Merinfo.se

What Merinfo.se does

Merinfo.se (legal entity Merinfo Sverige AB) is a Swedish online search and data service founded in 2010 and headquartered in Västra Frölunda, Sweden. The company operates a self-serve web platform that aggregates information from multiple third-party sources and partners to enable searches for individuals, businesses, addresses, phone numbers, vehicles, and credit/payment information across the Swedish market. Core product surfaces include a people search engine, a national business directory organized by industry and region, a reverse phone lookup service ("Vem ringde?") built on user-submitted reports, and a credit check tool ("Anmärkningskontroll"). The platform serves both individual consumers seeking contact details or wanting to identify unknown callers, and SMB/professional users conducting business research, lead generation, and counterparty due diligence.

The company runs a freemium model gated by BankID identity verification. Free registered members can perform basic lookups, while premium members unlock full personal identity numbers, income comparisons against same age/gender peer groups, detailed economic overviews including tax and payment remarks, and downloadable PDF annual reports for all Swedish limited companies. A secondary revenue stream comes from advertising on the platform and from HAARP, a wholly-owned subsidiary that sells GEO (Generative Engine Optimization), SEO, and paid advertising services to Swedish businesses, effectively cross-selling B2B marketing services into the platform's business-user audience.

Technology is built around a web-based search engine aggregating licensed and partner-sourced data on Swedish persons and companies, with extensive SEO-optimized industry landing pages acting as the primary discovery surface. The platform is a single integrated service rather than a modular product architecture, and there is no disclosed API, mobile app, or proprietary AI/ML capability. Operating geography is restricted to Sweden, with no disclosed expansion plans outside the domestic market.

Name

Merinfo.se

Legal name

Merinfo Sverige AB

Website

https://merinfo.se

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Merinfo.se (Merinfo Sverige AB) is a Swedish online people and business search engine that aggregates national data on individuals, companies, phone numbers, vehicles, and credit information, serving Swedish consumers and SMBs via a freemium web platform gated by BankID verification.

Ownership category

akta.pro rank

Headquarters

HQ city

Västra Frölunda

HQ country

Sweden

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Software

Revenue model

1. Freemium Membership: Free basic membership with BankID registration providing access to core search functionality. Premium membership unlocks full personal identity numbers, detailed income comparisons with others in the same age/gender group, and access to complete annual reports for download as PDF from all Swedish companies.
2. Advertising: The platform generates revenue through advertising, with dedicated advertising pages and sponsored links. The site displays third-party ads and promotes digital marketing services through affiliated partner HAARP.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Merinfo.se is a Swedish web-based search engine that aggregates public and partner data on people, businesses, phone numbers, addresses, and vehicles across Sweden. The service operates on a freemium model with free registration via BankID, and a premium membership unlocks full personal identity numbers, income/salary comparison, detailed economic overviews, and downloadable annual reports for all Swedish limited companies.

Product overview

Merinfo.se is a Swedish people and business search engine offering a unified platform for finding personal and corporate information. The core service enables users to search for individuals by name, address, and phone number, as well as lookup businesses including contact details, credit information, and annual reports. The platform includes member-exclusive features such as income/salary comparison tools, detailed financial overviews, and access to complete personal identity numbers. Additional offerings include reverse phone lookup ('Vem ringde?'), credit checks, board information for Swedish companies, and industry/sector directory browsing across numerous business categories. The site operates as a single, integrated search service rather than a modular platform architecture.

Differentiator

Problem solved

Functional benefit

Segments3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• HAARPminorGTM or Marketing PartnerHAARP is a digital marketing service that is part of Merinfo.se, helping businesses grow online with GEO (Generative Engine Optimization) - a breakthrough technology for search optimization that makes brands visible in AI-generated answers from ChatGPT, Gemini, and Copilot. HAARP provides SEO and targeted advertising services and operates as a marketing partner promoting digital visibility services to Merinfo.se users.

Recent moves5 records

Expansion highlights3 records

Broad incumbents

• Bisnode (Dun & Bradstreet): Major Nordic and European business information and credit bureau, now part of Dun & Bradstreet. Comparable to Merinfo's B2B credit-check and company-information offerings, but at much larger scale and focused on enterprise rather than SMB/consumer.
• Creditsafe: Global business credit reports and monitoring provider with Nordic coverage. Comparable to Merinfo's credit-check and annual-report products, though typically serving larger enterprise customers.
• UC AB (Bisnode UC): Swedish business and consumer credit information bureau offering credit reports, company information and monitoring services. Comparable to Merinfo's credit-check and economic-overview features, with deeper B2B credit relationships.

Direct peers

• Eniro: Long-standing Nordic directories and search service with Swedish operations spanning people lookup, business search, and maps. Overlaps with Merinfo on the directory and contact information use cases.
• Hitta.se: Sweden's largest people search and directory service offering name, address, phone and map-based lookup. Directly comparable to Merinfo on core people search and basic business lookup, with broader consumer brand awareness.
• Allabolag.se: Swedish business directory providing company search, financial key ratios, annual reports, and board information. Directly comparable to Merinfo's company search and annual report download products.
• Mrkoll.se: Swedish people and background information service focused on personnummer, address, and credit information. Closely comparable to Merinfo on premium personal data lookup features.
• 118100.se: Swedish directory enquiry service providing people and business lookup, phone numbers and contact information. Direct overlap with Merinfo's people search and reverse phone lookup use cases.
• Ratsit.se: Swedish people and credit information service providing personnummer, income, address and credit remark data. Closest direct competitor to Merinfo on credit information and personal identity lookup.

Emerging players

• Truecaller: Global reverse phone lookup and caller identification app with a strong community-driven spam-report dataset. Comparable to Merinfo's 'Vem ringde?' reverse phone lookup feature, but operating globally and via a mobile app rather than web.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/merinfo
• LinkedInlinkedin.com/company/merinfo-se

Revenue estimate

Valuation estimate

Number of profiles

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 Merinfo.se