Market study: The Swedish market for financial technology (fintech)
This market study provides a comprehensive guide for companies in developing countries that are interested in entering the Swedish market for financial technology (fintech). It aims to offer valuable insights and support actionable strategies for service providers and product/solution providers looking to establish a presence in Sweden. The study outlines, for example, key market trends, technical, regulatory and cultural requirements, and where and how to find business partners.
Historically, Sweden has been at the forefront of the fintech sector. It is home to globally recognised companies like Klarna, Zettle and Trustly, and is one of the EU countries with the highest number of nationally licensed payment institutions. Over the past decade, Sweden has cultivated a dynamic ecosystem, supported by a robust regulatory framework, strong digital infrastructure, and a culture of entrepreneurship. The country's early adoption of digital banking, electronic identification systems such as Bank ID, as well as mobile payments, paved the way for a thriving fintech sector.
As of 2024, the Swedish fintech market continues to evolve, characterised by advanced technological solutions, increasing regulatory complexity, and a strong focus on sustainable and ethical practices. These developments have positioned Sweden as a hub for fintech innovation, attracting talent, investment and international partnerships.
The total venture capital investment in Swedish fintech companies has significantly decreased in recent years. Sweden experienced a peak in venture capital fintech investments in 2021 (EUR two billion), mainly due to major investments in the payments sector.
Opportunities for companies from developing countries
For companies from developing countries, entering the Swedish fintech market requires them to focus on innovation, compliance with regulatory standards, and strategic partnerships. Solutions that address Sweden’s evolving needs in payments, AML, climate fintech and integrated fintech can offer significant opportunities. If they are to succeed, companies in developing countries must adapt to the unique demands of the Swedish market, including sustainability, compliance and collaboration with established players. By leveraging Sweden’s strong regulatory framework and demand
for fintech solutions that support global trade, such companies can create pathways for international digital trade and tap into one of Europe’s most dynamic fintech ecosystems.
What requirements should suppliers meet?
Suppliers in the Swedish fintech market need to meet a variety of technical, legal and governance requirements to ensure compliance and operational excellence. Read more about requirements in the study.
Recommendations for suppliers aiming to enter the Swedish market
Services providers
For service providers aiming to enter the Swedish market, compliance with local and international regulations is paramount. Adhering to the General Data Protection Regulation (GDPR), the Cybersecurity Act and other relevant regulations will ensure that the services provided meet the high standards expected in Sweden. Quality assurance is another critical factor, with a focus on delivering high-quality services and excellent customer support.
Establishing a local presence or partnering with local businesses can significantly enhance trust and market penetration. A local presence helps build strong business relationships and fosters trust among Swedish customers. Furthermore, cultural awareness is essential, as understanding and integrating into the Swedish business culture can facilitate smoother interaction and better alignment with local business practices.
Products/solution providers
Products and service providers must ensure regulatory compliance, making sure that their products meet EU and Swedish regulations, including safety, environmental and data protection standards. Localisation is also key, as products need to be adapted to the local language, culture and user preferences if they are to succeed in the Swedish market.
Demonstrating a commitment to sustainability is increasingly important, with
customers and investors alike expecting products and solutions to be developed and managed in an environmentally responsible manner. Providing robust customer support, including after-sales services and maintenance, is crucial for building and maintaining customer trust and satisfaction in the Swedish market
Where and how to find business partners
This market study provides tips on where to find business partners, for example on trade fairs and conferences or through business associations and information sources.
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For more tips on exporting to Sweden and the EU, check out our guide The Road to Export.