Good Advice - Redovisning & DAY konceptet

What Good Advice - Redovisning & DAY konceptet does

Good Advice - Redovisning & DAY konceptet, operating as Good Advice Sverige AB, is a Swedish boutique accounting and advisory firm headquartered in Stockholm with a second office in Göteborg. The firm delivers three integrated service lines: ongoing accounting and payroll (Redovisning), delivered through a 100% digital and automated stack in place since 2010 and bundled with a proprietary Guidance program that runs a four-week cadence of strategic follow-up; a DAY-konceptet (DAY concept) suite of three acceleration programs covering business development (Springboard), sustainability (Greenline), and leadership/organizational development (Popcorn); and a standalone sustainability advisory service supporting emissions reporting and CSRD-style work for SMB clients. The firm uses Oxeed and GoClimate as third-party platforms for climate data capture within Greenline.

The business is privately held, family-controlled, and operates without external institutional investors; the Segerbrand family is the named leadership cohort. Revenue is generated on a recurring subscription basis across all three lines, with quote-based pricing on accounting and Springboard, fixed monthly subscription on Greenline (9,995 SEK setup plus 4,495 SEK/month), and per-session or workshop pricing on Popcorn. Distribution is sales-led and locally embedded: direct sales through the two physical offices, content marketing via an in-house Affärsbloggen and organic social channels (LinkedIn, Instagram, Facebook), event-driven brand building through main sponsorship of Göteborgsvarvet and partnerships with sports and nonprofit organizations (GAIS, Göteborgs Friidrottsförbund, Ung Cancer), and bottom-of-funnel referral and in-person coffee-meeting conversion.

The customer base is overwhelmingly Swedish SMBs and growth-stage companies, with select enterprise and nonprofit engagements. Documented client outcomes include revenue growth from 10M to 32M SEK for Skeppsholmsgruppen (2022–2024), +98.1% revenue growth for an individual client (2024–2025), and an average 28% client profitability uplift cited by the firm. Revenue grew from 6.4M SEK (2023) to 19.7M SEK (2025) on a headcount that expanded from 5 to 22, with profitability reached from December 2024 onward.

Name

Good Advice - Redovisning & DAY konceptet

Legal name

Good Advice Sverige AB

Website

https://goodadvice.se

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Short description

Good Advice is a Swedish boutique accounting and advisory firm in Stockholm and Göteborg that delivers recurring accounting, organizational development, and sustainability acceleration (DAY-konceptet) to SMB and growth-stage clients.

Ownership category

akta.pro rank

Product category

Accounting & Business Advisory Services

NAICS

Offices of Certified Public Accountants (541211), Administrative Management and General Management Consulting Services (541611), Environmental Consulting Services (54162)

SIC

Services-Engineering, Accounting, Research, Management (8700), Services-Management Consulting Services (8742)

akta.pro primary industry

Financial Reporting & Technical Accounting Advisory (GAAP/IFRS) (BPAHABAF)

akta.pro secondary industries

Sustainability & ESG Consulting (BPAHACAK), Governance & Board Effectiveness Advisory (BPAHAFAC)

Keywords

• Accounting services
• Business advisory
• Bookkeeping services
• Sustainability consulting
• Organizational development

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Accounting/Redovisning Services: Core accounting services including bookkeeping, payroll, reporting, and financial management. Services are provided on a continuous basis with ongoing client relationships. Includes the proprietary Guidance program at no additional cost.
2. DAY-konceptet Programs: Three acceleration programs (Springboard, Greenline, Popcorn) offered as subscription or program-based services. Greenline has specific pricing (9,995 SEK setup + 4,495 SEK/month). Programs focus on sustainable business development, leadership, and organizational growth.
3. Sustainability Consulting: Strategic sustainability work including measurement of emissions, sustainability reporting, and integration of sustainability into business strategy, operations, and daily activities.
4. Organizational Development: Organization strengthening services including leadership development, change processes, communication, and organizational clarity work.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels7 records

Core offering

Good Advice provides outsourced accounting, business advisory, and sustainability consulting services to Swedish SMBs and growth-stage companies. Its core offering combines recurring bookkeeping, payroll, and financial reporting (Redovisning) with the proprietary DAY-konceptet—three acceleration programs covering business development (Springboard), sustainability (Greenline), and leadership/organizational training (Popcorn)—plus standalone strategic sustainability advisory (Hållbarhet). All accounting clients receive the proprietary Guidance program at no extra cost for ongoing quality control and improvement recommendations.

Product overview

Good Advice offers a multi-service portfolio combining accounting (Redovisning), business acceleration (DAY-konceptet), and sustainability services. The DAY-konceptet is a unified accelerator framework containing three distinct programs: Springboard for business development and growth, Greenline for sustainability-focused companies, and Popcorn for leadership and organizational training. Their accounting service forms the financial foundation, enhanced by the proprietary Guidance program that provides ongoing analysis and improvement recommendations. Sustainability services complement the offering with environmental, social, and CSR strategy integration. All services are designed for holistic, long-term business development rather than transactional compliance work.

