What Zmarta Group does

Zmarta Group (legal entity Zmarta AB) is a Nordic digital financial comparison platform operating in Sweden, Norway, and Finland, serving individual consumers and small and medium-sized enterprises. Founded in 1999 as Bolåneservice and rebranded through multiple ownership changes (Freedom Finance AB in 2003, the Zmarta brand in 2015, corporate rename to Zmarta in 2016), the company maintains its headquarters in Stockholm and operates additional offices in Jönköping, Oslo, and Helsinki, with 101–250 employees. It aggregates offerings from more than 150 partner institutions — banks, lenders, insurance companies, and electricity providers — and has served over 1.2 million cumulative customers since 2019.

The platform is structured as a web-based, self-serve comparison service accessible via country-specific domains (zmarta.se, zmarta.no, zmarta.fi), with category coverage spanning personal loans, debt consolidation loans, mortgages, car loans, SME business loans, car and home insurance, security insurance, and electricity contracts (including variable, fixed, green, and solar compensation plans). Acquired brands Elskling (electricity comparison, 2018) and Insplanet (insurance comparison, 2018) have been integrated into the parent Zmarta platform, with Insplanet subsequently relaunched in April 2026 as a standalone car-insurance-focused site. The company operates under license from Finansinspektionen, the Swedish Financial Supervisory Authority, and conducts digital marketing through its owned websites, organic social channels (Facebook, LinkedIn), and affiliate/referral partnerships.

Zmarta generates revenue exclusively through affiliate and referral fees paid by financial partners when matched consumers complete applications or transactions; the service is free for end users with no disclosed subscription, listing, or per-transaction consumer pricing. Distribution is entirely digital and self-serve, with no physical retail footprint. Since May 2025, Zmarta has been a wholly-owned subsidiary of Axo Group, a Nordic fintech backed by US private equity firm Corsair since 2020. Axo Group operates multiple brands — Axo Finans, LendMe, Axolaina, uLoan, uScore, Elskling, and Zmarta — across Sweden, Norway, Finland, and Denmark. Previous ownership stages include H.I.G. Capital (majority stake from 2013) and Bauer Media Group (from 2016).

Name

Zmarta Group

Legal name

Zmarta AB

Website

https://zmartagroup.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

101–250 employees

Short description

Zmarta Group operates a Nordic digital financial comparison platform across Sweden, Norway, and Finland, aggregating loans, insurance, and electricity products from 150+ partner providers. The consumer-facing service is free; revenue comes from partner referral fees. Cumulative customers exceed 1.2 million under Axo Group ownership.

Ownership category

akta.pro rank

Product category

Financial Product Comparison Services

NAICS

Activities Related to Credit Intermediation (5223)

SIC

Personal Credit Institutions (6141)

akta.pro primary industry

BNPL Aggregators & Comparison Marketplaces (FSAKACAD)

Keywords

• Consumer loan comparison
• Mortgage comparison
• Insurance comparison
• Electricity price comparison
• Financial product aggregator

Headquarters

HQ city

Ängelholm

HQ country

Sweden

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Affiliate/Referral Fees from Financial Partners: Zmarta generates revenue by referring customers to financial service providers (banks, lenders, insurance companies, electricity companies). The company acts as an intermediary aggregator, earning commissions or referral fees when customers complete applications or transactions with partner institutions. This is a transaction-based revenue model where the company is paid by partners rather than consumers.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Zmarta Group operates an independent Nordic comparison platform that lets consumers and small businesses compare personal loans, debt consolidation loans, home mortgages, car loans, business loans, car and home insurance, security insurance, and electricity contracts from more than 150 partner banks, lenders, insurance companies, and electricity providers across Sweden, Norway, and Finland. The service is free for consumers, with Zmarta earning referral fees or commissions from partner institutions when matched customers complete applications or transactions.

