What Uvildigraad does

Uvildigraad.dk ApS is a Danish independent financial advisory firm founded in October 2011 by Anders Valdemar Juhl and headquartered at Rustenborgvej 7A in Kongens Lyngby, Denmark. The firm operates under financial advisory authorization from Finanstilsynet (the Danish Financial Supervisory Authority) and explicitly positions itself as independent of banks, insurance companies, and pension funds — receiving no commissions or product-based remuneration, which the firm cites as its central differentiator against institutional advisors. The core team consists of founder Anders Valdemar Juhl (36+ years of cross-institutional experience spanning Danske Bank, Codan, Tryg, and Lægernes Pensionskasse), co-owner Mette Juhl (CFO and Head of Backoffice, bringing 29 years of SKAT tax expertise), and Torben Andersen (a RealRåd franchisee handling mortgage financing), supplemented by a broader network of collaboration partners covering investment research, family/inheritance law, and proprietary trading advisory.

The firm's product set is organized around three fixed-price advisory packages — "Dit økonomiske overblik" (from 19,500 DKK), "Seniorliv i økonomisk balance" (from 21,500 DKK), and "Råd til flere oplevelser" (from 19,500 DKK) — alongside specialized services for medical professionals and business owners, hourly consulting at 2,607 DKK, and a recurring portfolio monitoring subscription at 0.35% of assets annually (3,500 DKK per 1M DKK). Service lines span pension analysis and withdrawal sequencing, investment advisory emphasizing low-cost index funds, debt and mortgage optimization, insurance review, tax planning, and corporate pension advisory. Two utility tools — a MiFID II-compliant risk profile test (Risikotesten) and an investment cost calculator (Omkostningsberegner) — support lead generation and conversion.

The go-to-market is direct-to-consumer with a structured 6-step sales process, free initial consultation, and recurring annual check-ins. Distribution is entirely Denmark-based with no geographic expansion indicated, relying on a mix of content marketing, social media (Facebook, LinkedIn), free inspirational meetings/webinars, and earned media. Primary customer segments are private individuals, physicians (a dedicated specialty given the founder's tenure at Lægernes Pensionskasse), and SME/business owners.

Name

Uvildigraad

Legal name

Uvildigraad.dk ApS

Website

https://uvildigraad.dk

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Independent Financial Advisory

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Fee-Only Advisory (FSAEAAAL)

Keywords

• Independent financial advisory
• Pension planning services
• Investment advisory
• Mortgage debt advisory
• Corporate pension advisory

Headquarters

HQ city

Søborg

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Advisory Services - Fixed Price Packages: Revenue generated through fixed-price advisory packages covering pension analysis, wealth management, debt optimization, and business advisory services. The company offers three main packages: 'Hjælp til økonomisk overblik' (from 19,500 DKK), 'Senior liv i balance' (from 21,500 DKK), and 'Råd til flere oplevelser' (from 19,500 DKK). First consultation is complimentary.
2. Hourly Consulting: Time-based billing at 2,607 DKK per hour (2026 prices) for advisory services.
3. Portfolio Monitoring Services: Annual fee of 0.35% of managed assets (3,500 DKK per 1 million DKK) for ongoing investment monitoring, quarterly reports, market commentaries, and proactive recommendations.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Uvildigraad is an independent financial advisory firm licensed by Finanstilsynet (Danish Financial Supervisory Authority) that delivers personalized pension, investment, debt/mortgage, and insurance advisory to Danish private individuals, medical professionals, and business owners. Services are sold as fixed-price advisory packages, hourly consulting, and an annual portfolio monitoring subscription (0.35% of assets), with the first consultation offered free.

Product overview

Uvildigraad operates as an independent financial advisory firm offering a comprehensive suite of advisory services organized around three main advisory packages (Dit økonomiske overblik, Senior Liv i Balance, and Råd til flere oplevelser) alongside specialized services for specific segments such as doctors and business owners. The core offerings include pension advisory (Pensionsanalyse), investment advisory, debt/mortgage advisory (Gældsrådgivning), and corporate pension services. The company also provides complementary tools including a risk assessment test (Risikotesten) and cost calculator (Omkostningsberegner). All services are provided independently without hidden agendas, with revenue based on advisory fees rather than product commissions.

Differentiator

Problem solved

Functional benefit

Products and services

• Privatøkonomisk rådgivning Comprehensive independent financial advisory services for private individuals covering personal economy, savings, investments, and financial planning tailored to individual needs and risk profiles. Targets Danish private individuals seeking conflict-free advice outside of bank and insurance channels.
• Pensionsanalyse (Senior Liv i Balance) Pension analysis service producing a comprehensive overview of retirement finances, including coordination with public benefits, optimal withdrawal sequencing, and long-term financial security planning. Priced from 21,500 DKK.
• Dit økonomiske overblik Five-step financial overview advisory package guiding clients to economic clarity: current financial situation review, available options, 5-year choices, future focus, and an actionable plan. Priced from 19,500 DKK.
• Råd til flere oplevelser Advisory package focused on loan optimization (fixed vs. variable rates), debt repayment strategies, and reducing wealth-management costs to free resources for life experiences. Priced from 19,500 DKK.
• Investeringsrådgivning Independent investment advisory focused on portfolio management, risk diversification, and low-cost index fund solutions to help clients avoid excessive fees and suboptimal bank-sold products.
• Gældsrådgivning – boliglån rådgivning Debt and mortgage advisory including loan type optimization, interest-rate analysis, active debt management, and loan monitoring for refinancing gains. Helps clients maintain optimal debt levels.
• Firmapension Corporate pension advisory helping businesses establish and optimize employee pension schemes by comparing offerings across the market to identify the best products and terms for companies and their employees.
• Rådgivning til læger Specialized financial advisory for Danish physicians: pension solutions for practice sale/cessation, asset management for accumulated savings, and insurance solutions covering illness, death, and health for medical practices.
• Til virksomhedsejeren Comprehensive financial advisory for business owners and self-employed, covering income protection, insurance for business continuity in case of illness or death, and integration of business and personal finances.
• Hourly consulting (2,607 DKK/hour, 2026 pricing) Time-based advisory billing at 2,607 DKK per hour (2026 prices) for ongoing annual check-ins and additional consulting beyond fixed-price packages.
• Portfolio monitoring (Formueovervågning) Annual recurring service at 0.35% of managed portfolio value (3,500 DKK per 1 million DKK) covering active investment monitoring, quarterly reports, market commentaries, and proactive contact for portfolio changes.

