Grandhood

Grandhood is a Danish financial technology company that operates as a digital platform for company pensions, specifically targeting a market segment that has been historically underserved by traditional pension providers. Founded in 2017 by Jon Lieberkind, Jens Kam, and Mathias Bredkjær, the company was established to address the complexity and high costs associated with pension plans in Denmark. The founding team leveraged their collective experience in investment advisory and risk management from institutions like Bank of America Merrill Lynch and Danske Bank to create a more transparent and user-friendly alternative.

The firm primarily serves small and medium-sized enterprises (SMEs), entrepreneurs, and freelancers, a demographic that often lacks pension savings due to the perceived complexity and cost. Grandhood's business model is built on providing a fully digital, mobile-first solution that simplifies the process of setting up and managing a company pension. Companies can register and invite employees in minutes, while employees manage their plans through a dedicated app. This app offers digital advisory services, a complete overview of savings and returns, and the ability to consolidate previous pension pots. Revenue is generated through fees, which are structured to be transparent and lower than those of incumbent providers.

The company's core product is a flexible pension scheme that combines both savings and insurance components. Users can choose from different investment profiles based on their risk appetite, and the platform provides personalized recommendations. The insurance offerings, which are crucial for providing security, include coverage for critical illness and loss of earning capacity. A significant milestone was achieved in 2020 when Grandhood partnered with Velliv, Denmark's third-largest pension company. In this partnership, Grandhood manages the digital customer experience, including onboarding and advisory through its app, while Velliv handles the underlying pension investments. This collaboration allowed Grandhood to enhance its offerings and distribution, backed by an established financial institution. The company has successfully raised approximately $6.24 million to $7.03 million in funding over several seed rounds from investors including Velliv, Speedinvest, Sunstone, and SEED Capital.

Keywords: digital pension, company pension, SME pension solution, fintech, Denmark, pension for startups, pension for freelancers, mobile pension, pension savings, employee benefits, retirement savings, investment platform, pension insurance, Mathias Bredkjær, Jens Kam, Jon Lieberkind, Velliv partnership, small business finance, pensiontech, digital advisory, employee onboarding