Our story

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Dreams are our most valuable assets. They help us understand what really matters, and provide us with both meaning and direction in our lives. Our dreams rarely have to do with money, but often demand financial resources. The way to reach these dreams? By saving.

Ask your average person if they find saving up simple, and most will reply in the negative. Not strange at all, considering that the human brain is a biological entity which has evolved over time to make decisions based on what is good for us right now, not necessarily tomorrow or in 10 years down the road. Despite our hardwired shortcomings in savings terms, traditional banks and conventional financial institutions haven’t eased our burden. Just the opposite. They made it difficult and dull for most of us, banking on our collective ignorance. With Dreams, those days are long gone.

“The world of finance was in dire need of a clear contender, one with the means of creating financial value based on human incentives.”

Dreams is the new way to save and invest. With a one-of-a-kind method marrying world-class design and Nobel Prize-winning research in the field of behavioral science, we’re providing the next generation of financial services. For everyone. It doesn’t matter if you’re motivated, laid-back, impulsive, a joy-rider, love a good challenge, or do everything you can to avoid thinking about money. Dreams inspires you to begin saving and motivates you to keep on keeping on along the way. How? With your dreams as the goal – the light at the end of the tunnel.

The effects are undeniably crystal-clear. 83% of our users save more now than they did before Dreams. Members of our quickly growing community inspire, motivate, and challenge one another with dream goals and savings tips. For our users, Dreams is not a bank service – it is a source of future hope and present peace of mind. People who previously felt awkward and out of place around their private finances now consider saving money a personal hobby. Dreams revolutionizes the way an entire generation approaches savings – and money.

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Entrepreneurs Henrik Rosvall and Johan Hemminger, together with Joel Broms Brosjö and Patrik Persson, witnessed how the greedy, obsolete financial industry got away with ignoring the needs of its customers, over and over and over again. While other industries were pushing into the future through innovation and transparency, banks across the globe were holding fast and steady to old structures, resulting in deeply dissatisfied, frustrated customers. The world of finance was in dire need of a clear contender, one with the means of creating financial value based on human incentives. Along with a core group of innovators and mold breakers in the fields of finance, technology, and cognitive science, the founders built up a team united around a common goal – to come up with an entirely new way of saving money. In 2014, they started Dreams Nordic AB. This was followed by a year of research and development and then a partnership with Ålandsbanken – the first of its kind in the world – making it possible to launch savings app Dreams on the Swedish market in 2016. Dreams was named Best Swedish FinTech Startup at the 2017 Nordic Startup Awards. The app was launched in Norway in 2018, in partnership with Storebrand, and in October that same year Dreams was included on KPMG’s Fintech100 list as one of the world’s leading fintech innovators.

“Since launch day, Dreams has made its mark, and is now firmly footed as the leading savings service in Sweden and Norway.”

Since launch day, Dreams has made its mark, and is now firmly footed as the leading savings service in Sweden and Norway. By the end of 2018, Dreams boasted 300,000 subscribers, with a 10% average increase in users per month. Our users have activated over 2.5 million savings functions, created tens of thousands of their own savings hacks, and saved more than a billion SEK. And this is only the tip of the greatest savings iceberg the world is yet to experience.

Dreams is now heading out across Europe. With a unique method and our own technical and legal platform, we are departing from the current financial infrastructure and scaling at the speed of savings.