What Gf Forsikring does

Gf Forsikring A/S is a Danish member-owned (medlemsejet) insurance company founded in 1967 and headquartered in Odense, operating as a cooperative where annual profits are returned to members through rebates on premiums (overskudsdeling). The company underwrites a comprehensive portfolio of personal and small-business P&C products, including car, home contents, house, travel, holiday home, accident, motorcycle, camping trailer, agricultural, student, pet (cat and dog), wage, and moving insurance, serving more than 400,000 Danish members through a hybrid distribution model of local insurance clubs, the Mit GF self-service portal, telephone advisory, and partner channels.

The business operates an annual subscription/premium revenue model with risk-based pricing driven by automated algorithms using property, vehicle, mileage, age, occupation, and CPR-linked address data. Members receive a 10% multi-policy discount (samlerabat) when bundling at least three private policies, alongside benefit services such as Læge 365 (24/7 online doctor), psychological crisis assistance, and cyber/digital-harassment support. Distribution is augmented by strategic partnerships with organizations including Ældre Sagen, Krifa, Diabetesforeningen, Dansk Golf Union, DEKRA, Maxi Zoo, Fri Forsikring, and Dansk Boligforsikring, and the company also markets under the sub-brand OK Forsikring.

Gf Forsikring deploys multiple in-house AI/ML capabilities across claims operations, including fraud-detection models for home and auto claims, policy-terms scoring, loss-ratio estimation for auto/home/house products, an internal AI assistant for staff knowledge retrieval, AI-generated claim-handler email drafts, and speech analytics for call-center conversations. The company is regulated by Finanstilsynet (the Danish Financial Supervisory Authority) under Solvency II and is covered by Garantifonden for skadesforsikringsselskaber, with 501–1,000 employees supporting its Denmark-only operations.

Name

Gf Forsikring

Legal name

GF Forsikring A/S

Website

https://gfforsikring.dk

Company type

Private

Founded year

1967

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Gf Forsikring is a member-owned Danish insurance cooperative founded in 1967, offering car, home, travel, pet, accident, and specialty insurance to over 400,000 Danish members through local clubs and partner channels, with profit-sharing rebates and multi-policy discounts.

Ownership category

akta.pro rank

Product category

Personal Insurance

NAICS

Direct Insurance (except Life, Health, and Medical) Carriers (52412), Other Direct Insurance (except Life, Health, and Medical) Carriers (524128), Direct Life, Health, and Medical Insurance Carriers (52411)

SIC

Fire, Marine & Casualty Insurance (6331), Accident & Health Insurance (6321)

akta.pro primary industry

High Net Worth Personal Lines (E&S) (FSAJAGAO)

Keywords

• Property casualty insurance
• Member-owned insurance
• Personal insurance products
• Home and auto insurance
• Pet insurance services

Headquarters

HQ city

Odense

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Property & Casualty Insurance Premiums: GF Forsikring generates revenue through annual insurance premiums from private and commercial policies. The company offers car insurance, accident insurance, home contents insurance, house insurance, travel insurance, holiday home insurance, pet insurance (cats and dogs), motorcycle insurance, and business insurance. Premiums are calculated based on risk assessment including property details, vehicle information, driving patterns, and customer profile. The company shares profits (overskudsdeling) with members by applying rebates to insurance prices.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

GF Forsikring is a member-owned Danish insurance company selling personal and small-business insurance policies including car, accident, home contents, house, travel, holiday home, pet (cat and dog), motorcycle, camping trailer, agricultural, student, wage, license plate, and moving insurance. Members receive annual profit sharing (overskudsdeling) as rebates on premiums and access to bundled benefits such as 24/7 online doctor consultations, psychological crisis support, and cyber assistance. Products are distributed through local insurance clubs, the Mit GF portal, partner organizations, and direct digital channels.

