e-Wallet Launch Assessment

Strategic Marketing Review for Dewa x e-Boks Integration

Meeting Date: Monday, February 2, 2026

Time: 09:00–12:00

Location: Hellerup Office

Assessment Fee: 10,000 kr + VAT

Prepared by Asger Teglgaard

B2B Marketer | asger.me

The Opportunity

5.3M

e-Boks users in Denmark

87K

Current e-Wallet users

FEB 18

e-Boks integration launch

50%

e-Boks ownership of Dewa

This isn't a partnership announcement. It's a product evolution.

e-Boks isn't adding another app to their portfolio—they're embedding digital identity into the platform 5.3 million Danes already use daily. The standalone e-Wallet app was the MVP. The e-Boks integration is the scale play.

Timeline

OCTOBER 2024

Dewa founded by Lorenz Carl Flechtenmacher (TUM) and Thomas Gammelby Lodberg (DTU)

SPRING 2024

Won DTU X-Tech Entrepreneurship main prize

MARCH 2025

Standalone e-Wallet app launched (iOS & Android)

JANUARY 2026

DTU pilot: Digital student IDs for Denmark's first university wallet

FEBRUARY 18, 2026

e-Boks integration: e-Wallet becomes a feature inside e-Boks app

Lane 1: End Users

"You already have e-Boks. Now it does more."

Lane 1: Current State

Standalone e-Wallet Performance

4.0★

iOS rating (20 reviews)

3.6★

Android rating (10 reviews)

87,000

Active users

DTU

First pilot partner

Key Insight

Mediocre app ratings are largely irrelevant. After February 18, the product lives INSIDE the e-Boks app—not as a standalone download. This fundamentally changes the user acquisition and onboarding equation.

Current Marketing Presence

Current e-Wallet landing page on global.e-boks.com

e-Wallet on the App Store — limited screenshots, technical focus

Landing Pages

global.e-boks.com/digital-wallet/ — Basic feature overview
eWallet.punktum.dk — Minimal presence
No clear "why" messaging
Technical focus over user benefits

App Store Presence

Limited screenshots showing actual use cases
Description focuses on tech (eIDAS, EBSI)
Doesn't answer: "What's in it for me?"
No comparison to MitID/physical ID

Social & Content

One LinkedIn post from founders
e-Boks blog announcement
No ongoing content strategy
No user testimonials or stories

Lane 1: Problems Identified

Wrong Job Definition

Current messaging treats this as an acquisition play ("download our new app!"). But after Feb 18, the job is activation and retention—getting 5.3M existing e-Boks users to try the new feature.

Unclear Value Proposition

"Another digital ID?" is the first question. Current content doesn't clearly differentiate from MitID or explain why someone needs this. The answer exists (privacy, convenience, EU compliance) but isn't front and center.

"Quiet Launch" Strategy

e-Boks prefers cautious rollout due to regulatory sensitivity. But going too quiet risks missing the February moment entirely. Need balance: not shouting, but not silent.

Negative Sentiment in Wild

Facebook groups already show skepticism: "Not another app/ID to manage." This sentiment needs addressing proactively, not reactively.

Poor App Store Optimization

Screenshots don't show real use cases. Description is jargon-heavy. No clear call-to-action for specific user segments (students, nightlife, parents).

No Onboarding Flow Shown

Users don't know: How long does setup take? Do I need special hardware? What credentials can I add? First-run experience is invisible in marketing.

Lane 1: Recommended Actions

Core Messaging Strategy

Positioning

"MitID is for your bank. e-Wallet is for your life."

Key Messages by Audience

Students: "Your student ID. Always in your pocket. Never expired."
Privacy-conscious: "Prove your age without showing your address."
Frequent travelers: "One wallet. All of Europe."
Parents: "Never get locked out because you forgot your wallet."

Answer "Why Another ID?"

