The growth is partly explained by increased commitment from the company's resellers, who have increased their order placement during the year. At the same time, the company announces that e-commerce accounts for approximately half of the total turnover.
Operating profit for 2025 totals 1.5 million SEK, which is a turnaround from 2024 when the corresponding figure was minus 166,000 SEK. Profit after tax for the year landed just under half a million.
From Test Operation to Limited Company
The company was registered in 2017, but the foundation of the business was laid ten years ago as a test in a garage. With a background in web and advertising, CEO Fredrik Pilegård and board member Pelle Sundqvist took over a smaller hobby business to learn e-commerce.
We went into this as a test to see what we could build. We are now in our tenth year, so apparently we did something right, says Fredrik Pilegård and continues:
That we have managed to grow organically and now see a very strong annual report for 2025 is proof that our model works.
Strategy Without Internet and Social Media
The company's business model is based on providing a product that acts as a link between total parental dependence and a full-scale smartphone. According to the company, their clocks deliberately lack games, social media and traditional internet connection to avoid digital stress.
We are often amazed that the product as a concept is still unknown to many, despite the need being so fundamental. It is about that obvious security of being able to reach the child without giving them access to the entire internet, says Pelle Sundqvist. He adds that the purpose is to give children the courage to explore on their own:
Our role is to deliver the invisible security in the background that makes children dare to take those first steps towards independence.
During this year, Safekid plans to continue streamlining the business's processes, deepen collaborations within the reseller channel and strengthen the brand and digital presence. Decisions and investments made in 2024 and 2025 are judged to have created a stable platform for future expansion. The momentum during the past year is also reported, so far, to have continued into 2026.