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Urd Rating AB

Smarter and better investments using Urd Rating.

We want to change the financial market for equity investors! None does a proper follow-up on the analysts. This leaves the investors to make subjective decisions on what analyst to trust. This is why we have developed an intelligent algorithm that, based on historical data, identifies which analysts performed best. This to make it easier to invest, generate higher returns and reduce the risk for us as share investors

Investor proposal


The market for financial services is growing and more people stray from the traditional bank rate saving into the stock market. Urd Ratings service will reach the broad mass by becoming as user-friendly as possible. We will expand the services provided so we reach even more. Urd Rating will be the next major investment service with your help.

Product

The problem this product solves

Today there are plenty of financial actors giving out recommendations about what stock to buy. Friends, social media users, banks and financial institutions issues recommendations regarding if you should buy-, keep- or sell a particular stock. We usually try to make an objective decision on whether the recommendations are credible. The effort and time to make a personal prediction would be considerable.
 
In order to be able to trust recommendations we started Urd Rating that follow up, and rate, banks' and financial institutions' stock recommendations. Based on historical data our algorithm presents which analysts that are most accurate.

How the product solves it

Urd Rating helps users to be more confident and feel safer when investing. Through our smart algorithm we:
 
·        Highlights analysts with the most accurate recommendations.
·        Help users to understand the analysts´ ratings and analyses.
·        Map the best analysts for each sector and share.
·        Create a more transparent market for investors and analysts. (UN Sustainability Goals)
 
You should feel safe on the market. That's why we follow up the advice of the banks and financial institutions so you as investor can make the right decisions.

Product features

We refine existing data in a new way. In other words, we are transforming "big data" to "smart data".
 
Our service is unique, independent and cloud-based. Utilizing API, auto-loading functions it reads financial data. Urd Rating AB´s unique algorithm then calculates analyses progression.
The rating shows the difference between the predicted and actual development of a share price. By comparing key information from all stock analyzes published with real stock prices, a discrepancy between predicted equity development and real outcome is obtained. This deviation is the basis for a rating.

Product use cases

As previously described, many make their investment decisions based on advice and recommendations.
This is mainly due to the absence of the following for private limitations:
 
• Time
• Knowledge
• Security / confidence
 
It is also because of the above that many are reluctant to start investing in the stock market. This is something we want to change.
This is where our tools can be a of great support, reduce risk and increase returns in a simple and safe way.

