MobilePay was launched in May 2013 and has been gaining users steadily. The intention is for MobilePay to be an ongoing campaign, and to continue expanding with additional features and optimizations.

MobilePay was initially marketed to Danske Bank customers, but was available to anyone. Two weeks after launch, the app reached 100,000 downloads, which kick started a viral effect. Five weeks after launch the marketing campaign was introduced on TV, print and multiple digital platforms. The communication was context based and present in places such as restaurants and cafes where friends were likely to share a bill.

MobilePay has changed the way Danes transfer money to each other. People use it at restaurants and bars with friends, to split gifts, at flea markets, and in many other situations where cash is normally used.

After 10 months MobilePay has reached 1.2 million downloads, which is equivalent to one third of all smartphone users in Denmark. Sixty-five percent of all users are customers of other banks, which leads to an increase in awareness and new customer acquisitions. So far more than 1.4 billion Danish kroner have been transferred with MobilePay, with an average of 30,000 transfers per day.

Not only has MobilePay had an extremely high penetration in the Danish market, but users are also extremely engaged, as the number of transactions made with MobilePay, on average, increases by 23% each month.