Startups give away free trials all the time. Wall Street Money AB is going bigger: it’s literally giving away stock.

The Swedish fintech announced it has appointed Aqurat Fondkommission AB as its issuing agent, bringing in the country’s largest independent player to manage shareholder activities and upcoming capital market moves. But the real headline-grabber is its unusual plan to distribute 5,000 shares per recipient—for free—straight from its founders’ holdings.

Why This Move Stands Out

Free shares aren’t a typical growth hack, but Wall Street Money isn’t aiming for typical. By handing out equity rather than discount codes, the company hopes to build an engaged shareholder base ahead of its first product launch in 2025. Think of it as a loyalty program—except instead of points, you get ownership.

Since the shares come from the founders’ private holdings, the company’s balance sheet remains untouched. That makes this a pure marketing and engagement play, not a dilution event. Recipients can view their allocation digitally via Sweden’s NVR platform, logging in with BankID for instant access.

Laying the Market Groundwork

Aqurat’s appointment as issuing agent gives Wall Street Money a strong operational partner. Aqurat, with decades of experience handling IPOs, rights issues, and corporate actions, adds credibility to the company’s unusual share-distribution campaign.

The fintech also plans to connect with Euroclear Sweden as its central securities depository in the coming months. That would allow shares to be held in standard securities accounts with banks or brokers—a critical step if Wall Street Money intends to eventually list on one of Sweden’s growth markets, as it has stated.

The Bigger Picture

Equity giveaways are rare but not unheard of. Some startups have experimented with “equity for engagement” strategies, though usually tied to crowdfunding platforms or tokenized shares. Wall Street Money’s approach—giving away traditional stock at scale—sets it apart in the Swedish market, and could generate buzz well beyond Scandinavia.

Whether it translates into lasting shareholder loyalty or just a flood of freebie-seekers remains to be seen. Still, by tying the campaign to a 2025 product launch, the company is effectively betting that its first offering will be strong enough to turn passive shareholders into brand evangelists.

“We are pleased to initiate this collaboration with Aqurat,” said Hans Herzog of Wall Street Money AB. “By offering shares free of charge to our early stakeholders, we want to build an engaged and long-term shareholder base ahead of our product launch.”

In a market where retail investors are increasingly skeptical after a rocky 2022–23, Wall Street Money’s strategy feels both risky and refreshingly bold. If nothing else, it ensures people will be paying attention when its debut product lands in 2025.