Sheraz Bhatti started NovaPleje ApS with one client. Today, restaurants and hospitality venues across Denmark rely on him to keep their kitchens, bars, and floors running. Persistence got him this far. So did knowing who to partner with along the way. 

NovaPleje is a single point of contact for restaurants, hotels, and hospitality venues across Denmark: kitchen support, cleaning, dishwashing, the operational work that has to happen but doesn’t have to be managed in-house. Owners hand off an entire operational headache instead of managing it themselves. 

Built on real experience 

Sheraz knows this business from every angle. “It all started with me mopping floors in kitchens and bars when I was younger, so I knew what it required to be in the business,” he told us. He later ran his own restaurants. When he took over NovaPleje, he redirected it entirely toward what he knew best. 

“I took over the company and I changed the concept, because it was not my line of business,” he said. “So I went back to what I knew best: the restoration business and hospitality.” He started with a single client and built from there. “I took it from experience. Instead of just standing there mopping the floor, you could actually be someone who hires someone to do it. I think this was just a natural way for me to grow.” 

Persistence, and where he finds it 

Ask Sheraz what it takes to keep a business like this running in Denmark’s hospitality market, and he doesn’t sugarcoat it: “It’s not easy to make money today if you have a company. There’s a lot of competition.” 

“The company is like my child,” he says. “Whatever time I can spend on it, whatever I can do to ensure myself a better future, that’s my main focus, to keep going.” Back down when it gets hard, he says, and you might as well go back to mopping floors yourself. He has no plans to do that. 

Sheraz credits some of that staying power to something outside the business entirely: travel. He treats it less like a break from work and more like fuel for it. “Investing in myself on my travels is, in my opinion, a good investment,” he says. New places, new people, and every so often an idea that makes its way back into how he runs NovaPleje. 

The problem: an account his clients would actually use 

As NovaPleje grew, Sheraz ran into a requirement that could have stopped that growth in its tracks. 

“My clients cannot pay. They will not pay to an international IBAN,” he told us. To invoice Danish hospitality businesses at all, he needed a proper Danish registration and a Danish IBAN, not a nice-to-have, a baseline requirement for doing business in Denmark. 

He came to Wittix through a referral, already familiar with what compliance checks to expect. “I gave Wittix more than they asked for during onboarding, just to be sure it was possible,” he said. His account manager, Mantas, walked him through exactly what was needed. “He’s been like the anchor in my banking, a big help.” The result: a Danish IBAN NovaPleje could actually use, with clients paying directly into it. 

What actually changed 

Sheraz is candid that the paperwork side of onboarding wasn’t dramatically different from other providers he’d used. KYC and compliance checks, he says, follow a similar pattern everywhere. What set the day-to-day experience apart was how quickly Wittix responded once he was a client. 

“When you have a good account manager, it helps a lot. You feel taken care of the whole way through. I think that’s the secret behind every successful bank: employees who can meet the client’s needs.”

– Sheraz Bhatti, Owner and Director of Novapleje ApS

“Usually when I send an email or a text, it can take a couple of hours before I get a response,” he added. “With Wittix, it was almost instant. There’s progress all the time.” 

Day to day, NovaPleje’s use of Wittix comes down to two things: a Danish IBAN that lets clients pay him directly, and a business debit card for everyday expenses. Simple tools that free him up to focus on the business itself, instead of the banking behind it. 

Growing with the right partner behind him 

NovaPleje has come a long way from a single client and a good idea, and it’s still headed in the right direction. Sheraz’s ambitions for the business stay grounded: keep building steadily in Denmark, keep the service level that’s brought clients back, and let growth follow from doing the work well. 

He looks for the same reliability in a financial partner that he tries to offer his own clients, and says joining Wittix made that easier to find. Asked what he’d tell another business owner considering Wittix, he was direct: “If they want a reliable and service-minded bank partner, they should do it without hesitation.” 

When he needs a break from thinking about any of it, there’s usually a flight booked somewhere. 

Want to see what NovaPleje can do for your business? Visit novapleje.dk. 

Looking for a reliable, service-minded banking partner in Denmark, or need a Danish IBAN for your business? Get in touch with Wittix.

About Wittix 

Wittix, UAB is an Electronic Money Institution licensed and regulated by the Bank of Lithuania (EMI Licence No. 48), operating under the European Central Bank’s legal framework. We offer fully digital financial services for individuals and businesses – including multi-currency European accounts, SEPA and international payments, cards, and expense tools. Whether you’re scaling online or managing a more traditional operation, local or global, Wittix provides a platform that’s easy to use and a team that delivers real, personal support.