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Based in Stockholm, Sweden, Deedster develops a gamified SaaS platform utilized by major institutions like SEB, Swiss Re, AXA, and Zurich to provide personalized carbon footprint tracking. This innovative technology integrates transaction data to offer climate action guidance, serving over 140 corporate clients across 50 countries to help them comply with emerging CSRD legislation. Operating with 21 to 50 employees and generating approximately 2,570,000 USD in annual revenue, the platform directly engages 40,000 users while reaching millions more through strategic enterprise integrations. The company has raised 1,400,000 USD in total funding, featuring a SEK 15 million seed investment led by Wellstreet, to reach an estimated valuation of 8,300,000 USD. Niclas Persson, Anders Åkerlund, Monika Martinsson, and Daniel Dellham founded the organization in 2016 to help banks and retail businesses actively promote sustainable living among their everyday consumers.
Deedster has raised $1.0M across 1 funding round.
Deedster has raised $1.0M in total across 1 funding round.
Deedster has raised $1.0M across 1 funding round. Most recently, it raised $1.0M Seed in May 2024.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| May 1, 2024 | $1M Seed | — | Wellstreet | Announced |
Deedster has raised $1.0M in total across 1 funding round.
Deedster's investors include Wellstreet.
High-Level OverviewDeedster is a Stockholm-based technology company founded in 2016 that builds a digital platform focused on calculating individual carbon footprints and promoting sustainable consumption behaviors. It serves primarily banks, fintechs, and corporations by integrating scientific data and transaction categorization to provide personalized climate action insights. The platform uses gamification, quizzes, and rewards to engage users—both consumers and employees—in reducing their carbon footprint and supporting net-zero goals. Deedster’s solutions enable financial institutions to enrich their services with sustainability data, helping them meet regulatory requirements and customer demand for climate action tools. The company has demonstrated strong growth with over 140 corporate clients across 50+ countries and recently raised SEK 15 million to accelerate expansion in Europe[1][2][3][4].
Origin StoryDeedster was founded in 2016 by fintech veterans Niclas Persson, Anders Åkerlund, and Monika Martinsson, alongside sustainable corporate expert Daniel Dellham. The founders combined expertise in fintech and sustainability to address the growing need for actionable climate data integrated into financial services. The idea emerged from recognizing that consumers and employees want to act sustainably but need clear guidance and motivation. Early traction came from partnerships with leading banks and financial institutions, which validated the platform’s ability to transform transaction data into personalized climate insights and engagement programs[1][2][3].
Core Differentiators- Scientific Data Integration: Uses national data and over 90 data sources to provide granular, locally relevant carbon footprint calculations.- Transaction Categorization: Converts financial transactions into actionable sustainability insights, enabling banks to offer carbon-enriched services.- Gamified User Engagement: Employs points, rewards, quizzes, and team challenges to motivate behavioral change in a fun and interactive way.- API-First Platform: Easily integrates with banks’ and fintechs’ existing systems, supporting personalized sustainability guidance and loyalty program integration.- Comprehensive Solutions: Offers both consumer-facing apps and corporate employee engagement programs aligned with net-zero strategies.- Strong Privacy and Compliance: Ensures secure data handling and GDPR compliance, critical for financial sector clients[1][2][3][5].
Role in the Broader Tech LandscapeDeedster rides the rising trend of embedding sustainability into financial services, driven by increasing consumer demand for climate transparency and tightening regulatory frameworks such as the EU’s Corporate Sustainability Reporting Directive (CSRD). The timing is critical as banks and fintechs seek scalable, data-driven tools to meet net-zero commitments and engage customers meaningfully. Deedster’s platform supports the shift towards sustainable finance by enabling real-time carbon footprint tracking and personalized climate action, thus influencing the broader ecosystem by accelerating behavioral change at scale and helping financial institutions transition to greener business models[1][2][3].
Quick Take & Future OutlookLooking ahead, Deedster aims to deepen its penetration in the European market, focusing on larger financial institutions and neobanks in the Nordics, DACH, and UK regions. The company’s growth will be shaped by evolving sustainability regulations, increasing corporate net-zero ambitions, and the expanding demand for personalized ESG engagement tools. Deedster’s ability to combine scientific rigor with engaging technology positions it well to become a key enabler of sustainable finance. Its influence is likely to grow as more organizations seek to integrate climate action into everyday financial decisions, making sustainability accessible and actionable for millions[3][5].
