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Avanza

“Can Sweden's leading self-directed online broker keep taking share of the Swedish savings market by owning the full bank+pension+brokerage stack in-house?”

Founded1999
HQStockholm, Sweden
FoundersSven Hagströmer
IndustryFintech / Investment
The story

Founded 1999 as HQ.se, rebranded to Avanza in 2001 after an internal acquisition and grew into Sweden's largest online stockbroker. The business runs as a fully licensed Swedish bank and insurance group (Avanza Bank AB + Försäkringsaktiebolaget Avanza Pension) focused on savings, investments and pensions — a self-operated financial institution rather than an embedded-finance customer.

Last 12 months
2025-02
Product timeline
1999
Founded as HQ.se by Sven Hagströmer· banking
2001
HQ.se acquired Avanza and adopted the Avanza name; became largest stockbroker in Sweden· pivot
2025
Reached 2,188,900 customers and 7.9% share of the Swedish savings market· banking
Regulated entities
2
regulatory licences held by Avanza
Licence types, jurisdictions and registered entities are in the Embedded Finance Index report.
The stack
6 layers disclosed in Avanza’s embedded-finance stack
Banking / BaaS
Avanza Bank AB (in-house)
Lending
in the full report
Insurance
in the full report
Open banking
in the full report
KYC
in the full report
Investing
in the full report
Accounting gap: none
6 more providers across 5 layers, with confidence-scored evidence and source URLs, are in the Embedded Finance Index report.