Grandhood is a fintech startup on a mission to change the world of pensions. The team already had a game-changing investment algorithm, and came to Designit for a name, identity and a story to bring their idea to life.

96% of people in Denmark find their pension plan too complex and hard to decode, and there's hardly anywhere to go for advice or guidance. As a result, more than 300,000 entrepreneurs and small businesses don’t have pension savings. Grandhood is on a mission to change this – reshaping how pension savings are handled and understood by young and mid-life professionals with a simple, mobile-first solution. Together, we went from design development and strategy to a final identity in just six weeks.

Our research showed that retirement was associated with negativity and frustration, so we created something new: 'Grandhood'. You have a childhood, an adulthood, and now you have a Grandhood too. Grandhood helps design your pension for a grand life. Together with the name, we created a modern, minimalistic and simple verbal and visual universe. The identity conveys Grandhood’s message of a simple pension solution, making it easier to understand, navigate and grow your pension.

Grandhood raised $3 million in venture capital and had 350 companies signed up before launch.

‘Designit helped us understand our target audience better. So not only does our identity sum up Grandhood’s message perfectly, but we’ve been able to use these audience insights to fuel the development of our product.’

Jens Kam

CPO & Co-founder


Red Dot Award


Money 20/20

Best Startup Pitch 2018

Danish Digital Award 2020







Get in touch

Frida Setterberg

Head of Studio,
Copenhagen & Aarhus

[email protected]