F.E. Bording
Bording Group is a Scandinavian marketing and technology holding company operating seven subsidiaries across Denmark, Sweden, and Norway, providing integrated marketing agency services, customer loyalty software (Fiftytwo), and print/output management solutions to enterprise Nordic corporations.
- Company typePublic
- Founded1792
- HeadquartersGlostrup, Denmark
- Headcount251–500
- GTM typeB2B
- OfferingServices
What F.E. Bording does
Bording Group, legally F.E. Bording A/S, is a Scandinavian marketing and technology holding company operating through seven wholly-owned subsidiaries across Denmark, Sweden, and Norway. Founded in 1792 as a Copenhagen printing house by Mathias Seest and carrying the F.E. Bording name since 1844, the group evolved from a print heritage into an integrated marketing, technology, and consulting provider, completing a going-private transaction in 2021 after delisting from Nasdaq Copenhagen.
The group operates through three business areas with the following product surface: Agencies (Bording Cognito for intelligent customer dialogue/CRM in Norway; Nordlid for customer experiences through insights, creativity, and technology; Moonraker as a marketing and technology agency); Software (Fiftytwo, acquired 2018 and rebranded from Bording Data, delivering customer loyalty and sales enablement solutions); and Output Management (Bording Danmark and Bording Sweden for marketing material and communication solutions, plus Bording Link as a digital print house for data-driven individualized communications). The underlying technology stack includes CRM/dialogue platforms, digital print workflows, and the BordingNet internet-based order portal first launched in 1999-2001.
Revenue is generated through three streams: professional services from the agency subsidiaries (Cognito, Nordlid, Moonraker), recurring software subscriptions or licensing from Fiftytwo, and transaction-based output management fees from the print/communication subsidiaries. Go-to-market is enterprise B2B field sales targeting Nordic corporations, with custom annual pricing per engagement. Annual revenue was approximately 650 million DKK (~$95M USD) as last disclosed on the company website prior to the going-private transaction.
F.E. Bording firmographics
Firmographics- Name
- F.E. Bording
- Legal name
- F.E. Bording A/S
- Website
- https://bordinggroup.com
- Company type
- Public
- Founded year
- 1792
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Bording Group is a Scandinavian marketing and technology holding company operating seven subsidiaries across Denmark, Sweden, and Norway, providing integrated marketing agency services, customer loyalty software (Fiftytwo), and print/output management solutions to enterprise Nordic corporations.
- Ownership category
- akta.pro rank
F.E. Bording industry classification
Industry- Product category
- Marketing and Communications Services
- NAICS
- Other Management Consulting Services (541618)
- SIC
- Services-Management Consulting Services (8742)
- akta.pro primary industry
- Loyalty, Rewards & Retention Platforms (BPAFAFAH)
- akta.pro secondary industries
- Customer, Marketing & Sales Consulting (BPAHACAG), Customer Retention, Win-Back & Churn Reduction Programs (MPAAAIAH)
Keywords
Where F.E. Bording is headquartered
LocationHeadquarters
- HQ city
- Glostrup
- HQ country
- Denmark
- HQ region
- Europe
Offices1 record
Markets served
F.E. Bording business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Supply Chain, Marketing or Sales, Others
Revenue model
- Agency Services: Marketing agency services including customer dialogue development (Cognito), customer experiences through insights and creativity (Nordlid). Operates as part of integrated marketing offering combining marketing, technology and consulting.
- Software Subscriptions: Fiftytwo delivers innovative software solutions that increase customer loyalty and boost sales figures through subscription or licensing model.
- Output Management: Denmark and Sweden's leading supplier of marketing material and communication solutions through automated marketing processes. Includes Bording Danmark, Bording SE and BordingLink.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Annual | Enterprise custom pricing |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
F.E. Bording product offering
Product offeringCore offering
Bording Group is a Scandinavian marketing and technology community of 7 companies operating in three business areas: Agencies (intelligent customer dialogue via Bording Cognito and customer experience via Nordlid), Software (Fiftytwo loyalty/sales platform), and Output Management (Bording Danmark, Bording SE, and BordingLink digital print). The group combines marketing, technology, and consulting services to improve clients' commercial competitiveness.
Product overview
Bording Group operates as a marketing and technology community consisting of seven companies organized in three business areas: Agencies, Software, and Output Management. The Agencies segment includes Bording Cognito (intelligent customer dialogue) and Nordlid (customer experiences through insights, creativity and technology). The Software segment features Fiftytwo (customer loyalty and sales solutions). The Output Management segment comprises Bording Danmark (marketing material and communication solutions), Bording SE (automated marketing processes), and Bording Link (data-driven individualized communications). The group employs over 400 people across Denmark, Sweden, and Norway.