Quantifiable outcome

• Average savings of 25,000 DKK per customer per year in hidden costs through advisory services
• +3 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core and supporting.

• RealRådcoreChannel Partner/ Reseller/ DistributorTorben Andersen works as a franchisee under RealRåd.dk and serves as Uvildigraad's collaboration partner for mortgage financing advisory services. He helps customers with home loan discussions and offers loan monitoring services that create significant value for customers.
• Nikolaj Holdt MikkelsensupportingOthersCFA, CIPM CharterHolder providing investment advisory and wealth planning services to high-net-worth individuals, businesses, and foundations. Former chief analyst at Morningstar with 24+ years of financial sector experience. Known for transparency and investor interest advocacy. Collaborates with Uvildigraad on investment matters and educational content.
• Lisbeth Egede AnderssonsupportingOthersLawyer specializing in family law, inheritance, real estate (Denmark and Italy), and mediation. Chair of Alliance Advokater and member of Danske Familieadvokater and Danske Arveretsadvokater. Provides legal advisory services in collaboration with Uvildigraad.
• Sidsel BernhardsupportingOthersLawyer at Advokat Reinwald specializing in divorce, property division, child custody, wills, prenuptial agreements, and property transactions. Provides legal advisory services in collaboration with Uvildigraad for comprehensive client services.
• Jesper IhlemannsupportingOthersCand.merc.fin from CBS, former Director at Forstædernes Bank (Nykredit) responsible for proprietary trading and risk management (2002-2010). Former chief dealer at BRF (1997-2002). Provides financial expertise in collaboration with Uvildigraad.
• Anne Kjærhus MortensensupportingOthersSpecialized in family/inheritance law including separations, divorces, property divisions, wills, prenuptial agreements, and estate administration. Authorized estate administrator at Retten i Århus. Provides legal services in collaboration with Uvildigraad.
• Independent Financial Advisors NetworkcoreChannel Partner/ Reseller/ DistributorUvildigraad works with independent financial advisors holding Finanstilsynet licenses to provide comprehensive financial advisory services. This network enables access to various financial products and services across the Danish market while maintaining independence.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Formuepleje: One of Denmark's largest independent wealth management firms, offering portfolio management and investment advisory. Comparable in advisory category but operates at significantly larger scale and broader service scope than Uvildigraad.
• PensionDanmark: Large Danish labour-market pension fund providing pension advisory and retirement planning services. Competes in the same pension advisory category but operates as a closed fund with employer-based membership rather than open retail advisory.
• PFA Pension: Major Danish pension and insurance company offering retirement planning, investment, and insurance advisory. Overlaps with Uvildigraad's pension advisory and insurance review services but at significantly larger scale and with proprietary products.
• Nykredit Wealth & Asset Management: Major Danish financial services group offering investment advisory, pension, and wealth management to retail and institutional clients. Represents the incumbent bank-affiliated advisory model that Uvildigraad positions itself against.
• Danske Bank Wealth Management: Denmark's largest bank offering investment advisory, pension, and wealth management services through its Danica Pension and retail banking arms. Represents the conflicted bank-advisor model that Uvildigraad explicitly competes against.

Emerging players

• Wealthsimple: Digital wealth management platform offering automated investment and financial planning at low fees. Operates in a similar mass-affluent segment as Uvildigraad but via a fully digital, scalable model that pressures traditional advisory fees.
• Nordnet: Nordic online broker offering self-directed investment platforms with low-cost index products. Increasingly competes for Uvildigraad's mass-affluent clients who can self-serve simple investment needs at materially lower cost.

Direct peers

• XY Planning Network: US-based network of fee-only financial advisors serving mass-affluent clients with flat-fee engagement models. Closest international comparable in fee-only value proposition and target client segment, though operating in a different regulatory market.
• RealRåd.dk: Danish independent advisory firm specializing in mortgage and home financing. Uvildigraad's Torben Andersen operates as a franchisee under RealRåd, making them both a partner and the closest direct comparable in independent advisory model.

Regional players

• Børsen Finans: Danish financial media and analysis platform providing investment commentary, advisory content, and market insight. Indirectly competes for client attention and serves as a complementary information source to Uvildigraad's own educational content.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xfacebook.com/uvildigraad
• LinkedInlinkedin.com/company/uvildigraad-dk
• Facebookfacebook.com/uvildigraad

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Uvildigraad