Ung Privatekonomi

What Ung Privatekonomi does

Ung Privatekonomi is a Swedish nonprofit educational initiative, founded in 2014 and operated under Stiftelsen Aktiefrämjandet, that delivers free personal finance education to upper secondary (gymnasie) students across Sweden. Its core offering is in-person lectures delivered at schools by trained part-time student lecturers (föreläsare) covering saving, investing, loans, insurance, and pensions, supplemented by a proprietary textbook titled "Få råd med dina drömmar", an interactive quiz tool, and a comprehensive educational blog. The organization does not operate a software platform, mobile app, or proprietary technology stack; its value sits in human delivery, content intellectual property, and standardized curriculum rather than in technology.

The go-to-market is event-driven and community-led: teachers and principals book free lectures through the organization's website, and approximately nine part-time student lecturers (25% positions paid roughly 5,000 SEK/month) travel to schools across Jönköping, Östersund, Malmö/Lund, and Stockholm, with recruitment extending into Northern Sweden. The UP-Certifieringen program formalizes ongoing multi-year partnerships with schools by guaranteeing annual lectures and providing a quality certification stamp — 102 schools were certified as of May 2025, with Klara Teoretiska Gymnasium becoming the first fully certified school group (all 11 schools). The organization also pursues policy advocacy, submitting formal remissvar to Skolverket and engaging with EU institutions to push for financial literacy in national curricula, including co-hosting a 2023 seminar at Europahuset with Unga Aktiesparare and Svensk Värdepappersmarknad around the EU's financial competence framework.

All services are free of charge to schools and students. The organization is funded by five founding financial industry bodies — Aktiespararna, Fondbolagens Förening, Nasdaq OMX Stockholm, Fondhandlareföreningen, and Unga Aktiesparare — and operates from Stockholm, sharing office space with Unga Aktiesparare. Since inception it has educated over 400,000 students, visited 1,200+ high schools, and reaches roughly 30,000 students per year through its lecture program, with recent expansion into digital channels (Folksam's YouTube series "Fint att prata pengar") and earned media (op-eds in Dagens PS by lecturer Ebba Holmqvist in May 2025).

Name

Ung Privatekonomi

Legal name

Ung Privatekonomi

Website

https://ungprivatekonomi.se

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Ung Privatekonomi is a Swedish nonprofit, founded in 2014 and operating under Stiftelsen Aktiefrämjandet, that delivers free personal finance lectures, a textbook, and a school certification program to upper secondary students across Sweden, reaching roughly 30,000 students annually.

Ownership category

akta.pro rank

Product category

Financial Literacy Education

NAICS

Educational Support Services (611710)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Academic Tutoring Services (Subject-Specific & General) (EDAJALAA)

Keywords

• Financial literacy education
• Personal finance lectures
• Youth financial education
• School certification programs
• Nonprofit education services

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Foundation / Organizational Funding: Ung Privatekonomi is a project coordinated by Aktiefrämjandet, funded by founding organizations: Aktiespararna (Swedish Investors Association), Fondbolagens Förening (Swedish Investment Fund Association), Nasdaq OMX Stockholm, Fondhandlareföreningen (Swedish Fund Dealers Association), and Unga Aktiesparare (Young Share Savers). The organization operates as a non-profit and all services to schools are free of charge.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels10 records

Core offering

Ung Privatekonomi delivers free in-person financial literacy lectures to Swedish high school students on topics including saving, investing, loans, insurance, and pensions, delivered by trained student-age lecturers. It also offers the UP-Certifieringen school certification program, a free published textbook ("Få råd med dina drömmar"), an online quiz tool, and self-study educational content. All services are provided at no cost to schools or students.

Product overview

Ung Privatekonomi is a Swedish nonprofit educational organization offering a portfolio of financial literacy products and services for high school students. The core offering consists of free lectures delivered at schools by trained presenters, supplemented by the organization's own textbook 'Få råd med dina drömmar' provided to students after presentations. The UP-Certifieringen program provides schools with a quality certification in financial education, with currently 102 certified schools across Sweden. Additional offerings include interactive quizzes and comprehensive self-study educational content covering personal finance, saving, borrowing, stocks, funds, and pension topics. All services are provided free of charge to schools and students, positioning the organization as an independent educational resource in Sweden's financial literacy landscape.

Differentiator

Problem solved

Functional benefit

Brands

• UP-Certifieringen: A certification program for high schools that guarantees annual personal finance lectures and quality certification for the school's commitment to financial education.