Need	MitID	e-Wallet
Age verification (clubs/shops)	✗	✓
Show ID without full data	✗	✓
Student discounts (verified)	✗	✓
Works across EU	✗	✓
Store credentials (license, diploma)	✗	✓

Deliverables

Revised Landing Page

Complete redesign of global.e-boks.com/digital-wallet/ with:

Hero section: "You already have e-Boks. Now it does more."
Use case carousel (student ID, age proof, future credentials)
Privacy explainer: Why e-Wallet ≠ oversharing
FAQ addressing "another app?" objection
Launch timeline and early access CTA

App Store Optimization Package

New iOS/Android screenshots showing real use cases (not just UI)
Rewritten descriptions: benefits before features
Keywords targeting: "digital student ID Denmark", "age verification app", "EU digital wallet"
Add "What's New" changelog for Feb 18 update

In-App Onboarding Flow

Guided first-run experience inside e-Boks app:

Welcome modal explaining what e-Wallet is (30 seconds)
Quick tour: "Add your first credential" flow
Success moment: Show what you can now do
Permission education: Why we ask for what we ask for

User Stories & Testimonials

DTU student pilot interviews (video + written)
Real scenarios: "I used e-Wallet at Vega" / "Picked up a package without physical ID"
Before/After stories

Communication Playbook for e-Boks

How e-Boks announces the new feature to existing users:

In-app notification (timing, copy, visuals)
Email to 5.3M users (segmented by likely use case)
Changelog entry in App Store
Social posts (LinkedIn, Facebook, Instagram)

Lane 2: Government & Regulatory

"Why build from scratch when Denmark already has the infrastructure?"

Lane 2: Current State

The Regulatory Landscape

EU eIDAS 2.0 Mandate

All EU member states must provide citizens with a digital identity wallet by 2026. Denmark has two paths: the government-built AltID, and the private-sector e-Wallet.

AltID's approach — privacy-first messaging from Digitaliseringsstyrelsen

AltID (Government)

Launch: 2026
Owner: Digitaliseringsstyrelsen
First credentials: Age proof, ID card
Business credentials: Not until 2029
Approach: Privacy-first, minimal data sharing
Weakness: Government speed, limited third-party ecosystem

e-Wallet (Dewa x e-Boks)

Launch: Already live (March 2025)
Owner: Private (e-Boks majority)
First credentials: Student ID, age proof
Business credentials: Available NOW
Approach: Fast iteration, API-driven
Advantage: 5.3M existing user base, proven infrastructure

What AltID Does Well

AltID's messaging is clear and privacy-focused:

"Only share what's necessary" (age proof without full birthday)
"Your data stays on your phone" (not centrally stored)
"You control what you share"

Lesson: Privacy isn't a feature—it's the core value prop. e-Wallet should lead with this too.

Lane 2: Problems Identified

Framed as Competition

Current narrative: "Private wallet vs. government wallet." This creates unnecessary tension and makes e-Boks look like they're undermining a public good. Better frame: "Complementary solutions serving different needs."

No Public Affairs Strategy

Dewa/e-Boks hasn't engaged with policy makers or media to position themselves as partners, not competitors. AltID gets all the regulatory press by default.

Missing from Policy Conversation

Target outlets (Altinget, Mandag Morgen, IT Watch) haven't covered e-Wallet's regulatory significance. The DTU pilot announcement was tech/startup press, not policy.

Business Credential Gap

AltID won't support business-issued credentials until 2029. This is e-Wallet's killer advantage—but it's not being communicated to regulators or enterprise.

"Denmark doesn't need to choose between public and private digital wallets. We need both. AltID provides the baseline government service. e-Wallet unlocks the ecosystem."

— Positioning for policy makers

Lane 2: Recommended Actions

Positioning Strategy

Core message to government

"We're not competing with AltID. We're accelerating Denmark's digital identity ecosystem by bringing private-sector innovation to the table—today, not in 2029."

