Compricer
Compricer is Sweden's largest personal finance comparison platform, serving 700,000+ consumers with free online comparison and switching services for insurance, electricity, loans, savings, and telecom products from 255+ providers.
- Company typePrivate
- Founded2005
- HeadquartersStockholm, Sweden
- Headcount51–100
- GTM typeB2C
- OfferingDigital Commerce or Content
What Compricer does
Compricer generates revenue through three streams: insurance distribution commissions on distributed premium (approximately 20% for motor/home/boat, approximately 25% for pet, approximately 65% for personal, and approximately 80% for income insurance), lead-generation fees from electricity providers when consumers switch electricity contracts, and lead-generation fees from banks and lenders when consumers apply for or obtain loans. The company has approximately 60-70 employees and is headquartered at Västra Järnvägsgatan 21 in central Stockholm after relocating in 2018.
Compricer firmographics
Firmographics- Name
- Compricer
- Legal name
- Compricer AB
- Website
- https://compricer.se
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Compricer is Sweden's largest personal finance comparison platform, serving 700,000+ consumers with free online comparison and switching services for insurance, electricity, loans, savings, and telecom products from 255+ providers.
- Ownership category
- akta.pro rank
Compricer industry classification
Industry- Product category
- Personal Finance Comparison
- akta.pro primary industry
- Lead Generation, Comparison & Marketplace Platforms (Financial Products) (FSAEAMAM)
- akta.pro secondary industries
- Digital Distribution & Comparison Platforms (Aggregators/Marketplaces) (FSAGAGAA), Auto-Switching & Price Comparison Platforms (EUAGAEAD)
Keywords
Where Compricer is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Compricer business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Insurance Distribution Commission: Compricer receives new business commission from insurance companies based on insurance premiums for distributed policies. Commission rates approximately 20% for motor, home, and boat insurance, approximately 25% for pet insurance, approximately 65% for personal insurance, and approximately 80% for income insurance.
- Lead Generation for Electricity Providers: Revenue from electricity providers when consumers switch electricity contracts through the platform
- Lead Generation for Loan Providers: Revenue from banks and lenders when consumers apply for or obtain loans through the platform
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free consumer service - all comparison and switching services provided at no cost |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels7 records
Compricer product offering
Product offeringCore offering
Compricer operates a free online comparison platform for Swedish consumers to compare and switch insurance, electricity, loan, savings, credit card, and broadband products from 255+ providers. The service is free for consumers and earns revenue through commissions from insurance companies, electricity providers, and lenders for each completed product switch or policy distribution. The platform also offers phone-based advisory support and a licensed insurance distribution service under Finansinspektionen supervision.
Product overview
Compricer is a comprehensive personal finance comparison platform that operates as Sweden's largest price comparison service for consumer finance. The platform offers a unified multi-category comparison service covering insurance products (car, home, villa, boat, pet, campervan, snowmobile, accident, ATV, cottage, motorcycle, child, income, company car, and moped insurance), loan products (personal loans, mortgages, mortgage rates, car loans, and business loans), electricity services (provider comparison, pricing, contracts, and provider listings), savings and investments (savings accounts, stock trading, funds, and multi-tier pension products), credit cards, and mobile/TV/broadband services. The core platform serves as an insurance distributor (with commission-based revenue from insurance providers) while providing comparison and advisory services across all personal finance categories. Additional modules include an Expert Panel for Q&A with financial experts, an Economy School for educational content, and various calculators and tools. The platform is completely free for consumers and generates revenue through commissions from providers.
Differentiator
Problem solved
Functional benefit
Products and services
- Insurance Comparison (Försäkring) Core comparison platform for comparing and switching insurance providers across motor, boat, pet, home, and personal insurance categories. Licensed as an insurance distributor with Finansinspektionen supervision.
- Loan Comparison (Lån) Platform for comparing personal loans, mortgage loans, mortgage rates, car loans, and business loans from multiple lenders.
- Electricity Comparison (El)
Quantifiable outcome
- 1.4 million comparisons per year helping Swedish consumers save money
- +1 more outcomes
Companies that use Compricer
Customer profileNamed customers3 records
Segments4 records
Ideal customer profiles4 records
Compricer technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Compricer partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- BankIDcoreBankID integration for secure customer authentication and identity verification on the platform.
- BolagsverketcoreCompricer is registered as an insurance distributor with Bolagsverket and is supervised by Finansinspektionen.
