Profil&Reklam
Unitedprofile is a Nordic B2B e-commerce SaaS platform connecting 120+ suppliers of profile products, workwear, and office supplies with 525+ retailers across Sweden and Norway, automating product data, webshops, and sales tooling.
- Company typePrivate
- Founded2010
- HeadquartersVetlanda, Sweden
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Profil&Reklam does
Unitedprofile operates a B2B e-commerce SaaS platform that connects manufacturers and distributors (suppliers) of profile products, workwear/PPE, and office supplies with retailers across the Nordic region. Founded in 2010 as a spin-off from Macma Nordica AB, the cloud-based platform is built and maintained in-house by a 21-person team of backend/frontend developers, IT architects, web designers, and sales/support staff, hosted on security-certified Scandinavian cloud infrastructure with GDPR-compliant data handling. The platform automates product data synchronization between 120+ suppliers and 525+ retailers, eliminating manual catalog management, and bundles in-built sales tools (Säjlverktyget), a Designverktyg for no-code webshop customization, four new web templates (Lumi, Aura, Modus, Callisto), a Wallet feature for budget-controlled staff purchases, and native integrations with Fortnox accounting and Swish payments.
The company monetizes primarily through monthly SaaS subscriptions on the Unitedprofile platform, having transitioned from a one-time licensing model to recurring billing for web templates as of August 2025 (Nordic Profile Fair). Pricing is not publicly disclosed and appears quote-based, with a 15% promotional discount available for trade show signups. The go-to-market blends direct field sales (Senior Account Managers running the full B2B cycle for both retailers and suppliers via Upsales CRM), inside sales via phone and video, self-serve digital onboarding with a free demo ("Prova på"), and event-driven sales at industry trade shows (Nordic Profile Fair at Elmia, Product Media Days in Oslo/Stockholm). Marketing is multi-channel — content/blog, organic social (LinkedIn, Instagram, Facebook), weekly Tuesday webinars, email/newsletters, and SEO/AISEO — with the company positioning itself as "Nordens ledande e-handelsplattform" for the vertical. Customers are predominantly SMBs (small profile retailers, branding agencies, printers, brand merchandise companies), and end-corporate buyers access shops via retailers' Wallet-enabled storefronts.
Unitedprofile is a privately held, self-financed company with no external institutional investors. Current CEO Johan Goot succeeded co-founders Magnus "Mange" Lindblad and Alexander Giers, who remain active in sales and system development respectively; Magnus Giers (Alexander's father) serves on the board. The company holds AAA credit rating from Dun & Bradstreet, UC Guld (Riskklass 5, 99.76% survival probability), and won the Di Gasell award in 2022. New web templates are designed to meet WCAG 2.2 accessibility ahead of the June 2025 Swedish/EU directive. The company operates from a renovated 1911–1913 Folkets hus building in Östtjärna, Djurås (Dalarna), with a second sales office in Enköping.
Profil&Reklam firmographics
Firmographics- Name
- Profil&Reklam
- Legal name
- United Profile Networks AB
- Website
- https://profilreklam.se
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Unitedprofile is a Nordic B2B e-commerce SaaS platform connecting 120+ suppliers of profile products, workwear, and office supplies with 525+ retailers across Sweden and Norway, automating product data, webshops, and sales tooling.
- Ownership category
- akta.pro rank
Profil&Reklam industry classification
Industry- Product category
- B2B E-commerce Platform
- SIC
- Wholesale-Professional & Commercial Equipment & Supplies (5040)
- akta.pro primary industry
- Wholesale/B2B Generalist Marketplaces (CRAFAAAF)
- akta.pro secondary industry
- Office Supplies, IT & Workplace Procurement Marketplaces (CRAFAHAF)
Keywords
Where Profil&Reklam is headquartered
LocationHeadquarters
- HQ city
- Vetlanda
- HQ country
- Sweden
- HQ region
- Europe
Offices2 records
Markets served
Profil&Reklam business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations
Revenue model
- SaaS Platform Subscriptions: Monthly subscription-based access to the Unitedprofile e-commerce platform, including web templates (now offered as a monthly service starting from Nordic Profile Fair August 2025), web shop hosting, supplier access, and administration tools. Previously offered as one-time licensing, now transitioning to recurring monthly billing with no initial upfront cost.
- Web Template Monthly Service: Four new web templates (Lumi, Aura, Modus, Callisto) offered as a monthly service including ongoing updates, bug fixes, security work, and support. No one-time cost; priced as a recurring monthly subscription. Includes the Designverktyg for customization.
