What Velliv Foreningen does

Velliv Foreningen fmba is a Danish member-owned non-profit association (fmba: andelsselskab med begrænset ansvar) headquartered in Ballerup, Denmark, founded in 2015 as the standalone mutual following Nordea's divestiture of its pension business. The association is the sole shareholder (100% ownership) of Velliv, Pension & Livsforsikring A/S and acts as the ownership and surplus-distribution vehicle for the pension company. Its approximately 420,000 members are comprised of Velliv Pension customers who receive automatic membership; there are no membership fees.

The association operates three core digital products: Trivselsstarteren, a free workplace wellbeing survey tool for Danish employers; a Grant Application System (Ansøgningssystem) for managing philanthropic disbursements; and Værktøjer og Viden, a digital knowledge library on workplace mental health. Its business model is governed by a fixed 80/20 surplus-distribution mandate—80% of annual returns flow back to members as cash bonuses (DKK 55 million disclosed) and 20% fund mental health philanthropic projects (with grants of DKK 7.36M to Videnshuset Cabi, DKK 6.09M to Danske Iværksættere, and DKK 5.85M to NFA among recent commitments). In 2025 the bonus scheme was modernized, supplementing the cash bonus with DKK 360 million in VellivKroner annual cost discounts on pension savings.

Operationally, the association runs with 11-50 employees, holds ISO27001 information security certification, and engages in public positioning through initiatives such as Denmark's Mental Health Day and panel debates at the Folkemødet political festival. As a non-profit mutual, its financial inflows derive entirely from its ownership stake in the operating pension subsidiary rather than from commercial product revenue, and its strategic value lies in member advocacy, brand differentiation for the Velliv pension franchise, and the deployment of surplus toward workplace mental health outcomes.

Name

Velliv Foreningen

Legal name

Velliv Foreningen fmba

Website

https://vellivforeningen.dk

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Velliv Foreningen fmba is a Danish non-profit member association that owns 100% of Velliv Pension & Livsforsikring A/S, distributing 80% of annual surplus as cash bonuses and VellivKroner cost discounts to approximately 420,000 members and allocating 20% to workplace mental health grants.

Ownership category

akta.pro rank

Product category

Pension Member Association (Non-profit Mutual)

NAICS

Grantmaking and Giving Services (81321), Voluntary Health Organizations (813212)

SIC

Services-Social Services (8300), Services-Membership Organizations (8600)

akta.pro primary industry

Federated Giving Organizations (e.g., United Way-type) (BPAGAKAG)

Keywords

• Mental health grants
• Pension surplus distribution
• Member-owned association
• Workplace wellbeing funding
• Philanthropic foundation grants

Headquarters

HQ city

Ballerup

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Others, Personnel, Operations, Technology or R&D

Revenue model

1. Investment returns and surplus distribution: Velliv Foreningen operates as a non-profit member association that distributes the surplus from its ownership of Velliv, Pension & Livsforsikring A/S and its own investments. In years with a financial surplus, 80% of annual returns are distributed to members as cash bonus, while 20% is allocated to philanthropic activities supporting mental health. The association also receives bonus contributions from members' pension savings.

Pricing tiers

Distribution channels2 records

Marketing channels6 records

Core offering

Velliv Foreningen is a democratically governed, member-owned non-profit association that owns 100% of Velliv, Pension & Livsforsikring A/S. It distributes the surplus from that ownership and its own investments by paying 80% of annual returns to its ~420,000 members as cash bonuses or pension cost discounts (VellivKroner), and allocates 20% to fund mental health research, workplace wellbeing projects, and civil society initiatives across Denmark. It also operates free digital tools such as the Trivselsstarteren workplace wellbeing survey and the Værktøjer og Viden knowledge library.

