Finland’s planned gambling-market overhaul is giving local fintech companies an opportunity to compete in a sector long shaped by Swedish payment providers.
As the country prepares to introduce online gambling licences in 2027, Helsinki-based Trumo is positioning its account-to-account technology for operators preparing to enter the regulated market. The change could also increase demand for payment systems built around faster transactions and regulatory controls.
A New Market For Payment Technology
For years, Finnish online casino customers have become accustomed to Pay N Play services, with Zimpler and Brite establishing strong positions. Their payment systems allow users to deposit and withdraw through online banking while avoiding traditional casino registration procedures.
Zimpler developed its business from an earlier focus on mobile payments before moving toward Pay N Play. Its support for nearly all major Finnish banks has helped make the service widely used in Finland. Brite, another Swedish provider, built its offering around Pay N Play and has also developed a significant Finnish customer base.
The changing market has brought Finnish companies into the field. Viljo has created a payment service designed around local banking users, while Trumo is pursuing account-to-account payments with an emphasis on authentication and security. Both represent a growing domestic presence in a market where Swedish companies have historically held prominent positions.
Trumo Prepares For Licensing Reform
The timing of Trumo’s development coincides with Finland’s decision to move away from its existing monopoly structure. Veikkaus currently holds the online gambling monopoly, while the planned licensing framework is intended to allow international operators to enter the market. Licence applications opened earlier this year, with licensed operators expected to start offering services in July 2027.
That transition places greater importance on payment providers that can support gambling transactions alongside regulatory requirements. Operators need systems capable of handling deposits and withdrawals, identity verification and anti-money laundering controls.
Trumo says its platform provides real-time account-to-account payments, strong customer authentication and immediate verification of bank account ownership. The company operates under the supervision of the Finnish Financial Supervisory Authority.
From Finnish Gambling To Wider Fintech
Trumo was founded in 2020 and is headquartered in Helsinki, with a technology hub in Tallinn. Its services extend beyond iGaming into e-commerce and fintech, giving its account-to-account technology uses outside online gambling.
The company is entering a payment environment where Swedish firms have held an early advantage. Trustly introduced the Pay N Play concept, after which Brite and Zimpler developed competing instant-payment services that became established across Nordic and European markets.
Finland’s reform could therefore give Trumo a domestic route into a sector dominated by established regional providers. The company has launched its payment platform ahead of the gambling-market changes, with its technology aimed at the requirements expected from future licensed operators.
Meanwhile, Viljo and Trumo add Finnish competition to a market where players have traditionally relied heavily on Swedish payment companies. The expansion of local providers comes as payment systems take on greater importance within Finland’s emerging licensing framework. Their progress will also show how domestic fintech businesses respond when Finland’s new gambling system becomes operational.
Source:
“Zimpler and Brite face new challengers in Finland”, timesofmalta.com, August 6, 2026
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