DEFINO Institut für Finanznorm AG

What DEFINO Institut für Finanznorm AG does

DEFINO Institut für Finanznorm AG is a German certification institution headquartered in Heidelberg (legal seat in Fleckeby, HRB 19979 KI, Registergericht Kiel), operating as a privately held Aktiengesellschaft with approximately six employees. In cooperation with DIN (Deutsches Institut für Normung e.V.), DEFINO initiated and now serves as the exclusive certification body for three German financial-advisory standards: DIN 77230 "Basis-Finanzanalyse für Privathaushalte" (published January 2019), DIN 77235 "Finanz- und Risikoanalyse für Freiberufler, Gewerbetreibende, Selbstständige und KMUs" (published September 2021), and DIN 77223 "Risikoprofilierung von Privatanlegern" (published July 2022). The firm co-developed these standards with DIN through a multi-stakeholder process that included Stiftung Warentest and the DIN Verbraucherrat, and in 2025 obtained DAkkS (Deutsche Akkreditierungsstelle) accreditation as an officially recognized certification body.

Name

DEFINO Institut für Finanznorm AG

Legal name

DEFINO Institut für Finanznorm AG

Website

https://defino.de

Company type

Private

Operating status

Operating

Short description

DEFINO Institut für Finanznorm AG is a German certification body that certifies financial advisors, companies, and software against DIN financial standards (DIN 77230, 77235, 77223) for private household and SME financial analysis, with approximately 2,500 certified advisors nationwide.

Ownership category

akta.pro rank

Headquarters

HQ city

Heidelberg

HQ country

Germany

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Person certification fees: Financial advisors pay a one-time exam fee and re-certification fees to obtain and maintain the DEFINO-certified specialist status. Re-certification exam costs 120 EUR per attempt (plus 84 EUR for repeat attempts). Certificate validity: 4 years.
2. Software certification fees: Software vendors pay for certification of their financial analysis software against DIN standards. Multiple certified software products are listed on the DEFINO website.
3. Company certification fees: Companies (e.g., insurance companies, banks) pay to be certified as DIN-compliant in their processes or to use the 'Committed to DIN' seal.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

DEFINO Institut für Finanznorm AG is the sole certification body for German DIN financial advisory standards (DIN 77230, DIN 77235, DIN 77223). It certifies financial advisors (persons), companies, and software products against these standards, awarding the registered DEFINO seal. End consumers can find certified advisors via a public advisor search on the DEFINO website. The company co-initiated the standards with DIN and is DAkkS-accredited as a certification body.

Product overview

DEFINO Institut für Finanznorm AG is a certification institution that offers certification programs for persons, companies, and software against DIN financial standards. The core offerings include Personenzertifizierung (advisor certification), Unternehmens-Zertifizierung (company certification), and Software-Zertifizierung (software certification). The company has initiated three DIN standards: DIN 77230 for private household financial analysis, DIN 77235 for business customer analysis, and DIN 77223 for risk profiling of private investors. The MyDEFINO platform provides access to certification management and resources. The certification ecosystem includes certified software products (such as FINOSO Basis, insinno.DIN-Finanzanalyse, FinanzPlaner Online, VERA.neo, Dinalyst, and AVP DIN) that have been verified for DIN conformity.

Differentiator

Problem solved

Functional benefit

Products and services

• Personenzertifizierung (Person Certification) Certification program for financial advisors and specialists who demonstrate knowledge of DIN 77230 and/or DIN 77235 standards, pass a competency examination, and commit to DIN-compliant financial analysis practices. Includes initial certification, re-certification (every 4 years; 120 EUR per exam attempt), and listing in the public DEFINO Beratersuche advisor search.
• Unternehmens-Zertifizierung (Company Certification) Certification program for companies (insurers, banks, financial distributors) demonstrating widespread implementation of financial analysis according to DIN 77230 and/or DIN 77235. Includes the 'Committed to DIN-Norm' option for companies in the implementation phase and a full DIN-conformity certification with the DEFINO seal.
• Software-Zertifizierung (Software Certification) Certification program verifying that software products fully implement DIN standards (77230, 77235, 77223), confirming DIN conformity through detailed examination and conformance reporting. Certified products are listed on the DEFINO website (e.g., FINOSO Basis, insinno.DIN-Finanzanalyse, FinanzPlaner Online, DIN-Tool, VERA.neo, Sii-Berater, Dinalyst, AVP DIN, 24Stunden42Risiken).