Products and services

• Free Financial Literacy Lectures (Föreläsningar) Free educational lectures for high school students covering personal finance topics including saving, investing, loans, insurance, and pensions. Student-age lecturers visit schools to present to students in classrooms or auditoriums.
• UP-Certifieringen (UP Certification) A quality certification program for high schools that guarantees all students receive financial literacy education. Certified schools commit to having all students attend Ung Privatekonomi lectures and receive supplementary materials and a certificate. As of May 2025, 102 schools were UP-certified.
• Få råd med dina drömmar (Our Book) A free textbook published by Ung Privatekonomi that students receive after attending lectures. The book allows students to deepen their knowledge of personal finance topics covered in the presentations.
• Quiz Educational quizzes for students to test and reinforce their knowledge of personal finance topics including savings, investments, and economics.
• Learn More Educational Content (Lär dig mer) A comprehensive educational resource covering six key personal finance topics: Personal Finance (Privatekonomi), Saving (Spara), Borrowing (Låna), Stocks (Aktier), Funds (Fonder), and Pension (Pension). Each section contains detailed educational content for self-study.

Quantifiable outcome

• 400,000+ students educated since inception
• +6 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Five partnerships are on record, tiered minor and core.

• FolksamminorGTM or Marketing Partner · 1 January 2025Verksamhetschef Tova Larsson appeared as a guest on Folksam's YouTube series 'Fint att prata pengar' (10 episodes) with host Sofia Nordin, discussing pension-related topics for young people. Ung Privatekonomi was featured in episodes 2 and 4.
• Unga Aktiesparare (Young Share Savers)coreStrategic or Co-development Partner · 8 February 2023Co-organized a financial education seminar at Europahuset on February 8, 2023 with Svensk Värdepappersmarknad. The seminar focused on EU's new financial competence framework for children and youth, with Tova Larsson from Ung Privatekonomi presenting.
• Svensk Värdepappersmarknad (Swedish Securities Market)minorStrategic or Co-development Partner · 8 February 2023Co-organized the February 8, 2023 financial education seminar at Europahuset alongside Ung Privatekonomi and Unga Aktiesparare. The seminar addressed EU's financial competence framework.
• Aktiefrämjandet (Aktiefrämjandet Foundation)coreStrategic or Co-development Partner · 1 January 2014Aktiefrämjandet is the coordinating foundation for Ung Privatekonomi. It was established by five financial industry organizations to develop financial literacy among Swedish youth. The foundation coordinates the project and manages funding from the founding organizations.
• Unga Aktiesparare (Young Share Savers)coreStrategic or Co-development Partner · 1 January 2014One of five founding organizations. Ung Privatekonomi operates in close collaboration with Unga Aktiesparare, sharing office space and organizational infrastructure. The organization shares its headquarters with Unga Aktiesparare in Stockholm.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• EVERFI: US-based financial literacy and life-skills edtech platform used widely in K–12 and higher education. Comparable as a digital-first, scaled financial literacy provider to schools — but operates as a broad incumbent with a B2B SaaS model rather than a Sweden-specific non-profit.
• SEB: Major Swedish bank with school-targeted financial literacy initiatives and youth programs. Comparable on audience (Swedish students) and topic area (personal finance), though operating as part of a full-service bank's CSR/edutainment portfolio.
• Khan Academy (Personal Finance): Global free online education platform with a dedicated Personal Finance section covering saving, investing, credit, and budgeting. Comparable as a free, digital-first financial literacy resource reaching students, though English-language and globally scoped rather than Sweden-focused.
• Aktiespararna: Parent organization of Stiftelsen Aktiefrämjandet, which coordinates Ung Privatekonomi. Comparable as a broader Swedish retail-investor education organization that targets overlapping audiences (Swedish adults and youth) with personal-finance and investing content.
• Swedbank Ekonomiskola: Swedbank's free financial education program for Swedish schools covering budgeting, saving, and digital payments. Comparable as a financial-literacy-in-schools provider for Swedish K–12, but backed by a major bank rather than industry coalition.

Direct peers

• MyBnk: UK charity delivering money-management workshops to young people aged 5–25 in schools and youth organizations. Closest international functional analogue to UP — non-profit, free in-school lectures, founder-funded model, and content on saving, debt, and budgeting for teens.
• Next Gen Personal Finance (NGPF): US non-profit providing free personal finance curriculum, lesson plans, and PD for high school teachers. Comparable mission (free K–12 financial literacy, school partnerships) at much larger scale (~80,000 teachers), making it a benchmark for what UP could grow into digitally.
• FoolProof: US provider of free financial literacy curriculum and interactive modules for K–12 students. Directly comparable on product (free online financial education modules) and audience (high schoolers), though with a digital rather than in-person delivery model.
• Junior Achievement Sweden (JA Sweden): Swedish arm of the global Junior Achievement network, delivering work-readiness, entrepreneurship, and financial literacy programs in schools. Directly comparable as a non-profit delivering free in-class financial and economic education to Swedish K–12 students.
• Unga Aktiesparare: Sweden's youth investor association and a co-founding organization of Ung Privatekonomi. Operates the same target demographic (Swedish youth, 16–25) with overlapping financial literacy and investing-education missions, shares HQ infrastructure, and co-hosts seminars such as the Feb 2023 Europahuset event.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/ungprivatekon
• Facebookfacebook.com/ungprivatekonomi
• Instagraminstagram.com/ungprivatekonomi
• LinkedInlinkedin.com/company/ung-privatekonomi

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Ung Privatekonomi