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Avanza
View on Wikipediafrom Wikipedia
Avanza Bank Holding AB is a Swedish online bank based in Stockholm, specializing in savings, investments and pensions. Avanza is the largest stockbroker in Sweden and on the Stockholm Stock Exchange, with 2,188,900 customers and a 7.9% share of the Swedish savings market as of August 2025.[1]
Key Information
History
[edit]Avanza was founded in 1999 as HQ.se.
In 2001, HQ.se acquired Avanza and changed its name to Avanza, which became the largest stockbroker in Sweden, with 80,000 active customers.[2]
In 2006, Avanza acquired stock magazine Börsveckan and launched Placera, a free online newspaper. Placera is focused on equities, funds and savings. The two are editorially independent and are grouped under Placera Media, a wholly owned subsidiary of Avanza.[3]
During the same year, another wholly owned subsidiary, fund manager Avanza Fonder, was launched, along with their first product Avanza Zero, a completely free-of-charge index fund tracking the OMX Stockholm 30 index.
In 2018, Avanza Fonder launched the cheapest global fund in the world, Avanza Global, with an annual management fee of 0.05%.[4]
In 2019, Avanza won the Swedish Quality Index’s award for the most satisfied savings customers in Sweden for the tenth consecutive year.[5]
As of 17 September 2025, Avanza offers digital trading in about 100 London Stock Exchange–listed companies, priced in pounds sterling with a £1 minimum commission, and plans GBP currency accounts so Private Banking and Pro clients can hold balances and avoid per-trade FX fees. Earlier in 2025 it added digital trading in Spain and Switzerland.[6][7][8]
References
[edit]- ^ "Augusti: Månadsstatistik* | Avanza". investors.avanza.se (in Swedish). Retrieved 2025-09-17.
- ^ "Avanza and HQ.SE Aktiespar form the largest Internet broker" (Press release). Cision. June 8, 2001.
- ^ "Welcome to Placera". Avanza (in Swedish). Retrieved 2023-09-12.
- ^ "Avanza launches the world's cheapest global fund" (Press release). Cision. August 24, 2018.
- ^ "Avanza Bank Wins Banking Technology Award for Best Use of IT". GlobalFinTechSeries. 2019-12-19. Retrieved 2020-06-29.
- ^ "Avanza lanserar aktiehandel på Londonbörsen | Avanza". investors.avanza.se (in Swedish). Retrieved 2025-09-17.
- ^ Schibsted, Foto: Emma-Sofia Olsson / (2025-09-17). "Avanza lanserar digital handel på Londonbörsen". www.aftonbladet.se (in Swedish). Retrieved 2025-09-17.
- ^ TT (2025-09-17). "Avanza lanserar digital handel på Londonbörsen". www.expressen.se (in Swedish). Retrieved 2025-09-17.
External links
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Avanza
View on Grokipediafrom Grokipedia
Avanza Bank Holding AB is a Swedish online bank and financial services provider specializing in low-cost savings, investments, and pensions, headquartered in Stockholm and serving as one of the country's leading platforms for retail investors.[1][2]
Founded in 1999 by entrepreneur Sven Hagströmer as HQ.se, the company rebranded to Avanza in 2001 and has since grown into Sweden's largest stockbroker by customer base and market share.[3][4]
As of October 2025, Avanza reports 2,223,500 customers, reflecting a net increase of 151,800 during the year, with a 7.9% share of the Swedish savings market.[5][6]
The bank emphasizes transparent, fee-minimizing products, including brokerage for Swedish and international stocks and funds, zero-fee options like the Avanza Zero fund, low-cost global index funds such as Avanza Global, occupational pension solutions, and mortgages through its Bolån+ program with up to 75% loan-to-value ratios.[1][2]
Avanza operates as a public company listed on Nasdaq Stockholm under the ticker AZA and is renowned for high customer satisfaction, having been named Sweden's most satisfied savings bank for 15 consecutive years by the Swedish Quality Index and awarded Bank of the Year in 2018, 2019, and 2020.[1][7]
Customers automatically upgrade classes as their savings or trading volume increases, such as moving to Mini after reaching 50,000 SEK in assets or 500 trades.[26] For international trades, fees vary by market: 0.079%–0.25% (minimum 1–12 USD) for U.S. stocks, 0%–0.25% (minimum 0.95–12 EUR) for European exchanges, and higher for regions like Australia (0.15%–0.30%, minimum 50 AUD). Currency conversion incurs a 0.5% spread, with an optional manual FX account at 0.125% surcharge launched in 2025 for endowment insurance holders.[23][27]
Avanza distinguishes itself with zero-brokerage exclusive products, such as select ETFs and index funds like Avanza Global and Avanza Zero, which track global and Swedish indices at minimal expense ratios. The platform also supports margin trading with interest rates starting at 1.99% and provides tools for share issues administration and stock buybacks for institutional clients.[22][9] In 2025, expansions include digital trading on the London Stock Exchange with a minimum commission as low as £1.[20] These features underscore Avanza's focus on cost efficiency and accessibility, generating revenue primarily from brokerage commissions and net interest on margin loans.[28]