Team

Timothy Gullberg avatar
Timothy Gullberg CEO
Timothy Gullberg - born and raised in Jönköping. Worked with business administration in several industries. Lastly, as a financial manager at Hudoteket, a company that has a turnover of 45 million SEK with around 40 employees. The company has both a beauty salon and a large web shop focusing on ... See more
Timothy Gullberg - born and raised in Jönköping. Worked with business administration in several industries. Lastly, as a financial manager at Hudoteket, a company that has a turnover of 45 million SEK with around 40 employees. The company has both a beauty salon and a large web shop focusing on skin and beauty products. He also runs his own consulting company focusing on economy and development for companies. Timothy is very active in the stock market, both long-term and short-term, with fundamental analysis and technical analysis. His strong interest in the stock market has resulted in him becoming chairman of Unga Aktiespararna in Jönköping and the Nomination Committee for Unga Aktiesprarna Sverige. See less
Tobias Jakobsson avatar
Tobias Jakobsson CTO
CTO, born in Mjölby and grew up in Ödeshög. He studied economics and systems development at BTH and worked for many years as an IT consultant in Gothenburg, among other things as systems developer with responsibility for automotive and defense systems. Together with his colleague Claes, he started 2010 Keylinx, ... See more
CTO, born in Mjölby and grew up in Ödeshög. He studied economics and systems development at BTH and worked for many years as an IT consultant in Gothenburg, among other things as systems developer with responsibility for automotive and defense systems. Together with his colleague Claes, he started 2010 Keylinx, a full-stack digital agency and comprehensive supplier with offices in Gothenburg and Jönköping. Tobias is co-founder of Urd Rating AB, and contributes with knowledge of programming, system architecture and as a small business owner. See less
Jens Ribbholm avatar
Jens Ribbholm Systemdeveloper
System developer responsible for the underlying structure, ie algorithm calculations and processing of incoming data.
Peder Welin avatar
Peder Welin Board member
Peder Welin was born in Gothenburg but raised in Ystad and Viken in Skåne. Studied M.Sc. in Industrial Economics in Luleå, currently working at Siemens in Gothenburg as a technical salesman. Peder has recently sold its company in Park and Golf machines, which has a turnover of SEK 63 million ... See more
Peder Welin was born in Gothenburg but raised in Ystad and Viken in Skåne. Studied M.Sc. in Industrial Economics in Luleå, currently working at Siemens in Gothenburg as a technical salesman. Peder has recently sold its company in Park and Golf machines, which has a turnover of SEK 63 million with a good margin. Previous roles have primarily been sales of technical products BTB with long-term relationships. Personal qualities: Sales and entrepreneurship. Responsible for capital procurement and legal issues. See less
Vladimir Strukelj avatar
Vladimir Strukelj Systemdeveloper
System developer responsible for the presentation of data and user friendliness.
Micael Hafström avatar
Micael Hafström Board member
Micael Hafström, lives and works in Jönköping, where he also was born. He grew up in Hjo, studied at M.Sc. in Industrial Economics in Luleå, and has worked internationally in project management and sales at several different companies. He has also joined the company Mormor Magdas Därproducerade Mat och glass ... See more
Micael Hafström, lives and works in Jönköping, where he also was born. He grew up in Hjo, studied at M.Sc. in Industrial Economics in Luleå, and has worked internationally in project management and sales at several different companies. He has also joined the company Mormor Magdas Därproducerade Mat och glass AB, where his wife was previously CEO. Micael has always had a lot of interest in finance and shares. Personal Features: Entrepreneur, "business minded", customer focused, driven, as well as used to deliver on time and according to budget. Contributes as a project manager and ensures that the right things are done in time. See less
Nils-Henrik Hjälmdahl avatar
Nils-Henrik Hjälmdahl Chairman
Lives and works in Gothenburg. Originally from Tranås and M.Sc. in Industrial Economics from Luleå. He works with sales in the container shipping industry, and has a background in market analysis, sales and project management both in Sweden and internationally. Personal qualities: sales-focused, resourceful, analytical and driven. Responsible for the ... See more
Lives and works in Gothenburg. Originally from Tranås and M.Sc. in Industrial Economics from Luleå. He works with sales in the container shipping industry, and has a background in market analysis, sales and project management both in Sweden and internationally. Personal qualities: sales-focused, resourceful, analytical and driven. Responsible for the technical solution. See less

Market

Target Market

The culture for stock trading looks in an international perspective good in Sweden, with 1.2 million share owners. The stock market is becoming increasingly digitalized and it has never been easier to trade.
 
In neighboring Nordic countries the trend of equity saving is increasing and around 3 million persons owns shares totally.
 
If 1% of these 3 million Nordic share owning persons start to use Urd Rating AB, with an average price of 70 SEK per user and month, it will mean a turnover of 25,2 MSEK / year, with good profitability.

Competitive landscape

Direct competition:
In United States there are two similar services: Marketbeat with a turnover of around 3 MUSD in 2016 and revenues are mostly from advertising, and Tipranks with a turnover of around 4 MUSD in 2016 and charges per user at different price levels. Tipranks is most similar to Urd Rating AB and have had a strong development since they were formed in 2012.
 
Indirect competition:
There are other services with investment decision-making tools that help you to invest. The most relevant indirect competitors, and to a certain extent potential partners are: Stockpicker, Redeye, Modular Financing, Sigmastocks and Opti.

Unique differentiator from competitors

Since we have developed unique algorithms, we do not see anyone today in the Nordic market that competes directly with us.
However, in the case of strong expansion and launch on the European market, the two similar services in the United States may pose a threat if they decide to expand to Europe.

Company revenue streams

In the future we see that we will have different subscription variations for different kind of users:

BAS, subscription with limited access to information: 39 SEK/month.
PREMIUM, subscription with good access to information: 139 SEK/month.
PRO, subscription with full access to information: 399 SEK/month.

The business model can of course be changed and expanded in the future. "Morningstar" was founded in 1984, with the aim of giving all investors access to nuanced information about funds. Today, they are the leading company to offer independent rating of funds, large part of their revenue comes from targeted advertising at their sites.

