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Willingness To Pay ApS

Private limited companyCVR 40315462København KActive

Willingness To Pay ApS is a private limited company, based in København K, active in office administrative and support activities, founded in 2019. Net profit rose 76% from 2024 to 2025, ending at DKK 2.5m. Equity grew to DKK 4.9m in 2025.

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Key figures · financial year 2025

Gross profitDKK 5.3m+71.7% vs. 2024
Net profitDKK 2.5m+76.2% vs. 2024
EquityDKK 4.9m+104.4% vs. 2024
Employees9latest month from CVR

What has changed

calculated from recorded figures and dates

Financials: 2025 against 2024

  • Gross profit rose 72% (2024 → 2025), to DKK 5.3m.
  • Net profit rose 76% (2024 → 2025), to DKK 2.5m.
  • Equity rose 104% (2024 → 2025), to DKK 4.9m.

Employees

  • 5 more employees than a year earlier: 9 (07/2026) against 4 (07/2025).

Management and owners, last 24 months

  • New in management: Christopher William Truce (director, 01/06/2025).
  • New owners registered: Adamos ApS (08/07/2025) and Fabsnap ApS (08/07/2025).
  • No longer registered as owner: Adamos ApS (07/07/2025).

Registrations, last 24 months

  • 10/07/2025: Moved to Store Kongensgade 68, st. tv, 1264 København K
  • 01/01/2025: Industry changed to Office administrative and support activities (821000)
  • 06/11/2024: Moved to Store Kongensgade 72, 1. th, 1264 København K

Calculated from the latest two annual reports in sequence and from registrations in CVR. A figure that is missing in either year gives no line, and we derive no figures.

Financial statements

Financial years 2020–2025 · amounts in DKK thousand

Equity and net profit

−DKK 1mDKK 0DKK 1mDKK 2mDKK 3mDKK 4mDKK 5m202020212022202320242025
EquityNet profit
Financial figures for Willingness To Pay ApS
202020212022202320242025Change
Revenuenot statednot statednot statednot statednot statednot stated–
Gross profit1,7801,6454,1115,2693,0805,287+71.7%
Operating profit (EBIT)268−1521,7623,9431,7153,038+77.1%
Profit before tax269−1551,7533,9111,8333,197+74.4%
Net profit206−1281,3583,0411,4132,489+76.2%
Total assets2976552,8623,9305,74212,945+125.4%
Equity1−1271,2312,9722,3854,874+104.4%
Liabilities2967831,6319583,3538,063+140.5%
Cash and cash equivalents2631885817583151,897+502.8%
Average number of employees–––120−100%

Source: annual reports filed with the Danish Business Authority (XBRL). Figures for the company (not the group); change is the latest year against the year before. “–” means the figure is not stated in the annual report. Revenue is not stated for 2020, 2021, 2022, 2023, 2024, 2025: smaller companies may omit it, and we do not derive it from other figures.

Download the figures as CSV · free with an account, amounts in whole DKK

DKK 0DKK 1mDKK 2mDKK 3mDKK 4mDKK 5m202020212022202320242025
Gross profitMedian, the industry (505 companies)

Annual reports

6 financial years
Annual reports for Willingness To Pay ApS
Financial yearPeriodPublishedFigures forDocuments
202501/07/2024 – 30/06/202510/12/2025The companyPDF not statedXBRL
202401/07/2023 – 30/06/202430/12/2024The companyPDFXBRL
202301/07/2022 – 30/06/202312/01/2024The companyPDFXBRL
202201/07/2021 – 30/06/202227/12/2022The companyPDF not statedXBRL
202101/07/2020 – 30/06/202108/12/2021The companyPDF not statedXBRL
202001/03/2019 – 30/06/202009/09/2020The companyPDFXBRL

The figures from all the annual reports are shown on this page. The documents themselves (PDF and XBRL, the machine-readable edition) are downloaded with a Pro account: sign in or create a free account, and then choose Pro. XBRL is the edition the figures on the page are read from.

Employees

monthly figures from CVR
024681008/2309/2310/2311/2312/2301/2402/2403/2404/2405/2406/2407/2408/2409/2410/2411/2412/2401/2502/2503/2504/2505/2506/2507/2508/2509/2510/2511/2512/2501/2602/2603/2604/2605/2606/2607/26
Employees

Position in the industry

505 companies in the database

Comparison with the other companies in office administrative and support activities based on the latest financial year.

Gross profitDKK 5.3mNo. 184 of 498
Better than 63% of the companies in the industry
EquityDKK 4.9mNo. 207 of 505
Better than 59% of the companies in the industry
Number of employees9No. 452 of 505
Better than 11% of the companies in the industry

Industry median: gross profit DKK 2.9m, net profit DKK 81,918, equity DKK 1.9m, 4 employees.

