Insplanet
Insplanet is a Stockholm-based digital insurance comparison platform that aggregates up to 13 car-insurance quotes from nine Swedish carriers for individual consumers, operating under Zmarta Försäkring AB and licensed by Finansinspektionen since 1999.
- Company typePrivate
- Founded1999
- HeadquartersStockholm, Sweden
- Headcount51–100
- GTM typeB2C
- OfferingDigital Commerce or Content
What Insplanet does
Insplanet operates a digital insurance comparison and brokerage platform focused exclusively on car insurance for Swedish consumers. Founded in 1999 as Sweden's first online insurance comparison service, the platform aggregates real-time quotes from nine insurance carriers — Länsförsäkringar Stockholm, Gjensidige, Hedvig, ICA Försäkring, Dina Försäkring, WaterCircles, Eir, Accept, and Alandia — and can surface up to 13 side-by-side offers within a one-minute flow driven by license-plate entry, personal identity number, and contact details. The service generates 800+ comparisons per day and has facilitated over 1.5 million insurance sales since inception, earning a 4.6/5 Trustpilot rating across 22,532 reviews.
The technical stack is built around deterministic integrations rather than machine-learning systems: vehicle specifications are pulled from Swedish vehicle-data providers (Bilweb, Smart365, Biluppgifter.se, Carfax); BankID handles secure identity verification and document signing; and BankSignering powers an auxiliary "cancel your insurance" workflow that automates legacy policy termination. Pricing tiers (traffic, half-coverage, full-coverage) are presented with deductible and coverage filters for user-led comparison.
The business model is an affiliate/referral revenue model: consumers pay nothing — the price surfaced equals direct insurer pricing — and the platform is compensated via commissions on first-year premiums paid by underwriting carriers, with the broker receiving roughly 5% (~180 SEK) on motor insurance and the Zmarta Försäkring AB entity receiving approximately 20% (~800 SEK) of the first annual premium. Insplanet has been part of Zmarta Group / Axo Group since 2018; in 2022 it was folded under the Zmarta Försäkringar brand, and in 2026 it was relaunched as an independent, car-insurance-only brand. The entity (Zmarta Försäkring AB, org. nr 556699-1179) operates under Finansinspektionen supervision as a registered insurance distributor and conducts business from Norra Stationsgatan 69 in Stockholm.
Insplanet firmographics
Firmographics- Name
- Insplanet
- Legal name
- Zmarta Försäkring AB
- Website
- https://insplanet.com
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Insplanet is a Stockholm-based digital insurance comparison platform that aggregates up to 13 car-insurance quotes from nine Swedish carriers for individual consumers, operating under Zmarta Försäkring AB and licensed by Finansinspektionen since 1999.
- Ownership category
- akta.pro rank
Where Insplanet is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Insplanet business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Marketing or Sales, Technology or R&D, Personnel, Operations
Revenue model
- Insurance distribution commission: Receives commission from insurance companies when customers purchase policies through the platform. Commission is typically a percentage of the first annual premium. For motor, home, and boat insurance, Zmarta receives approximately 20% of first annual premium (~800 SEK) with brokers receiving ~5% (~180 SEK). For income insurance, commission averages 77.5% of first annual premium (~3,300 SEK). No charge to customers - same price as buying directly from insurers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free comparison service for consumers |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels9 records
Insplanet product offering
Product offeringCore offering
Insplanet operates a digital car insurance comparison platform serving Swedish consumers. Users enter their vehicle registration number and personal details, and the platform retrieves vehicle data from Swedish registries and aggregates up to 13 offers from 9 insurance companies simultaneously, presenting prices and coverage options side-by-side. The service is completely free for consumers; the company earns commission from insurance companies when policies are purchased. Customers can complete purchases entirely online or via phone support.
Product overview
Insplanet operates as a car insurance comparison and brokerage platform, functioning as a single focused product. Users enter their vehicle registration number, and the platform retrieves car data from vehicle registries and collects personalized quotes from multiple insurance providers simultaneously, presenting options side-by-side for comparison. The service is offered exclusively through Insplanet's website (insplanet.com) and phone channels. Founded in 1999 as Sweden's first digital insurance comparison service, it was acquired by Zmarta Group in 2018, rebranded as Zmarta Försäkringar in 2022, and relaunched as an independent brand in 2026 with car insurance as its sole focus. The service is provided by Zmarta Försäkring AB (org. 556699-1179), a registered insurance broker under Finansinspektionen's supervision.
Differentiator
Problem solved
Functional benefit
Products and services
- Insplanet Car Insurance Comparison Platform Digital car insurance comparison and brokerage platform serving Swedish consumers. Users enter their vehicle registration number and personal details, and the platform retrieves vehicle data and aggregates up to 13 quotes from 9 insurance companies, enabling side-by-side price and coverage comparison and direct policy purchase.
