Insurello
Insurello is a Stockholm-based, Finansinspektionen-licensed insurance broker that runs a digital claims management platform helping individual consumers maximize payouts from personal injury insurance, charging a 35% contingency fee. It serves Swedish (and newly Italian) consumers and also sells its own accident insurance product.
- Company typePrivate
- Founded2016
- HeadquartersStockholm, Sweden
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Insurello does
Insurello AB is a Stockholm-headquartered, Finansinspektionen-licensed insurance broker founded in 2016 by Marcus Janback. The company operates a digital claims management platform (app.insurello.se) that guides consumers through the end-to-end lifecycle of personal injury insurance claims, from BankID-authenticated case creation through documentation collection, insurer negotiation, and payout. Its core service is priced on a contingency basis at 35% of compensation received, capped at 35,000 SEK, with no fee assessed if no compensation is obtained. The platform's differentiator is the identification of "hidden" insurance coverage available through employers, unions, memberships, and collective agreements that claimants are typically unaware of, supported by a proprietary knowledge base accumulated across more than 705,000 cases and over 1 billion SEK in cumulative payouts.
Insurello's revenue model combines contingency fees with a recurring subscription line from its own branded accident insurance product (Olycksfallsförsäkring), launched in 2024 at 75 SEK per month for 1,000,000 SEK of coverage with no deductible and family co-insurance options. An additional module, Färsäkringskollen (Insurance Checker), performs coverage audits and surfaces gap-filling recommendations. The company monetizes primarily through product-led growth: a self-serve digital funnel with BankID onboarding, multi-channel paid acquisition (Google, Meta, Snapchat, Bing), an SEO-driven educational content library (Försäkringsskolan), and referral partnerships. AI tools are referenced in the platform's terms of service for claims assessment and coverage identification, though no proprietary model or research pipeline is publicly disclosed.
The company has raised approximately $29 million across five funding rounds from 2017 through 2021, with the 2021 Series A of approximately $17.3 million led by Nordstjernan Growth alongside Schibsted and Inventure. Investors also include Luminar Ventures, DHS Ventures, and Almi Företagspartner. Following the 2021 raise, Insurello expanded to Italy in 2024 and extended its product surface from claims management into proprietary insurance underwriting and advisory services. Headcount is reported at 51-100 employees, with the leadership team led by founder and CEO Marcus Janback.
Insurello firmographics
Firmographics- Name
- Insurello
- Legal name
- Insurello AB
- Website
- https://insurello.se
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Insurello is a Stockholm-based, Finansinspektionen-licensed insurance broker that runs a digital claims management platform helping individual consumers maximize payouts from personal injury insurance, charging a 35% contingency fee. It serves Swedish (and newly Italian) consumers and also sells its own accident insurance product.
- Ownership category
- akta.pro rank
Insurello industry classification
Industry- Product category
- Insurance Claims Management
- NAICS
- Insurance Agencies and Brokerages (524210), Insurance Carriers (5241), Other Insurance Related Activities (52429)
- SIC
- Insurance Agents, Brokers & Service (6411), Accident & Health Insurance (6321)
- akta.pro primary industry
- Individual Supplemental Health (Hospital Indemnity, Critical Illness, Accident) (FSAIAEAD)
- akta.pro secondary industries
- Standalone Hospital Indemnity Insurance (FSAIAKAB), Individual/Retail Critical Illness & Hospital Indemnity (FSAIAKAE), Accident Medical Expense Insurance (Supplemental Accident) (FSAIALAE)
Keywords
Where Insurello is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Insurello business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure
Revenue model
- Contingency Fee (No-Win No-Fee): Insurello charges 35% of the insurance compensation amount (including VAT) only when successful, up to a maximum fee of 35,000 SEK. If no compensation is received, no fee is charged. This is the primary revenue model for their claims management service.
- Insurance Product Sales: Insurello sells their own accident insurance product (Olycksfallsförsäkring) at 75 SEK per month after a 2-month free trial. Revenue comes from monthly insurance premiums. No commission fee is charged for claims related to their own Insurello insurance product.
- Insurance Brokerage: Insurello operates as a licensed insurance broker (försäkringsförmedlare) under Finansinspektionen supervision, brokering insurance products including their own branded accident insurance and potentially third-party insurance through the Försäkringskollen (insurance checker) service.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Outcome Based/ Performance | Pay-as-you-go | Contingency fee: 35% of compensation received, capped at 35,000 SEK |
| Subscription | Monthly | Accident insurance subscription at 75 SEK/month after 2 free months |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels11 records
Insurello product offering
Product offeringCore offering
Insurello is a licensed Swedish insurance broker that operates a digital platform helping individuals secure insurance compensation for personal injuries. The core service manages the full claims lifecycle—from case creation through documentation and negotiation with insurance companies to payout—on a no-win no-fee basis. The company also distributes its own branded accident insurance and an insurance-coverage review tool to Swedish consumers.
Product overview
Insurello operates as a digital insurance claims management platform that combines a core claims-handling service with proprietary accident insurance products. The primary offering is the claims management platform (accessible at app.insurello.se), which guides users through case creation, document collection, and insurance company communication for a contingency fee. Complementing this, Insurello offers its own branded accident insurance (Olycksfallsförsäkring) providing 1,000,000 SEK coverage for 75 SEK/month. An additional module, Försäkringskollen (Insurance Checker), helps users audit existing coverage and purchase gap coverage through Insurello or partner insurers. The platform also provides educational content through Försäkringsskolan (Insurance School) covering insurance concepts, claim types, and compensation frameworks.
