In a Euroman profile, Sander Janca-Jensen — co-founder and CEO of Flatpay — says plainly what Danes rarely admit: ‘I have been driven by making money and gaining freedom.’ Flatpay, the Herlev payment-terminal company he started in 2022 with three partners, was valued at more than 11 billion kroner in late 2025 — the fastest Danish ‘unicorn’ ever, with around 1,400 employees and card systems in roughly 10,000 small businesses.
What is interesting is not the valuation but the candour. In a culture shaped by the Law of Jante, naming money and ambition as your motive has long been close to taboo — softened into talk of purpose, impact and ‘making a difference.’ Saying it out loud is part of a wider shift from soft to hard: ambition and wanting more, spoken without apology. When a public figure drops the euphemism, the line of what’s acceptable to admit moves with him.
So…:
Where are you softening what really drives you?
Source: euroman.dk
Picture: Flatpay (press)