What Hedvig does

Hedvig is a Stockholm-based, mobile-first consumer insurance carrier operating in Sweden under the supervision of Finansinspektionen. The company offers home (Hemförsäkring), car (Bilförsäkring, underwritten by Eir Försäkring AB), pet (Djurförsäkring), accident (Olycksfallsförsäkring), vacation home (Fritidshusförsäkring), and student insurance products to Swedish individuals and households. As of May 2026 the company serves over 200,000 members with reported 28% premium volume growth in 2025. All policy purchase, management, and claims filing are conducted through a proprietary iOS and Android app, with voice memo as the primary claims input modality and no binding commitment period on any policy.

Hedvig has built its technology stack from the ground up using open-source components rather than traditional insurance software. The proprietary pricing engine, developed since 2021 by the team now led by Chief Pricing and Data Science Officer Filip Allard, spans pricing, reserving, data warehousing, analytics, and machine learning, enabling underwriting model adjustments in as little as one hour. AI is also deployed in customer service via a chatbot that routes between human and AI-generated responses. Distribution is direct-to-consumer via the Hedvig app and website, supplemented by referral partnerships with SEB for banking-channel customer acquisition and an embedded distribution agreement with Qasa that will make Hedvig rental insurance default on all Qasa rentals from July 2026.

The company generates revenue through recurring monthly insurance premiums on a no-commitment basis, monetizing a 15% multi-policy bundle discount (Samlingsrabatt) to drive cross-sell across home, car, and pet lines. Founded in 2018, Hedvig has raised approximately $98.9M in disclosed external funding across seed through Series C rounds led by Cherry Ventures, Obvious Ventures, CommerzVentures, Anthemis/Nineyards, and Adelis Equity Partners, with SEB also participating. The operational entity, Hedvig Försäkring AB (org. nr. 559245-5223), is wholly owned by insurance holding company Hedvig AB.

Name

Hedvig

Legal name

Hedvig Försäkring AB

Website

https://hedvig.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

101–250 employees

Short description

Hedvig is a Stockholm-based, mobile-first Swedish consumer insurance carrier offering home, car, pet, accident, vacation home, and student insurance through a proprietary app, serving over 200,000 members with no binding commitment periods and AI-enabled underwriting and claims handling.

Ownership category

akta.pro rank

Product category

Personal Insurance

NAICS

Insurance Carriers (5241)

SIC

Accident & Health Insurance (6321)

akta.pro primary industry

Telematics & Usage-Based Insurance (UBI) Platforms (FSAGAGAF)

Keywords

• Digital insurance
• Home insurance
• Car insurance
• Pet insurance
• Mobile insurance app

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Premiums: Hedvig generates revenue through recurring insurance premiums from policyholders. Customers pay monthly or annual premiums for home, car, pet, and accident insurance coverage. No commitment period means customers can cancel anytime, creating continuous renewal revenue dynamics.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Hedvig is a Swedish digital insurance company that sells personal insurance products — home, villa, car, pet (dog and cat), accident, vacation home, student, and rental insurance — directly to individual consumers. All products are priced dynamically through Hedvig's proprietary open-source pricing engine, purchased and managed through the Hedvig mobile app or website, and supported by AI-driven chat and voice-memo claims filing, with no commitment periods on any policy.

Product overview

Hedvig is a digital-first insurance company offering a suite of insurance products through its mobile app platform. The core product portfolio includes home insurance (Hemförsäkring) available in multiple tiers (Bas, Standard, Max) for renters, homeowners, students, and villa owners; car insurance (Bilförsäkring) underwritten by Eir Försäkring; pet insurance (Djurförsäkring) for dogs and cats; accident insurance; and vacation home insurance. The Hedvig app serves as the central platform for policy management, claims filing (including voice memo submissions), and customer support. Add-on modules include Reseskydd Plus (extended travel protection) and rental insurance distributed through the Qasa partnership. The company emphasizes no binding periods and offers multi-policy discounts through its Samlingsrabatt program.

Differentiator

Problem solved

Functional benefit

Products and services

• Hemförsäkring (Home Insurance) Home insurance for Swedish renters, homeowners, students, and villa owners covering belongings, personal liability, and travel protection, available in Bas, Standard, and Max tiers.
• Bilförsäkring (Car Insurance) Flexible car insurance without binding period, distributed under the Hedvig brand and underwritten by Eir Försäkring AB.
• Djurförsäkring (Pet Insurance) Insurance for dogs and cats including veterinary care coverage with direct settlement at veterinary clinics via FirstVet partnership.
• Olycksfallsförsäkring (Accident Insurance) Personal accident coverage providing additional financial protection in case of injury.
• Fritidshusförsäkring (Vacation Home Insurance) Insurance for holiday homes and vacation properties in Sweden.
• Studentförsäkring (Student Insurance) Home insurance tailored for students at reduced pricing, covering rental or owned student housing.
• Hedvig App Mobile application serving as primary customer interface for managing insurance policies, filing claims via voice memo, accessing insurance documents, and receiving support; available for iOS and Android.

