In January 2027, the Danish and Finnish payment app MobilePay will formally change its name to Vipps. This change means that 13 million users in Denmark, Finland, Norway and Sweden will be united under a common brand.
The name change will take place gradually. As early as today, Tuesday, October 6th, the app icon and logo will be changed in Denmark and Finland, while the official name change will take place on January 12, 2027. Despite the change, the app will retain its characteristic blue color in Denmark and Finland, while remaining orange in Sweden and Norway.
The merger between Norwegian Vipps and Danish MobilePay was completed in 2022. Since 2024, the two services have shared the same technical platform, which has enabled users to send money and shop across borders in the Nordic region.
Impacts Nordic E-commerce
For Swedish users, the app will function as before. However, for e-commerce businesses selling in the Nordics, the change means that the MobilePay button in the checkout will eventually be replaced by a unified Vipps in all four markets.
The change is part of an effort to strengthen the company's position against international competitors. In March, Ehandel.se reported on how new payment solutions are emerging and challenging the established card networks in e-commerce.
Since the merger, we have been a company with a common app, but with two different names. Now we are taking the final step. If you are on vacation in Copenhagen or Helsinki, it is Vipps you should look out for when you pay, says Rune Garborg, head of Vipps.
Competes with Global Giants
With over 400,000 connected stores and companies, Vipps MobilePay currently handles 1.3 billion transactions annually.
Vipps and MobilePay are much stronger together. We compete with some of the world's largest companies, which have enormous resources. Then size matters. If we are to be a strong Nordic player, it is natural to unite under a common name, says Rune Garborg.
He adds that the decision to abandon the MobilePay name has been carefully considered, especially given its strong position in Denmark and Finland.
We know how strong the MobilePay name is in Denmark and Finland and have great respect for the brand that has been built up there. It is not a name we are giving up lightly. But if we are to build a Nordic brand, we cannot continue with two names on the same app.