Pay It Forward With Fundis: Finnish FinTech Startup Planning To Revolutionise Fundraising
Fundis aims to revolutionise the way we pay by introducing what they claim to be the world’s only truly responsible payment method. Their mission is to create a win-win-win solution—one that benefits consumers, merchants, and society at large. To delve deeper into Fundis’ story and future vision, I spoke with one of the company’s founders, Juha Markkanen, as well as their CEO, Seppo Kuusinen.
What does Fundis do?
With Fundis, supporting a meaningful cause is effortless. Customers can choose a charity or any other beneficiary they care about, and without paying anything extra, a portion of their purchase is donated by the merchant. In return, businesses gain more loyal and satisfied customers, making social impact an integral part of everyday transactions.
Read more: fundis.fi
What Makes Fundis Stand Out for Merchants and Users
I asked Seppo what makes merchants choose to partner with Fundis. He explained:
“For merchants, Fundis offers a seamless way to boost sales and customer engagement. Our users are drawn to responsible restaurants and shops, and collaborating with us brings businesses a steady flow of new customers. Beyond acquisition, Fundis enhances customer retention and increases the average purchase value. Additionally, it simplifies the process of supporting meaningful causes—something many merchants were already doing but can now integrate effortlessly into their business model.”
For users, Fundis provides an effortless way to support causes they care about—whether it’s environmental or cultural initiatives, social charities, or their local sports team. And for customers, the choice is easy: they can make a difference without paying anything extra. Fundis empowers everyone to contribute to meaningful causes through their everyday purchases.
For the beneficiaries, the impact is significant. Many organisations today are struggling with fundraising, making initiatives like Fundis more vital than ever.
“The rising cost of living has really hit them hard,” Seppo noted, adding that government funding has also been reduced. “Children’s hobbies have become incredibly expensive, and Fundis provides an alternative way to secure funding—helping more kids and young people continue their sports activities.”
Transforming the Fundraising Model
Juha Markkanen and Tero Paunonen founded the company in 2021, and Seppo Kuusinen joined the team as the CEO and first external team member soon. Juha has been an entrepreneur for 26 years, navigating industries from restaurants to garments and now, fintech.
“Fundis’ story truly began before COVID-19, when I met Tero Paunonen. At the time, he had joined my sock business, selling socks as a fundraising product to scouts, schools, and sports clubs.”
The idea emerged from the entire industry being rather old-fashioned. Seppo explained:
“The world had gone digital, but fundraising was somewhat lagging behind, and the beneficiaries were really struggling with their funding. The fundraising sector still revolves around selling goods and collecting money on the street and relying on membership fees.”
Juha noted: “During the pandemic, we started questioning the traditional fundraising model—one that had remained unchanged for decades. We saw an opportunity: what if fundraising could be seamlessly integrated into everyday consumer habits? Determined to reshape the landscape, we built a business plan, met with accelerators, refined our concept, and iterated relentlessly. Our goal was to create a win-win-win solution—a model that benefited consumers, fundraisers, and businesses alike. After years of groundwork, 2023 marked a turning point: we secured our first investor and officially kicked off software development.”
Seppo noted that personally, he loved the idea of starting something from the ground up as well as the combination of a Finnish tech solution and the possibility to make an impact. “Of course, I’m also a keen sports fan and have been involved in charities as well.”
He also added that the first pilots were conducted in 2024, and the app was finalised for the current production version in late 2024. “For 2025, the plan is to scale up and expand.”
Juha told that his experience as a restaurant entrepreneur helped in convincing restaurant owners to join Fundis.
”Having operated restaurants myself, I understand the industry mindset. We often offered 10% discounts to key stakeholders, viewing it as a marketing and customer acquisition cost. This firsthand experience made it easier to justify the cost when negotiating with restaurant owners. Plus, when compared to other platforms that typically take a much bigger cut, our solution stands out as a more attractive and sustainable option—which makes selling it even easier.”
Joining the Maria 01 Community: A Perfect Fit for Fundis
Fundis joined the Maria 01 community in April 2024, and according to Seppo, the experience has been a great success.
