Samfora vs Profundo: two Nordic fundraising CRMs, 25 years apart

The short version

ProFundo CRM has been developed for over 25 years for Norwegian fundraising and membership organisations, and launched in a Swedish version in 2022. Sales happen from Stockholm, development from Kristiansand. Their own description of the CRM of the future is "solid PHP at its back" (profundo.optiflow.no, article of 1 August 2025, checked 25 October 2026). It is a mature system with happy Norwegian references and a consulting business around it.

Samfora was written in Stockholm in 2026, together with Swedish organisations. AI sits in the data model instead of on top of it. Swish, Autogiro, Bankgiro and cards are matched automatically to the donor profile. Email, SMS and automations are included, along with every integration we build. Companies are enriched automatically with financials, a contact person and research on their giving, private donors are sorted into ready-made segments, and the foundation module maps Sweden's more than 17 000 foundations. The price is fixed and data is stored encrypted in Sweden.

If you are a federation with local chapters that wants courses and an advisor on the contract, weigh Profundo seriously. If you want a system that does the work itself, with no add-on fees and no need to ask where the data lives, it is Samfora.

Where the products came from

ProFundo AS in Kristiansand has delivered CRM to Norwegian nonprofits for over 25 years. The Swedish subsidiary ProFundo Fundraising AB on Vasagatan in Stockholm launched the Swedish version in 2022. Account managers, advisors and technical consultants for Swedish organisations sit in Stockholm, while ongoing development mainly happens in Kristiansand (profundo.se, checked 25 October 2026). The site shows seven named Swedish customers, among them WWF.

Samfora was founded in 2025 in Stockholm, and the platform's first line of code was written in January 2026. We build it together with Swedish organisations such as UN Women Sverige, IM Individuell Människohjälp, Operation Smile, Operation Aid, ALS-fonden, Regnbågsfonden, GAPF, Stiftelsen Expo, Reformaten, Ny Gemenskap, Framtidsjorden and cureFAchildren. We are a software company, not a consultancy, and we have no old codebase to defend. Every module is drawn from how Swedish fundraising works today: Swish gifts with no sender data, Autogiro mandates, Bankgiro files, tax deductions and corporate gifts.

Area by area

Price and what is included

Profundo publishes no prices in Sweden. The Norwegian site describes the pricing model (checked 25 October 2026): three packages, CRM Basis, Proff and Premium, priced by function level and database size. Operations, basic support and unlimited users are included, which is right and good. But add-on integrations, such as Mailchimp, Make, SMS providers, crowdfunding and reading in payments without a reference number, cost 500 to 1 000 Norwegian kroner a month per integration on top of the subscription. What the Swedish price list looks like, you will have to ask.

Samfora has a fixed price based on the size of your organisation. Platform licence, every module, Rule for email and SMS, every integration, data storage, support, migration and ongoing development are included. No per-user licence and no consulting hours. The only usage-based charge is SMS, at 0.50 kr each. The same terms for every customer.

Integrations

Profundo has an open API and says new integrations are developed together with customers. The standard integrations listed are Norwegian: Vipps, AvtaleGiro, eFaktura and EHF. On the Swedish site the payment solutions are shown as an image without text, and the Norwegian integrations page still carries placeholder copy ("lorem ipsum") in two paragraphs (checked 25 October 2026). Every add-on integration costs extra per month.

We see integrations as a moat, not a revenue line. Samfora connects to Repejo, Stripe, Adoveo and samfora.org for payments and campaigns, to the banks through open banking so that 100 percent of what reaches the account becomes donor data, to Rule for marketing automation, email, SMS and RCS, to Outlook and to your accounting through SIE, with an open API and webhooks for the rest. Support reaches you directly in Microsoft Teams, where you already work. We build the integrations, they are included in the price and we maintain them. When one customer needs a new connection, we build it once and every customer gets it.

Payment flows and reconciliation

Profundo follows up payments in the CRM through forms and API, and the customer holds its own agreements with payment providers. For Norwegian customers, handling of AvtaleGiro collections is included in the subscription. How Swish and Autogiro are handled for Swedish customers, and how a Swish gift with no matching phone number lands on the right donor, are questions to ask in writing.

In Samfora, Swish, Autogiro, Bankgiro and card payments come together in one flow through Repejo, Stripe and open banking. Every transaction is matched to the donor profile on email, phone number or personal identity number, duplicates are stopped against the external ID, and uncertain matches become review tasks for a human instead of automatic merges. Raw data from every provider is kept, so a sync can be replayed without anything being lost.

AI and automation

Profundo launched "Fastgiver Churn Score" in January 2026, a machine learning model that predicts which monthly donors are at risk of cancelling, embedded in search, segmentation and marketing automation (profundo.optiflow.no, checked 25 October 2026). It is a real feature and it deserves a mention.

It is also an AI add-on to a system whose data model was drawn 25 years ago. Samfora is built with AI in the foundation. Today: AI field mapping on import, email and SMS drafts written from your own data, segmentation in plain language, and analytics. Agents with a human in the approval loop are in development. The AI features run on Mistral and other European models, and more European models are launching at speed. No model is ever trained on your data.

Donor analytics: segments, RFM and lifetime value

Profundo has segmentation in search and marketing automation, and Fastgiver Churn Score, which predicts which monthly donors are at risk of cancelling (profundo.optiflow.no, checked 25 October 2026). For an organisation that lives on monthly donors, that is a real head start.

