Loading organizations...
Loading organizations...
Minna Technologies is a technology company.
Minna Technologies offers an embedded subscription management platform that integrates directly into banking applications. This core product allows end-users to effortlessly identify, manage, and cancel their recurring subscriptions from within their trusted banking interface. The company’s technology provides a seamless, payment-scheme agnostic solution that bridges the gap between financial institutions and the burgeoning subscription economy.
The company was established in 2016 by co-founders Joakim Sjöblom, Jonas Karles, and Marcus Lönnberg. Their foundational insight stemmed from the increasing prevalence of subscription services and the growing consumer frustration with managing multiple recurring payments. They recognized the opportunity for banks to provide a valuable service to their customers while also fostering stronger digital relationships.
Minna Technologies primarily serves retail banks looking to enhance their digital offerings and improve customer retention by empowering their users. The platform ultimately benefits consumers by providing transparency and control over their subscriptions, while also assisting subscription businesses through streamlined interactions. The company envisions a future where managing digital subscriptions is intuitive and fully integrated into daily financial life.
Minna Technologies has raised $19.0M across 1 funding round.
Minna Technologies has raised $19.0M in total across 1 funding round.
Minna Technologies is a Swedish fintech company founded in 2016 that builds an embedded subscription management platform integrated into banking and fintech apps.[1][2][3] It serves retail banks, fintechs, and subscription businesses—such as Lloyds Banking Group, ING, Swedbank, OP Financial Group, SpareBank 1, and Capital One—by enabling consumers to view, manage, pause, change, or cancel recurring subscriptions in one place, solving the problem of fragmented subscription tracking amid rising subscription fatigue.[1][3][4][5] The platform boosts revenue for merchants, cuts operational costs, enhances user engagement and retention for over 120 million users globally, and was acquired by Mastercard in October 2024 to create a centralized subscription hub.[1][3][4] Prior to the acquisition, it raised Series B+ funding from backers including Visa, 13books Capital, Middlegame Ventures, Zenith Capital, and Nineyards Equity, employing 51-100 people across Sweden, the US, UK, Romania, and India.[2][3]
Minna Technologies was co-founded in 2016 in Gothenburg, Sweden, by Joakim Sjöblom (Founder & Co-founder), Jonas Karles (Founder & Co-founder & CEO), and Marcus Lönnberg (Founder & Co-founder & CTO).[2] The idea emerged amid explosive growth in the subscription economy—a 350% surge in subscription e-commerce value over seven years, with average individuals holding 11 subscriptions and households 20—creating pain points in tracking and managing them.[6] Early traction came from partnering with top-tier European banks like Swedbank and expanding to the US with Capital One as the first major credit card issuer to embed its tools.[3][5] By 2024, serving 20 million users and positioned as Europe's fastest-growing fintech, it attracted global investors and culminated in Mastercard's acquisition to integrate into its Ethoca fraud-fighting unit.[1][2][4]
Minna rides the subscription economy boom, where consumers juggle dozens of recurring services, fueling demand for centralized control amid "subscription hell" and rising churn risks.[1][4][6] Timing aligns with embedded finance trends, where banks/fintechs embed advanced tools to retain users and monetize data, amplified by post-pandemic digital banking shifts.[4][5] Market forces like regulatory pushes for consumer protection, fraud reduction (via Mastercard's Ethoca), and merchant loyalty incentives favor Minna, influencing the ecosystem by standardizing subscription flows and enabling banks to compete with super apps.[3][4] Its acquisition accelerates Mastercard's consumer tools, potentially reshaping payment networks' role in everyday financial management.[4]
Post-Mastercard acquisition (pending regulatory approval as of late 2024), Minna will integrate into a vast payments ecosystem, expanding its hub with loyalty rewards, fraud alerts, and AI-driven insights to minimize churn across billions of transactions.[4] Trends like AI personalization, open banking mandates, and subscription fatigue will propel growth, evolving its influence from niche fintech to core infrastructure for global banks. As subscriptions proliferate, Minna-like platforms will define consumer finance, turning fragmented spending into loyal, manageable ecosystems—cementing its origin as a Swedish innovator into a payments powerhouse.
Minna Technologies has raised $19.0M in total across 1 funding round.
Minna Technologies's investors include Element Ventures, Michael McFadgen, Pascal Bouvier, Nineyards Equity, Visa.
Minna Technologies has raised $19.0M across 1 funding round. Most recently, it raised $19.0M Series B in January 2021.
| Date | Round | Lead Investors | Other Investors |
|---|---|---|---|
| Jan 1, 2021 | $19.0M Series B | Element Ventures, Michael McFadgen, Pascal Bouvier, Nineyards Equity, Visa |