“It’s worked perfectly for us—it’s like getting everything we need in one convenient package. We have our own office, and access to meeting rooms and printers, but the most valuable part has always been the community. The events, the people, the spontaneous conversations—some of the best discussions have happened while grabbing a coffee in the kitchen. There are lots of other impact-focused startups in the community, such as ResQ Club, and we’ve got great help and guidance from them. We’ve received lots of support from corporate partners such as HubSpot and San Francisco Agency, which has helped us with marketing and PR for example.”
According to Seppo, being part of Maria 01 has helped Fundis expand its network and learn from fellow entrepreneurs.
“We’ve made great connections here, and the events—whether it’s pitching, investor matchmaking, or networking—have been incredibly valuable. We’ve even found some fantastic partners through Maria 01.”
Beyond work, Seppo also appreciates the lifestyle perks the campus offers.
“The staff are super helpful—any issues we’ve had have been resolved quickly. And we’ve really enjoyed the leisure facilities, whether it’s training at the gym, unwinding in the sauna, or playing pool and chess in the lounge. It’s an absolutely brilliant place for a company like ours.”
Juha added that being surrounded by fellow startups—founders who are facing, or have already overcome similar challenges—has been an invaluable asset. “The opportunity to learn from experienced entrepreneurs, including those who have successfully exited or tackled major hurdles, is both inspiring and practical. We’ve had great conversations, gained valuable insights, and truly appreciate the amazing, supportive atmosphere at Maria 01!”
Growth and Expansion: Fundis’ Plans for the Future
When asked about the company’s progress, Seppo shared that the team has been growing steadily.
“Right now, we have five employees, along with several consultants and interns contributing to our work.”
Looking ahead, Fundis has ambitious plans for international expansion.
“Our strategy is to first gain experience in Finland before scaling globally,” Seppo said. “At the moment, we have over 80 merchants here, and that number is steadily increasing. We have partnered with a diverse range of businesses, including restaurants, fashion boutiques, hair salons, yoga studios, and other speciality shops, such as kitchen tool shops. All the Pizza Hut restaurants are part of Fundis, and we have also started working with Subway. So we have two of the world’s biggest restaurant chains, which we are very proud of.”
Seppo added that the company is gearing up for international expansion, with the U.S. as its next big step.
“We’ve already conducted our research and market analysis, and we’re nearly ready to launch in the U.S.,” Seppo explained. “We have someone on the ground in L.A., and we plan to start in California before expanding across the country.”
Beyond Europe, the U.S. is a key market for Fundis, both in terms of potential and cultural fit.
“The global fundraising market is valued at $600 billion, and nearly half of that comes from the U.S.,” Seppo explained. “So it makes sense for us to enter that market early on. While we have other target regions in mind, the U.S. presents the biggest opportunity.”
When asked about their biggest challenge, Seppo pointed to the novelty factor.
“It’s such a new concept that it takes time for people to fully grasp—but once they do, they love it. Since we’re not a household name yet, we often need to explain what we do in detail.”
The challenge also lies in the fact that Fundis doesn’t fit neatly into a single category.
“We’re a payment method, we’re software, and we’re also a fundraising tool—we’re all of those things and more,” Seppo explained.
The Future of Impact: Finland Leading the Charge for Responsible Business
When asked about the current political climate, Seppo noted that while the conversation around impact-driven business is evolving, legislation is already in place, and companies are both expected and willing to adapt.
“I believe impact is—and will continue to be—a major factor in modern business. Finland and the Nordics should be at the forefront of this development when it comes to responsibility and business impact,” he said.
Seppo emphasised that sustainability is deeply rooted in Nordic culture.
“Recycling and environmental awareness have been part of our way of life for a long time. Finland has a real opportunity to lead the way in sustainable and responsible business. Doing so wouldn’t just drive financial success—it would create a positive impact on society, people’s lives, and the environment.”
And what’s next for Fundis?
“In the near future, we’re planning to bring more gamification into the app”, Seppo explained.
Juha added: “Our focus now is on bringing more businesses on board. Once we’ve built a strong network, we’ll shift our efforts to acquiring and activating more users—driving real change at scale.”
And soon, Fundis will be stepping onto the global stage.
Would you be interested in joining our thriving community? You can read more about our memberships here. Or perhaps you’re interested in becoming a partner or joining our investor network.
Stay in the loop! Subscribe to our newsletter below and be the first to know about our latest news, events, and exclusive updates!