mySafety Försäkringar AB

What mySafety Försäkringar AB does

mySafety Försäkringar AB is a Stockholm-based, privately held Nordic insurance intermediary (försäkringsförmedlare) that has operated since 1999 under supervision of the Swedish Financial Supervisory Authority (Finansinspektionen). The company specializes in supplemental, niche insurance products — most notably deductible insurance (Självriskförsäkring) for cars, homes, and leased vehicles, fraud insurance (Bedrägeriförsäkring) covering identity, card, and account fraud, ID protection, road assistance, key replacement, and income-loss protection. The company invented ID protection insurance in the Nordics in 2008 and has held category leadership in fraud and ID protection since. The product portfolio is organized into three consumer-facing categories: unexpected expenses, crime protection, and lost income, plus corporate products for management/board fraud and company protection.

The company operates a cloud-based digital insurance platform built on Seamless Insure (policy administration and distribution) integrated with Billogram (invoicing and payments) and supported by the 'Mina sidor' self-service portal and the Myalert identity-monitoring service. Distribution combines direct-to-consumer online sales, an Addrevenue affiliate network, and increasingly B2B embedded-insurance partnerships — notably with ePARK (on-demand parking insurance in a 1M+ user app, launched October 2024) and Mölndal Energi (EL-trygg energy-safety service, launched February 2025). mySafety operates country-specific sites in Sweden, Norway, and Finland. Revenue is generated as commissions on subscription-based insurance premiums (12-month auto-renewing policies paid monthly or annually), with usage-based pricing introduced for embedded products. The company is part of the Mysafety Group, is regulated by Finansinspektionen and Bolagsverket, holds GDPR/CCPA compliance certifications, and is annually certified under the Swedish 'Trygg Kundkontakt' quality mark.

Name

mySafety Försäkringar AB

Legal name

mySafety AB

Website

https://mysafety.se

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

101–250 employees

Short description

mySafety Försäkringar AB is a Stockholm-based Nordic insurance intermediary specializing in supplemental insurance — including deductible reimbursement, fraud/ID protection, and income-loss coverage — sold via direct channels, affiliates, and embedded partnerships across Sweden, Norway, and Finland.

Ownership category

akta.pro rank

Product category

Supplemental Insurance

NAICS

Insurance Agencies and Brokerages (52421)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Individual Health Insurance Brokerage & Distribution (FSAIAEAL)

akta.pro secondary industries

Embedded Insurance Distribution & Premium Financing (FSAGALAF), Ancillary & Supplemental Health Products (Accident/Critical Illness/Hospital Indemnity) (HLAEABAJ)

Keywords

• Consumer insurance
• Identity protection
• Fraud insurance
• Deductible insurance
• Embedded insurance

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Subscription-based Insurance Premiums: mySafety generates revenue through recurring monthly or annual subscription fees for insurance products (Självriskförsäkring, Bedrägeriförsäkring, ID-skydd, etc.). Insurance policies are valid for 12-month terms and auto-renew. Premiums are paid monthly or annually via Billogram (invoicing), autogiro, or e-faktura. The company acts as an insurance distributor (försäkringsförmedlare), earning commissions from insurance providers (försäkringsgivare) on each policy sold and renewed.
2. On-Demand / Pay-Per-Use Insurance: For products like Parkeringsförsäkring (parking insurance) distributed via ePARK, insurance can be added on-demand within the partner app, allowing customers to pay for coverage only when needed.
3. B2B Embedded Insurance (Partner Distribution): mySafety embeds insurance products into third-party ecosystems (e.g., Mölndal Energi's EL-trygg energy safety service). Revenue is generated through partner channels where insurance is bundled or offered as an add-on to partner services, expanding customer acquisition beyond direct-to-consumer sales.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

mySafety Försäkringar AB distributes and intermediates a portfolio of supplemental personal insurance products directly to Swedish (and Nordic) consumers, specializing in deductible reimbursement (självrisk) insurance for home and car, fraud and ID protection insurance, and embedded insurance products distributed through utility and mobility-app partners. The company earns recurring subscription premiums and commissions from underlying insurance providers while operating regulated insurance distribution activities under Finansinspektionen supervision.