For private donors, Samfora has ready-made segments from day one: monthly donors, one-time donors, donors who have given twice, major donors with a 12 or 24 month window, and lapsed donors. The segments update automatically and can drive sends and automations directly. RFM analysis, which scores every donor on how recently, how often and how much they give, launches at the turn of the year, with lifetime value per donor to follow.

Data storage, security and GDPR

Profundo writes that organisations' data is stored on secure servers with continuous monitoring, backups and upgrades. In which country is not stated on the Swedish site (checked 25 October 2026). Ask, and ask for the answer in the data processing agreement.

Samfora stores all data encrypted in Sweden. Hosting and storage run within the EU/EEA, we only use sub-processors that meet the same requirements, and nothing is transferred to third countries. Your data is never used to train AI models. A data processing agreement is ready, every data subject right is supported and consent is handled automatically per channel and purpose. The whole database is yours: export everything with one click as Excel, CSV or SIE. Larger organisations with special requirements can run Samfora on their own servers.

Members, self-service and chapter structure

This is where Profundo is strong. Self-service pages for donors and members, functionality for associations and local chapters, a web shop, event management, membership cards on the phone and reports for membership runs are in their packages (profundo.optiflow.no, checked 25 October 2026). A federation with a hundred local chapters and annual reporting to funders gets a lot ready-made.

Samfora has members and volunteers as objects in its core, with the same complete profile as donors. The member module handles memberships, fees, renewals and sends in the same system as fundraising, so a member who also gives appears as one person and not two. Donors' and members' own self-service pages are available through samfora.org, which also includes peer-to-peer campaigns, corporate donations, invoices, card donations, monthly giving and matching campaigns.

Companies and foundations: enrichment and grants

In Norway, lookup and autofill of contact details through Data Factory are included, and keeping them updated continuously is available as an add-on (profundo.optiflow.no, checked 26 October 2026). That keeps addresses current. Enrichment of companies with financials and giving history, or a database of foundations, we have not found on their sites.

Samfora enriches every company in the register out of the box, with no add-on: revenue, net result, profit margin and headcount from the annual report, a primary contact person, website and social media following, and research on the company's giving with known donations, a giving profile, sourced examples and its ESG report. Ready-made segments for corporate leads and corporate donors are in place. Right now several of our customers are using it in their Christmas campaigns to small and medium-sized businesses. None of the systems we compare ourselves with has this built in.

The foundation module maps Sweden's more than 17 000 foundations from the county administrative boards' foundation register and matches their purposes against yours, so you can see which foundations could fund your work, and it handles the applications in the same system. We are testing it with current customers from November 2026, it is included for Samfora customers in 2026, and in 2027 we open it to every nonprofit in Sweden.

Advisory, courses and support

Profundo offers advisory services, analysis, courses and webinars, and has technical consultants in Stockholm. If your organisation is new to systematic fundraising and wants an advisor in the relationship, that is real value.

Samfora sells no courses. We build the knowledge into the product instead: ready flows for welcome, thanks, reminders and reactivation, reports that show what works, and a dedicated contact during the migration who maps your data, imports donors and trains your team. After go-live you run the platform yourselves, support is included and reaches you directly in Microsoft Teams.

Implementation

Profundo publishes no implementation timeline for Sweden. Ask who leads the project, how long it takes for an organisation of your size and what comes on top.

Samfora: 2 to 12 weeks to go-live depending on data volume. Your effort is 2 to 4 hours a week during the migration. Hela Människan and GAPF each moved from NGO Pro to Samfora in under a month. No consulting hours, during or after.

Ecosystem and maturity

Profundo has 25 years of operation, more than twenty named Norwegian references and seven Swedish logos on its site. Samfora was founded in 2025 and builds the platform together with twelve Swedish design partners, with the donation platform samfora.org already connecting more than 70 Swedish organisations.

Maturity is a real argument, and here Profundo has a twenty-five-year head start.

Questions to put to both vendors in writing

The answers say more than any demo.

• Where is our data stored, in which country, and what does the data processing agreement say about sub-processors?
• Is our data used to train any AI model?
• How does a Swish gift with no matching phone number land on the right donor?
• Which integrations are included in the price, and what does each additional integration cost per month?
• What does year one cost in total, including setup, training and transaction fees, and what does year two cost?
• Who leads the implementation, how long does it take for an organisation of our size, and how many hours are expected from us?
• What happens to our history, and how do we export everything if we want to leave?
• What do we get back if the vendor does not deliver?

We are happy to answer all eight in writing. Profundo should be too.

Where Profundo is the better choice

• You are a federation with local chapters that needs a web shop, membership cards and reports for membership runs today.
• You want advisory services, courses and a consultant as part of the relationship.
• You want a vendor with 25 years of operation and Norwegian references you can call.
• You have Norwegian operations and need Vipps and AvtaleGiro in the same system.

Where Samfora is the better choice

• You want Swish, Autogiro, Bankgiro and cards matched automatically to the donor profile, with no manual reconciliation.
• You want to know what everything costs before you sign, and no add-on fees for integrations.
• You want email, SMS, automations and analytics in the same system as the donor data.
• You want AI that works across the whole data model, not an add-on in an old one.
• You want to know exactly where your data lives (Sweden) and that it never trains any AI.
• You raise money from companies and foundations and want the companies enriched and Sweden's foundations mapped in the same system.
• You want private donors sorted into ready-made segments that drive your sends, with RFM and lifetime value on the way.
• You have 5 to 100 employees and want to be live in weeks, not quarters.

Samfora and Profundo at a glance