Vipps MobilePay Strengthens Swedish Presence with New Country Lead

The Nordic mobile wallet enabling transactions across Nordic borders, has been available in Sweden since autumn 2024. With 170,000 Swedish users, the company is now bringing in Ida Ryde as Country Manager for Sweden to accelerate growth.

“We see great potential for growth in Sweden and are now placing even more focus on the Swedish market. Demand for our Nordic payment solutions is strong, and we will be present in more and more payment situations,” says Vipps MobilePay CEO Rune Garborg.

“Ida Ryde has the experience, knowledge, and represents the energy and culture we have at Vipps MobilePay. I am confident that she will elevate our operations in Sweden to the level we, as the leading Nordic mobile wallet, are striving for.”

Ryde joins from Swish, where she worked as Head of Online Products. At Vipps MobilePay, she will be responsible for the Swedish market with overall responsibility for commercial operations and growth in Sweden. She will be based in Stockholm and will assume her new position on June 1, 2026.

“It will be incredibly exciting to work at Vipps MobilePay, and I truly look forward to working with such a strong mobile wallet that is in a challenger position in the Swedish market,” says Ida Ryde, Country Manager, Sweden, Vipps MobilePay.

Vipps MobilePay entered into a strategic distribution partnership with Kustom last week. The partnership will bring Vipps and MobilePay into Swedish and Nordic e-commerce in even more places. The ambition is for Vipps and MobilePay to be present in all payment situations.

In November 2025, it became possible for Swedish users to tap-to-pay with Vipps in stores, and since 2024, Swedes have been able to send money across the Nordics and pay numerous Norwegian, Danish, and Finnish companies.

“We are a Nordic alternative to global technology giants. With us, Swedes and Swedish businesses gain access to 12.5 million users in the Nordics, whether it’s person-to-person payments or e-commerce. We want Sweden to be part of this, and we are now increasing our investments in Sweden,” says Garborg.