Quantifiable outcome

• 9 out of 10 customers who compare prices receive a lower price with Hedvig (based on 1,437 price comparisons in January 2026)
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability5 records

Feature3 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• QasacoreStrategic or Co-development Partner · 1 July 2026Hedvig and Qasa expanded their partnership in Sweden. Starting July 2026, all rentals through Qasa will include Hedvig's rental insurance, deepening the integration between rental platform and insurance coverage.
• SEB (Skandinaviska Enskilda Banken AB)coreGTM or Marketing PartnerSEB serves as a referral channel where banking customers can request Hedvig insurance quotes. Hedvig and SEB operate as joint data controllers for the transfer of customer data during the quote request process.
• NomorminorImplementation/ SI/ Consulting PartnerNomor provides pest control and sanitation services for Hedvig customers with pest damage coverage in their villa insurance. Customers can contact Nomor directly without filing a claim with Hedvig first.
• AssistancekårenminorImplementation/ SI/ Consulting PartnerRoadside assistance and towing services partner available 24/7 for Hedvig car insurance customers.
• FirstVetminorImplementation/ SI/ Consulting PartnerVideo consultation service for veterinary advice and referrals for pet insurance customers. Direct settlement available at veterinary clinics.
• SOS International (Hedvig Global Assistance)minorImplementation/ SI/ Consulting PartnerInternational assistance services for customers injured or sick abroad, providing 24/7 support and video consultation with doctors.
• MehrwerkminorImplementation/ SI/ Consulting PartnerID protection services for customers who suspect identity theft, available through customer service.
• Eir Försäkring ABcoreOEM/ Whitelabel/ Licensing PartnerEir Försäkring AB is the insurance provider for Hedvig's car insurance products. Hedvig distributes Eir's car insurance under their own brand. Hedvig receives compensation based on the technical result and total premium volume of the insurance business.
• Glue ABminorStrategic or Co-development PartnerGlue AB provides in-home delivery services for parcels, enabling the 'In-Home Delivery' feature where parcels can be delivered inside customers' homes. Approved lock partner for home insurance requirements.
• Gemensamma Skadeanmälningsregistret (GSR)minorOthersShared insurance industry register for claims and compensation claims information, helping insurance companies identify unclear cases and avoid incorrect payouts. Used for fraud prevention.

Scale indicators3 records

Recent moves6 records

Expansion highlights7 records

Broad incumbents

• Folksam: Major Swedish mutual insurance company offering home, car, life, and accident insurance to consumers and collective bargaining groups. Incumbent competitor with significant brand equity in the same personal-lines categories Hedvig competes in.
• Trygg-Hansa: Swedish P&C insurer owned by the Norwegian Storebrand group, focused on home, car, and accident insurance. A direct competitor in Hedvig's product set with established brand and distribution.
• Länsförsäkringar: Swedish mutual insurance group with strong regional bank partnership and broad personal-lines product set. A core incumbent competing for the same digitally savvy Swedish households that Hedvig targets.
• If Skadeförsäkring: Nordic P&C market leader with the largest market share in Sweden across home, car, and commercial lines. The dominant incumbent Hedvig is competing against for distribution and consumer mindshare in the Swedish personal lines market.
• Gjensidige: Norwegian-led Nordic P&C insurer with growing Swedish footprint through acquisitions. Represents the regional consolidation playbook that could either be a future acquirer of Hedvig or a competitive threat as it expands digitally in Sweden.
• Topdanmark: Danish P&C and life insurer majority-owned by Sampo Group with strong digital investment and Nordic operating footprint. Relevant peer for benchmarking how a Nordic incumbent transitions into digital-first distribution.

Direct peers

• Lemonade: US-listed mobile-first insurance carrier that pioneered the app-led, AI-assisted, no-fee, social-impact model for renters, homeowners, and pet insurance. Hedvig replicates the same mobile-first, chat-driven, mission-led approach at a Nordic scale and consumer-insurance focus, making it the closest conceptual peer.
• Allianz Direct: The digital-direct insurance arm of Allianz Group selling motor and home coverage online across multiple European markets. Comparable to Hedvig as a digital-native consumer P&C brand, though built on Allianz's balance sheet and scale rather than an independent carrier license.

Emerging players

• Getsafe (now safe-now): German digital insurance platform offering personal lines (home, car, pet, liability) via mobile app, with embedded distribution partnerships. Comparable to Hedvig as a European mobile-first insurtech challenger, though operating in a different regulatory regime.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCGserzPbc2zXi0tgXXe-l_Q
• LinkedInse.linkedin.com/company/hedvig
• Instagraminstagram.com/hedvig
• Xx.com/hedviginsurance
• Facebookfacebook.com/hedviginsurance

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds6 records

Investors12 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 Hedvig