What Hubins.com does

Hubins AB is a Swedish FinTech operating since 2018 from Gothenburg with a secondary office in Stockholm. The company provides a digital capital insurance (kapitalförsäkring) platform that wraps unlisted and alternative investments — including unlisted stocks, loan agreements, convertibles, bonds, options, PE/VC fund holdings, and currency swaps — in a tax-efficient unit-linked insurance structure governed by Swedish schablonbeskattning (flat-rate) taxation. Hubins positions itself as a fully integrated single-counterparty alternative to the traditional Swedish model, which historically required coordination across insurance carriers, brokers, valuators, and custodian institutions.

The underlying technology is a BankID-authenticated digital platform supporting digital onboarding for both individuals and companies, consolidated portfolio views across asset classes, secure deposits and withdrawals, document and reporting access, and proxy voting and corporate-action participation. Product modules include core capital insurance administration, a discretionary management service for clients who do not manage unlisted holdings directly, and custom solutions for tailored use cases. The platform reports 700+ customers and 3.2B+ SEK in assets under management, and is licensed as an insurance distributor under Finansinspektionen supervision.

Hubins generates revenue through recurring capital insurance management and administration fees on the AUM held within the wrapper. Go-to-market is hybrid: a digital self-serve PLG motion with BankID onboarding for individuals and SMBs, supplemented by a partner program channel targeting financial advisors, family offices, M&A specialists, and capital managers who embed Hubins within their own client offering. The customer base spans HNW individuals managing alternative assets, companies and entrepreneurs using capital insurance for corporate investment and exit planning, and financial advisors/family offices using Hubins as infrastructure. Geographic scope is single-country (Sweden), with the Nordic market identified as the broader served region.

Name

Hubins.com

Legal name

Hubins AB

Website

https://Hubins.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Hubins AB is a Swedish FinTech operating a BankID-authenticated digital platform that wraps unlisted and alternative investments — stocks, loans, PE/VC funds, convertibles — in a tax-efficient capital insurance structure, serving HNW individuals, companies, and financial advisors under Finansinspektionen supervision.

Ownership category

akta.pro rank

Product category

Digital Insurance Platform

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Life Insurance (6311)

akta.pro primary industry

Billing, Payments & Premium Finance Platforms (FSAGAGAI)

Keywords

• Capital insurance
• Unit-linked insurance
• Alternative investments
• Investment management platform
• Tax-efficient investing

Headquarters

HQ city

Gothenburg

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. Capital Insurance Management Fees: Revenue derived from managing capital insurance policies, providing administration, custody, and platform services. The model follows standard insurance distribution with regulatory oversight from Finansinspektionen.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Hubins offers a tax-efficient capital insurance (kapitalförsäkring) product delivered through a fully digital platform that consolidates listed and unlisted investments — including stocks, bonds, loans, convertibles, options, PE/VC funds, and discretionary mandates — into a single wrapper. The platform provides BankID-based onboarding, real-time portfolio visibility, secure transactions, proxy voting for corporate governance, and integrated administration/custody/valuation, replacing the traditional multi-party process of insurance companies, brokers, valuators, and custodian institutions with one counterparty.

Product overview

Hubins offers a unified capital insurance (kapitalförsäkring) product with an integrated digital platform for managing both listed and unlisted investments. The core offering consists of the Kapitalförsäkring (capital insurance) that provides tax advantages and simplified administration, supported by a Digital Investment Platform that enables users to manage all asset classes (unlisted stocks, loan agreements, convertibles, bonds, options, PE/VC funds, currency swaps) from a single interface. Additional services include Discretionary Management and Custom Solutions for tailored investment needs. The platform differentiates by offering fully digital onboarding via BankID, real-time portfolio visibility, and a single point of contact for all investment management needs.

Differentiator

Problem solved

Functional benefit

Products and services

• Kapitalförsäkring (Capital Insurance)
• Digital Investment Platform
• Discretionary Management
• Custom Solutions

Quantifiable outcome

• Over 700 customers and 3.2 billion SEK in assets under management

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Connoisseur International ABminorGTM or Marketing Partner · 1 October 2024Hubins partnered with Connoisseur International AB to host exclusive investor evenings during autumn 2024 and spring 2025. These events were designed for high-end investors to learn about alternative investments and capital insurance strategies.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Skandia: Skandia is one of Sweden's largest life insurance and asset management companies, offering kapitalförsäkring and a wide portfolio of insurance and pension products. As a large incumbent, it competes in the same product category as Hubins but serves a broader mass-affluent market and lacks Hubins' specialization in unlisted/alternative holdings.
• Söderberg & Partners: Söderberg & Partners is a leading Swedish wealth advisory and insurance brokerage firm, with strong distribution into advisors and family offices — a target partner segment for Hubins. It is broadly comparable as a distribution channel for capital insurance and wealth products, though at much larger scale.
• Carnegie Private Banking: Carnegie is a leading Nordic investment bank and private bank with strong capabilities in private equity, unlisted investments, and HNW wealth management. Comparable to Hubins as it serves the same HNW/alternative-investor segment, but with a more traditional advisory-led model and far greater scale.
• SEB Private Banking: SEB is a major Nordic universal bank with a large private banking and wealth management franchise serving HNW clients — the same customer segment Hubins targets. SEB offers capital insurance, custody, and portfolio management across asset classes, competing as a one-stop incumbent for the same HNW wallet.

Direct peers

• Avanza: Avanza is Sweden's largest digital investment platform, offering kapitalförsäkring, ISK, and a wide range of funds and equities. Like Hubins, it targets self-directed Swedish investors via a digital platform, but Avanza's capital insurance is geared toward listed securities rather than unlisted/alternative holdings.
• Movestic: Movestic is a Swedish life insurer specializing in unit-linked and capital insurance products (kapitalförsäkring) for private and corporate customers. It is one of the traditional direct competitors in Hubins' niche product category, but with a more legacy distribution model and less digital-first onboarding.
• Nordnet: Nordnet is a leading Nordic digital investment platform offering brokerage, savings, and pension products including capital insurance (kapitalförsäkring). It competes with Hubins for Swedish retail and HNW digital investors, though Nordnet's capital insurance is broader (more listed-focused) and not specialized for unlisted/alternative holdings.

Emerging players

• Lysa: Lysa is a Swedish digital wealth manager offering automated portfolio management and ISK/kapitalförsäkring wrappers. Comparable to Hubins as a digitally-native Swedish wealth platform, but Lysa focuses on listed-asset robo-advisory rather than unlisted/alternative holdings.
• Fundler: Fundler is a Swedish fund-distribution and savings platform offering kapitalförsäkring and ISK wrappers for retail investors. Comparable to Hubins in providing digital wrappers for Swedish investors, but Fundler is fund-focused rather than supporting unlisted/alternative investments.

Others

• Lannebo Fonder: Lannebo is a Swedish asset manager operating mutual funds, discretionary management, and wealth advisory for private and institutional clients. Adjacent to Hubins as a Swedish investment management firm serving HNW clients, though Lannebo is fund-focused and does not offer the capital insurance wrapper product.

Market position

Strengths5 records

Weaknesses6 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Hubinscom
• LinkedInlinkedin.com/company/hubins

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

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 Hubins.com