Democratising financial advice: From a privilege to an everyday right

Democratizing Finance: Stine Kalmer Jørgensen on Making Advice Accessible to All at Web Summit Lisbon 2025

Stine Kalmer Jørgensen, CEO and founder of Dreamplan.io, introduced her company’s mission to democratize financial advice. Dreamplan specializes in self-service financial advisory, distinct from robo-advisors or budget apps. It functions as financial advisory as a service, licensed by the Danish FSA, enabling other financial institutions to offer similar services.

Ms. Jørgensen asserted that financial advice should be universally accessible, not a privilege. It aims to empower individuals to optimize their finances and achieve their best lives. Currently, financial planning is often perceived as complicated and abstract, hindering widespread understanding and engagement.

A key challenge identified is the reduction in advisory hours by financial institutions. Over the last 15 to 25 years, European institutions cut approximately 25% of these services. This forces individuals to independently navigate complex financial concepts like inflation, interest rates, and taxation, highlighting the critical need for accessible solutions.

Dreamplan.io seeks to bridge this gap. While their B2C platform, Dreamplan, serves consumers directly, their B2B platform, Wizflow.io, offers a more scalable solution. Wizflow.io is designed to empower financial institutions to deliver enhanced, user-friendly customer experiences efficiently.

Wizflow.io operates as an AI-assisted no-code platform, allowing financial institutions to rapidly create sophisticated, customer-facing user experiences. This process, traditionally taking months or years, can now be completed in mere hours. The platform significantly streamlines development, enabling swift deployment of tailored financial tools.

A business developer can use Wizflow.io by simply prompting the platform with the desired customer experience. The platform then leverages 11 AI assistants to generate the core experience, which is subsequently refined using a no-code interface. This ensures all created solutions are compliant and fully controlled.

The resulting applications provide an intuitive user experience, simplifying complex financial concepts. This innovative approach truly democratizes financial advice by making sophisticated tools readily available. It bypasses lengthy development queues and delays associated with traditional IT processes.

The primary goal is not to invent new financial products, but to make existing ones comprehensible and accessible to everyone. This enables individuals to clearly understand their financial plan and trajectory over time. Ms. Jørgensen emphasized this initiative represents both an idealistic vision and a substantial financial opportunity.

Ms. Jørgensen invited attendees to learn more about Dreamplan.io or utilize the Wizflow.io platform. She encouraged everyone to visit Wizflow.io and experience its capabilities firsthand, noting it is free to try and offers an impressive user experience.