Fenix Family

What Fenix Family does

Fenix Family AB is a Stockholm-based digital legal-tech company founded in 2014 that sells guided, legally reviewed family-law documents to Swedish consumers. Its product suite spans six core documents — Testamente (will), Framtidsfullmakt (future power of attorney), Äktenskapsförord (marital agreement), Samboavtal (cohabitation agreement), Gåvobrev (gift deed), and Skuldebrev (promissory note) — plus a free Efterlevnadsguide (survivor's guide) that uses Swedish population-registry data to automatically notify next-of-kin upon a user's death. The technical platform combines a step-by-step questionnaire, automated document generation, and BankID-based identity verification and digital signing, with unlimited updates and physical storage of wills included in the 1,999 SEK Familjepaket bundle.

The company monetizes primarily through a one-time per-household fee for the Familjepaket, supplemented by a paid personal-lawyer add-on, while the survivor guide operates as a freemium funnel. Distribution is product-led via the kundapp.fenixfamily.se web application and channel-led through embedded partnerships with SEB (the first Nordic bank to offer free digital family law services) and Nordnet Private Banking, alongside a broader ecosystem of Swedish real-estate, senior, and finance partners (Hjerta, Erik Olsson, Bostadsrätterna, SPF Seniorerna, Svensk Hypotekspension, and others). The company has served over 10,000 Swedish families and produced over 20,000 documents, operates with 42 employees, and is privately held by founders Charlotte Runius, Johannes Ekblad, and Mikael Novak, with Peter Carlstedt as CEO. The company originated from a sibling funeral-services business (Fenix Begravning) and carries that end-of-life domain credibility into its current digital offering.

Name

Fenix Family

Legal name

Fenix Family AB

Website

https://fenixfamily.se

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Fenix Family AB is a Stockholm-based digital legal-tech company that sells guided, legally reviewed Swedish family-law documents — wills, powers of attorney, cohabitation and marital agreements, gift deeds, and promissory notes — to individual consumers via a BankID-secured self-serve platform, with embedded distribution through SEB and Nordnet.

Ownership category

akta.pro rank

Product category

Digital Legal Services

NAICS

Trusts, Estates, and Agency Accounts (52592)

akta.pro primary industry

Family Coordination & Decision Support (Heirlooms, Keepsakes, Distribution) (HSAFAFAL)

Keywords

• Digital legal documents
• Family law services
• Will creation online
• Estate planning platform
• Cohabitation agreements

Headquarters

HQ city

Stockholm, Stockholm County

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Family Package (Familjepaket): One-time fee of 1,999 SEK covering inventory of family situation, all available documents, unlimited updates, digital protection with BankID, and physical storage and monitoring of the will.
2. Efterlevnadsguide (Survivor Guide): Free service that collects practical information for next-of-kin. The guide is automatically delivered to named relatives when the user is registered as deceased.
3. Personal lawyer add-on: Users can add access to a personal lawyer directly in the service for additional legal guidance.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

Fenix Family is a Swedish digital platform that guides individual consumers through a BankID-authenticated questionnaire to automatically generate legally reviewed family-law documents, including wills, future power of attorney, marriage contracts, cohabitation agreements, gift deeds, and promissory notes. The service is sold as a one-time Familjepaket bundle or via individual documents, with optional add-on access to a personal lawyer, and includes a free Efterlevnadsguide (survivor's guide) that automatically reaches next-of-kin upon the user's death.

Product overview

Fenix Family is a digital legal document platform offering a suite of seven interconnected services for Swedish families. The core offerings include Testamente (will), Framtidsfullmakt (future power of attorney), Äktenskapsförord (marital agreement), Samboavtal (cohabitation agreement), Gåvobrev (gift deed), and Skuldebrev (promissory note) — all created through a guided digital process with BankID authentication and legal review. The platform also provides a free Efterlevnadsguide (survivor's guide) that aggregates practical information for next of kin. The services work together to address key life events: partnership formation, property division, inheritance planning, and end-of-life documentation. Users can purchase documents individually or as a Familjepaket (family package) bundle for comprehensive coverage.

Differentiator

Problem solved

Functional benefit

Products and services

• Testamente (Will) Digital will creation service that guides users step-by-step through producing a legally valid and legally reviewed testament, with secure BankID authentication, digital signing, and document storage. Targeted at Swedish individuals who want to designate heirs without engaging a traditional law firm.
• Framtidsfullmakt (Future Power of Attorney) Digital power of attorney service that lets users designate a trusted person to manage their affairs if they become unable to do so due to illness or incapacity. Produced via guided questionnaire with BankID signing and storage.
• Äktenskapsförord (Marriage Contract) Digital marital agreement service enabling married couples in Sweden to regulate property ownership and financial matters to avoid future economic conflicts. Generated via guided questionnaire, jurist-reviewed, signed via BankID.
• Samboavtal (Cohabitation Agreement) Digital cohabitation agreement service for unmarried Swedish couples to establish clear rules for property division and financial matters in their relationship. Delivered via guided questionnaire with BankID signing.
• Gåvobrev (Gift Deed) Digital gift deed service for documenting gifts of property, money, or assets with proper legal documentation, including options to designate gifts as 'enskild egendom' (separate property) or 'förskott på arv' (advance inheritance). Signed and stored via BankID.
• Skuldebrev (Promissory Note) Digital promissory note service for documenting loans between private individuals with clear terms for repayment, interest, and conditions to protect both lender and borrower. Generated via guided questionnaire and signed with BankID.
• Efterlevnadsguide (Survivor's Guide) Free-of-charge digital survivor's guide that aggregates practical information about the user's accounts, insurance policies, wishes, and contacts, and automatically delivers the guide to named next-of-kin when the user is registered as deceased in the Swedish population registry.
• Familjepaket (Family Package) Bundled offering that includes the situational inventory of family situation, all available documents, unlimited updates, digital BankID-protected storage, and physical storage and monitoring of the will, for a one-time fee of 1,999 SEK.
• Personal Lawyer Add-on

Quantifiable outcome

• Over 20,000 documents created through the platform
• +3 more outcomes

Named customers2 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

14 partnerships are on record, tiered core and minor.