Deliverables

Public Affairs Briefing Document

One-pager for Digitaliseringsstyrelsen and relevant ministries:

How e-Wallet complements AltID
Business credential capabilities (what AltID won't offer until 2029)
e-Boks' proven track record with 5.3M users
eIDAS 2.0 compliance readiness
Request: Pilot partnership opportunities

Media Outreach Campaign

Targeted story pitches to policy/tech press:

Altinget: "How Private Sector Can Accelerate Denmark's Digital ID Rollout"
Mandag Morgen: "The Business Credential Gap: Why Denmark Needs Multiple Wallet Solutions"
IT Watch: "Inside DTU's Digital Student ID Pilot"
Berlingske Business: "e-Boks' Bet on Digital Identity"
Børsen: "The Economics of Digital Wallets: Who Pays for What?"

Thought Leadership Content

Op-ed from Ulrik Falkner Thagesen (e-Boks CEO): "Why Denmark's Digital Future Needs Both Public and Private Solutions"
Interview series with Lorenz & Thomas: "Building Denmark's First Third-Party Digital Wallet"
Data transparency report: "How e-Wallet Protects Privacy" (counter to "big tech" narrative)

Regulatory Comparison Guide

Side-by-side: AltID vs. e-Wallet capabilities

Feature	AltID	e-Wallet
Age verification (anonymous)	✓ (2026)	✓ (Available now)
Government-issued credentials	✓	✓ (via API)
Business-issued credentials	✗ (Not until 2029)	✓ (Available now)
University/education credentials	Unclear timeline	✓ (DTU pilot live)
Third-party verifier API	Not public	✓ (VX API)
Existing user base	0 (new app)	5.3M (e-Boks users)

Government Partnership Proposal

Formal proposal to Digitaliseringsstyrelsen:

Co-branding: AltID credentials stored in e-Wallet
Pilot: e-Boks as distribution channel for AltID (opt-in)
Data sharing framework (privacy-preserving)
Joint use case development (education, healthcare, finance)

Lane 3: B2B Vendors

"Digital verification in 3 seconds. No hardware required."

Lane 3: Current State

This is where revenue comes from.

VX API (Verifier Service): ~€0.08 per verification. At scale, this funds the entire operation. Consumer app is the Trojan horse. B2B is the business model.

Dewa's Three-Part B2B Offering

Consumer App (DEWA Wallet)

The credential holder interface. Free for users. Drives network effects.

Core API (Issuer Services)

For organizations issuing credentials (universities, employers, government). License fee model.

VX API (Verifier Services)

For businesses checking credentials (bars, events, insurance, retail). Pay-per-verification model (~€0.08).

Current dewa-id.com — leads with technical specs, not business outcomes

Problem: Too Technical

dewa-id.com and decentralisedwallet.eu lead with:

"EBSI certified"
"Decentralized architecture"
"Verifiable credentials"
"Blockchain-based"

What's missing: ROI, use cases, pain points solved, competitive advantages.

Lane 3: Market Opportunities

High-Value Use Cases for VX API

Bars & Nightlife

Pain point: Door staff checking IDs is slow, error-prone, and creates privacy risks (seeing full address/CPR).

Solution: e-Wallet shows 18+ proof. Doorman scans QR code. Verified in 3 seconds. No personal data exposed.

ROI: Faster entry = higher throughput. Legal compliance without privacy concerns.

Retail (Age-Restricted)

Pain point: Self-checkout blocked by alcohol/tobacco. Staff intervention needed.

Solution: Customer scans e-Wallet at self-checkout kiosk. Age verified automatically.

ROI: Reduced labor costs. Faster checkout. Regulatory compliance.

Events & Venues

Pain point: Festival wristband pickup requires physical ID. Creates bottlenecks.

Solution: Pre-verify identity via e-Wallet. Pick up wristband with QR code scan.

ROI: Faster check-in. Reduced fraud (credential is cryptographically verified).

Insurance Onboarding

Pain point: Manual document verification (ID, address proof) takes days.