Product overview

mySafety Försäkringar AB operates as a multi-product insurance portfolio company offering a comprehensive range of insurance and protection services organized into three main categories: (1) Unexpected Expenses (Självriskförsäkring Hem, Självriskförsäkring Bil, Självriskförsäkring Leasingbil, Väghjälp, Köpskyddsförsäkring, Nyckelförsäkring), (2) Crime Protection (Bedrägeriförsäkring, Bedrägeriskydd, Stöldförsäkring, Näthatsförsäkring), and (3) Lost Income (Ekonomisk trygghetsförsäkring, Inkomstförsäkring). The company is Nordic leader in fraud and ID protection since inventing ID protection in 2008. Core products include deductible insurance that reimburses policyholders for out-of-pocket deductibles, and fraud/identity protection insurance covering various fraud scenarios. Additional offerings include accident insurance, parking insurance, travel cancellation, and key replacement. The company also provides identity monitoring through Myalert service. Founded in 1999, mySafety distributes through direct sales, partner channels, and affiliate programs.

Differentiator

Problem solved

Functional benefit

Brands

• Årets Nätängel: An annual award initiative launched by mySafety in 2015 to recognize individuals and organizations making the internet a safer and more inclusive place, in effort to combat cyberbullying and online hate.

Products and services

• Bedrägeriförsäkring Insurance covering identity fraud, telephone/email/SMS fraud, card and account fraud, and other fraud types. Includes free assistance hours and legal support. Covers the policyholder, children under 18, and parents.
• Självriskförsäkring Hem Deductible insurance for home that reimburses policyholders for deductibles paid on home insurance claims for damage to property or belongings, including during travel, accidents, and legal protection.
• Självriskförsäkring Bil Deductible insurance for cars that reimburses policyholders for deductibles paid on car insurance or warranty claims, including rental car coverage abroad. Covers up to 20,000 SEK per year.
• Självriskförsäkring Leasingbil Deductible insurance specifically designed for leased vehicles to cover excess fees in case of damage claims.
• Väghjälp Roadside assistance service providing help along roads when vehicles experience breakdowns or emergencies.
• Köpskyddsförsäkring Purchase protection insurance covering items bought in case of damage, loss, or theft related to the purchase.
• Nyckelförsäkring Key insurance covering replacement costs for lost or damaged keys, including any reprogramming expenses.
• Bedrägeriskydd Person/Familj Identity protection service for individuals and families covering fraud monitoring and alert services for personal data.
• Näthatsförsäkring Insurance providing protection and support for victims of online harassment and cyberbullying.
• Stöldförsäkring Theft insurance covering losses from theft of property or belongings.
• Ekonomisk trygghetsförsäkring Economic security insurance covering loss of income due to involuntary unemployment or inability to work.
• Parkeringsförsäkring On-demand parking insurance covering damages during parking including scratches, vandalism, and break-ins. Available via the ePARK app on iOS and Android.
• EL-trygg Bundled energy safety service combining energy advisory services with insurance covering energy costs during illness or unemployment, offered to Mölndal Energi customers as a bundled service.
• Myalert (ID-bevakningstjänst) Identity monitoring service that alerts users when their personal information appears in suspicious contexts online. Part of the fraud protection portfolio.

Quantifiable outcome

• Självriskförsäkring Bil reimburses deductibles up to 20,000 kr per year
• +3 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature4 records

Partnerships

Five partnerships are on record, tiered core, minor and flagship.

