{"id":1439,"date":"2026-01-24T01:03:26","date_gmt":"2026-01-23T23:03:26","guid":{"rendered":"https:\/\/digitalfinance.best\/?p=1439"},"modified":"2026-01-24T01:03:26","modified_gmt":"2026-01-23T23:03:26","slug":"seb-signs-new-fintech-startup-as-first-baas-customer","status":"publish","type":"post","link":"https:\/\/smebanking.agency\/platform\/seb-signs-new-fintech-startup-as-first-baas-customer\/","title":{"rendered":"SEB signs new fintech startup as first BaaS customer"},"content":{"rendered":"
<\/div>\n

Sweden’s SEB has signed Humla, a fintech startup from retail congolomerate Axel Johnson, as the first customer for its banking-as-a-service platform.<\/p>\n\n\n\n

As a startup within the Axel Johnson Group, Humla intends to embed financial service products within its retail brands, catering to 1.5 million customer interactions each day.<\/p>\n\n\n\n

\u201cThe retail companies within Axel Johnson have a deep understanding about their customers, which combined with modern technology will be used to build innovative financial services enabling more personalized experiences and data driven offerings,\u201d says Emil Berg Eckerrot, CEO of Humla. \u201cSEBx provides us with a complete banking platform built on modern technology, which allows us to focus on the customer experience instead of banking regulations.\u201d<\/p>\n\n\n\n

The Swedish bank’s BaaS platform has been developed by SEB’s innovation unit SEBx, which runs as a standalone entity using core banking technology from Thought Machine and Google\u2019s Infrastructure and Data Cloud technologies.<\/p>\n\n\n\n

\u201cWith our cloud-based banking-as-a-service platform, we can help partners to build new products or embed financial services in their customer journeys without becoming banks themselves. SEBx is built on top of SEB\u2019s banking license, which allows us to be a complete provider of financial services,\u201d says Christoffer Malmer, head of SEBx. \u201cWe want to collaborate and co-create together with innovative partners and look forward to continuing working with the team at Humla – our first banking-as-a-service customer.\u201d<\/p>\n\n\n\n

The plan is to bring the first Humla financial product to market during the year as part of a progressive release cycle.<\/p>\n\n\n\n

\n

At Axel Johnson, we believe retail will change more in the coming decade than it has done over the past century. The opportunity to include financial services in a thoughtful way into the customer experience will play an important part in the future of retail, and we are excited about the things we can achieve with this partnership.<\/p>\nSara \u00d6hrvall, board chair of Humla and COO of Axel Johnson<\/cite><\/blockquote>\n","protected":false},"excerpt":{"rendered":"

Sweden’s SEB has signed Humla, a fintech startup from retail congolomerate Axel Johnson, as the first customer for its banking-as-a-service platform.<\/p>\n","protected":false},"author":3,"featured_media":1440,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"pmpro_default_level":"","tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-1439","post","type-post","status-publish","format-standard","has-post-thumbnail","category-other","pmpro-has-access"],"yoast_head":"\nSEB signs new fintech startup as first BaaS customer - SME Banking Platform<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/smebanking.agency\/platform\/seb-signs-new-fintech-startup-as-first-baas-customer\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"SEB signs new fintech startup as first BaaS customer - 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