Humla enhances customer offerings and increase loyalty through embedded finance.

Accelerating development of payments and financial solutions


We’re a Swedish fintech startup acquired by the leading food retail group Axfood, and we’re on a mission to accelerate the development of payments and financial services that strengthen existing customer offers and increase loyalty in the Swedish food retail market.

Embedded finance

As the first player in Sweden, we’ve developed a cutting edge experience for payments using SEB Embedded's Banking-as-a-Service platform.

Our mission


Payments and financial services are a strategically important area for Axfood, and now we’re extending the customer offer by integrating financial services in the Swedish food retail market that we’ve developed in close collaboration with SEB Embedded.

With embedded finance we are able to integrate financial services into our non-financial products, therefore we don’t need to become a bank ourselves to offer our customers a complete shopping experience regardless physical or digital channel.

Hemköp Matkonto

We’ve launched a new value proposition and payment experience for the food retail company Hemköp which enables customers to earn 25% extra membership points.


Every purchase made with Matkonto at Hemköp store and online gives an extra 25% membership points, and since the payment card is a debit Mastercard with support for Apple Pay the customer can pay anywhere in the world. Therefore, the customer will always bring their food money wherever they go.

The nest


We’re a bunch of creative thinkers and sharp builders with a limitless imagination.

Our bumblebees

We constitutes of a strong diversified team which we believe is core to success. We solve challenges through curiosity, understanding and a strong desire to create world-leading experiences.

Designing with people in mind

The people are the beating heart of everything we do. We deliver results that are imbued with user-centered development, business, CX as well as in engineering.

We care about our people

Our people are of the utmost importance and we never let each other fail. We support, boost and cheer each other to build a safe workplace where everyone feels participation and valued.

Accelerated development

We work with some of the market’s leading partners in financial services and are constantly curious where the world is heading where our fast-paced environment allows us to adapt to market changes.

We invest in the best

We are always open to meet new talents who are eager to challenge, change and be part of a fast-paced environment with the mission of accelerating financial services.

We believe that we’re on to something remarkable.


Our strategic integrations and partnerships enables us to establish products that have never been seen before on the Swedish financial market.