Differentiator
Problem solved
Functional benefit
Products and services
- Insurance Claims Management Service Digital service that manages the full insurance claims lifecycle for individual consumers — from case creation and documentation through negotiation with insurance providers to final payout. Customers sign a power of attorney via BankID and Insurello handles all communication with insurance companies for a contingency fee of 35% of compensation received, capped at 35,000 SEK.
- Insurello Olycksfallsförsäkring (Accident Insurance) Insurello's own branded accident insurance providing 1,000,000 SEK in coverage with no deductible for 75 SEK per month after a 2-month free trial. Coverage includes medical costs, rehabilitation, hospital stays, disability compensation, scar benefits, and death benefit, and family members (up to 3 children plus partner) can be co-insured.
- Försäkringskollen (Insurance Checker) Insurance review tool that helps users assess their existing coverage based on life situation, identify gaps, and purchase additional insurance through Insurello or partner providers.
Quantifiable outcome
- 705,103+ cases created on the platform
- +6 more outcomes
Companies that use Insurello
Customer profileNamed customers11 records
Segments4 records
Ideal customer profiles4 records
Insurello technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Insurello partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor.
- Aptraktion (Affiliate Partner)minorInsurello has a partnership with Aptraktion for affiliate/referral marketing purposes. The partnership link appears in the footer navigation of the website.
- Folkets OmbudminorInsurello may share customer information with Folkets Ombud (People's Legal Counsel) law firm when they assess they cannot help a customer, to facilitate a new assessment or reconsideration of the customer's case.
Scale indicators6 records
Recent moves7 records
Expansion highlights6 records
Insurello competitors and assessment
Company assessmentEmerging players
- The Zebra: US insurance comparison marketplace. Comparable as an emerging digital insurance intermediary addressing consumer confusion around coverage selection, similar to Insurello's Försäkringskollen tool.
- Bought By Many (Many Pets): UK-origin insurtech that started as a niche insurance intermediary serving underserved customer segments. Comparable as a digital-first, consumer-segmented insurance intermediary that evolved from specialist brokerage into a full-stack carrier — a potential strategic trajectory for Insurello.
- Coverfox: India-based digital insurance brokerage and comparison platform. Comparable as an emerging-market insurance intermediary that uses digital channels to address low insurance literacy — analogous to Insurello's positioning in Sweden.
- Insurify: US digital insurance comparison and brokerage platform for personal lines. Comparable as an emerging player using digital UX to help consumers select appropriate coverage and pursue policies.
Broad incumbents
- Folksam: Major Swedish mutual insurer with broad personal and occupational lines. Comparable as a broad incumbent whose workplace, accident, and personal injury coverage is the underlying source of claims Insurello pursues on behalf of consumers.
- Lemonade: Public full-stack insurtech using AI-driven claims handling and digital onboarding. Comparable as a broad incumbent demonstrating the playbook of AI-augmented claims processing and mobile-native insurance distribution that Insurello is applying at smaller scale.
- Root Insurance: US insurtech using data-driven underwriting and digital claims. Comparable as a broader incumbent insurtech whose mobile-first claims and underwriting approach parallels Insurello's digital claims philosophy.
Direct peers
- Hedvig: Swedish full-stack insurtech offering direct digital insurance products (home, accident, etc.) with a mobile-first experience. Comparable to Insurello as a fellow Stockholm-based consumer insurtech, although Hedvig underwrites its own products versus Insurello's brokerage and claims-management model.
Regional players
- Compricer: Sweden-based insurance comparison and brokerage platform for personal lines. Comparable as a regional peer in the Swedish insurance intermediary space, addressing similar consumer pain points around coverage confusion — cited by Insurello as a source of consumer-behavior data.
- Brolink (Söderberg & Partners): Large Nordic insurance broker with a Swedish consumer brokerage business (formerly Brolink). Comparable as a traditional broker intermediary Insurello competes against and complements in the personal lines distribution chain.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Insurello social profiles
Digital presenceInsurello compliance and trust
Trust signalCompliance2 records
Insurello financial estimates
Financial estimateRevenue estimate
Valuation estimate
Insurello leadership team
Management profileNumber of profiles
Profiles2 records
Insurello funding detail
Funding detailFunding overview
Funding rounds5 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Insurello M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Insurello
What does Insurello do?
Insurello is a licensed Swedish insurance broker that operates a digital platform helping individuals secure insurance compensation for personal injuries. The core service manages the full claims lifecycle—from case creation through documentation and negotiation with insurance companies to payout—on a no-win no-fee basis. The company also distributes its own branded accident insurance and an insurance-coverage review tool to Swedish consumers.
Is Insurello a public or private company?
Insurello is a private company. It is classified as venture growth investor backed and is currently operating.
When was Insurello founded?
Insurello was founded in 2016. It employs 51 to 100 people.
Where is Insurello based?
Insurello is headquartered in Stockholm, Sweden, in the Europe region.
How does Insurello make money?
Three revenue lines are on record. Contingency Fee (No-Win No-Fee) is the primary driver. The others are insurance Product Sales and insurance Brokerage.
Who are Insurello's main competitors?
Emerging players on record are The Zebra, Bought By Many (Many Pets), Coverfox and Insurify. Broad incumbents are Folksam, Lemonade and Root Insurance. Hedvig is listed as a direct peer. Regional players are Compricer and Brolink (Söderberg & Partners).
Does Insurello have an API?
No public API is recorded for Insurello.
What industry is Insurello in?
Insurello's product category is Insurance Claims Management. Its primary akta.pro industry code is FSAIAEAD, Individual Supplemental Health (Hospital Indemnity, Critical Illness, Accident), with a secondary code of FSAIAKAB, Standalone Hospital Indemnity Insurance. Its NAICS code is 524210 and its SIC code is 6411.