Differentiator
Problem solved
Functional benefit
Products and services
- Bording Cognito An agency developing intelligent customer dialogue that motivates profitable customer relations for enterprise clients.
- Nordlid
- Bording Danmark
- Bording SE
- Bording Link
- Fiftytwo
- Moonraker Marketing and technology agency within the Bording Group offering specialized marketing services to enterprise clients.
Companies that use F.E. Bording
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles1 record
F.E. Bording technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
F.E. Bording partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- UN Global CompactcoreBording Group is a member of the UN Global Compact initiative, committing to 10 principles dealing with human rights, working conditions, the environment and anti-corruption since 2009. The group submits annual Communication on Progress reports.
Scale indicators4 records
Recent moves16 records
Expansion highlights4 records
F.E. Bording competitors and assessment
Company assessmentDirect peers
- Siteimprove: Danish-headquartered martech SaaS company offering web governance, SEO and content quality platforms to enterprise marketing teams. Comparable to the Fiftytwo software business and reflects what Bording's tech arm could scale toward.
- Bouvet ASA: Norwegian IT and digital consultancy serving Scandinavian enterprise clients across multiple sectors. Comparable Nordic enterprise B2B model with similar employee scale and integrated services/technology positioning.
- Itera ASA: Norwegian-listed IT consultancy with Nordic and European footprint, providing digital services, consulting and software to enterprise customers. Comparable as another Nordic IT/services consolidator operating across multiple subsidiaries.
- Netlight Consulting AB: Stockholm-headquartered management and technology consultancy serving large Nordic enterprises. Comparable in targeting the same ambitious Nordic corporation segment and providing integrated strategy-technology advisory.
- Knowit AB: Swedish-Nordic digital and IT consultancy group serving enterprise clients with integrated technology, design and communications services. Directly comparable to Bording in combining agency-style consulting with technology delivery across the Nordics.
Broad incumbents
- Publicis Groupe: Global advertising and marketing services holding company. Represents the broader marketing services competitive set against Bording's agency and output management offerings, though at vastly greater scale.
- Accenture Song: Global marketing, creative and technology services arm of Accenture competing for the same enterprise CMO budgets. Represents the scaled-incumbent competitive ceiling Bording operates beneath.
- Dentsu International: Global advertising, marketing and communications holding company with broad portfolio of agency brands. Comparable to Bording's agency segment (Cognito, Nordlid) at much larger scale and international reach.
Emerging players
- Annex Cloud: Enterprise customer loyalty and retention platform provider. Comparable to Fiftytwo as a specialized loyalty technology competitor targeting enterprise customer engagement use cases.
Regional players
- PostNord Strålfors: Nordic print and digital communications services provider within the PostNord group, serving enterprise customers across Scandinavia. Most direct comparable to Bording's Output Management business (Bording Danmark, Bording SE, Bording Link).
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
F.E. Bording compliance and trust
Trust signalCompliance1 record
F.E. Bording financial estimates
Financial estimateRevenue estimate
Valuation estimate
F.E. Bording leadership team
Management profileNumber of profiles
Profiles7 records
F.E. Bording subsidiaries and ownership
Company hierarchySubsidiaries7 records
F.E. Bording funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
F.E. Bording 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 F.E. Bording
What does F.E. Bording do?
Bording Group is a Scandinavian marketing and technology community of 7 companies operating in three business areas: Agencies (intelligent customer dialogue via Bording Cognito and customer experience via Nordlid), Software (Fiftytwo loyalty/sales platform), and Output Management (Bording Danmark, Bording SE, and BordingLink digital print). The group combines marketing, technology, and consulting services to improve clients' commercial competitiveness.
Is F.E. Bording a public or private company?
F.E. Bording is a public company. It is classified as family owned and is currently operating.
When was F.E. Bording founded?
F.E. Bording was founded in 1792. It employs 251 to 500 people.
Where is F.E. Bording based?
F.E. Bording is headquartered in Glostrup, Denmark, in the Europe region.
How does F.E. Bording make money?
Three revenue lines are on record. Agency Services are the primary driver. The others are software Subscriptions and output Management.
Who are F.E. Bording's main competitors?
Direct peers on record are Siteimprove, Bouvet ASA, Itera ASA, Netlight Consulting AB and Knowit AB. Broad incumbents are Publicis Groupe, Accenture Song and Dentsu International. Annex Cloud is listed as an emerging player. PostNord Strålfors is listed as a regional player.
Does F.E. Bording have an API?
No public API is recorded for F.E. Bording.
What industry is F.E. Bording in?
F.E. Bording's product category is Marketing and Communications Services. Its primary akta.pro industry code is BPAFAFAH, Loyalty, Rewards & Retention Platforms, with a secondary code of BPAHACAG, Customer, Marketing & Sales Consulting. Its NAICS code is 541618 and its SIC code is 8742.