Owners, management and financials
CVR: 40315462
Secondary names: PricingRoadmap.io ApS, BehaviouralStrategy.com ApS, Behavioural Strategy Associates ApS
Previous names: ASD 38 IVS, Behavioural Strategy Associates IVS, Behavioural Strategy Associates ApS
DKK 5,287,473
Gross profit
Net result: DKK 2,488,825
Adamos ApS (90-99,99%), FABSNAP ApS (10-14,99%)
CVR · view owners
Christopher William Truce, Ulrik Lehrskov-Schmidt
CVR · view management
Active
Founded 1 March 2019
CVR · view overview
9 employees
CVR · 2026
Owner registered: Adamos ApS
CVR · 08/07/2025
View the full event history
Willingness To Pay ApS is a Danish company of the type Anpartsselskab based in København K, founded in 2019. The company is registered under the industry Administrations- og kontorserviceaktiviteter. The company was previously named Behavioural Strategy Associates ApS and Behavioural Strategy Associates IVS. The management consists of Christopher William Truce and Ulrik Lehrskov-Schmidt. The company is owned by Adamos ApS and FABSNAP ApS. The company has 9 employees (2026). In 2025, the company reported a gross profit of DKK 5,287,473 and a net result of DKK 2,488,825 compared with DKK 1,412,633 the year before. Equity in the 2025 report amounted to DKK 4,873,741.
Source: annual report 2025, Danish Business Authority
The financial health of Willingness To Pay ApS appears strong, with a notable upward trajectory in profitability over the past few years. Gross profit has increased from 1,645,412 DKK in 2021 to 5,287,473 DKK in 2025, while net profit has also improved significantly, reaching 2,488,825 DKK in 2025 compared to a loss of 128,257 DKK in 2021. Equity has more than quadrupled from 1,231,102 DKK in 2022 to 4,873,741 DKK in 2025, indicating a solid financial foundation. However, the absence of revenue data raises concerns about the sustainability of this growth, and the company’s position within the administration and office services industry remains unclear due to the lack of employee information. Overall, the company shows promising growth in profitability and equity, but transparency regarding revenue is needed for a comprehensive assessment.
AI-generated summary · Generated 16/08/2026
Selskabets formål er at drive virksomhed med handel og service samt hermed beslægtet virksomhed
Source: annual reports filed with the Danish Business Authority.
| Period | Gross Profit | Profit/Loss | Total Assets | Equity | Employees | Report |
|---|---|---|---|---|---|---|
| 202501/07/2024 – 30/06/2025 | 5.3 mio. | 2.5 mio. | 12.9 mio. | 4.9 mio. | 0 | |
| 202401/07/2023 – 30/06/2024 | 3.1 mio. | 1.4 mio. | 5.7 mio. | 2.4 mio. | 2 | |
| 202301/07/2022 – 30/06/2023 | 5.3 mio. | 3 mio. | 3.9 mio. | 3 mio. | 1 | |
| 202201/07/2021 – 30/06/2022 | 4.1 mio. | 1.4 mio. | 2.9 mio. | 1.2 mio. | - | |
| 202101/07/2020 – 30/06/2021 | 1.6 mio. | -128 t. | 655 t. | -127 t. | - |
Compared to 1.518 companies in Administrations- og kontorserviceaktiviteter
Comparison is based on industry median values
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Read about the CDS scoreThe CVR number of Willingness To Pay ApS is 40315462.
Willingness To Pay ApS is owned by Adamos ApS and FABSNAP ApS.
The management of Willingness To Pay ApS consists of Christopher William Truce and Ulrik Lehrskov-Schmidt.
In 2025, Willingness To Pay ApS reported a gross profit of DKK 5,287,473.
Willingness To Pay ApS had 9 employees in 2026 according to the Danish CVR register.
Willingness To Pay ApS was founded on 1 March 2019.
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As of October 16, 2026, DANSK REVISION FREDERIKSSUND GODKENDT REVISIONSANPARTSSELSKAB has been appointed auditor of Willingness To Pay ApS.
Willingness To Pay ApS has published its annual report for 2025. Gross profit came to DKK 5,287,473, and the net result was DKK 2,488,825.
As of July 8, 2025, Adamos ApS is registered as an owner of Willingness To Pay ApS with an ownership share of 90%.
As of July 8, 2025, FABSNAP ApS is registered as an owner of Willingness To Pay ApS with an ownership share of 10%.
As of June 1, 2025, Christopher William Truce is registered as director of Willingness To Pay ApS.
Willingness To Pay ApS has published its annual report for 2024. Gross profit came to DKK 3,079,779, and the net result was DKK 1,412,633.
On February 24, 2024, the company changed its name from Behavioural Strategy Associates ApS to Willingness To Pay ApS.
Willingness To Pay ApS has published its annual report for 2023. Gross profit came to DKK 5,269,197, and the net result was DKK 3,041,184.
Willingness To Pay ApS has published its annual report for 2022. Gross profit came to DKK 4,110,921, and the net result was DKK 1,358,331.
Willingness To Pay ApS has published its annual report for 2021. Gross profit came to DKK 1,645,412, and the net result was DKK -128,257.
On December 8, 2020, the company changed its name from Behavioural Strategy Associates IVS to Behavioural Strategy Associates ApS.
Willingness To Pay ApS has published its interim report for the period March 1, 2019 to June 30, 2020.
As of June 25, 2019, Ulrik Lehrskov-Schmidt is registered as director of Willingness To Pay ApS.
As of June 25, 2019, Johnny Hast Hansen has stepped down as director of Willingness To Pay ApS.
On June 25, 2019, the company changed its name from ASD 38 IVS to Behavioural Strategy Associates IVS.
As of March 1, 2019, Johnny Hast Hansen is registered as director of Willingness To Pay ApS.
Willingness To Pay ApS was founded on March 1, 2019.
Uneven Bits ApS is an independent IT consultancy founded and operated by Klaus Byskov Pedersen. With deep expertise in software architecture and systems design, I help organizations build robust, scalable, and maintainable technical solutions. Whether you need strategic guidance on technology decisions, hands-on architecture work, or help navigating complex technical challenges, I bring focused expertise and a practical approach to every engagement.
Selskabets formål er at udøve virksomhed med handel og service samt aktiviteter i tilknytning hertil.
Selskabets formål er IT- og kommunikationsvirksomhed samt virksomhed i øvrigt, der efter bestyrelsens skøn står i forbindelse hermed.
Selskabets formål er at udøve virksomhed med handel og service samt aktiviteter i tilknytning hertil.
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