Overview
Company profile
Avanza Bank Holding AB is a Swedish financial services company specializing in digital savings, investments, and pensions. Founded in 1999 as HQ.se by entrepreneur Sven Hagströmer, the company initially focused on providing online access to stock trading for individual investors. In 2001, HQ.se merged with Aktiespar Fondkommission and Avanza, adopting the Avanza name and establishing itself as Sweden's largest online brokerage at the time. Headquartered in Stockholm, Avanza operates primarily through its digital platform, emphasizing low fees, user-friendly tools, and a broad range of financial products tailored to private savers. The company received its banking license in 2005, enabling expansion into deposit and lending services.[3] As of October 2025, Avanza serves 2,223,500 customers, marking a net increase of 151,800 for the year and reflecting strong growth in the Swedish retail investment market. It manages total savings capital exceeding SEK 1,000 billion, equivalent to approximately 7.9% of the overall Swedish savings market. Avanza employs around 709 people and maintains a capital-light business model that leverages technology to minimize operational costs while maximizing accessibility for users. The company is publicly listed on Nasdaq Stockholm under the ticker AZA, with its shares reflecting investor confidence in its digital-first approach.[1][8][9] Avanza's organizational structure consists of a parent company, Avanza Bank Holding AB, and four wholly owned subsidiaries: Avanza Bank AB (core banking operations), Avanza Fonder AB (fund management), Försäkringsaktiebolaget Avanza Pension (pension insurance), and Placera Media Stockholm AB (financial media and analysis). All operations are centralized in Stockholm, supporting a focus on innovation in areas like fee-free index funds—such as the pioneering Avanza Zero launched in 2006—and occupational pension solutions. Avanza has consistently ranked as Sweden's most customer-satisfied savings provider for 15 consecutive years according to the Swedish Quality Index.[10][3][1]Market position and customers
Avanza Bank Holding AB (publ) holds a leading position in the Swedish market for online savings and investments, operating as one of the largest digital platforms for retail investors. As of September 2025, the company commands a 7.9% share of the overall Swedish savings market, with its platform facilitating a significant portion of individual investment activities.[11] In stock trading, Avanza achieves a 19.7% market share in terms of transactions and 7.4% in turnover on Nasdaq Stockholm and First North during the second quarter of 2025, underscoring its dominance among active traders.[12] Additionally, in the pensions sector, Avanza is recognized as one of the fastest-growing providers, holding an 11.0% share of premiums for non-collective occupational pension insurance and 10.9% of the broader Swedish life insurance market over the preceding 12 months.[13] The company's customer base has expanded rapidly, reaching 2,204,000 customers by the end of September 2025, representing approximately 18.9% penetration of Sweden's adult population.[13][11] This marks a net increase of 132,300 customers year-to-date in 2025, equivalent to a 9% growth compared to the previous year, driven by net inflows of SEK 47,700 million into savings products during the same period.[13] Avanza's total savings capital under management stood at SEK 1,053,600 million as of September 2025, reflecting strong retention and acquisition amid a competitive landscape dominated by traditional banks and fintech alternatives.[13] Avanza's customers span a diverse demographic, primarily targeting tech-savvy individuals seeking low-cost, accessible financial services, with a notable concentration among younger adults. New customer acquisitions in 2025 have been predominantly from the 20-49 age group, accounting for over 97% of inflows, including 34.7% aged 20-29 and 36.0% aged 30-39.[12] The platform appeals to a broad spectrum, from investment novices and risk-averse savers to professional traders and long-term strategists, with higher penetration rates observed in urban areas like Stockholm, where male users outnumber females in younger cohorts (e.g., 46% vs. 33% for ages 20-29).[12] This customer profile has contributed to Avanza being named Sweden's most satisfied savers provider for 15 consecutive years by the Swedish Quality Index.[1]History
Founding and early development (1999–2005)
