What Stundin does

Stundin, now operating under the Heimildin masthead, is a small privately-held Icelandic investigative journalism outlet headquartered in Reykjavík with approximately 8 employees. The legal entity, Sameinaða útgáfufélagið ehf., was established in 2023 as a joint venture between Stundin and Kjarnan, two Icelandic media companies, consolidating editorial operations under a single subscription-funded platform. The business distributes independent, source-based reporting on Icelandic politics, EU relations, business, culture, and society through a heimildin.is digital platform, a print newspaper, and a daily email newsletter (Morgunpósturinn), and operates two sub-brands: Vísbending for economic and business journalism and Fasteignaleitin for real estate listings. The holding entity describes itself as having distributed ownership independent of special interest groups, with subscriptions (3,990 ISK/month web, 4,690 ISK/month print+digital) as the primary revenue mechanism, supplemented by advertising and real estate listing fees. There is no disclosed institutional investment, no external funding rounds, and no reported revenue or subscriber figures, making the financial scale of the business unverified beyond its small headcount and domestic Icelandic footprint.

Name

Stundin

Legal name

Sameinaða útgáfufélagið ehf.

Website

https://stundin.is

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Short description

Stundin (operating as Heimildin) is a Reykjavík-based independent investigative journalism outlet, established in 2023 as a Stundin-Kjarnan joint venture, serving Icelandic readers with subscription-funded reporting on politics, EU affairs, business, and culture.

Ownership category

akta.pro rank

Product category

Online News & Investigative Journalism

NAICS

Newspaper Publishers (513110), Periodical Publishers (513120)

SIC

Newspapers: Publishing Or Publishing & Printing (2711)

akta.pro primary industry

Investigative & Nonprofit News Organizations (MPAJADAF)

akta.pro secondary industry

Local & Regional Newspapers (Print & Digital) (MPAJADAB)

Keywords

• Investigative journalism
• Independent news media
• Subscription journalism
• Online news outlet
• Current affairs reporting

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Pricing tiers

Distribution channels2 records

Marketing channels2 records

Core offering

Stundin publishes independent investigative journalism in Icelandic through the Heimildin outlet, covering politics, EU affairs, business, culture, and society. It distributes content via a subscription-based online platform, a daily/weekly print edition, an email newsletter, and related digital portals (Vísbending for business news and Fasteignaleitin for real estate).

Differentiator

Problem solved

Functional benefit

Brands

• Vísbending: Economic and business journalism portal operated by Heimildin
• Fasteignaleitin

Products and services

• Vefáskrift (Web Subscription) Subscription providing unlimited access to online content and the digital edition of the newspaper, priced at 3,990 ISK per month (approximately 998 ISK per week). Targeted at individual Icelandic readers.
• Prentáskrift (Print Subscription) Subscription providing the print edition delivered to the subscriber's doorstep plus full digital access, priced at 4,690 ISK per month (approximately 1,172 ISK per week). Targeted at Icelandic households preferring print delivery.
• Heimildin online news platform (heimildin.is) Online publication offering investigative journalism across news, politics, EU affairs, business, culture, and society. Available to subscribers and accessed digitally.
• Heimildin print edition (Blöð) Print newspaper edition distributed to subscribers, including topical issues and investigative reporting.
• Vísbending (Economic & Business Journalism Portal)
• Fasteignaleitin (Real Estate Search Platform) Real estate search platform co-founded by Stundin in 2023, providing Icelandic property listings and search functionality.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves5 records

Expansion highlights4 records

Direct peers

• Kjarninn: Icelandic independent investigative online outlet and direct joint-venture partner of Stundin in founding Heimildin in 2023. Competes head-to-head in independent Icelandic news and shares the same subscription-driven, special-interest-free value proposition.
• Stundin: Original independent Icelandic investigative outlet that merged with Kjarninn in 2023 to form Heimildin. Continues to operate as a legacy/adjacent brand covering the same investigative beat in the same market.
• DV: Icelandic tabloid-style online news outlet covering politics, crime, and general interest stories. Competes for the same Icelandic news readership, particularly on digital-only subscriptions and click-driven traffic.
• Vísir: Major Icelandic online news portal covering politics, business, and general news with a digital-first model. Competes directly with Heimildin for Icelandic digital news subscribers and advertising audiences.

Broad incumbents

• Morgunblaðið: Iceland's largest legacy newspaper with both print and digital editions (mbl.is). Covers the same domestic news, politics, business, and culture beat as Heimildin but with substantially larger resources and established household reach.
• Fréttablaðið: Icelandic daily print newspaper with a strong distribution footprint, owned by the same group as Stöð 2. Overlaps with Heimildin on print and digital news delivery to Icelandic households.
• RÚV (Ríkisútvarpid): Iceland's national public broadcaster, operating TV, radio, and a major online news platform. Overlaps heavily with Heimildin on politics, EU affairs, and current-affairs coverage but does so as a publicly funded incumbent with broader scope.

Regional players

• Mannlíf: Icelandic-language news outlet focusing on human-interest and lifestyle coverage with a regional Icelandic footprint. Comparable as a domestic Icelandic subscription-supported publisher operating in the same national market.

Emerging players

• The Reykjavik Grapevine: English-language Icelandic news and culture outlet that complements the local-language market. Comparable as an independent, digitally native Icelandic publisher pursuing a differentiated niche (English-speaking residents, tourists, expats).
• Kompás: Icelandic online news outlet covering general news, politics, and culture. Competes with Heimildin in the digital-only Icelandic news subscription and audience-engagement space.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/stundin

Revenue estimate

Valuation estimate

Number of profiles

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 Stundin