What Charly does

Charly (Charly Tech AB) is a Stockholm-based Swedish fintech founded in 2022 that addresses economic inequalities arising during family formation. The company operates a digital platform targeted primarily at employers and HR departments, who offer Charly as an employee benefit to attract and retain talent while supporting parents through the economic consequences of parental leave, VAB (care of sick child), and part-time work. End-user employees self-serve through the platform to calculate lifetime income and pension gaps, ask personalized questions via the Fråga Charly AI assistant, and set up the Föräldraspar (parental savings) product — a capital-insurance-wrapped savings vehicle that compensates the parent who spent more time at home and includes a legal agreement protecting individual assets in case of separation. Supporting modules include a publicly accessible Income Gap Calculator (Beräkningsverktyg), a knowledge bank (Kunskapsbank), and an Annual Equality Report (Jämlikhetsrapport) for HR analytics.

Charly's technology stack combines domain-specialized generative AI trained on Swedish parental-leave regulations and collective agreements, BankID authentication, Scrive eID for identity verification, and integration with the Benifex employee benefits platform for distribution. The company holds an insurance broker license (försäkringsförmedlartillstånd) from Finansinspektionen and partners with Futur Försäkringsaktiebolag as the carrier for the underlying capital insurance. The co-founders are Lisa Malmros (CEO) and Alexandra Karnig (CPO), supported by CTO Jens Östlund and licensed broker Johan Wagman.

Charly's business model combines two revenue streams: (1) a 0.5% annual commission on the capital value of the kapitalförsäkring distributed through Futur (transaction-based, on the Föräldraspar savings balances), and (2) B2B employer licensing fees whose pricing is not publicly disclosed (quote-based, annual billing). Go-to-market is hybrid: enterprise field sales to employers for the B2B contract, complemented by product-led growth where employees self-serve through the Benifex-integrated portal. Marketing spans paid digital advertising (Google, Meta), outdoor advertising (buses, billboards), and content marketing. Named enterprise customers include AFRY (engineering consulting) and Apoteket (pharmacy retail). The company received the 'Årets disruptör 2023' award and is supported by partners including EQT Foundation, Norrsken, and SPP.

Name

Charly

Legal name

Charly Tech AB

Website

https://charly.se

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

Charly is a Swedish fintech that helps employers offer a digital employee benefit addressing economic inequalities from parenthood. Its platform combines an AI assistant, an income-gap calculator, and a parental savings product (Föräldraspar) distributed via a licensed insurance broker partnership with Futur.

Ownership category

akta.pro rank

Product category

Employee Financial Wellness / Parental Leave Benefits Platform

NAICS

Trusts, Estates, and Agency Accounts (525920)

akta.pro primary industry

BNPL Underwriting & Credit Decisioning Platforms (FSAGAIAD)

Keywords

• Employee benefits platform
• Parental leave savings
• Financial wellness fintech
• Insurance distribution
• Gender pay gap solutions

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Supply Chain

Revenue model

1. Insurance Distribution Commission: Charly receives 0.5% annually on the capital value of the capital insurance (kapitalforsakring) from Futur. This is the primary revenue stream from end customers using the Foraldraspar product.
2. B2B Employer Licensing: Charly is offered as an employee benefit through employers. While pricing details are not publicly disclosed, employers likely pay a license or subscription fee to provide Charly to their workforce.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Charly operates a digital platform that combines an AI-powered parental benefit assistant, an income gap calculator, and a regulated capital insurance savings product (Föräldraspar) to help parents quantify and close the income and pension gap caused by unequal parental leave, VAB, and part-time work. The platform is sold to employers as an employee benefit and is also accessed directly by employees, with the savings product distributed via a licensed insurance broker arrangement with Futur.

Product overview

Charly is a fintech company offering a unified platform through the entire parenthood journey. The core offering consists of Föräldraspar (a savings product), Fråga Charly AI (an AI-powered Q&A assistant), and a Beräkningsverktyg (calculator tool). These are complemented by a Kunskapsbank (knowledge bank) and Jämlikhetsrapport (annual equality report). The platform integrates with Benifex for seamless employee access and uses Scrive eID for identity verification. All services are delivered digitally through their web platform and focus on making the economic consequences of parenthood visible and providing tools to reduce the gender income and pension gap.

Differentiator

Problem solved

Functional benefit

Brands

• Föräldraspar: A parental savings product that helps families close the economic gap by calculating income and pension loss and setting up a compensation savings plan for the parent who spent more time at home.

Products and services

• Föräldraspar (Parental Savings)

Quantifiable outcome

• 76% of employees with Charly access rate it as the most valuable benefit for parents
• +2 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability4 records

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• BenifexcoreTechnology or IntegrationBenifex is an employee benefits platform through which Charly is offered. Employees can log in to Charly via Benifex, making access seamless for employers already using Benifex for their benefits management.
• Futur ForsakringsaktiebolagcoreTechnology or IntegrationFutur is the insurance company behind Charly's Foraldraspar (parental savings) product. Futur provides the capital insurance (kapitalforsakring) wrapper, and Charly distributes this product as a licensed insurance broker. Charly receives 0.5% annual commission on capital value.
• AFRYminorGTM or Marketing PartnerAFRY is featured as a partner/customer using Charly. The company uses Charly for talent acquisition, stating it helps attract candidates and demonstrates their commitment to equality.
• SPPminorGTM or Marketing PartnerSPP is a Swedish pension and insurance company listed as a partner, possibly through cross-promotion or referral relationship.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Salary Finance: Employee financial benefits platform distributing savings, loans, and financial wellness tools through employers. Closely comparable GTM (employer distribution, recurring revenue, regulated financial products) and end-customer (working parents managing family finances).
• Peppy: UK employee-benefits platform delivering parental, menopause, and family health support through HR departments. Closely comparable business model: employer-funded B2B channel, life-event focus, and integration with benefits portals - directly mirroring Charly's GTM and value proposition.
• Benify: Nordic employee benefits platform with Swedish roots, aggregating benefits for employers across benefits categories. Directly comparable because it serves the same HR buyer in the same geography with a similar employee-benefits portal proposition.
• Maven Clinic: US virtual-care platform offering women's, family, and parental benefits sold to employers. Comparable because both companies monetize employer-paid family-formation benefits through HR channels and address the financial/care impact of parenthood.
• Origin Financial: Workplace financial wellness platform embedded inside HR and benefits systems. Comparable because it sells to HR and benefits buyers with a financial-wellness product positioned as a benefit, similar to Charly's positioning.
• Benifex: Employee benefits technology provider with Nordic presence and Charly's strategic distribution partner. Comparable because it sells benefits platforms to employers and integrations like Charly live inside its benefits stack.

Broad incumbents

• Mercer: Global HR and benefits consulting powerhouse that advises employers on parental and family benefits programs. A broad incumbent with overlap in employer benefits distribution and could conceivably bundle a Charly-like offering into its consulting stack.
• Sodexo Benefits & Rewards: Global employee benefits and rewards provider with parental and family support offerings across multiple geographies. Comparable as a broad incumbent serving the same employer HR buyer with a family-focused benefits portfolio.

Emerging players

• Cushon: UK workplace savings and pension platform distributed through employers and payroll. Comparable because it also monetizes via insurance/pension wrappers sold through HR, but smaller scale and limited geographic overlap.
• Smart Pension: Workplace pension and savings platform operating across UK and Europe through employer distribution. Comparable employer-channel financial product model, though focused on pensions rather than parental-specific savings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/charly-equity
• Instagraminstagram.com/charly.equity

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Charly