Avanza was founded in 1999 by Swedish financier Sven Hagströmer as HQ.se, an online platform designed to make stock trading accessible to individual investors through low fees and user-friendly digital services.[3] The initiative emerged during the dot-com boom, focusing on simplifying brokerage operations via the internet to challenge traditional banks' dominance in the Swedish financial market.[3] In 2001, HQ.se underwent a significant merger with Aktiespar Fondkommission and the entity originally named Avanza, resulting in the adoption of the Avanza brand and the launch of the avanza.se website.[3] [14] This consolidation established Avanza as Sweden's largest online broker, rapidly expanding its customer base and solidifying its position in internet-based securities trading.[3] The period from 2003 to 2004 marked further product innovations to broaden Avanza's offerings beyond basic brokerage. In 2003, the company introduced Sweden's first fully internet-based Individual Pension Savings (IPS) account, enabling seamless online management of retirement funds, and launched Fondtorget, a marketplace aggregating various mutual funds from multiple providers.[3] By 2004, Avanza extended services to high-net-worth individuals through a dedicated Private Banking division and enhanced its trading capabilities with mobile applications and advanced technical analysis tools.[3] A pivotal milestone occurred in 2005 when Avanza received a banking license from Swedish authorities on December 6, allowing it to operate as a full bank and expand into deposit-taking and other regulated activities.[3] [15] That same year, the company founded subsidiaries Avanza Pension, specializing in pension and insurance accounts, and Avanza Fonder, focused on fund management, which laid the groundwork for diversified financial services.[3]Growth and product innovations (2006–2015)
During the period from 2006 to 2015, Avanza Bank experienced steady expansion in its customer base and savings capital, driven by low-cost offerings and digital innovations that appealed to individual investors in Sweden. The number of customers grew from 130,000 in 2006 to 467,600 by the end of 2015, reflecting an average annual increase of approximately 14%.[16][17] Total savings capital under management rose from SEK 43.2 billion in 2006 to SEK 191.6 billion in 2015, supported by consistent net inflows that averaged around SEK 10-25 billion annually in the later years of the period.[16][17] This growth positioned Avanza as a leading online savings platform, with operating profit increasing from SEK 244 million in 2006 to SEK 485 million in 2015, amid a focus on cost-efficient operations and product diversification.[18][17] Key product innovations began in 2006 with the launch of Avanza Zero, Sweden's first no-fee index fund tracking the OMX Stockholm 30, which quickly attracted cost-conscious savers and became a cornerstone of Avanza's fund offerings.[3] That same year, Avanza expanded into occupational pensions and acquired Börsveckan AB, rebranding it as Placera Media Stockholm AB to launch Placera.nu, an independent online investment news platform that enhanced user education and engagement.[3] By 2009, Avanza introduced Superlånet, marketed as Sweden's cheapest margin lending product, enabling customers to borrow against securities at competitive rates and boosting trading activity.[3] In 2010, Avanza rolled out several digital enhancements, including the Sparkonto+ savings account for external bank deposits, an iPhone app for mobile trading, Avanza Labs for experimental features, and an ETF-square to simplify exchange-traded fund access.[18] These initiatives coincided with customer growth to 236,800 by year-end, with savings capital reaching SEK 82 billion.[18] The 2012 introduction of the Investeringssparkonto (ISK), a tax-advantaged investment savings account, further accelerated adoption, pushing customers past 280,000 and aligning with regulatory changes that favored flexible savings vehicles.[3] Avanza continued innovating in 2013 by launching a redesigned website with streamed real-time stock quotes and Sweden's lowest mortgage rates for Private Banking clients, which saw loans grow from 2,004 accounts in 2014 to 2,719 in 2015.[3][17] In 2014, the company opened an office in Gothenburg to target occupational pensions and high-net-worth clients, while slashing brokerage fees to as low as SEK 1 per trade, contributing to a customer base exceeding 370,000.[3] By 2015, innovations included Avanza Markets for commission-free trading in certificates and mini-futures, the Portfolio Generator tool for automated fund portfolio creation, and updated mobile apps for iOS and Android, all of which supported record net inflows of SEK 25.2 billion and solidified Avanza's reputation for accessible, low-cost banking services.[3][17]Recent expansions and achievements (2016–present)
Since 2016, Avanza Bank has experienced significant customer growth and product innovation, expanding its digital offerings to solidify its position as Sweden's leading online savings and investment platform. In 2016, the company introduced real-time deposits from other banks, becoming the first in Sweden to do so, and launched free stock trading on the Stockholm Stock Exchange for savings under SEK 50,000, which helped surpass 500,000 customers by year-end.[3] These enhancements, including digital tools like Avanza Play for educational content and advanced stock filters, contributed to consecutive wins of the Swedish Quality Index award for customer satisfaction in savings, marking the eighth straight year in 2016.