Samlino.dk
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.
- Company typePrivate
- Founded2014
- HeadquartersCopenhagen, Denmark
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
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.
Samlino.dk firmographics
Firmographics- 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
Samlino.dk industry classification
Industry- 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
Where Samlino.dk is headquartered
LocationHeadquarters
- HQ city
- Copenhagen
- HQ country
- Denmark
- HQ region
- Europe
Offices1 record
Markets served
Samlino.dk business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Technology or R&D, Marketing or Sales, Personnel, Operations
Revenue model
- 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
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free consumer comparison service |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
Samlino.dk product offering
Product offeringCore 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
Companies that use Samlino.dk
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles3 records
Samlino.dk technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Samlino.dk partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- FDM BilforsikringcoreFDM 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 ForsikringcoreMajor Danish insurance provider featured on Samlino's platform for car and other insurance comparisons.
- Topdanmark ForsikringcoreMajor Danish insurance provider featured on Samlino's platform for car insurance comparisons.
- TelenorminorBroadband provider partner featured on Samlino's comparison platform.
- HiperminorBroadband provider partner featured on Samlino's comparison platform.
- WAOOminorFiber broadband provider partner featured on Samlino's comparison platform.
- TeliaminorMobile and broadband provider partner featured on Samlino's comparison platform.
- YouseeminorMobile and broadband provider partner featured on Samlino's comparison platform.
- NorlysminorEnergy provider partner featured on Samlino's electricity comparison platform.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Samlino.dk competitors and assessment
Company assessmentDirect 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
Samlino.dk social profiles
Digital presenceSamlino.dk financial estimates
Financial estimateRevenue estimate
Valuation estimate
Samlino.dk leadership team
Management profileNumber of profiles
Profiles5 records
Samlino.dk funding detail
Funding detailFunding overview
Funding rounds3 records
Investors2 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Samlino.dk 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 Samlino.dk
What does Samlino.dk do?
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.
Is Samlino.dk a public or private company?
Samlino.dk is a private company. It is classified as venture growth investor backed and is currently operating.
When was Samlino.dk founded?
Samlino.dk was founded in 2014. It employs 1 to 10 people.
Where is Samlino.dk based?
Samlino.dk is headquartered in Copenhagen, Denmark, in the Europe region.
How does Samlino.dk make money?
One revenue line is on record: partner/Affiliate Revenue.
Who are Samlino.dk's main competitors?
Direct peers on record are Insplanet, Compricer, PriceRunner, Lendo and CompareKing. Broad incumbents are MoneySupermarket, GoCompare, Compare the Market, Confused.com and Kelkoo Group.
Does Samlino.dk have an API?
No public API is recorded for Samlino.dk.
What industry is Samlino.dk in?
Samlino.dk's product category is Financial Comparison Services. Its primary akta.pro industry code is FSAGAGAA, Digital Distribution & Comparison Platforms (Aggregators/Marketplaces), with a secondary code of BPAMAGAH, Price Comparison, Deals, Cashback & Loyalty Shopping Platforms. Its NAICS code is 5242 and its SIC code is 6411.