Samlino Group
Samlino Group is a London-based private holding company that operates six European financial comparison marketplaces across Denmark, Finland, Belgium, Portugal, and Greece, monetizing consumer referrals via affiliate commissions from insurance, banking, utilities, and home service providers.
- Company typePrivate
- Founded2013
- HeadquartersLondon, United Kingdom
- Headcount51–100
- GTM typeB2C
- OfferingDigital Commerce or Content
What Samlino Group does
Samlino Group is a London-headquartered, privately-held operational investment company that builds, acquires, and operates financial comparison marketplaces across Europe. Founded in 2013, the group runs six locally-branded platforms — Samlino.dk (Denmark), VertaaEnsin.fi (Finland), Tariefchecker.be and TopCompare.be (Belgium), ComparaJa.pt (Portugal), and Pricefox.gr (Greece) — covering insurance, banking, utilities, and home services verticals. The core technology is a portfolio of country-specific comparison websites through which consumers can search, compare, and purchase financial products from multiple providers in a single session.
The business model is an affiliate/referral commission marketplace. Consumers access the platforms free of charge; Samlino Group earns a fee from each financial product provider when a consumer purchases (or is referred for) a policy, loan, account, utility contract, or home service. Distribution is digital-first, relying primarily on organic search, SEO, and content marketing rather than paid acquisition. The group operates with 51-100 employees across its markets, backed by Peter Thiel and Ace & Company, and previously raised a €20 million Series A in January 2017 under the predecessor name CompareEuropeGroup. Recent strategic activity (2020-2021) has focused on supply-side partnership expansion in Greece and a Belgium platform acquisition, indicating continued bolt-on consolidation rather than greenfield market entry.
Samlino Group firmographics
Firmographics- Name
- Samlino Group
- Website
- https://samlinogroup.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Samlino Group is a London-based private holding company that operates six European financial comparison marketplaces across Denmark, Finland, Belgium, Portugal, and Greece, monetizing consumer referrals via affiliate commissions from insurance, banking, utilities, and home service providers.
- Ownership category
- akta.pro rank
Samlino Group industry classification
Industry- Product category
- Financial Comparison Marketplaces
- NAICS
- Agencies, Brokerages, and Other Insurance Related Activities (5242)
- SIC
- Insurance Agents, Brokers & Service (6411), Loan Brokers (6163)
- akta.pro primary industry
- Lead Generation, Comparison & Marketplace Platforms (Financial Products) (FSAEAMAM)
Keywords
Where Samlino Group is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Markets served
Samlino Group business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Affiliate/Referral Commissions: Samlino Group generates revenue through affiliate commissions and referral fees when consumers purchase financial products (insurance, banking, utilities) through their comparison platforms. This is a marketplace commission model where the company earns a fee for each customer referral to financial product providers.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels1 record
Samlino Group product offering
Product offeringCore offering
Samlino Group operates a portfolio of country-specific financial comparison platforms that aggregate insurance, banking, utilities, and home service products from multiple providers for European consumers. The platforms enable consumers to compare products side-by-side and are monetized through affiliate/referral commissions paid by financial product providers when consumers purchase through the platforms.
Product overview
Samlino Group operates a portfolio of financial comparison marketplaces across Europe. The company runs six regional sub-brands: Samlino.dk (Denmark, launched 2013, insurance/home services/banking), VertaaEnsin.fi (Finland, launched 2014, banking/utilities), Tariefchecker.be (Belgium, launched 2013, utilities), ComparaJa.pt (Portugal, launched 2014, banking), TopCompare.be (Belgium, launched 2015, banking), and Pricefox.gr (Greece, launched 2020, insurance). Each platform helps European consumers compare and select financial products including insurance, banking, utilities, and home services.
Differentiator
Problem solved
Functional benefit
Products and services
- Samlino.dk Danish financial comparison platform offering consumers the ability to compare insurance, home services, and banking products from multiple providers.
- Tariefchecker.be Belgian comparison platform focused on utilities (energy, telecom) products from multiple providers for consumers.
- VertaaEnsin.fi Finnish comparison platform operating within banking and utilities sectors, enabling consumers to compare providers side-by-side.
- ComparaJa.pt Portuguese financial comparison platform primarily focused on banking products (such as credit cards, loans, and accounts) for consumers.