- Insurance Policy Cancellation Service Free digital cancellation service via BankSignering helping users terminate existing insurance policies when switching insurers, with automatic date alignment.
Quantifiable outcome
- 1.5 million insurances sold since 1999
- +4 more outcomes
Companies that use Insplanet
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles1 record
Insplanet technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
Feature3 records
Insplanet partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- Länsförsäkringar StockholmcoreInsurance company whose car insurance products are distributed through Insplanet's comparison platform. One of 9 insurance providers on the platform.
- Gjensidige Forsikring ASA (Swedish branch)coreNorwegian insurance company with Swedish branch distributing car insurance through Insplanet.
- Hedvig Försäkring ABcoreSwedish digital insurance provider distributing products through Insplanet comparison service.
- ICA Försäkring ABcoreInsurance company affiliated with ICA retail chain, products distributed via Insplanet.
- Dina Försäkring ABcoreMutual insurance company distributing products through Insplanet platform.
- WaterCircles (WaterCircles Forsikring ASA Swedish branch)coreNorwegian insurance group with Swedish operations distributing via Insplanet.
- Eir Försäkring ABcoreSwedish insurance company providing multiple products including Zmarta's own branded insurance offerings distributed through Insplanet.
- Accept FörsäkringsaktiebolagminorInsurance company distributing products through Insplanet comparison service.
- Försäkringsaktiebolaget AlandiaminorInsurance company distributing products through Insplanet.
- Zmarta Group (parent company)coreParent company that owned Insplanet 2018-2025. Insplanet relaunched as independent brand in 2026 but continues to operate as part of Zmarta Försäkring AB entity.
Scale indicators8 records
Recent moves8 records
Expansion highlights5 records
Insplanet competitors and assessment
Company assessmentRegional players
- Verivox: Major German price comparison platform for energy, insurance, telecom, and financial services — a scaled European multi-vertical insurance comparison peer.
- Check24: Germany's leading multi-category comparison platform covering insurance, banking, energy, and travel; similar multi-vertical commission-funded model but serving the German market.
- Confused.com: UK insurance comparison site (first in its market) focused on car and home insurance with an aggregator-and-commission model similar to Insplanet, including a comparable first-mover positioning in its market.
- Compare the Market: One of the UK's leading insurance comparison platforms (motor, home, pet) operating an aggregator-and-commission model similar to Insplanet but serving the UK insurance market.
- Lendo: Nordic financial product comparison site (loans, insurance adjacencies) owned by Sambla Group; comparable aggregator-and-commission model within the same Nordic markets.
Direct peers
- Compricer: Swedish insurance comparison site covering car, home, and personal lines, operating the same aggregator-and-commission business model as Insplanet in Sweden.
- Insurello: Swedish insurance comparison and brokerage service focused on personal lines with a consumer-facing digital proposition broadly comparable to Insplanet's aggregator model.
Broad incumbents
- Zmarta: Former parent of Insplanet and broader Nordic comparison platform covering loans, insurance, and electricity — comparable aggregator-and-commission engine, but spread across multiple financial categories.
- PriceRunner: Nordic price comparison platform covering consumer products and services with limited insurance verticals — a generalist Nordic comparison site with overlapping commission-based model.
- MoneySupermarket: UK-listed multi-category comparison site (insurance, banking, travel) — a scaled, publicly-traded aggregator with the same commission-funded business model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Insplanet social profiles
Digital presenceInsplanet financial estimates
Financial estimateRevenue estimate
Valuation estimate
Insplanet leadership team
Management profileNumber of profiles
Insplanet funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Insplanet 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 Insplanet
What does Insplanet do?
Insplanet operates a digital car insurance comparison platform serving Swedish consumers. Users enter their vehicle registration number and personal details, and the platform retrieves vehicle data from Swedish registries and aggregates up to 13 offers from 9 insurance companies simultaneously, presenting prices and coverage options side-by-side. The service is completely free for consumers; the company earns commission from insurance companies when policies are purchased. Customers can complete purchases entirely online or via phone support.
Is Insplanet a public or private company?
Insplanet is a private company. It is classified as corporate owned and is currently operating.
When was Insplanet founded?
Insplanet was founded in 1999. It employs 51 to 100 people.
Where is Insplanet based?
Insplanet is headquartered in Stockholm, Sweden, in the Europe region.
How does Insplanet make money?
One revenue line is on record: insurance distribution commission.
Who are Insplanet's main competitors?
Regional players on record are Verivox, Check24, Confused.com, Compare the Market and Lendo. Direct peers are Compricer and Insurello. Broad incumbents are Zmarta, PriceRunner and MoneySupermarket.
Does Insplanet have an API?
No public API is recorded for Insplanet.