Product overview

GF Forsikring is a member-owned insurance company offering a comprehensive portfolio of insurance products and member benefits. The core product suite includes vehicle insurance (Bilforsikring), accident insurance (Ulykkesforsikring), home contents insurance (Indboforsikring), house insurance (Husforsikring), travel insurance (Rejseforsikring), summer house insurance (Sommerhusforsikring), and pet insurance for dogs and cats (Hundeforsikring, Katteforsikring). Additional products include motorcycle, camping trailer, agricultural, student, wage, and moving insurance. The company differentiates through member benefits including surplus sharing (Overskudsdeling), Læge 365 online medical service, psychological crisis assistance, cyber assistance, and multi-policy discounts. GF operates under the brand OK Forsikring and serves over 400,000 members through local insurance clubs across Denmark.

Differentiator

Problem solved

Functional benefit

Products and services

• Bilforsikring (Car Insurance) Vehicle insurance covering auto, hybrid, diesel, benzine, and vintage cars. Includes damage coverage, free windshield stone chip repair with comprehensive coverage, and discount for claim-free driving. Targets Danish individual vehicle owners.
• Ulykkesforsikring (Accident Insurance) Provides compensation for permanent disability at 5% or above, and covers rehabilitation expenses when accidents occur. For Danish individuals and families.
• Indboforsikring (Home Contents Insurance) Insurance for personal belongings at home and while traveling. Includes built-in liability coverage for damages caused to others or their property. For Danish households.
• Husforsikring (House Insurance) Comprehensive property insurance covering buildings from basement to attic, protecting against damage and losses. For Danish homeowner households.
• Rejseforsikring (Travel Insurance) Annual coverage for all household members with cancellation insurance included for trip cancellations due to illness. For Danish individuals and families.
• Sommerhusforsikring (Holiday Home Insurance) Specialized insurance for holiday homes, awarded 'Best in Test' by Forbrugerrådet Tænk. For Danish holiday home owners.
• Katteforsikring (Cat Insurance) Pet insurance covering illness and accidents for cats. For Danish cat owners.
• Hundeforsikring (Dog Insurance) Pet insurance covering veterinary expenses when dogs are injured or become ill. For Danish dog owners.
• Campingvognsforsikring (Camping Trailer Insurance) Insurance coverage for camping trailers. For Danish camping trailer owners.
• Landboforsikring (Agricultural Insurance) Insurance products for agricultural businesses and farms. For Danish agricultural businesses.
• Motorcykelforsikring (Motorcycle Insurance) Insurance coverage for motorcycles. For Danish motorcycle owners.
• Studieforsikring (Student Insurance) Insurance tailored for students. For Danish students.
• GF Lønsikring (Wage Insurance) Wage insurance product offered in partnership with Fri Forsikring A/S, providing income protection for members.
• Nummerpladeforsikring (License Plate Insurance) Free license plate protection insurance for DEKRA customers, covering license plate theft. Distributed through the DEKRA partnership channel.
• Flytteforsikring (Moving Insurance) Free moving insurance for home buyers through partnership with Dansk Boligforsikring, covering sudden damage to belongings during relocation up to 129,037 DKK (2026 base year) with maximum 68,144 DKK per item and 1,259 DKK deductible.

Quantifiable outcome

• Forbrugerrådet Tænk awarded 'Bedst i Test' (Best in Test) to GF's holiday home insurance
• +2 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability10 records