[19] The period from 2017 to 2019 saw further diversification with the launch of automated investment products such as the Stock Generator and Avanza Auto funds, alongside digitization of equity trading and margin lending. In 2017, Avanza partnered with Stabelo to introduce Mortgage Loan+, reaching 700,000 customers, and earned the Swedish Quality Index award for the ninth year. By 2018, it unveiled Avanza Global, recognized as the world's cheapest global index fund, and won "New Savings Product of the Year" and "Bank of the Year" from Privata Affärer, while customer numbers exceeded 835,000. Sustainability features, like low-carbon risk fund filtering, were added in 2018, aligning with growing environmental demands. In 2019, Open Banking integrations and a redesigned platform with sustainability data propelled another Swedish Quality Index win, the tenth consecutive.[3][19] The 2020s brought accelerated expansion amid market volatility. In 2020, Avanza gained over 300,000 new customers, launched three new funds with sustainability exclusions, and was named "Bank of the Year" by Privata Affärer for the second time. By 2021, it surpassed 1 million customers owning shares and another million investing in funds, achieving its 2025 financial targets four years early, including a savings capital milestone. Product innovations included the Avanza Sverige fund and reduced fees on Auto funds, complemented by high engagement in educational content, with 5 million podcast listens and 7 million blog views. Awards continued, with the most reputable bank title from Kantar Sifo's Anseendeindex and top rankings in customer satisfaction. In 2022, a new backoffice system and the Avanza Fastighet fund were introduced, alongside the Business Ambition for 1.5°C climate commitment, earning recognition as Sweden's greenest bank brand from Differ. Customer support efforts during economic challenges were praised, securing third place in Brilliant Awards for bank customer service.[3][19] From 2023 onward, Avanza focused on broadening accessibility and sustainability. The savings account became available to all customers in 2023, five new funds were launched—including the cheapest short-term bond fund—and mortgage offerings expanded with Farm Loan. It ranked as Sweden's most reputable bank per Kantar Sifo and won Employer Branding of the Year among economists from Karriärföretagen. In 2024, net inflows hit the second-highest level, Gustaf Unger assumed the CEO role, and features like algorithmic trading and a fund marketplace for private banking were added, alongside a relaunched Placera platform with Affärsvärlden. Awards included top gender equality ranking from Equileap and multiple Universum employer accolades. By early 2025, the acquisition of Sigmastocks was finalized, enabling digital discretionary portfolio management and enhancing pension offerings. Digital European trading expanded to two additional markets, driving customer growth of 151,800 year-to-date to 2,223,500 by October, with savings capital exceeding SEK 1 trillion and operating income up 18% to SEK 3,356 million in the first nine months. Avanza also committed to reducing scope 1, 2, and 3 emissions by 50% by 2030 and net-zero greenhouse gases by 2045 at the latest. Recent recognitions include ranking among Sweden's top employers by Universum and Karriärföretagen, and ninth most reputable company overall from Verian.[3][20][19][21]Services
Investment and brokerage
Avanza provides a digital platform for investment and brokerage services, primarily targeting retail investors in Sweden with access to a wide array of financial instruments. The company facilitates trading in Swedish and international stocks, exchange-traded funds (ETFs), certificates, and over 1,300 funds through its online interface.[22] As Sweden's largest stockbroker by customer base, Avanza emphasizes low-cost access to Nordic stock exchanges (such as Nasdaq Stockholm and Nasdaq First North) and major international markets including those in Europe, the United States, Canada, and select Asian exchanges.[1][23] The brokerage services support self-directed trading via web and mobile applications, offering real-time market data, advanced filtering tools, and analytical features to aid decision-making. Investors can execute orders in various account types, such as investment savings accounts (ISK) and endowment insurance (KF), with seamless integration for tax-advantaged saving— for instance, ISK holdings up to 150,000 SEK per person are tax-free as of 2025.[24][25] Avanza also offers automated investment options like Avanza Auto, which recommends six index funds based on the user's savings horizon and risk tolerance, promoting diversified, low-maintenance portfolios.[22] Brokerage fees, known as courtage in Swedish, are structured into tiered classes based on trade size and customer activity, with no fixed account or custody fees to encourage frequent trading. For Swedish markets, the classes include:| Class | Suitable Trade Size (SEK) | Fee Structure | Minimum Fee |
|---|---|---|---|
| Start | <50,000 total savings | 0% (promotional for new users) | 0 kr |
| Mini | Up to 15,600 | 0.25% of trade value | 1 kr |
| Small | 15,600–46,000 | 0.15% of trade value | 39 kr |
| Medium | 46,000–143,500 | 0.069% of trade value | 69 kr |
| Fast Pris | >143,500 | Fixed | 99 kr |