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How Børsen reinvented financial news with Pulse

Denmark’s premier financial news provider builds on Pulse to drive its digital strategy

Case study

Dagbladet Børsen, one of Denmark’s leading business newspapers, was founded in 1896 and is jointly owned by the Bonnier Group and J/P Politikens Hus. With a weekly print circulation of 197,865 and 214,156 online readers, Børsen is a cornerstone of financial news in Denmark.

As digital transformation reshaped the media landscape, Børsen recognized the need to modernize its online presence. In partnership with Norkon, the publisher implemented the Pulse platform to deliver real-time market data, increase reader engagement, and unlock new monetization opportunities.

The challenge: A growing digital imperative

Like many other traditional newspapers, Børsen was actively transitioning from a print- and ad-driven revenue model toward digital subscriptions and online advertising. This strategic pivot began in 2018 as changing reader behaviors demanded a fresh approach.

In a way, Børsen faced a positive challenge: their in-house financial news solution provided solid coverage of financial markets, including Nasdaq Nordic equity exchanges, equities, currencies, commodities, indices, and bonds.

Yet as the digital imperative grew, their existing financial news tools could not meet the growing demand for:

  • Advanced investor tools
  • Integration between editorial content and market data, which limited the potential for engagement and ROI
  • Personalized stock market monitoring tools and segmented journalistic content by stock

These gaps limited user engagement and the platform’s overall potential. To address these issues, Børsen redefined its digital strategy and partnered up with Norkon for a more scalable, interactive solution.

The Solution: A three-pillar digital financial strategy

Børsen launched a bold new strategy grounded in data, digital tools, and diversified content. This initiative was structured around three key pillars:

  • Børsen Pro Finans: A digital-first edition focused on business and financial news
  • Børsen Atelier: A digital magazine covering art and culture
  • Børsen Investor: A new stock market platform offering live market data, investor tools, and editorial integration tailored to private investors.

The new stock market solution contained a new universe of stocks, covering both Danish and international markets and provided users with a range of advanced stock monitoring tools.

While brokers and professionals rely on terminals like Bloomberg and Infront, Børsen saw a gap in the market for private investors. Their digital financial news solution would provide this group with high-quality journalism paired with professional tools in a user-friendly format to help readers analyze and understand moving trends.

 

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Adopting Pulse: Unifying market data and financial journalism

Powered by Norkon’s algorithmic technology, the Pulse solution provides Børsen with real-time financial data while enabling editors to access intelligent analysis of market movements, contextualized with historical trends, to craft richer narratives effortlessly.

Key factors included:

  • Custom design integration to aligned with Børsen’s visual identity
  • Editorial content sync, integrated directly from Børsen’s CMS and videos, articles, press releases, and external feeds
  • Smart content placement, where Pulse ensures that relevant articles appeared alongside corresponding securities and tools, increasing visibility.
  • Robust performance: built for high-concurrency traffic with mobile-friendly responsiveness

This unified experience allowed Børsen to deliver editorial news and stock market data side by side – maximizing relevance and reader engagement.

The Results: Strong growth across key metrics

Since the launch of its Børsen Investor solution, the Danish news publisher has seen immediate results in both reader engagement and traffic increase.

“We are really thrilled to work with Norkon. They have helped us create a state-of-the-art market universe, which our customers are really excited about and that generates much higher engagement than our previous market pages.”
– Kasper Haugaard, Digital Development Manager at Dagbladet Børsen

>50%

Increase in ad revenue

74%

More page views per visit and per month

125%

Increase in average time on site

Driving continued growth: Subscriptions and partnerships

In addition to the increases in web-traffic and reader engagement, Børsen designed new strategies to drive user registration and subscription, as well as advertising partnerships.

Reader registration and subscription strategy

Børsen Investor offers readers free access to most of the news content and market monitoring tools of Pulse, opening the door to high-volume traffic and increased engagement from both existing and new users:

  • Readers need to create a free account to access advanced features, allowing them to save favorites, create stock alerts, and create investment portfolios.
  • Free account registrations eventually build returning reader habits and loyalty to the brand – but market data is served with a 15-minute delay.
  • A paid subscription, Børsen Private, unlocks real-time stock market prices and extended functionality, bundled with premium financial news content.

This funnel effectively guided users from casual browsing to account creation and, eventually, subscription.

New advertising opportunities

The digitalization effort further opened the door to new advertising opportunities and partnerships, significantly boosting the commercial side of the business: new advertisers looking to reach a financially savvy audience – from casual readers and savers to experienced investors – now had a valuable partner to turn towards for targeted exposure.

“Commercially, we have used Norkon’s platform, Pulse, to generate new advertising partnerships, which have increased our advertising revenue by over 50 percent.”
– Dagbladet Børsen

Conclusion: More than a market data tool

By partnering with Norkon, Børsen didn’t just upgrade its tech stack—it transformed its digital strategy. Børsen Investor became the leading destination for Danish business and financial news, combining real-time data with editorial depth to serve and grow its digital audience.

Why Choose Pulse For Your Website?

A game changer to convert readers with your financial section

Serve all the relevant stock market insights from your financial portal and satisfy your readers’ needs to get personalized information they care about at one glance.

 

Grow subscriptions

Drive commercial partnerships

75% more page visits – 125% higher average time on site

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