Differentiator

Problem solved

Functional benefit

Brands

• DAY-koncept: An acceleration concept with three programs (Springboard, Greenline, Popcorn) that helps companies grow sustainably within business, leadership, and sustainability.
• Guidance
• Springboard
• Greenline
• Popcorn

Products and services

• Redovisning (Accounting Services) Comprehensive ongoing accounting for SMBs including bookkeeping, financial statements, payroll administration, and reporting, delivered on a subscription basis with all communication channels included.
• DAY-konceptet An integrated acceleration concept containing three distinct programs (Springboard, Greenline, Popcorn) designed to help companies grow sustainably across business, leadership, and sustainability dimensions.
• Springboard An acceleration program supporting businesses from idea to implementation, providing tools, support, and strategic direction for sustainable growth.
• Greenline Sustainability acceleration program priced at 9,995 SEK setup plus 4,495 SEK/month, including workshops, monthly advisory calls, climate dashboard access via GoClimate, and Oxeed environmental tracking to help companies measure emissions and produce their first sustainability report.
• Popcorn Short but powerful leadership and organizational development education program available as individual lectures, half-day or full-day workshops, or as part of ongoing development work for companies in change.
• Hållbarhet (Sustainability Consulting) Strategic sustainability advisory covering environmental, CSR, and social sustainability, including emissions measurement, sustainability reporting, and integration of sustainability into business strategy and operations.

Quantifiable outcome

• 28% increased profitability for clients
• +3 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature6 records

Partnerships

Five partnerships are on record, tiered minor and core.

• Common Interest (Camilla Backström)minorStrategic or Co-development Partner · 1 January 2025Collaboration with sustainability consultant Camilla Backström at Common Interest for developing the company's first sustainability report. Provided expertise and guidance on sustainability reporting process.
• GöteborgsvarvetcoreGTM or Marketing Partner · 1 January 2024Main sponsor of Göteborgsvarvet running event (50,000+ runners), including staffettvarvet. Company had physical presence at event, engaged with thousands of attendees, and distributed seed packets. Created business idea competition with prize of 25,000 SEK value company.
• Göteborgs FriidrottsförbundcoreStrategic or Co-development Partner · 1 January 2023Good Advice serves as economic partner for Göteborgs Friidrottsförbund (Göteborg Athletics Association), which organizes Göteborgsvarvet with over 50,000 runners. Partnership includes main responsibility for accounting, reporting, and strategic financial advice since autumn 2023 to ensure long-term stability and growth.
• GAIScoreStrategic or Co-development Partner · 1 January 2023Economic partnership with GAIS (Göteborgs Atlet- och Idrottssällskap), one of Sweden's most historic football clubs, since spring 2023. Partnership includes economic advice and sponsorship of both men's and women's operations to contribute to the club's long-term sports and economic development.
• Ung CancerminorStrategic or Co-development Partner · 1 January 2023Corporate partnership with Ung Cancer (Young Cancer), a non-profit organization working with cancer-affected individuals. Good Advice provided 50,000 SEK in financial support, volunteered 22 hours, conducted 6 organizational development training sessions, and became main responsible for finances and reporting.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Fortnox: Sweden-headquartered cloud accounting and payroll SaaS platform serving SMBs and accountants. Comparable because it competes for the same Swedish SMB technology-stack decision and increasingly bundles advisory partnerships; differs as a software-first rather than services-first model.
• Bokio: Swedish AI-driven accounting SaaS for SMBs and sole traders. Comparable customer segment (Swedish micro/SMB) and represents the AI-automation threat to traditional bookkeeping services.
• Miljöstrategi (Energi & Miljöcenter): Swedish sustainability consulting firm helping SMBs with sustainability reporting and ESG strategy. Comparable as a sustainability advisory peer specifically for Good Advice's Greenline offering, though operates without the accounting-anchor relationship.

Regional players

• LR Revision & Redovisning: Swedish accounting and auditing firm serving SMBs. Comparable service offering and Swedish SMB focus, slightly more traditional/transactional in positioning relative to Good Advice's sustainability + advisory angle.

Direct peers

• Aspia: Swedish accounting, payroll and advisory firm serving SMBs across Sweden with a comparable full-service model including sustainability advisory. Closest direct competitor given overlapping geography, customer base (Swedish SMBs), and bundled service approach.
• Accountor: Nordic accounting and payroll outsourcing firm with strong presence in Sweden and Finland. Comparable as a recurring-revenue accounting + advisory platform serving SMBs with bundled digital and human services.
• Azets: Nordic-outsourced accounting, payroll and advisory firm operating across Sweden, Norway, Denmark, Finland and the UK. Comparable service stack (accounting + advisory) and similar SMB-targeting model, though at much larger scale.

Broad incumbents

• Visma: Nordic business-software and accounting-services group with both SaaS (Visma eAccounting, Visma.net) and outsourced-accounting brands in Sweden. Represents the converged software + services competitive threat to a traditional accounting firm.
• PwC Sweden: Big Four advisory firm offering audit, tax and sustainability consulting across Sweden. Competes for sustainability-reporting mandates but targets larger enterprises; relevant as a benchmark for the upper-end advisory opportunity.
• Grant Thornton Sweden: Mid-market accounting and advisory firm in Sweden offering audit, tax and consulting. Overlaps in the Swedish SMB and growth-company advisory market, but operates as a broad incumbent rather than a niche sustainability-focused firm.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/goodadvicesverige
• LinkedInlinkedin.com/company/good-advice-ab
• Instagraminstagram.com/goodadvice_sverige

Compliance1 record

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 Good Advice - Redovisning & DAY konceptet