• SEBcoreGTM or Marketing PartnerSEB became the first bank in the Nordic region to offer free digital family law services to its customers through Fenix Family. The partnership embeds Fenix Family's platform within SEB's offering, allowing SEB customers to create legally binding documents such as wills, power of attorney, cohabitation agreements, and gift deeds directly through SEB's channels.
• NordnetcoreGTM or Marketing PartnerNordnet partnered with Fenix Family to provide its Private Banking customers with free access to digital family law services. The collaboration positions Fenix Family as a value-added service within Nordnet's broader private wealth management offering, targeting customers already engaged in financial planning.
• HundstalletminorGTM or Marketing PartnerHundstallet (animal welfare organization) partnered with Fenix Family for a webinar on inheritance and wills, exploring how supporters can include charitable bequests in their estates. Viktor Löfgren and Claudiu Moldovan from Fenix Family hosted alongside Hundstallet's Per Leander.
• HjertaminorGTM or Marketing PartnerPartner logo displayed on Fenix Family's website under 'Ledande aktörer inom fastighet, finans och senior-Sverige'. Nature of partnership not further specified in available source material.
• Erik OlssonminorGTM or Marketing PartnerPartner logo displayed on Fenix Family's website under 'Ledande aktörer inom fastighet, finans och senior-Sverige'. Erik Olsson is a major Swedish real estate agency chain. Nature of partnership not further specified.
• ConvendumminorGTM or Marketing PartnerPartner logo displayed on Fenix Family's website under 'Ledande aktörer inom fastighet, finans och senior-Sverige'. Convendum is a Swedish co-working and event space provider. Nature of partnership not further specified.
• BostadsrätternaminorGTM or Marketing PartnerPartner logo displayed on Fenix Family's website. Bostadsrätterna is a Swedish organization representing housing cooperatives. Nature of partnership not further specified.
• SPF SeniorernaminorGTM or Marketing PartnerPartner logo displayed on Fenix Family's website. SPF Seniorerna is a Swedish senior citizens organization. Nature of partnership not further specified.
• Svensk HypotekspensionminorGTM or Marketing PartnerPartner logo displayed on Fenix Family's website. Svensk Hypotekspension is a Swedish provider of reverse mortgages for seniors. Nature of partnership not further specified.
• MandatminorGTM or Marketing PartnerPartner logo displayed on Fenix Family's website. Nature of partnership not further specified.
• TydligaminorGTM or Marketing PartnerPartner logo displayed on Fenix Family's website. Tydliga is a Swedish financial services company. Nature of partnership not further specified.
• EquityminorGTM or Marketing PartnerPartner logo displayed on Fenix Family's website. Nature of partnership not further specified.
• Polynom InvestminorGTM or Marketing PartnerPartner logo displayed on Fenix Family's website. Polynom Invest is a Swedish investment firm. Nature of partnership not further specified.
• SKFSminorGTM or Marketing PartnerPartner logo displayed on Fenix Family's website. SKFS is a Swedish cooperative. Nature of partnership not further specified.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Visma: Large Nordic software group offering accounting, HR, and legal/business tools to SMEs and consumers. Comparable as a Nordic incumbent with the distribution scale and product breadth to enter family law document automation.

Direct peers

• Rocket Lawyer: Global online legal services platform combining automated document creation with on-demand lawyer access. Comparable to Fenix Family's combination of self-serve documents plus a paid personal-lawyer add-on.
• Lexly: Swedish digital legal services platform offering automated generation of wills, cohabitation agreements, and other family law documents directly to consumers. Most direct domestic competitor to Fenix Family in the Swedish market.
• Snug: US-based online estate planning service that automates wills, healthcare directives, and end-of-life documentation. Comparable product surface area and self-serve digital delivery model.
• Willful: Canadian online wills and estate planning platform with a guided questionnaire flow and unlimited updates model. Closely mirrors Fenix Family's product UX, freemium-to-paid approach, and partnership distribution strategy.
• LegalZoom: Largest US-based online legal document platform providing wills, business formation, and family law documents via guided questionnaires. Closest global analogue to Fenix Family's product-led, consumer-facing model.
• Trust & Will: US-based digital estate planning platform specializing in wills, trusts, and related documents for consumers. Highly comparable in narrow focus on inheritance and family law document automation.
• FreeWill: US online estate planning platform that helps consumers create wills and charitable gift documents for free. Comparable value proposition to Fenix Family's free Efterlevnadsguide and the guided questionnaire flow.
• Wealth.com: Estate planning platform serving financial advisors and their clients with automated wills and trusts. Compares to Fenix Family's B2B2C distribution model with SEB and Nordnet.

Emerging players

• Cake: US end-of-life planning platform covering wills, funeral wishes, and survivor information. Compares to Fenix Family's Efterlevnadsguide survivor-guide feature and broader end-of-life category focus.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/fenixfamily

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 Fenix Family