Feature5 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• DEKRAcoreStrategic or Co-development PartnerGF Forsikring and DEKRA partnership provides DEKRA customers with free license plate insurance and 10% discount on vehicle inspections. The collaboration focuses on local, personal service and road safety. DEKRA customers can receive insurance quotes through the partnership without requiring existing GF membership.
• Maxi ZoocoreGTM or Marketing PartnerGF partners with Maxi Zoo to offer pet insurance and exclusive benefits. GF members receive Silver membership in Maxi Zoo providing 6% discount on all products. New customers receive free dog tags (up to 189 DKK value) when booking an insurance consultation through the partnership.
• Ældre SagencoreGTM or Marketing PartnerStrategic partnership providing Ældre Sagen members with exclusive discounts and benefits on GF insurance products.
• KrifacoreGTM or Marketing PartnerStrategic partnership providing Krifa members with exclusive discounts and benefits on GF insurance products.
• DiabetesforeningencoreGTM or Marketing PartnerStrategic partnership providing Diabetesforeningen members with exclusive discounts and benefits on GF insurance products.
• Dansk Golf UnioncoreGTM or Marketing PartnerStrategic partnership providing Dansk Golf Union members with exclusive discounts and benefits on GF insurance products.
• Fri Forsikring A/SminorStrategic or Co-development PartnerGF partners with Fri Forsikring A/S for salary insurance (lønsikring) products. Fri Forsikring acts as the insurer and handles administration and maintenance of salary insurance policies. Customer data is shared with Fri Forsikring for policy administration purposes.
• Dansk BoligforsikringminorGTM or Marketing PartnerPartnership for moving insurance coverage. GF provides free moving insurance (flytteforsikring) valued at 129,037 DKK (2026 base year) to customers completing home purchases through Dansk Boligforsikring. Maximum coverage per item is 68,144 DKK with 1,259 DKK deductible.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Gjensidige Forsikring: Norwegian mutual insurer with Danish operations offering personal and commercial P&C. Comparable as a mutual/cooperative-style insurer with broad personal-lines product offerings — directly relevant benchmarking for GF's member-owned model and competitive positioning in Denmark.
• Alka Forsikring: Danish P&C insurer focusing on personal lines — including auto, home contents, accident, and travel. Directly comparable to GF in target customers, product mix, and digital distribution model, though typically positioned as a price-leader brand.
• If Skadeförsäkring: Leading Nordic P&C insurer (part of Sampo Group) with material Danish personal and commercial lines operations. Competes with GF on motor, home, and family insurance products, with the scale and capital backing of a pan-Nordic parent group.
• Tryg: One of the largest Scandinavian P&C insurers with a strong Danish personal and commercial lines franchise. Direct competitor to GF across motor, home, contents, and accident insurance in the same Danish market, with similar multi-channel distribution (digital + advisory) and a broader geographic footprint that makes Tryg the natural scale benchmark for GF.
• Alm. Brand: Danish retail insurance and banking group offering personal lines insurance (auto, home, accident) comparable to GF's portfolio. Direct overlap in the Danish consumer market, with a strong household brand position and broad product offering.
• Codan (part of Intact Financial): Danish P&C insurer offering auto, home, travel, and accident products with a similar member/customer focus. Codan is a direct peer in the Danish retail insurance market, comparable across product mix, distribution, and customer segments targeted at individuals and SMEs.
• Topdanmark: Major Danish personal and commercial lines insurer competing head-to-head with GF in auto, home, contents, accident, and pet insurance. Comparable product breadth, similar digital-and-advisor distribution, and directly overlapping target customer base make Topdanmark one of the most relevant local competitors.

Regional players

• FDM (Forenede Danske Motorejere): Danish motoring association offering member benefits including insurance products such as car and travel coverage. Comparable business model (member-owned organization offering insurance as part of membership benefits) and competes for the same Danish driver/consumer segment.

Emerging players

• FRIDAY (Hannover Re digital insurer): Digital-first Danish car insurance provider using app-based distribution and telematics. Competes with GF's car insurance product in Denmark as a pure-play digital entrant — represents the digital-native competitive threat to GF's hybrid local-club + digital model.
• AP Pension (livi): Danish pension and insurance provider offering personal insurance alongside pension products. Relevant as a Denmark-based insurance competitor targeting similar household customers, particularly through bundling pension and insurance benefits.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/authwall
• Instagraminstagram.com/gfforsikringdk

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

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 Gf Forsikring