Solution: Customer shares verified credentials from e-Wallet. Instant approval.

ROI: Faster customer acquisition. Lower fraud. Better UX = higher conversion.

Online Gambling

Pain point: KYC regulations require age + identity verification. Current process is clunky.

Solution: One-click verification via e-Wallet API. User already verified by e-Boks.

ROI: Regulatory compliance. Reduced drop-off during signup. Trust signal (e-Boks brand).

Student Discounts

Pain point: Retailers can't verify student status. Leads to fraud or overly restrictive policies.

Solution: e-Wallet digital student ID (already live at DTU). Instant verification at POS.

ROI: Reduced fraud. New customer segment (students). Brand goodwill.

Lane 3: Problems Identified

Blockchain Baggage

Dewa's tech is blockchain-based (EBSI). But talking about "decentralized identity" and "verifiable credentials" to a bar owner or insurance exec triggers crypto skepticism. Stop leading with tech. Start with outcomes.

No ROI Clarity

VX API costs ~€0.08 per verification. But what does that mean for a nightclub doing 500 verifications/night? Or a supermarket chain? Pricing is abstract without context.

Integration Friction

No public SDK docs. No case studies. No demo sandbox. Potential customers can't try before they buy. Developer onboarding is invisible.

Regulatory Urgency Not Leveraged

EU regulations will soon REQUIRE digital verification for age-restricted goods/services. This isn't a nice-to-have—it's coming. But marketing doesn't create urgency: "Get ready now before the mandate."

Wrong Target Audience

Current outreach seems aimed at tech/crypto conferences. But buyers are: COOs of retail chains, compliance officers at insurance firms, event organizers, university IT directors. Different language needed.

Lane 3: Recommended Actions

Messaging Overhaul

Stop saying: "Decentralized digital identity infrastructure built on EBSI with verifiable credentials."

Start saying: "Verify customer identity in 3 seconds. No app download required. Compliant with EU digital identity regulations."

Deliverables

B2B Landing Page Redesign

dewa-id.com needs to speak to business buyers:

Hero: "Turn Age Verification from a Bottleneck into a Competitive Advantage"
Use case tabs: Nightlife, Retail, Insurance, Events, Education
ROI calculator: Input your monthly verifications → see cost vs. current manual process
Trust signals: e-Boks partnership, DTU pilot, EBSI certification (but not leading with it)
CTA: "Book a Demo" or "Try the Sandbox"

Industry-Specific One-Pagers

Tailored pitch decks for each vertical:

Nightlife: "How Copenhagen's Top Venues Are Speeding Up Entry with e-Wallet"
Retail: "Self-Checkout Without Staff Intervention: The e-Wallet Advantage"
Insurance: "Instant KYC Verification: Close Policies Faster"
Events: "From Ticket to Entry: Frictionless Festival Check-In"
Universities: "Digital Student IDs That Actually Work" (DTU case study)

Developer Portal & Sandbox

Public-facing resources for VX API:

Interactive API docs (Swagger/Postman style)
Test environment with dummy credentials
Code samples (Python, Node.js, PHP)
Integration guides for common POS systems
Video tutorials: "Your First Verification in 5 Minutes"

Case Study: DTU Digital Student ID

Full write-up with metrics:

Number of students onboarded
Average verification time (before/after)
Student satisfaction scores
Quotes from DTU IT leadership
Screenshots of real usage
Lessons learned

Sales Enablement Kit

For e-Boks sales team selling VX API:

Objection handling guide ("Why not just MitID?" / "Is this GDPR compliant?")
Pricing calculator spreadsheet
Competitor comparison (AltID, physical ID checks, other wallets)
Technical FAQ for IT buyers
Demo script + sandbox access

Regulatory Readiness Campaign

Outbound messaging to high-value verticals:

