Nickie Povel CMO, Anyfin

Company

Anyfin’s mission is to empower customers to live healthier financial lives, regardless of where they start their journey.

They are a Sweden headquartered FinTech company on a mission to improve people’s finances. The company was founded with the initial aim to simplify the process of refinancing debt, helping thousands access fair interest rates on their existing consumer credit. Since then, Anyfin has expanded into Finland and Germany and launched several new products and services on their app. Using loan data with publicly available consumer data and AI, Anyfin’s proprietary platform enables customers to refinance their existing instalments, credit cards and personal loans within seconds, based on their risk profiles.

Anyfin was launched in 2017 by Mikael Hussain, Sven Perkmann and Filip Polhem. They have now raised over $100m from investors including Accel, EQT and Northzone. They are delivering double digit $ revenues with a healthy gross margin, and are doubling in size annually.

Search Background

Anyfin needed to hire a Chief Marketing Officer because they were moving from a single-product lending consolidation product to a full-stack financial wellness tool, and were going from single market to multiple markets at the same time, with the associated requirement to reposition the business according to their growth agenda.

Erevena have a deep track record in international FinTech marketing leadership, and a very strong relationship with EQT, their core investor at the time. We helped them shaped their thoughts on the type of marketeer and the type of credentials that would be pertinent given their needs. There was good chemistry also, and good alignment around values. The combination of Erevena’s local presence in the Nordics plus our strong European track record from London, Anyfin felt comfortable that Erevena could cover both their local market and wider European markets.

Requirements

Anyfin were looking for a brand-bias but full-stack consumer CMO, who could lead and grow their existing team of 25 marketers. They were more specifically looking for someone who could develop their brand and effectively communicate the proposition and the different products available to customers, and the value proposition per segment and market.

From a market perspective, this person could be based in either Berlin or Stockholm, and ultimately, we needed a candidate who was very comfortable and experienced in the scaling part of a high-growth digital business.

Result

After an extensive search across Germany and Sweden, we successfully placed Nickie Povel into the role.

Nickie spent the early part of her career at Proctor & Gamble, working and living in Germany, Brazil and then Boston, in both regional and global roles. She had a great grounding in brand marketing, ultimately as the global digital strategy leader for Gillette. She then returned to Germany, joining Helpling as CMO, where she led their first branding campaign. She joined when they were at Series B, and spent 4.5 years there as they scaled from €2m monthly GMV to €6m, ultimately with 800 employees in 8 markets. She then left to start her own NGO in education, Tech4Girls, giving young girls access to coding courses via their schools. After transitioning the business to a foundation, Nickie joined Anyfin as CMO, starting in March 2022.