Upsido is a Danish startup providing a web application for Nordic private investors that focus on fundamental analysis, as opposed to fast and real-time day-trading.  http://en.wikipedia.org/wiki/Fundamental_analysis

Upsido claims to offer the most comprehensive and fastest updated and most accurate financial information, tools, and news on Nordic public companies, to allow private investors to make sounder long-term investment decisions and track the performance.

Upsido have recognized a global trend of banking customers losing confidence in their bank's investment advices. The firm's service is built around the message of saving money by quitting investment advices from your current bank, and doing stock analyses both faster and more efficiently on your own on their web service - with better decisions. UPSIDO.com covers around 1,000 stocks in Denmark, Sweden, Norway and Finland, and aims to expand their service and customer base to the whole of Nordic.

The users of Upsido's service have access to different tools such as screening, comparison, sector risk, fundamental ratings, etc. There is a free service offering Stock Overview, Financial News, Portfolio, and Watchlist features, but the more interesting and advanced functions are behind a monthly subscription fee of around 9 EUR (or 13 USD). The unique "UPSIDO Rating" is also only available to paid users. It is a ratio, which aims to convey the overall fundamental strength of a company from calculating ratios such as historical P/E, P/B, EV/EBITDA, dividend yield, sales growth, EPS growth, etc. etc., and that way help investors quickly sort out the best firms.

The firm was founded in late 2007. The CEO Peter Garnry explains that in the beginning, Upsido first tried the B2B route, providing a web application through the Internet bank solutions of all major banks. They managed to get five larger banks in Denmark close to signing a contract, but then after Lehman Brothers went bankrupt everything halted. After revising their strategy, Upsido decided to distribute the service directly to consumers/investors. It was a tough change, but the firm survived and is now experiencing nice growth rates, Peter comments. The firm has some customers in Sweden and Norway already, but in 2010, Upsido is looking to really penetrate the Norwegian, Swedish and Finnish markets, utilizing partnerships like The Danish Shareholder Association, online broker E*Trade, and business newspaper Dagbladet Børsen in Denmark.

http://en.wikipedia.org/wiki/Dagbladet_B%C3%B8rsen

http://www.arcticindex.com/people/208