Product/service distribution

Our service falls within the concept of SaaS, Software as a Service, meaning a monthly subscription service. Social media such as Twitter and Facebook are therefore important distribution channels for us. We see more people getting engaged through these channels. The four largest Swedish groups on Facebook focusing on shares have together a total of 230,000 members. On these channels together with Google, we will run targeted marketing and also work to get Urd Ratings service and data into the debate flow. The Swedish share investor association “Aktiespararna” with around 70,000 members, and other associations can be important distribution channels.

Execution

Previous milestones/traction

2016/12: Included in the Science Park incubator program
2016/12: Awarded ALMI Idea Innovation for a unique and scalable service that is possible to launch internationally
2017/02: Implementation of the first focus group meeting for development of the service, followed by several meetings.
2017/10: Awarded 300,000 SEK for our innovative start-up service by Sweden's innovation authority Vinnova
2018/04: Beta version launch
2018/06: User growth
2018/06: Receives proof of publication by the press, radio and television agency.
2018/06: Founder Nils-Henrik Hjälmdahl wins Alfred Nobel's SKAPA Award, region Gothenburg, for his invention that contributes to a transparent and sustainable financial market.

Next key objectives

We will:

Improve user-friendliness to make it easier to use the service.
Strong marketing to build up number of users and visitor statistics.
Increase the active use.
Implement new financial services such as trend portfolio, overshooting, blanking and insider.
Convert users to paying customers.
Implement international expansion by primarily launching the service in a new Nordic country.
Launch in several Nordic countries.
Develop investment services related to our financial services (AI).

Previous Financing

2016/12: SEK 50,000, Share capital
2016/12: SEK 50,000, Awarded capital of ALMI idéinnovation for a unique and scalable service that is possible to launch internationally
2017/01: SEK 50,000, Receives ScienePark / Vinnova Verification for Development
2017/02: SEK 350,000, Shareholder contribution
2017/04: SEK 100,000, Receives Västra Götaland Region Innovation Support.
2017/05: SEK 500,000, Obtains ALMI Innovation loan
2017/06: SEK 50,000 Receives ScienePark / Vinnova Verification for Development
2017/10: SEK 300,000, Obtains this sum for our innovative start-up service by Sweden's innovation authority Vinnova
2017/12: SEK 500,000, equity capital issue by founders for further development
2018/04: SEK 300,000 ALMI Innovation loan

Partnerships

Today we have a partnership with Nyhetsbyrån Direkt from where we collect stock recommendations through an API.
Share prices and charts are collected from Milistream.
Partnership with Keylinx witch provide development and consulting services.
 
Urd Rating AB is also one of the few companies that participate in the incubator program at Science Park, Jönköping. Sience Park help us with legal matters, business development and support.

Use of funds

Our vision is to become the industry standard for rating of financial advice.
If we raise more than 1.5 MSEK in the issue round, we will focus on finalizing the product and still try to focus on user growth. Usage of the funds will be distributed in the following manner:
 
Further development of service 50%
Marketing and launch 30%
Other 20%
 
If we raise less than 1.5 MSEK in the issue round, the focus will be on having the most important functions ready to take to market in the next step:
 
Further development of service 65%
Marketing 10%
Other 25%



Industry Certifications/Awards

In mid-June 2018, Urd Rating was granted "certificate of release", by the press, radio and television agency. A big step for any independent service.
 
On the same day, our founder Nils-Henrik Hjälmahl, received the Alfred Nobel's SKAPA Award, the region of Gothenburg, for his invention that contributes to a transparent and sustainable financial market.
https://www.jp.se/article/tekniken-skapar-tryggare-aktiekop-vinner-innovationspris/

Return on Investment

This equity emission is a bridge financing, to prepare for launch in Sweden. After successful Swedish launch, the scalable service will be launched internationally. Additional functionality will be developed according with roadmap, to create an even better investment platform and value proposition for our users.

In parallel with the development, focus will be on marketing and increased traction of users, as well as conversion to paying customers. 

  • Urd Rating will eventually generate a strong cash-flow that may generate high yields.
  • Alternatively, Urd Rating might be acquired, by a bigger company that expands their offering and portfolio in the financial market. 

Risk Analysis

Competitors could copy our value proposition and grow faster than we do. Another risk is that US competitors with similar value proposition launch their service also in the Nordic countries. It´s important that you as a potential investor, invest according with a risk-level that is acceptable for you. Please also consider that invested capital will be tied for a long time.