Quantifiable outcome

• Approximately 2,500 certified financial advisors nationwide (as of July 2024); approximately 50,000 consumers surveyed about the DIN 77230 analysis; approximately 200 brokers actively using DIN 77235.
• +2 more outcomes

Named customers7 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

Feature3 records

Partnerships

37 partnerships are on record, tiered core, major and minor.

• DIN (Deutsches Institut für Normung e.V.)coreStrategic or Co-development PartnerDEFINO works in cooperation with DIN to establish reliable standards in financial advisory and certify DIN-compliant conduct. DEFINO is a DIN member and initiates DIN standards for the financial sector. DIN serves as the normative framework owner; DEFINO serves as the certification body. The partnership produced DIN 77230, DIN 77235, and DIN 77223.
• Stiftung Warentest / DIN VerbraucherratcoreStrategic or Co-development PartnerStiftung Warentest participated in the development of DIN 77230 under the DIN Verbraucherrat. The Verbraucherrat is funded by the Verbraucherschutzministerium (Consumer Protection Ministry). Their involvement ensures consumer protection perspective is embedded in the standards.
• DEFINET AGcoreChannel Partner/ Reseller/ DistributorTraining and education partner offering preparation courses for DEFINO certification exams. Provides Auffrischung (refresher) webinars for DIN 77230 and comprehensive study materials (IDD-capable). Also serves as exam administration partner, conducting exams on behalf of DEFINO at multiple scheduled dates.
• FinanzLernweltmajorChannel Partner/ Reseller/ DistributorTraining partner offering self-study courses for DIN 77230 certification preparation (IDD-capable). Only offers training for DIN 77230 (not DIN 77235). Provides self-paced learning materials.
• Going Public! Akademie für Finanzberatung AG & Co. KGmajorChannel Partner/ Reseller/ DistributorTraining partner offering self-study courses for DIN 77230 re-certification preparation (IDD-capable). Leading company specializing in qualification, personnel development, and consulting for the financial services industry.
• FINO Software GmbHcoreTechnology or IntegrationSoftware partner with DEFINO-certified products: FINOSO Basis (DIN 77230, Zertifikats-Nr. PZ77230-2026-001) and FINOSO Gewerbe (DIN 77235, Zertifikats-Nr. PZ77235-2025-002).
• insinno GmbHcoreTechnology or IntegrationSoftware partner; product: insinno.DIN-Finanzanalyse (DIN 77230, Zertifikats-Nr. PZ77230-2026-002).
• FinanzPortal24 GmbHcoreTechnology or IntegrationSoftware partner; product: FinanzPlaner Online (DIN 77230, Zertifikats-Nr. PZ77230-2026-003).
• VorFina GmbHcoreTechnology or IntegrationSoftware partner; product: DIN-Tool – Analyse nach DIN 77230 (Zertifikats-Nr. PZ77230-2025-004).
• iS2 Intelligent Solution Services AGcoreTechnology or IntegrationSoftware partner; product: VERA.neo (DIN 77230, Zertifikats-Nr. PZ77230-2026-006).
• Bridge ITS GmbHmajorTechnology or IntegrationSoftware partner; product: Sii-Berater (DIN 77230, Zertifikats-Nr. PZ77230-2026-008). Hosted Digital Week 2021 event featuring a talk on DIN 77235.
• Brokerport GmbHcoreTechnology or IntegrationSoftware partner; products: Dinalyst 77230 (DIN 77230, Zertifikats-Nr. PZ77230-2024-009) and Dinalyst 77235 (DIN 77235, Zertifikats-Nr. PZ77235-2024-001).
• AVP professional Software GmbHmajorTechnology or IntegrationSoftware partner; product: AVP DIN (DIN 77230, Zertifikats-Nr. PZ77230-2022-010).
• Thinksurance GmbHmajorTechnology or IntegrationSoftware partner; product: Advisory Suite DIN-Norm 77235 (DIN 77235, Zertifikats-Nr. PZ77235-2025-003). Specializes in commercial insurance and risk management software.
• BarmeniaGothaermajorGTM or Marketing PartnerInsurance group; Frank Lamsfuß serves on the DEFINO Kuratoriumsvorstand. BarmeniaGothaer conducts closed-group re-certification exams (e.g., Re-Zertifizierung DIN 77230 on 23.02.2027) and offers higher commissions for certified persons. Fördermitglied (sustaining member) of the DEFINO Kuratorium.
• ALLCURA Versicherungs-AGminorGTM or Marketing PartnerInsurance company; Carsten Wiesenthal, member of the board, is a Fördermitglied of the DEFINO Kuratorium.
• Alte Leipziger Hallesche GruppeminorGTM or Marketing PartnerInsurance group; Christian Pape, member of the boards, is a Fördermitglied of the DEFINO Kuratorium.
• BGV Badische VersicherungenminorGTM or Marketing PartnerInsurance company; Dr. Philipp Lechner, member of the board, is a Fördermitglied of the DEFINO Kuratorium.
• Deutsche Bank FinanzberatungminorGTM or Marketing PartnerDeutsche Bank's mobile sales force; Mathias Lüdtke-Handjery is a Fördermitglied of the DEFINO Kuratorium.
• ERGO Vorsorge Lebensversicherung AGminorGTM or Marketing PartnerInsurance company; Dr. Oliver Horn, CEO, is a Fördermitglied of the DEFINO Kuratorium.