- Insurance Distribution Partners (Aktsam, Gjensidige, Hedvig, ICA Försäkring, Länsförsäkringar Stockholm, WaterCircles, and 17 others)coreOver 20 insurance companies distribute products through Compricer including: Accept, Aktsam, Alandia Båtförsäkring, Bilig, Bonus Bilförsäkring, Dina försäkringar, evoli, Gjensidige, Gofido, Hedvig, ICA Försäkring, JobbGarant, Länsförsäkringar Stockholm, PayDrive, Redo, Sensor Försäkring, Sejfa, Storstad Bilförsäkring, Svedea, Tesla Owners Insurance, WaterCircles, Ominimo. Compricer receives commission for each distributed policy.
Scale indicators6 records
Recent moves9 records
Expansion highlights6 records
Compricer competitors and assessment
Company assessmentBroad incumbents
- Check24: Germany's largest comparison portal covering insurance, banking, energy, telecom, and travel. Demonstrates the scale potential of the multi-vertical European comparison model Compricer operates in.
- Confused.com: UK insurance and financial comparison site owned by Admiral Group. Directly comparable insurance-led comparison business with similar commission economics.
- GoCompare: UK financial and insurance comparison marketplace with a commission-based revenue model. Comparable in offering breadth (insurance, energy, broadband) and B2C switching funnel.
- MoneySuperMarket Group: UK-listed financial price-comparison group covering insurance, banking, and energy. Operates the same multi-vertical comparison/lead-generation model at scale, providing a benchmark for unit economics and growth.
Direct peers
- Insplanet: Swedish insurance broker and comparison site offering multi-carrier insurance distribution to consumers. Closely comparable insurance-aggregation model with Swedish household target customers.
- Sambla: Swedish online comparison and refinancing service for loans, with overlapping loan-comparison functionality and a similar affiliate/lead-generation revenue model. Direct competitor in the Swedish personal-finance comparison market.
- Lendo: Swedish loan comparison platform owned by Compricer's parent group (Lendo Group/Clar Global). Directly comparable loan-aggregation business model and B2C comparison funnel, even as a sister company.
- Zmarta: Nordic personal-finance comparison service for loans, insurance, and electricity. Operates the same comparison-and-switch model across multiple Nordic markets and is a head-to-head competitor.
Emerging players
- Insurello: Swedish insurtech focused on helping consumers recover paid insurance premiums. Adjacent rather than directly overlapping, but operates in the same Swedish personal-insurance comparison/advice space.
- PriceRunner: Nordic price-comparison platform owned by Klarna. Overlaps in product-comparison traffic and SEO-driven consumer acquisition, though primarily product (not financial services) oriented.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Compricer social profiles
Digital presenceCompricer financial estimates
Financial estimateRevenue estimate
Valuation estimate
Compricer leadership team
Management profileNumber of profiles
Profiles11 records
Compricer funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Compricer 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 Compricer
What does Compricer do?
Compricer operates a free online comparison platform for Swedish consumers to compare and switch insurance, electricity, loan, savings, credit card, and broadband products from 255+ providers. The service is free for consumers and earns revenue through commissions from insurance companies, electricity providers, and lenders for each completed product switch or policy distribution. The platform also offers phone-based advisory support and a licensed insurance distribution service under Finansinspektionen supervision.
Is Compricer a public or private company?
Compricer is a private company. It is classified as corporate owned and is currently operating.
When was Compricer founded?
Compricer was founded in 2005. It employs 51 to 100 people.
Where is Compricer based?
Compricer is headquartered in Stockholm, Sweden, in the Europe region.
How does Compricer make money?
Three revenue lines are on record. Insurance Distribution Commission is the primary driver. The others are lead Generation for Electricity Providers and lead Generation for Loan Providers.
Who are Compricer's main competitors?
Broad incumbents on record are Check24, Confused.com, GoCompare and MoneySuperMarket Group. Direct peers are Insplanet, Sambla, Lendo and Zmarta. Emerging players are Insurello and PriceRunner.
Does Compricer have an API?
No public API is recorded for Compricer.
What industry is Compricer in?
Compricer's product category is Personal Finance Comparison. Its primary akta.pro industry code is FSAEAMAM, Lead Generation, Comparison & Marketplace Platforms (Financial Products), with a secondary code of FSAGAGAA, Digital Distribution & Comparison Platforms (Aggregators/Marketplaces).