Simon Nyström

Creator of SmslånOnline.se

For a long time, I have monitored and compared SMS loans, highlighted potential issues, and aimed to present a balanced view of this type of credit. The site was launched in 2008 and has since worked to provide factual information about SMS loans. These days, I also do some consulting in the industry.

SmslånOnline.se is one of Sweden’s oldest comparison sites for SMS loans. I registered the domain back in 2008, and over the years, the site has facilitated the comparison and brokering of tens of thousands of loans. It began as an experiment to demonstrate that you can achieve a lot by daring to stand out. Soon it evolved into a story of how to compete using fair play, honest intentions, transparency, customer focus, social media, accurate information, and a bit of creativity. Eventually, I found myself fully immersed in the scene. For six years, the site was one of the biggest in its segment – a period filled with challenges and valuable experiences. It all started as a test, and then it just kept going.
Whether I really want to put my face on a website about SMS loans in 2025, as if it were some sort of lifelong achievement? Honestly, not at all. That wasn’t exactly the long-term plan, if you will. But here we are, and I own this site. Then, as now, I believe the best thing you can do is put your face on the site so that it becomes more embarrassing if the information is worthless and to force yourself to maintain a certain standard…

Credit is mostly nonsense… why pretend it’s anything else? You don’t have to sell your soul to sell.

SMS Loans Then

When SmslånOnline.se was at its peak, SMS loans were unregulated and far more aggressive than they are today. The most profitable business model relied on the borrower not paying back on time. Instead, the customer would be enticed into extending the loan for a straightforward fee – keeping the principal the same while interest costs continued to climb.

SMS Loans Today

Today, the market has changed. The loopholes have been closed, the industry is regulated, and both interest caps and cost caps have been introduced. Loans aren’t as aggressive as they once were—though the media doesn’t always highlight this. It’s still important to remain aware of the risks involved in credit, but the alternatives are now both cheaper and more transparent.

Challenges and Disappearance

When the laws changed, it became a challenge to keep the site updated. Information that was once top-notch quickly became outdated. Partners’ extreme recklessness caused a crash, and the CMS needed to be replaced to keep up. Altogether, these problems eventually led to the site’s collapse around 2019. Despite that tough period, these experiences gave me valuable insights.

Game. Set. Match. Timeout.

But now in 2025, it’s a new era with a streamlined reboot: better usability, faster updates, a sleeker site—and less clutter! Just loan comparisons and related reading.