MiniFinans’ detailed knowledge of the market makes it hard to believe that their business just opened earlier this year. Being independent and in Denmark is important to investors, with some competitors having owners based overseas. Founder and managing director Mads Dahlerup sees the connection. “The strength is our in-house management with technical development and graphics. Some larger companies are centralised, located abroad, to help keep costs down.” This is good for business relationships, according to Dahlerup. “Our investors are happy. We are flexible and can maneuvre quickly; it allows us to adapt our product within a few hours, where competitors may require months to achieve the same.”