• etopsminorGTM or Marketing PartnerChristopher Rinck, Head of Sales Financial Planner, is a Fördermitglied of the DEFINO Kuratorium.
• FiNUM Finanzhaus AGminorGTM or Marketing PartnerFinancial services company; Sabine Schmitz, Vorständin, is a Fördermitglied of the DEFINO Kuratorium.
• FORMAXX AGmajorGTM or Marketing PartnerFinancial advisory network; Lars Breustedt, Vorstand and Kuratoriumsvorstand, is a Fördermitglied. Michael Jama, Geschäftsstellenleiter FORMAXX, is a DEFINO pioneer.
• Going Public! Akademie für Finanzberatung AG & Co. KGmajorChannel Partner/ Reseller/ DistributorTraining partner; Ronald Perschke, Vorstand, is a member of the DEFINO Prüfungsausschuss and Fördermitglied of the Kuratorium. Also a continuing education partner for DIN 77230 re-certification.
• OVB Vermögensberatung AGminorGTM or Marketing PartnerFinancial advisory network; Josef Dieringer, Sales Development, is a Fördermitglied of the DEFINO Kuratorium.
• PrismaLife AGminorGTM or Marketing PartnerLife insurance company; represented in the DEFINO Kuratorium as a Fördermitglied.
• RWS Vermögensplanung AGminorGTM or Marketing PartnerWealth planning company; Jens Burmeister, Vorstand, is a Fördermitglied of the DEFINO Kuratorium.
• Signal Iduna GruppeminorGTM or Marketing PartnerInsurance group; Udo Kallen, Vorstand Adler Versicherung, is a Fördermitglied of the DEFINO Kuratorium.
• Volksbank Emmerich-Rees eGminorGTM or Marketing PartnerCooperative bank; Peter Schau, Vorstand, is a Fördermitglied of the DEFINO Kuratorium.
• Volkswohl BundminorGTM or Marketing PartnerInsurance company; Stefanie van Holt, member of the boards, is a Fördermitglied of the DEFINO Kuratorium.
• Zurich VersicherungenminorGTM or Marketing PartnerInsurance company; Nina Henschel, Vorständin Zurich Gruppe Deutschland, is a Fördermitglied of the DEFINO Kuratorium.
• Die BayerischeminorGTM or Marketing PartnerInsurance company; Dr. Burghard-Orgwin Kaske, Leiter Vertriebsmanagement, is a Fördermitglied of the DEFINO Kuratorium.
• Inter VersicherungsgruppeminorGTM or Marketing PartnerInsurance group; Dr. Günther Blaich, member of the board, is a Fördermitglied of the DEFINO Kuratorium.
• Liechtenstein LifeminorGTM or Marketing PartnerLife insurance company; Michael Mebesius represents Liechtenstein Life as a Fördermitglied of the DEFINO Kuratorium.
• Pfefferminzia MedienminorGTM or Marketing PartnerInsurance industry media company; Jan Roß, GGF, is a Fördermitglied of the DEFINO Kuratorium.
• Teckpro AGminorGTM or Marketing PartnerMichael Littig, Vorstand and GGF Transfer Ventures GmbH, is a Fördermitglied of the DEFINO Kuratorium.
• Forvis Mazars GmbH & Co. KGminorGTM or Marketing PartnerAudit and consulting firm; Marc Böhlhoff, Partner, is a Fördermitglied of the DEFINO Kuratorium.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• DQS (Deutsche Gesellschaft zur Zertifizierung von Managementsystemen): DQS is one of Germany's largest management system certification bodies, accredited by DAkkS and issuing ISO- and DIN-based certifications to persons and organizations. Like DEFINO, it operates a multi-stakeholder certifier model, but for ISO 9001/14001/27001 rather than DIN financial-advisory norms — making it the closest structural comparable in the German certifier landscape.
• DEKRA Certification GmbH: DEKRA is a leading global certification body with strong German roots, accredited by DAkkS and active in person and process certification across multiple verticals. It serves the same buyer personas (compliance, quality, training) as DEFINO and competes for the same advisor/company certification wallet, though with much broader scope beyond financial advisory.
• TÜV SÜD Management Service GmbH: TÜV SÜD runs an extensive DAkkS-accredited certification business covering persons, processes and management systems across financial services and other industries. It is a direct structural competitor to DEFINO for German certification mandates, though at much larger scale and broader industry coverage.
• DIN CERTCO: DIN CERTCO is the certification arm of DIN itself and issues conformity certificates against DIN and DIN-SPEC standards. It is a direct comparator in the DIN-standards certification space, though DEFINO's near-exclusive focus on financial-advisory norms (77230/77235/77223) differentiates it from DIN CERTCO's broader industry coverage.
• VdS Schadenverhütung GmbH: VdS is Germany's leading testing and certification body for fire protection, security and insurance-related risk. It overlaps directly with DEFINO in the insurance-distribution and risk-analysis ecosystem — particularly for DIN 77235 commercial risk analysis — and is a comparable DAkkS-accredited certifier serving German insurers.