- Platform Services and Support: Access to platform features including supplier product catalogs, order management, Fortnox integration, Swish payments, and customer administration. Provided as part of the SaaS subscription.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Web templates (Lumi, Aura, Modus, Callisto) as monthly service |
| Subscription | Monthly | Trade show promotional pricing - 15% discount |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels8 records
Profil&Reklam product offering
Product offeringCore offering
Profil&Reklam (Unitedprofile, legal entity United Profile Networks AB) operates a Nordic B2B e-commerce SaaS platform that connects manufacturers and distributors (suppliers) of profile products, workwear/PPE, and office materials with retailers in the same vertical. The cloud-based platform centralizes product data, pricing, and inventory from 120+ suppliers so that 525+ retailers can run their own branded webshops, build quotes, and sell to end customers without managing product data manually.
Product overview
Unitedprofile is a Nordic B2B e-commerce SaaS platform that connects profile product suppliers with retailers, operating in the promotional products, workwear (PPE), and office supplies industries. The platform includes a core web-based platform with web templates (Lumi, Aura, Modus, Callisto), the Design Tool for visual customization, Sales Tool for quotes and calculations, Wallet for employee purchase control, Product Lists for campaign management, and integrations with Fortnox accounting and Swish payments. The platform serves over 120 suppliers and 525+ retailers with more than 1,000 active web shops across Sweden, Norway, and broader Nordic region.
Differentiator
Problem solved
Functional benefit
Products and services
- Unitedprofile Platform
- Web Templates (Lumi, Aura, Modus, Callisto)
Quantifiable outcome
- 525+ retailers and 120+ suppliers connected on one platform
- +3 more outcomes
Companies that use Profil&Reklam
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles2 records
Profil&Reklam technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability7 records
Feature11 records
Profil&Reklam partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core, strategic and minor.
- FortnoxcoreFortnox is an accounting/business software platform integrated with Unitedprofile's platform. The integration enables automatic customer record synchronization, order linking to Fortnox customer register, automatic customer data updates (phone, address), and label/tag organization for orders from multiple shops. Retailers can configure whether Fortnox should only create new customers or also update existing ones.
- PMA (Product Media Association)strategicUnitedprofile is a member of PMA (Product Media Association), the industry association for the product media/profile products industry. Membership provides industry network, standards-setting influence, and credibility within the profile products sector.
- PMA (Product Media Association) - Stage PresenceminorUnitedprofile was invited to present on PMA's stage at Nordic Profile Fair 2025, sharing their vision for the future of e-commerce in the profile industry. This visibility opportunity was facilitated by their industry association membership.
- SwishcoreSwish is a Swedish mobile payment solution directly integrated into Unitedprofile's e-commerce checkout. Customers activate Swish Handel via their bank and configure in Unitedprofile Administration. Offered at no additional cost, replacing external payment gateway requirements. Works on both mobile and desktop for all shop sizes.
- Helly Hansen WorkwearminorHelly Hansen Workwear (founded 1877), a leading premium workwear brand, joined as a supplier in Unitedprofile's platform with their complete product range. Available to all retailers in Unitedprofile Sweden. Their products were already in demand on the platform before the official partnership.
- Creator Studio (H&M Group)minorCreator Studio, part of H&M Group, joined as a supplier in Unitedprofile's platform. They offer print-on-demand, screen printing, and custom merch solutions. Their global infrastructure and decades of experience in e-commerce are made available to all retailers on the platform.
Scale indicators9 records
Recent moves7 records
Expansion highlights6 records
Profil&Reklam competitors and assessment
Company assessmentMarket position
Strengths4 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Profil&Reklam social profiles
Digital presenceProfil&Reklam compliance and trust
Trust signalCompliance5 records
Profil&Reklam financial estimates
Financial estimateRevenue estimate
Valuation estimate
Profil&Reklam leadership team
Management profileNumber of profiles
Profiles1 record
Profil&Reklam funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Profil&Reklam 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 Profil&Reklam
What does Profil&Reklam do?
Profil&Reklam (Unitedprofile, legal entity United Profile Networks AB) operates a Nordic B2B e-commerce SaaS platform that connects manufacturers and distributors (suppliers) of profile products, workwear/PPE, and office materials with retailers in the same vertical. The cloud-based platform centralizes product data, pricing, and inventory from 120+ suppliers so that 525+ retailers can run their own branded webshops, build quotes, and sell to end customers without managing product data manually.
Is Profil&Reklam a public or private company?
Profil&Reklam is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Profil&Reklam founded?
Profil&Reklam was founded in 2010. It employs 1 to 10 people.
Where is Profil&Reklam based?
Profil&Reklam is headquartered in Vetlanda, Sweden, in the Europe region.
How does Profil&Reklam make money?
Three revenue lines are on record. SaaS Platform Subscriptions are the primary driver. The others are web Template Monthly Service and platform Services and Support.
Does Profil&Reklam have an API?
No public API is recorded for Profil&Reklam.
What industry is Profil&Reklam in?
Profil&Reklam's product category is B2B E-commerce Platform. Its primary akta.pro industry code is CRAFAAAF, Wholesale/B2B Generalist Marketplaces, with a secondary code of CRAFAHAF, Office Supplies, IT & Workplace Procurement Marketplaces. Its SIC code is 5040.