Email series: "EU Digital Identity Regulations: What Retail Needs to Know"
Webinar: "Future-Proofing Your Age Verification Process"
Whitepaper: "The Business Case for Digital ID Wallets in Denmark"
LinkedIn ads: Target: COOs, compliance officers, IT directors at relevant companies

Summary: Three-Lane Execution Plan

Lane 1: End Users

Goal: Activate e-Boks' 5.3M users

Job: Optimization, not acquisition

Key outputs:

Revised landing page
App Store optimization
In-app onboarding flow
User testimonials
Communication playbook

Lane 2: Government

Goal: Position as partner, not competitor

Job: Policy influence and media presence

Key outputs:

Public affairs briefing
Media outreach campaign
Thought leadership content
Regulatory comparison guide
Government partnership proposal

Lane 3: B2B Vendors

Goal: Drive VX API adoption (revenue)

Job: ROI-focused B2B marketing

Key outputs:

B2B landing page redesign
Industry-specific one-pagers
Developer portal & sandbox
DTU case study
Sales enablement kit
Regulatory readiness campaign

Meeting Outcomes

Assessment Meeting — February 2, 2026 | Hellerup

Key Decisions Made

✓ Three-Lane Strategy Confirmed

Consumer (Lane 1) → B2B (Lane 3) → Government (Lane 2). Priority order locked in based on Feb 18 deadline and revenue urgency.

✓ Brand Separation Strategy

DEWA: Aggressive, B2B-focused, international markets
e-Boks: Conservative, consumer-focused, Danish market

✓ Messaging Overhaul

Stop leading with technology ("EBSI", "decentralized", "blockchain"). Start with outcomes and ROI for buyers.

✓ Deliverables Approach

Create concept kit with assets, messaging frameworks, and templates that DEWA/e-Boks can execute independently.

"We kept talking about Core API and VX API and they could do nothing with it. Once we put a red button on it and said 'This is e-Boks Logon,' they were like 'Oh, now it makes sense.'"

— Lorenz Flechtenmacher, DEWA Co-founder

New Intelligence

AltID Status Update

Major Opportunity

AltID delayed past April/May (originally March 2026). Salling Group — who were waiting for the government wallet — are now actively reaching out to DEWA.

Commercial Details Confirmed

VX API pricing: ~€0.08-0.115 per verification + broker fee
MitID market: Signaturgruppen brokers 90% (350M verifications/year)
Replacement potential: 20-30% of MitID market can switch to e-Boks Logon
Salling use case: Self-checkout — 1 in 5 checkouts blocked by age-restricted items
SDK build time: e-Boks e-Wallet built in 1-2 months using DEWA SDK

e-Boks Internal Dynamics

Marketing knowledge gap: Paola (who understood the product) left. Susanna doesn't fully understand it.
Key metric they track: Open rates — how often users open e-Boks — is what they sell to senders
Marketing style: Defensive, not aggressive (protect reputation, regulatory sensitivity)
Launch approach: Want "big bang" with Signaturgruppen for Feb 18
Commercial lead (Erik): Understands product enough to sell

B2B Pipeline Status

F&P (insurance): Soft committed via Signaturgruppen
Betting companies: Lined up via Signaturgruppen
Salling Group: Active talks (they initiated)

e-Boks Relationship History

OCTOBER 2024

Met Erik (e-Boks) at Nordic Fintech Week. Started discussing potential partnership.

FEBRUARY 2025

Signed option agreement, partnership agreement, and shareholder agreement. e-Boks had 6-month option to acquire 51%, extendable by 3 months.

MARCH 2025

Standalone e-Wallet app launched. Struggled to explain product to e-Boks — "Core API" and "VX API" meant nothing to them.

DECEMBER 2025

Breakthrough moment: Put a red button called "e-Boks Logon" in front of them. They finally understood the product.

FEBRUARY 2026

e-Boks owns 50%. Commercial lead understands enough to sell. Marketing lead does not. Feb 18 launch imminent.

"The beauty with marketing is you can take risks. You can't take them on the tech side — you don't want to fuck something up. But if it's just text, be fun, try something out."

