At Asteria, I co-founded and led product design for 8 years — transforming complex financial tools into intuitive digital products for SMEs, reaching over 400,000 users through partnerships with Swedbank and PayEx.
Client
Swedbank, PayEx, SMEs
Duration
8 years (2017-2025)
Team
Co-founder team + partners
Role
Co-Founder & Lead Product Designer
Small and medium businesses in Sweden were flying blind on cash flow. Complex financial data was locked inside accounting software, inaccessible to the owners who needed it most. Banks had no simple way to offer SMEs meaningful financial insight within their existing digital channels.
Led product design from zero to scale. Built modular design systems and forecasting dashboards embedded directly into Swedbank's online banking environment. Created intuitive visualizations that turned raw transaction data into actionable cash flow insights — accessible to non-financial users.
Over 400,000 users through Swedbank's SME clientele. Successfully launched Företagskollen as a white-label product inside Swedbank's banking platform. PayEx integration launched with prominent Nordic banks. Product evolved continuously for 8 years under my design leadership.
Comprehensive user research with SME owners across Sweden revealed a consistent pattern: small business owners felt overwhelmed by financial management and underserved by their banks. They needed something that felt simple, lived where they already banked, and gave them confidence — not complexity.
Designed modular design systems that could be embedded into Swedbank and PayEx platforms while feeling native to each partner's brand. Every component had to work within strict banking UI constraints while still being intuitive and delightful — a genuine design challenge at scale.
Built and maintained the full design system for Asteria's product suite over 8 years. Covered the core cash flow app, bank integrations, admin panels, and partner portals. The system scaled from a 3-person startup to a product serving hundreds of thousands of users across multiple banking platforms.
I've had the pleasure of working with Daniel for over 5 years. Daniel is a great resource and it has been a joy to see how Daniel has developed during our time working together. I highly recommend hiring Daniel.
Anders Nordkvist
CEO at Asteria AB
Next Project
Spotify - Data Saver Feature