- TopCompare.be Belgian comparison platform operating within the banking sector, allowing consumers to compare banking products from multiple providers.
- Pricefox.gr Greek insurance comparison platform allowing consumers to compare insurance products from multiple providers (including partners Anytime, Interamerican, Dynamis, Interlife, ETU Forsikring, and Apeiron Insurance Project).
Companies that use Samlino Group
Customer profileSegments1 record
Ideal customer profiles2 records
Samlino Group technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Samlino Group partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor.
- Anytime, Interamerican and DynamisminorPricefox (Samlino Group portfolio company in Greece) announced partnerships with insurance providers Anytime, Interamerican, and Dynamis to offer their products on the Pricefox comparison platform.
- Interlife, ETU Forsikring and Apeiron Insurance ProjectminorPricefox announced partnerships with insurance providers Interlife, ETU Forsikring, and Apeiron Insurance Project to expand the range of insurance products available for comparison on the Pricefox platform.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Samlino Group competitors and assessment
Company assessmentEmerging players
- BankBazaar: India-based financial product comparison platform for banking, insurance, and credit cards. Similar online comparison marketplace model with affiliate revenue structure targeting consumer financial products.
- Kelkoo Group: European price comparison and shopping platform operating across multiple countries. Comparable multi-country comparison infrastructure and lead-generation revenue model, though focused on retail rather than financial products.
Direct peers
- MoneySupermarket Group: UK-listed financial price comparison platform offering insurance, banking, and utilities comparison. Directly comparable marketplace/affiliate business model and multi-vertical consumer financial comparison focus.
- GoCompare: UK insurance and financial product comparison marketplace. Operates the same affiliate/lead-generation comparison model Samlino deploys across its European sub-brands.
- Check24: Germany's largest financial and utilities comparison platform. Closest large-scale European peer operating multi-vertical financial comparison (insurance, banking, energy, telecom) under a single brand.
- Compare the Market: UK comparison marketplace focused on insurance, energy, and home services. Same consumer-facing lead-gen / affiliate model as Samlino's sub-brands.
- Selectra: Pan-European energy and telecom comparison platform operating in multiple countries. Comparable cross-border comparison marketplace model with similar affiliate revenue structure.
- LeLynx: French insurance and financial product comparison marketplace. Directly comparable lead-generation/affiliate comparison model serving European consumers.
- Confused.com: UK insurance and financial comparison site. Direct marketplace/affiliate peer with similar consumer acquisition via SEO and partner commissions.
Broad incumbents
- LendingTree: US-listed financial product comparison and lead-generation marketplace. Comparable affiliate model connecting consumers with insurance, banking, and lending providers; broader geographic and product scope.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Samlino Group social profiles
Digital presenceSamlino Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Samlino Group leadership team
Management profileNumber of profiles
Profiles4 records
Samlino Group subsidiaries and ownership
Company hierarchySubsidiaries6 records
Samlino Group funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Samlino Group 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 Group
What does Samlino Group do?
Samlino Group operates a portfolio of country-specific financial comparison platforms that aggregate insurance, banking, utilities, and home service products from multiple providers for European consumers. The platforms enable consumers to compare products side-by-side and are monetized through affiliate/referral commissions paid by financial product providers when consumers purchase through the platforms.
Is Samlino Group a public or private company?
Samlino Group is a private company. It is classified as venture growth investor backed and is currently operating.
When was Samlino Group founded?
Samlino Group was founded in 2013. It employs 51 to 100 people.
Where is Samlino Group based?
Samlino Group is headquartered in London, United Kingdom, in the Europe region.
How does Samlino Group make money?
One revenue line is on record: affiliate/Referral Commissions.
Who are Samlino Group's main competitors?
Emerging players on record are BankBazaar and Kelkoo Group. Direct peers are MoneySupermarket Group, GoCompare, Check24, Compare the Market, Selectra, LeLynx and Confused.com. LendingTree is listed as a broad incumbent.
Does Samlino Group have an API?
No public API is recorded for Samlino Group.
What industry is Samlino Group in?
Samlino Group's product category is Financial Comparison Marketplaces. Its primary akta.pro industry code is FSAEAMAM, Lead Generation, Comparison & Marketplace Platforms (Financial Products). Its NAICS code is 5242 and its SIC code is 6411.