After successfully winning the personal users on mobile transfers, MobilePay needed to develop and execute a consumer-to-business strategy in order to become a profitable and financially sustainable business

MobilePay had succeeded more in person-to-person (P2P) transfers than anyone had anticipated. While creating a fantastic publicity for the bank, it was also a very expensive success with a negative contribution from every single P2P transfer.

To become long-term sustainable, a profitable development of the person-to-business (P2B) market was required. An elaborate strategy for payment solutions online, in-app and for point-of-sales POS, was developed, including new partnerships with other banks and card providers.

For MobilePay to continue being an asset for Danske Bank, they had to let it leave home, allowing it to become an independent business, operating on free commercial terms.