About Subscrybe

Subscrybe is a management consultancy specializing in the creation and optimization of subscription models and value offers. We operate in Denmark and Norway and have assisted more than 200 Scandinavian companies through the years.

On this page, you can learn more about who we are, what we believe in and what we do.

Our Story

Subscrybe was founded in Copenhagen in 2011 by Morten Suhr Hansen who until then have had a career in the media publishing industry focusing on subscription businesses. The following year Jonas Juul Jeppesen joined as partner, and they started the journey of promoting the subscription movement while at the same time growing the company by adding more and more competent people to the team.

In 2019 Subscrybe acquired the Norwegian company Ab-on and transformed it to Subscrybe Norway. At the same time, Jon Erik Ofstad, founder of Ab-on, became the third partner in Subscrybe. In 2022, the former country manager of Swapfiets, Jonas Nygaard, joined Subscrybe and established Subscription Growth, the digital performance marketing unit of Subscrybe.

Subscrybe now has its head quarter in Copenhagen and offices in Aarhus, Denmark and Oslo, Norway. Around 20 people are now part of the team. Through the years, Subscrybe has assisted more than 200 Scandinavian companies and fathered numerous new subscription innovations. 

What we do

Learn about our 4 areas of expertise

Subscription Innovation

Subscription Innovation

As more and more subscriptions are competing for the interest of consumers, it becomes increasingly important to deliver great value and the right packaging and pricing. We help both subscription and non-subscription companies innovate compelling subscription offers.

Subscription Growth

Subscription Growth

In order for existing subscription companies to stay competitive we help them run a better business through subscription excellence projects where we analyse and implement great solutions across acquisition, retention, expansion, and win-back activities.

Subscription Infrastructure

Subscription Infrastructure

To run a successful subscription business critical systems and technical infrastructure must be in place. We help subscription companies define the right infrastructure, and we help to select and implement the right systems and solutions for running the subscription operation.

Subscription Excellence

Subscription Excellence

Selling a subscription is different from selling traditional products. Therefore, we help subscription companies to boost the business through the acquiring and onboarding of new subscribers through our own subscription-based digital performance marketing squad.

What we believe in

We believe that subscription is better for people, planet and profit


More personalised, convenient and relational services are better for people


Reuse, recycling and less waste is better for the planet


Recurring, predictable, relation-based business is better business

Our mission

To become Europe’s leading movement in innovation and optimisation of subscription-based businesses – through inspiration, education and mobilisation of the world to a new business model

Morten Suhr Hansen

Morten Suhr Hansen
Founder & CEO

“In a world where time and freedom are the most valuable assets we have, easy access to products and services become far more important than ownership. The subscription model supports this shift – to a new economy driven by relations, experiences and services”

The subscription economy has grown more than 350% over the past 7.5 years
74% of international adults believe that, in the future, people will subscribe to more services and own fewer physical goods
15% of online shoppers have subscribed to an e-commerce service over the past year, with 46% of respondents subscribed to an online streaming-media service including Netflix
The subscription e-commerce market has grown by more than 100% percent a year over the past five years, with the largest retailers generating more than $2.6 billion in sales in 2016, up from $57 million in 2011
Subscription businesses grew revenues about 5 times faster than S&P 500 company revenues (18.2% vs. 3,6%)
Consumers in Europe spend about 5% of all their spending on subscriptions. They spend on average 130 euros per month for subscriptions, such as video, music, sport or food. Every year, 350 billion euros is spent in Europe on these type of purchases