DKK 100kDKK 1.2mDKK 13.2mDKK 152.1mDKK 775.2mHere
Distribution of gross profit for 425 companies in the industry (latest financial year, logarithmic scale). Amber bar: where this company sits.

Compared with similar companies

size, age and company form
Rank among similar companies
GroupGross profitEquity
Companies with fewer than 20 employees69,967 companies in the comparison
No. 12,555of 69,742
Better than 82%
No. 14,404of 69,964
Better than 79%
Same industry and fewer than 20 employees428 companies in the comparison
No. 114of 423
Better than 73%
No. 169of 428
Better than 61%
Companies that are between 5 and 14 years old33,688 companies in the comparison
No. 8,242of 33,588
Better than 75%
No. 6,194of 33,687
Better than 82%
All companies of type ApS66,508 companies in the comparison
No. 13,026of 66,379
Better than 80%
No. 11,469of 66,505
Better than 83%

The rank is calculated among companies in the database with a figure for the latest financial year, and is shown only for groups of at least ten companies.

Compare with the industry

Office administrative and support activities
Gross profit
  1. Willingness To Pay ApSDKK 5.3m
  2. Edda Group ApSDKK 1.7bn
  3. Vetopia ApSDKK 1.5bn
Net profit
  1. Willingness To Pay ApSDKK 2.5m
  2. Edda Group ApS−DKK 87.4m
  3. Vetopia ApS−DKK 361.3m
Equity
  1. Willingness To Pay ApSDKK 4.9m
  2. Edda Group ApS−DKK 38.7m
  3. Vetopia ApSDKK 170.3m
Employees
  1. Willingness To Pay ApS9
  2. Edda Group ApS24
  3. Vetopia ApS13

Latest financial year per company. Choose up to three companies from the largest in the industry.

Owners and group

from the Public Ownership Register
Owners
  • Adamos ApS90%
  • Fabsnap ApS10%
Willingness To Pay ApS

Management

2 active registrations

Executive management

Executive management at Willingness To Pay ApS
NameRoleAppointed
Ulrik Lehrskov-SchmidtDirector25/06/2019
Christopher William TruceDirector01/06/2025
Founders
Juraeksperten ApS
Former management (1)
Former management at Willingness To Pay ApS
NameRoleAppointedResigned
Johnny Hast HansenDirector01/03/201925/06/2019

Signing rule: Selskabet tegnes af en direktør alene

Address and production units

1 active production units

Store Kongensgade 68
1264 København K

København Municipality · Postcode 1264

Production units
Production unitAddressEmployeesP number
Willingness To Pay ApSStore Kongensgade 68, st. tv, 1264 København K91024471647

Purpose

Selskabets formål er at drive virksomhed med handel og service samt hermed beslægtet virksomhed

The purpose is quoted from the register in Danish.

Changes year by year

26 registered events
20257 changesaccounts 1 · address 1 · ownership 3 · management 1 · industry 1
  • Annual report for 2025 published
  • Moved to Store Kongensgade 68, st. tv, 1264 København K
  • Adamos ApS registered as owner (90%)
  • FABSNAP ApS registered as owner (10%)
  • Adamos ApS is no longer registered as owner
  • Christopher William Truce appointed director
  • Industry changed to Office administrative and support activities (821000)
20244 changesaccounts 2 · address 1 · name 1
  • Annual report for 2024 published
  • Moved to Store Kongensgade 72, 1. th, 1264 København K
  • Name changed from Behavioural Strategy Associates ApS to Willingness To Pay ApS
  • Annual report for 2023 published
20221 changeaccounts 1
  • Annual report for 2022 published
20211 changeaccounts 1
  • Annual report for 2021 published
20203 changesname 1 · capital 1 · accounts 1
  • Name changed from Behavioural Strategy Associates IVS to Behavioural Strategy Associates ApS
  • Share capital changed from 1 DKK to 40,000 DKK
  • Annual report for 2020 published
201910 changesaddress 2 · name 1 · management 3 · ownership 3 · founded 1
  • Moved to Store Kongensgade 72, 1. th, 1264 København K
  • Name changed from ASD 38 IVS to Behavioural Strategy Associates IVS
  • Moved to Store Kongensgade 71, 1, 1264 København K
  • Ulrik Lehrskov-Schmidt appointed director
  • Johnny Hast Hansen stepped down as director
  • Adamos ApS registered as owner (100%)
  • Juraeksperten ApS is no longer registered as owner
  • Registered as ASD 38 IVS
  • Johnny Hast Hansen appointed director
  • Juraeksperten ApS registered as owner (100%)

Related companies

Same people in management

Source and updates

The information comes from the Danish Central Business Register (Danish Business Authority) and from annual reports filed with the Danish Business Authority. Last synchronised 24/10/2026. The company is protected against advertising; contact details are not shown, and the data must not be used for marketing.

View in CVRReport a correction