Samlino.dk

What Samlino.dk does

Samlino.dk is Denmark's largest consumer financial product comparison portal, operating as Samlino.dk ApS from Copenhagen since its 2014 founding (with some records referencing 2013). The platform aggregates and compares offerings across eight verticals: car insurance (ansvarsforsikring, kaskoforsikring, vejhjælp, friskade, glasforsikring, plus EV and specialty sub-categories), general insurance (accident, contents, home, travel, property transfer), broadband and fiber internet, mobile subscriptions and prepaid, loans (consolidation and consumer), unemployment insurance funds (A-kasse), electricity (fixed, variable, time-of-use), and streaming services. The comparison engine draws on a database of 800,000+ user data points and processes 500,000+ monthly insurance price comparisons, with car insurance alone generating 50,000+ monthly comparison users.

The platform is delivered as a free, self-serve consumer product where users input their information and receive offers from 25+ insurance providers and additional telecom, energy, loan, A-kasse, and streaming counterparties. Revenue is generated entirely through affiliate and referral partnerships with these providers — the service is free to consumers. The company is privately held with no parent organization, and has raised approximately $24.9M across three disclosed rounds (2014 seed, 2015 Series A from Nova Founders Capital, and a 2016 round led by Founders Fund). The current organization is unusually lean at 1-10 employees, comprising domain experts (car insurance, loans, electricity/telecom) and consumer-economics writers and analysts, supported by content marketing, SEO, email newsletters, and social channels as primary demand-generation levers. To date the platform claims 160,000+ customers helped and 312M+ DKK in documented consumer savings, with a 4.9/5 Google rating.

Name

Samlino.dk

Legal name

Samlino.dk ApS

Website

https://samlino.dk

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Samlino.dk is Denmark's largest free consumer financial comparison portal, aggregating offers across car insurance, broadband, loans, mobile, A-kasse, electricity, and streaming from 25+ providers and earning revenue through affiliate partnerships with those providers.

Ownership category

akta.pro rank

Product category

Financial Comparison Services

NAICS

Agencies, Brokerages, and Other Insurance Related Activities (5242), Insurance Agencies and Brokerages (52421)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Digital Distribution & Comparison Platforms (Aggregators/Marketplaces) (FSAGAGAA)

akta.pro secondary industries

Price Comparison, Deals, Cashback & Loyalty Shopping Platforms (BPAMAGAH), Lead Generation, Comparison & Marketplace Platforms (Financial Products) (FSAEAMAM)

Keywords

• Price comparison platform
• Financial product comparison
• Insurance comparison service
• Broadband comparison tools
• Consumer finance marketplace

Headquarters

HQ city

Copenhagen

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Technology or R&D, Marketing or Sales, Personnel, Operations

Revenue model

1. Partner/Affiliate Revenue: Revenue is generated through partnerships with financial service providers (insurance companies, broadband providers, energy companies, etc.) across the Danish market. The company receives compensation when users purchase products through their platform, allowing the service to remain free for consumers.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Samlino.dk operates Denmark's largest financial comparison portal, allowing consumers to compare prices and offerings across car insurance, broadband, mobile subscriptions, loans, unemployment insurance (a-kasse), electricity, and general insurance from 25+ providers. The platform processes over 500,000 insurance price comparisons monthly and is free for consumers, with revenue generated through affiliate partnerships with providers across the Danish market.

Product overview

Samlino.dk is a Danish consumer financial product and service comparison platform that aggregates and compares offerings across multiple categories including car insurance, broadband/internet, loans, mobile subscriptions, unemployment insurance funds (a-kasse), electricity providers, and general insurance. The platform operates as a comparison aggregator that collects data from over 25 insurance companies and multiple providers across Denmark. Users can compare prices, coverages, and terms to find the best financial products suited to their needs. The service is free for consumers, with revenue generated through partnerships with providers. Key product categories include Bilforsikring (car insurance with sub-products like ansvarsforsikring, kaskoforsikring, vejhjælp, friskade, and glasforsikring), Bredbånd (broadband), Lån (loans), Mobilabonnement (mobile plans), A-kasse (unemployment insurance), El (electricity), Forsikring (general insurance), and Streamingtjenester (streaming services).

