Creating clarity, confidence, and community for newcomers navigating life in Denmark.
Born and raised in Denmark to Bosnian parents, who came as refugees, Amel Hot grew up understanding the cultural bridges that define belonging. “Growing up in Denmark with Bosnian roots gave me a dual perspective from a young age,” he says. “I was born here, but I also understood what it feels like to be in between, neither fully Danish nor fully foreign. I watched people around me, including my family, struggle with things that most Danes take for granted. Even as a child, I saw how simple things like understanding a letter from the kommune or finding a job could become huge obstacles.”
Amel and I spoke about how those small tasks — like booking a doctor’s appointment — can suddenly feel monumental when you move to a new country. The frictionless way you navigated reading parking signs, understanding menus, and having daily interactions with people is suddenly stripped away when you settle somewhere and don’t yet speak the language. The toll of this can’t be taken for granted. Even years later, when you have laid down roots, a gnawing feeling can remain that you need to ‘prove yourself’ in your adopted home.
“It is not just about being in a country, it is about feeling like you can exist in it. That is what drives EasyDenmark. I want people to have clarity, confidence, and structure, not confusion and isolation.”
Those early experiences of supporting his parents and seeing both their struggles and successes. Amel proudly shared that his mom completed her Bachelor’s degree in Mechanical Engineering after moving to Denmark, which shaped both his empathy and his mission to establish EasyDenmark to close the gap between arrival and integration.
From Student Helper to Founder
Amel’s path to entrepreneurship began organically, long before officially launching EasyDenmark in early 2025. While studying Global Business Engineering in Horsens, he became the go-to person for international classmates who needed help navigating Denmark’s bureaucracy. “That’s when the moment came,” he reflects. “They kept asking the same questions about CPR, MitID, housing, tax, and how to get started. Every time, I realized how unclear and fragmented the system is for newcomers.”
When he entered the workforce, he noticed the same challenges repeating: internationals struggling, not because of a lack of skill, but because of bureaucracy and lack of information. “I realized Denmark is very good at attracting people, but does not support them enough after arrival. That is where EasyDenmark was born.”
Applying his project management mindset, Amel launched a collection of free guides to make the information easier to share. Before long, EasyDenmark grew rapidly and now supports thousands of users from over 100 countries — all without paid advertising. “The guides are for clarity; they give people a full overview of what to do, in what order, and why,” he explains. “The 1:1 sessions are for confidence, when people feel lost, unsure, or overwhelmed by their personal situation. Sometimes they have all the information, but they do not know where to start or what applies to them. That is when I step in personally to guide, explain, and structure it all in a way that makes sense for them.”
The Biggest Challenges
For newcomers, the challenge isn’t just complexity — it’s connection. “That’s the biggest challenge,” Amel explains, “People do not realize how much in Denmark depends on having the right sequence: CPR number before bank account, bank account before salary, salary before housing.”
He adds, “Many internationals come prepared but are met with processes that feel circular. The second challenge is language and access. A lot of official information is either in Danish or written in a way that assumes you already know the basics. EasyDenmark helps people cut through that to understand the logic behind the steps, not just follow them blindly.”
As he shares this, I find myself nodding along. I remember trying to navigate the apps, appointments, and letters that accompanied these early bureaucratic steps – though luckily helped by my Danish in-laws – some with English translations, others not. This focus on logic and sequence, not just form-filling, is clearly one of EasyDenmark’s greatest strengths, and this understanding has built a strong foundation for the company’s growth.
Amel sees integration as a shared responsibility; a two-way street. He likens it to sitting in traffic: you may feel stuck for a long time, only for it to move suddenly forward. It requires both individuals and institutions to meet halfway. He emphasizes that success in Denmark is underpinned by both the effort of internationals — through language learning and participation — and by support from Danish systems that make key information more accessible. “Internationals need to step outside their comfort zones,” he says, “but society must also create space for them to belong.”
Image credit: EasyDenmark
Rooted in Odense, Serving All of Denmark
Though EasyDenmark operates nationwide, its roots in Odense are central to its identity. “Odense represents the real Denmark, not the international bubble of Copenhagen, but the balance between opportunity and community,” Amel explains. “It is where internationals often experience the greatest culture shock because the environment is more local and the systems are less internationalized.”
Amel is aware of both the seen and unseen challenges, as well as the written and unwritten rules. “Being here allows me to see the everyday struggles that are not visible in big cities,” he says. “Odense has taught me that integration happens locally, through communities, not campaigns.” Amel himself speaks six languages — Danish, Bosnian, English, German, Spanish, and Portuguese — which allows him to connect across cultures and act as a bridge for many of the people he supports. When I comment on his linguistic abilities and how they make him a natural conduit across cultures, he tells me he can see the look of relief on people’s faces when he can explain processes in their native languages. The priceless expressions that communicate, without words, the feeling seen, heard, and understood.
Helping People Move from Surviving to Thriving
For those who have lived in Denmark for years but still feel like they’re “just surviving,” Amel uses a structured, personal approach. “ I focus on three things: structure, confidence, and community,” he explains. “First, we clarify what is missing; maybe they never fully registered certain things, or they still do not understand the tax or healthcare system. Then, we build confidence by helping them take back control of the process. Finally, we connect them with relevant opportunities, networks, and events. Thriving is not just about surviving the system; it is about belonging in it.”
Amel also believes relocation is as emotional as it is practical: “The emotional side is the feeling of starting from zero. People go from being confident professionals or students in their own countries to feeling invisible here. The loss of identity and stability hits hard.” That’s why EasyDenmark isn’t just about ticking boxes — it’s about rebuilding confidence, Amel explains.
“It gives internationals a sense of direction back. When things finally start to make sense, people begin to relax and feel like they belong again. That emotional relief is as important as the practical results.”
Image credit: EasyDenmark
Keeping Up With Change
Systems evolve constantly — and EasyDenmark needs to keep pace. “I monitor all official sources, from borger.dk to skat.dk and local municipalities, and update the guides regularly,” Amel tells me, “I also use feedback from real users. If someone encounters a change or new requirement, I immediately verify and update the information.” He adds, “It is a living system. Because I work directly with newcomers every day, I see changes in real time, long before they are reflected on official sites.”
Amel has a clear vision for the future — one that blends community, technology, and impact: “In the short term, I am focusing on community building, going offline through events and local initiatives that connect people in real life. In the long term, the goal is to build an adaptive app that personalizes guidance based on who you are, where you live, and what you need.”
At the same time, Amel plans to expand through partnerships with companies and institutions that hire or host internationals, enabling them to offer structured onboarding through EasyDenmark. “The vision,” Amel shares, “is to create a complete ecosystem, guides, sessions, events, and digital tools, that make Denmark easier to understand, one step at a time.” In the end, this holistic vision captures exactly what EasyDenmark is about — creating the clarity and confidence that allows meaningful belonging to take root.
Learn more at: easydenmark.dk
Follow: Amel Hot on LinkedIn
Listen: The Coffee Pod with Kelly Rasmussen and Amel Hot