• Seamless InsurecoreTechnology or Integration · 1 December 2025mySafety implemented Seamless Insure as its new insurance system provider across the Nordic region. The platform supports insurance process management, product development, and distribution. This is a key component of mySafety's transformation toward a more scalable and partner-driven business. The implementation is part of the company's strategic technology modernization.
• BillogramcoreTechnology or Integration · 1 December 2025Billogram serves as mySafety's strategic payment partner, providing billing and payment infrastructure for insurance premiums. The integration is part of the Seamless Insure ecosystem, creating a unified platform for insurance logic, payments, and customer communication. Billogram supports monthly invoices, annual invoices, autogiro, and e-faktura payment methods.
• MindminorOthers · 1 March 2025Mind is the beneficiary organization for the Årets Nätängel (Internet Angel of the Year) award. mySafety co-organizes the annual award ceremony with Mind, and the 50,000 SEK prize money is donated to Mind's mental health work. The partnership amplifies both organizations' missions around online safety and mental wellbeing.
• Mölndal EnergiflagshipStrategic or Co-development Partner · 1 February 2025In February 2025, mySafety and Mölndal Energi launched EL-trygg — an energy safety service combining energy advisory with insurance covering energy costs during illness or unemployment. This is the first partnership in the energy sector for mySafety and represents a strategic expansion into embedded insurance. Mölndal Energi is the first in the energy industry to offer this combined offering. The partnership is led by Jesper Jacquet (CEO mySafety) and Karin Ekh (Head of Product & Offering, Mölndal Energi).
• ePARKcoreChannel Partner/ Reseller/ Distributor · 1 October 2024mySafety partnered with ePARK to launch Sweden's first on-demand parking insurance, available in the ePARK app on iOS and Android. Over 1 million ePARK parking customers can add parking insurance to cover damages occurring during parking (scratches, vandalism, break-ins). The insurance replaces deductibles from the customer's car insurance or covers repair costs when no other insurance applies. Led by Jan-Olof Andersson (CEO ePARK) and Jesper Jacquet (CEO mySafety).

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Folksam: Major Swedish mutual insurance company offering home, car, life and accident insurance. Comparable as a large Swedish incumbent that could bundle or undercut mySafety's supplemental products.
• Trygg-Hansa: One of Sweden's largest non-life insurers (owned by Fairfax Financial), offering home, car, and personal insurance. Comparable as a major Swedish full-service insurer competing for the same consumer wallet.
• If Skadeförsäkring: Leading Nordic P&C insurer (part of Sampo Group) operating across Sweden, Norway, Finland, Denmark and the Baltics. Comparable as a broad Nordic incumbent whose scale and product breadth overlap with mySafety's addressable market.
• Länsförsäkringar: Major Swedish regional insurance group offering broad P&C, life, and banking products. Comparable as a large Swedish insurance provider that could offer bundled supplemental products competing with mySafety's specialty lines.
• Gjensidige Forsikring: Leading Nordic insurer (HQ Norway) with broad P&C operations across Norway, Sweden, Finland, Denmark and the Baltics. Comparable as a broad incumbent competitor in mySafety's Norwegian and Finnish markets.

Direct peers

• Modhi Försäkring: Swedish insurance specialist offering accident and health supplementary insurance to consumers. Comparable as a Nordic specialty insurer targeting similar niche coverage and customer segment.
• Hedvig: Swedish digital-first insurance challenger offering home, car and travel cover to consumers via a mobile app. Comparable as a digitally native Nordic insurer targeting the same Swedish consumer segment with a similar D2C motion.
• SBM Försäkring: Parent-group Swedish insurance brand sharing customer data with mySafety and operating in similar supplemental insurance categories. Closely comparable given intra-group overlap and shared Mysafety Group ownership.
• Solid Försäkring: Swedish insurance specialist focused on accident, health and supplemental coverage for individuals. Directly comparable as a Nordic specialty insurer/distributor targeting similar retail consumers with similar niche products.

Emerging players

• Lifvs: Nordic digital insurance startup offering simple, low-cost life and health cover via app. Comparable as an emerging digital-first Nordic insurtech targeting similar consumers with overlapping supplemental products.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/mysafetyab
• Facebookfacebook.com/mysafety
• LinkedInlinkedin.com/company/mysafety-ab
• Instagraminstagram.com/mysafetyab

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

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 mySafety Försäkringar AB