Aarhus fintech startup aims to improve bank customer service: They have raised double-digit millions

Adam Feil
January 25, 2024

Adam Feil

@Adam

This post is also available in: Danish

Aarhus-based fintech company Safty has just closed a DKK 11.3 million investment round. The pre-seed round was led by Upfin with contributions from several prominent Angel investors.

Safty is at the forefront of a new era in financial services that requires a combination of public and private data. The mix gives banks in-depth insights into customers’ needs, lifestyles and potential life events, ranging from buying a home to starting a new business or personal finance. It’s all made possible with the help of advanced artificial intelligence, or Machine Learning.

Jakob Vang Glud, CEO of Safty, has this to say about the company’s mission;

“In today’s society, consumers increasingly demand personalized customer experiences, especially when it comes to important and often complex decisions about insurance, pensions and finance,” he continues:

“Most established financial institutions still rely on existing CRM systems or assumptions based on demographic and geographical data. But Safty goes a step further by accurately understanding what has happened in customers’ lives. In the future, we will even be able to predict these events, making our solution even more attractive to financial organizations.”

With the latest investment round and a strengthened management structure, with new prominent names on the board such as Jacob Dahl from Danske Bank, Safty is well on its way to realizing its vision of helping financial institutions create the next generation of customer experiences based on predictive data insights.