Aider Takes the Leap Abroad: “We Will Redefine the Accounting Industry”
After five years of strong growth and a clear vision for the future, Aider is now entering the Swedish market. The ambition is clear: to build a competence hub that puts people first, while challenging established structures in a changing industry.
From National Success to International Growth
Since its inception in 2019, Aider has focused entirely on Norway. “We didn’t want to go international too early and lose focus, as we have seen others do. But in 2024, we became the largest player in the accounting industry in Norway, and then it became clear that we needed to broaden our horizons. If we want to continue to grow and invest in technology, expertise, and development, we need to expand,” says Andreas Vik, CEO of Aider.
Growth paves the way for greater development. “We need a certain size to make the investments we believe are necessary. This benefits both our customers and our people,” he says.
The Nordic region was the natural first step. “Sweden is geographically and culturally close, and many of our existing customers already operate there. At the same time, it opens the door to entirely new types of customers. We are now building with the aim of serving companies with international ambitions.”
Aider is also expanding into Denmark and recently entered the Polish market through a major acquisition, making it the largest provider of accounting services in Poland. The ambitions are clear: within five years, Aider aims to be present in between seven and ten markets.
Sweden: A Market in Transition
According to Andreas, the Swedish market is evolving. “Many companies are acquiring others and letting them continue under their own brands and working methods. We believe in building one shared culture and entity—not just consolidating numbers.”
“Our model stands out. We want to create one Aider—with a shared direction but also local belonging. That’s why we spend a lot of time finding partners who share our values, also in Sweden.”
Currently, Aider has “commercial agreements” with five Swedish companies and expects the acquisitions to be completed after the summer.
Nordic Cooperation on the Rise
The need for Nordic collaboration is also evident in Sweden, according to Lali Fjellström, head of membership at Srf konsulterna.
“We are seeing an exciting development right now, where more and more of our member firms want to work across the Nordic region. Business is international, and therefore our industry must be able to operate across borders,” says Lali.
She also emphasizes the importance of local presence:
“Even though Sweden and Norway are similar in many ways, there are also differences. Nationally certified consultants are an important guarantee for customers in the local market. We are truly excited to get to know Aider in Sweden and look forward to following their journey.”
Three Arenas of Competition
Andreas describes the competitive landscape in Sweden as threefold: customers, talent, and good firms. “As in Norway, Sweden has many skilled players and healthy competition. This is reassuring for customers.”
But it is particularly in attracting talent and making acquisitions that Aider believes they have something unique to offer.
“Many players buy companies—and stop there. What we offer is more than ownership. We invite people to join us on a journey: to build something new together. To redefine what the accounting industry can be. And there are many skilled people who want to be a part of that.”
People First — Also in Acquisitions
While many in the industry chase volume and quantitative targets, Aider is guided by values. “When we look for companies to merge with, it’s first and foremost about the people. We want to find companies that fit with our culture and values. One of our core values is what we call ‘people first.’ Everything we do should start with people, and that also applies to acquisitions.”
This philosophy permeates all parts of the company. “We believe that creating good meetings between people is the starting point for great customer delivery. That applies both in the meeting room and in acquisitions.”
A Competence Hub
Aider challenges the traditional image of the accounting industry. Instead of offering just one service, the company is building a multidisciplinary competence hub.
“We will soon have 100 employees in payroll, nearly 100 advisors, and over 240 working in IT and technology. We cover everything from HR and board work to sustainability reporting. We want to be a competence hub—a ‘one-stop shop’ where you can be confident you’ll get the help you need,” says Andreas.
This model has proven attractive to both customers and employees. “We see that the most talented people in the industry want to work with us. They see that we are building more than an accounting firm—we are building a platform for professional development and collaboration.”
The Accountant Is Here to Stay
“The future is digital, which is why people are most important. It’s been written over and over that the accountant will disappear. We don’t believe that, but we do believe many of the tasks we do today will disappear,” says Andreas.
He believes many tasks will vanish, but the responsibility will remain the same.
“An accountant will go from having responsibility for ten clients to twenty—but expectations will remain the same. This will make the role more demanding, but also more exciting as development progresses. Less time will be spent on reconciliation—and more time on insight, advice, and being a partner to our clients. That’s why it’s crucial that we build a culture and structure where people can grow, get support, and be trusted.”
“We will redefine what it means to be an accounting firm. And we will do it with people first.”