Product overview

Velliv Foreningen is a democratically governed association that distributes surplus from ownership of Velliv pension company and its own investments as cash bonuses to members and support for mental health projects. The organization operates a unified platform offering mental health grant programs, a digital wellbeing survey tool (Trivselsstarteren), an online resource library of tools and knowledge, and a secure member contact system. The core offering centers on grant funding for workplace mental health initiatives, research, and practical tools that strengthen mental wellbeing in Danish workplaces and civil society.

Differentiator

Problem solved

Functional benefit

Products and services

• Trivselsstarteren (Well-being Starter) A free workplace wellbeing survey tool that produces a data-based overview of the psychological work environment, mapping how employees experience wellbeing, collaboration, and stress, and helping workplaces identify problems and initiate targeted activities. Targeted at Danish employers and HR/wellbeing leads.
• Mental Health Grant Programme Open grant calls across three focus areas (working life for people, whole life in balance, courage for mental health), funding applied research, workplace initiatives, and innovative projects that strengthen mental health among the Danish working population. Targeted at Danish researchers, workplaces, civil society organisations and project consortia.
• Værktøjer og Viden (Tools and Knowledge) A free digital resource library collecting articles, podcasts, research summaries, analyses, reports, and tools on mental health themes (neurodivergence, psychological safety, stress prevention, leadership wellbeing, sector-specific guides) produced through Velliv Foreningen-funded projects. Targeted at Danish workplaces, leaders, HR professionals, and the general public.
• Member Bonus Distribution (Member Bonus & VellivKroner) Annual distribution to members of 80% of the association's surplus. Market-rate pension product members receive VellivKroner (an annual cost discount applied directly to pension savings). Mean-interest-rate and insurance-only members receive a cash bonus to their NemKonto. In a recent year the Board of Representatives allocated DKK 55 million via this scheme, supplementing DKK 360 million in VellivKroner paid through the Velliv subsidiary.

Quantifiable outcome

• DKK 55 million distributed to members as bonus, supplementing DKK 360 million in VellivKroner payments
• +3 more outcomes

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• PFA Pension: Denmark's largest customer-owned pension company. Direct comparison for the pension subsidiary's market positioning and for member-democracy governance of a mutual pension entity.
• TrygFonden: Danish foundation owned by the policyholders of Tryg insurance. Distributes insurance-company surplus to charitable causes (safety, health, well-being) — the closest structural analogue to Velliv Foreningen's mutual/grantmaking model.
• Realdania: Major Danish philanthropic association granting funds within a defined thematic mandate (built environment / quality of life). Comparable to Velliv Foreningen as a nationally focused grantmaking entity that funds research and applied projects.
• Danica Pension: Danish pension company; comparable on product mix and Danish market focus, providing a benchmark for retail/employer pension competitive dynamics.
• Sampension: Danish pension company operating as a customer-owned association — structurally similar in governance and surplus distribution to Velliv Foreningen's pension subsidiary.
• Industriens Pension: Danish pension company serving industry workers. Comparable in customer scale, Danish-market concentration, and group-pension product mix to Velliv, Pension & Livsforsikring A/S.
• Pension Danmark: Danish labour-market pension fund with a comparable scale of contributors and similar industry-wide pension mission. Provides a benchmark for member scale and surplus distribution in the Danish pension landscape.
• Det Obelske Familiefond: Danish family foundation with a defined grantmaking mandate across social, cultural, and research causes. Comparable operating model as a Danish grantmaking entity distributing funds to research and applied projects.
• TryghedsGruppen: Owner of Tryg insurance, sitting above TrygFonden. Closely mirrors Velliv Foreningen's position as the customer-owner entity above a pension/life-insurance subsidiary, with charitable granting as a core activity.

Broad incumbents

• Novo Nordisk Foundation: Denmark's largest foundation with a substantial health-and-society granting mission. Comparable thematically (health research funding) but vastly larger in capital base and grantmaking scale than Velliv Foreningen.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks4 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/vellivforeningen.dk
• LinkedInlinkedin.com/company/vellivforeningen

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries1 record

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 Velliv Foreningen