Minna Technologies solved a problem almost everyone has and almost no one tracks: the subscriptions you are paying for and have forgotten about. Founded in Gothenburg in 2016, it built subscription management that lives inside a bank's own app — letting customers see every recurring payment they have, and cancel the ones they no longer want, without hunting through a dozen merchant websites or resorting to blocking their card.
The model was deliberately B2B2C. Rather than building a consumer app that had to acquire users, Minna embedded its engine in the banking apps people already opened, reaching customers through partners including Lloyds, Swedbank and ING. The company described itself as the only platform combining an automated subscription management engine with bank-grade compliance and broad global coverage across subscriptions and payment methods, serving over 120 million users through its partners. Crucially, the service was payment-scheme agnostic, working regardless of how a subscription was being paid for.
In October 2024, Mastercard agreed to acquire Minna, and the reasoning explains why a card network wanted a subscription tool. Juniper Research counts 6.8 billion subscriptions globally, projected to reach 9.3 billion by 2028, and the friction in that market costs everyone: consumers who cannot easily cancel end up blocking cards, which severs the merchant relationship entirely and creates involuntary churn that neither the merchant nor the network wants. Mastercard's interest was in fixing that breakage at scale, as part of a broader push beyond card processing into services — the same quarter it spent $2.65 billion on Recorded Future.
Minna is therefore no longer an independent Swedish fintech. It is a capability inside Mastercard's services portfolio, and the Gothenburg team and technology now serve that roadmap. The company is retained in this database as a record of one of Sweden's more quietly influential fintech exits — a business that never had a consumer brand, reached over a hundred million people through other companies' apps, and was bought by the network whose own rails it was designed to work around.