Differentiator

Problem solved

Functional benefit

Products and services

• Bilforsikring (Car Insurance) Comparison platform for car insurance in Denmark, allowing users to compare prices and coverage from multiple providers including ansvarsforsikring (liability), kaskoforsikring (comprehensive), vejhjælp (roadside assistance), friskade, and glasforsikring.
• Bredbånd (Broadband) Comparison service for internet and broadband packages in Denmark, including fibernet (fiber), Wi-Fi, and mobile broadband options from providers such as Telenor, Hiper, Waoo, Telia, and Yousee.
• Lån (Loans) Comparison platform for loans including samlelån (consolidation loans), forbrugslån (consumer loans), and loan calculators to help users find the best lending terms.
• Mobilabonnement (Mobile Subscriptions) Comparison service for mobile phone plans including 5G subscriptions, taletidskort (prepaid cards), and plans bundled with streaming services like Netflix, HBO, and music platforms.
• A-kasse (Unemployment Insurance Funds) Comparison platform for unemployment insurance funds in Denmark, helping users find the right a-kasse based on their profession including IT, engineers, academics, and trade workers.
• El (Electricity) Comparison service for electricity providers and plans in Denmark, including time-of-use pricing (elpriser time for time), fixed and variable rate options, from providers such as Aura, Energi Fyn, Norlys, and others.
• Forsikring (General Insurance) General insurance comparison service covering ulykkesforsikring (accident insurance), indboforsikring (home contents), husforsikring (home insurance), rejseforsikring (travel insurance), and ejerskifteforsikring (property transfer insurance).
• Streamingtjenester (Streaming Services) Comparison platform for streaming services allowing users to compare and subscribe to platforms like Netflix, HBO, C More, and Mofibo.

Quantifiable outcome

• 160,000+ customers helped since 2014
• +2 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• FDM BilforsikringcoreChannel Partner/ Reseller/ DistributorFDM Bilforsikring is one of the featured insurance providers on Samlino's car insurance comparison platform. FDM offers comprehensive car insurance coverage and was rated among the best providers in Samlino's 2024 rankings.
• Tryg ForsikringcoreChannel Partner/ Reseller/ DistributorMajor Danish insurance provider featured on Samlino's platform for car and other insurance comparisons.
• Topdanmark ForsikringcoreChannel Partner/ Reseller/ DistributorMajor Danish insurance provider featured on Samlino's platform for car insurance comparisons.
• TelenorminorChannel Partner/ Reseller/ DistributorBroadband provider partner featured on Samlino's comparison platform.
• HiperminorChannel Partner/ Reseller/ DistributorBroadband provider partner featured on Samlino's comparison platform.
• WAOOminorChannel Partner/ Reseller/ DistributorFiber broadband provider partner featured on Samlino's comparison platform.
• TeliaminorChannel Partner/ Reseller/ DistributorMobile and broadband provider partner featured on Samlino's comparison platform.
• YouseeminorChannel Partner/ Reseller/ DistributorMobile and broadband provider partner featured on Samlino's comparison platform.
• NorlysminorChannel Partner/ Reseller/ DistributorEnergy provider partner featured on Samlino's electricity comparison platform.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Insplanet: Swedish insurance comparison platform aggregating car, home, and life insurance from multiple providers. Directly comparable to Samlino.dk as a Nordic insurance aggregator serving Scandinavian consumers with affiliate-based revenue and a free consumer model.
• Compricer: Swedish comparison site for insurance, loans, and banking products. Operates the same aggregator business model as Samlino.dk in a neighboring Nordic market with affiliate revenue and free consumer access across multiple financial categories.
• PriceRunner: Nordic price comparison platform owned by Klarna, originally focused on retail products and expanded into financial services. Comparable as a leading Nordic comparison aggregator with affiliate revenue model and multi-category coverage.
• Lendo: Nordic loan comparison platform operating across Denmark, Sweden, and Norway. Directly comparable to Samlino.dk's loan comparison vertical, using the same aggregator model to match consumers with multiple lenders.
• CompareKing: Norwegian price comparison site covering insurance, electricity, mobile, and broadband. Closely mirrors Samlino.dk's multi-category comparison approach in a neighboring Nordic market with similar affiliate-driven revenue model.

Broad incumbents

• MoneySupermarket: UK's leading financial comparison platform covering insurance, banking, energy, and broadband. Larger incumbent operating a similar aggregator model across multiple financial verticals, demonstrating the scaled potential of the comparison business model.
• GoCompare: UK financial comparison site focused on insurance and financial products. Comparable aggregator model with affiliate revenue and multi-category comparison, but operating at significantly larger scale in a more mature market.
• Compare the Market: UK-based multi-category comparison platform covering insurance, energy, and broadband. Comparable aggregator business model serving consumer market with affiliate revenue and broad financial product coverage.
• Confused.com: UK financial price comparison site covering insurance, broadband, and energy. Uses the same aggregator model as Samlino.dk, operating at much larger scale in the UK market with established brand recognition.
• Kelkoo Group: European price comparison and shopping platform with operations across multiple countries and product categories. Comparable multi-category comparison platform operating in EU markets with affiliate-driven revenue.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/samlinodk

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds3 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Samlino.dk