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Back in February, we covered Danish investment platform Pluto.markets as it secured €5m in a new funding round. Among the investors were F.C. Copenhagen captain Thomas Delaney and Sander Janca-Jensen, CEO and co-founder of Flatpay.

Now Pluto is taking another significant step forward. The platform was founded by Danish entrepreneurs Oscar Vingtoft and Joakim Brüchmann. Since launching in 2024, their ambition has been clear: to make investing more accessible and intuitive without compromising on functionality.

Today, Pluto has around €400m in assets under management and more than 15.000 users. Until now, the business has primarily focused on private investors. That is about to change, as Pluto opens its platform to businesses, allowing companies to set up investment accounts.

Around 100 companies have already joined during a beta phase, with Pluto now targeting around 1000 business customers by the end of the year. The ambition is for companies to account for roughly half of the platform’s assets under management.

Investor Thomas Delaney (left) with Pluto founders Oscar Vingtoft and Joakim Brüchmann (right)

Speaking to KapitalWatch, Joakim Brüchmann says:

“It needs to go from zero to 50 per cent of the business in five months. That gives you an idea of the level of expectation. A large proportion of the customers we will serve on the business side are already customers on the private side. That makes it significantly easier to sell business accounts when you already serve the customer as a private investor.”

But the bigger story is that Pluto no longer sees itself as competing solely with trading platforms such as Nordnet and Saxo Bank. With its move into the business market, the company is also stepping into territory traditionally dominated by banks and wealth managers.

“What we are trying to do with this launch is challenge the wider financial sector,” says Brüchmann.

Pluto is also setting its sights on customers with more than €67.000 in investable assets. Here, lower fees and technology are set to be among its key competitive advantages.

For businesses, Pluto offers commission-free trading on up to €13.000 per month, as well as Collections, which allows investors to build their own ETF-like investment product.

At the same time, Pluto wants to challenge the traditional model of wealth management, where the relationship between client and personal adviser often remains central. In short, the company wants to replace the personal adviser with technology.

And technology is set to play an even greater role going forward. Pluto is working on several new products, including AI features designed to handle parts of the wealth management process for affluent clients. Accounts for minors are also in the pipeline.

And while we are on the subject of ambition: the long-term goal is to become Europe’s preferred investment platform by 2030.