Broad incumbents

• TÜV Rheinland Cert GmbH: TÜV Rheinland is a global TIC (testing, inspection, certification) giant with a strong German certifier franchise. It is comparable to DEFINO as a certifier business model but operates at vastly greater scale and breadth — a broad incumbent rather than a financial-advisory specialist.
• TÜV NORD CERT GmbH: TÜV NORD is another major German TIC incumbent offering DAkkS-accredited person and process certifications across industries. It represents the broad-incumbent peer category for DEFINO: comparable accreditation model, but no financial-advisory specialization.
• Bureau Veritas Certification: Bureau Veritas is a global TIC leader issuing accredited certifications to persons, systems and products worldwide. It is a broad-incumbent comparator to DEFINO: same DAkkS-equivalent accreditation model and revenue streams, but at international scale and without DIN-specific financial-advisory focus.

Regional players

• BSI Group (British Standards Institution): BSI is the UK's national standards body and a major global certifier, structurally comparable to DEFINO as a standards-body-affiliated certification business. It is a regional peer in the sense that BSI's footprint and brand are UK-anchored, though it operates globally.
• AFNOR Certification: AFNOR Certification is France's national standards-body-affiliated certification arm, offering person and system certifications across industries. It is structurally analogous to DEFINO as a standards-body-anchored certifier but is primarily a regional (France) player with no German financial-advisory presence.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCOBvhTM7do7O7P9MgZwq_EA?view_as=subscriber
• Facebookfacebook.com/DEFINODeutscheFinanzNorm/?locale=de_DE
• LinkedInlinkedin.com/company/defino-institut-f%C3%BCr-finanznorm-ag/?originalSubdomain=de
• Instagraminstagram.com/definoinstitut/?hl=de

Compliance1 record

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 DEFINO Institut für Finanznorm AG