— Lorenz Flechtenmacher

Strategic Insights

Privacy Angle: Context Matters

Physical contexts (bars, clubs): Privacy is NOT the sell. Bouncer looks, forgets, you're in. Lead with convenience.

Digital contexts (online, apps): Privacy IS the sell. Uploading passport to random websites = data breach risk. Lead with privacy.

SME Market Opportunity

Big corporates will do their own integration. But all SMEs need somebody that makes it easy.

Signaturgruppen's role: Already has relationships with hundreds of Danish organizations. They're the pipeline to B2B adoption.

Europe-Wide Play

DEWA can integrate to AltID and all other EU wallets. Clients get one API, integrate to all wallets at once.

Positioning: "We're not competing with AltID. We're the infrastructure layer."

e-Boks Open Rate Metric

e-Boks sells to senders (companies sending letters) based on open rates. e-Wallet is their play to get users opening the app more often — not just for government mail.

Action Items

For Asger (Immediate)

Finalize assessment document with all meeting insights ✓
Create concept kit with messaging frameworks per lane
Develop sample assets (landing page concepts, ad mockups, press release templates)
Document vocabulary/terminology ("e-Boks Logon" not "VX API" for consumer)
Send pricing proposal for retainer/implementation work

For DEWA/Lorenz

Share any Figma files and application screens
Provide more detail on Signaturgruppen commercial structure
Clarify who approves content at e-Boks
Determine Salling Group distribution approach (direct vs. Signaturgruppen)

For e-Boks

In-app notification plan for Feb 18
Newsletter/email comms plan
App Store changelog update
Press release content (not finalized)

Open Questions

Who at e-Boks approves consumer-facing content?
Does e-Boks have an agency for design execution?
Salling Group timeline — deciding before Feb 18?
Access to DTU pilot metrics and testimonials?
Budget envelope for B2B marketing activities?

Revenue Model Clarification

Product	Buyer	Pricing
VX API Branded as "e-Boks Logon"	Verifiers (bars, retail, insurance, betting)	~€0.08-0.115/verification + broker fee
Core API	Issuers (universities, employers, government)	License fee (TBD)
SDK	Wallet builders (e-Boks is proof)	License fee (TBD)

Distribution Model

Signaturgruppen takes a cut on VX API deals, which incentivizes them to push e-Boks Logon to their existing 350M verification/year client base. They already have integration relationships with hundreds of Danish organizations.

Engagement Options

Proposed Next Steps

Proposed Engagement

The opportunity is massive. The challenge is execution.

5.3M users on Feb 18, AltID delayed, Salling Group reaching out, VX API pipeline forming. You have first-mover advantage. You need a marketing partner who gets the product and can move fast.

Option A: Launch Sprint

Scope: Get Feb 18 launch comms ready (Feb 3-17)

In-app notification copy
Newsletter template
Press release draft
App Store optimization
Social post templates

Investment: 15.000 kr + VAT

Option B: Monthly Retainer — Light

Scope: Ongoing marketing support, 10-15 hours/month

Content creation (landing pages, one-pagers, case studies)
Messaging strategy and copywriting
Campaign planning and review
Ad hoc support and guidance

Investment: 12.000 kr/month + VAT (3 month minimum)

Option C: Monthly Retainer — Full

Scope: Strategic marketing partner, 25-30 hours/month

Everything in Light, plus:
B2B marketing strategy and execution
Sales enablement materials
Media outreach and PR support
Creative direction and asset development
Weekly check-ins

Investment: 25.000 kr/month + VAT (3 month minimum)

Recommended: Launch Sprint + Light Retainer

First month: 27.000 kr + VAT | Ongoing: 12.000 kr/month + VAT

Let's build this together

16 days until Feb 18 launch

Asger Teglgaard

B2B Marketer | asger.me

asger@wildfire.business

Assessment completed February 2, 2026