product structure, customer base, and European distribution focus.

Broad incumbents

• DNB Asset Management: Largest Norwegian asset manager offering actively and passively managed funds to retail and institutional clients. Competes with Noon for Norwegian retail investment flows and represents the dominant incumbent in the same market.
• Nordnet: Nordic digital investment platform offering brokerage, savings, and a growing range of index-fund and managed-portfolio products. Both a Noon partner (for custody) and a direct competitor for Norwegian retail investment customers.
• Saxo Bank: Danish-headquartered global investment platform providing custody, execution, and a 'SaxoSelect' automated managed-portfolio service. Both a key Noon partner and a competing product in the same Norwegian retail market.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/noon_invest
• Facebookfacebook.com/NoonInvest
• LinkedInlinkedin.com/company/nooninvest
• Instagraminstagram.com/noon_invest

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Noon Invest