Product overview

Zmarta is a comparison platform for personal and business financial services operating in Sweden, Norway, and Finland since 1999. The platform functions as a unified multi-category comparison service, aggregating offerings from more than 150 partner banks, lenders, electricity companies, and insurance providers. The core product portfolio centers on loan comparison (Privatlån, Samlingslån, Bolån, Billån, Företagslån), insurance comparison (Bilförsäkring, Hemförsäkring, Trygghetsförsäkring), and electricity contract comparison (Elavtal). Acquired brands Insplanet and Elskling have been integrated into the main Zmarta offering. The platform is owned by Axo Group since May 2025 and serves over 1.2 million customers since 2019.

Differentiator

Problem solved

Functional benefit

Products and services

• Privatlån (Private Loan Comparison) Comparison service that helps individual consumers in Sweden, Norway, and Finland find the best interest rates and terms for private loans from partner banks and lenders, marketed as 'Din kompass i lånedjungeln' (Your compass in the loan jungle).
• Samlingslån (Debt Consolidation Loan Comparison)

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• 150+ Financial Service Partners (Banks, Lenders, Insurers, Electricity Providers)coreChannel Partner/ Reseller/ DistributorZmarta partners with over 150 financial institutions including banks, credit lenders, insurance companies, and electricity providers. These partners provide the products that Zmarta compares and distributes to consumers. Zmarta acts as an affiliate/channel partner earning referral fees when customers are matched with these providers. All partners hold appropriate licenses and permits from official authorities.

Scale indicators3 records

Recent moves12 records

Expansion highlights6 records

Direct peers

• Compricer AB: Swedish price-comparison service covering insurance, loans, and household utilities with a similar aggregator/affiliate revenue model. Directly competes with Zmarta across multiple Swedish product verticals including private loans, mortgages, and insurance.
• Sambla Group: Swedish loan-comparison broker operating in Sweden, Norway, and Finland with similar affiliate-referral revenue model focused on consumer and SME credit. Directly competing peer in the Nordic loan-comparison market alongside Zmarta.
• Lendo: Nordic loan-comparison platform active in Sweden, Norway, Finland, and Denmark that aggregates bank and lender offers. Closely comparable business model to Zmarta's core personal/mortgage loan comparison proposition.
• Elskling: Swedish electricity-price comparison service acquired by Zmarta in 2018 and now a sister brand under Axo Group. Directly comparable as a Nordic utility comparison platform with affiliate model, though now part of the same parent group.
• Insplanet: Acquired by Zmarta in 2018, briefly shut down in 2022, and relaunched in 2026 as a car-insurance comparison site — now a sister brand under Axo Group. Directly comparable as a Nordic insurance comparison offering overlapping product focus.

Broad incumbents

• GoCompare Group: UK-listed multi-category comparison platform covering insurance, utilities, and financial products with an established comparison marketplace model. Comparable to Zmarta as a broader-category aggregator operating at scale in a single regional market.
• MoneySupermarket Group: UK-listed comparison platform operating across insurance, money, and home services with mature affiliate revenue mechanics. Comparable to Zmarta as an established multi-vertical financial comparison public-comp.
• Credit Karma: US-owned (Intuit) personal finance and credit comparison platform serving tens of millions of users. Comparable to Zmarta in the consumer comparison space with a similar affiliate-style referral economics across credit and insurance products.

Emerging players

• NerdWallet: US-based consumer finance content and comparison platform that has expanded internationally and offers loan, credit card, and insurance comparisons. Comparable to Zmarta in the consumer-financial comparison category, though historically more content-led.
• Moneywise / similar Nordic utility comparators: PriceRunner is a Nordic price-comparison platform covering electronics, household, and similar retail categories. Comparably relevant as a regional comparison aggregator, though different product focus than Zmarta's financial/utility verticals.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/1648364418760273
• LinkedInlinkedin.com/company/zmartagroup
• Xx.com/zmarta_se

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries2 records

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about Zmarta Group