What Aros Forsikring does

Aros Forsikring is a customer-owned (mutual / "kundeejet") Danish non-life insurance company headquartered in Aarhus C (registered at Kalkværksvej 11, 12; CVR 35 99 27 15), serving more than 40,000 individual policyholders across Denmark. The company operates a direct-to-consumer distribution model — no broker channel — via phone-based service (claimed 20-second answer time), an online web shop, the Mit Aros self-service portal, and a mobile app, supported by 51–100 employees. Products span personal lines insurance including car (Bilforsikring, Elbilforsikring), classic/veteran vehicles (Veteranforsikring), motorcycle, camper/caravan, trailer, moped, home (Husforsikring), holiday home (Sommerhusforsikring), sumless contents (Indboforsikring), travel (Rejseforsikring with cancellation add-on), accident (Ulykkesforsikring), dog (Hundeforsikring), and age-tiered dental (Tandforsikring 20-40-60), plus modular add-ons such as Aros Autohjælp PLUS roadside assistance, electronics, bicycle, sudden damage, ID-Sikring identity protection, and Web Clean-Up reputation service.

The business model is built on recurring subscription premiums with annual, semi-annual, or monthly billing, plus deductible-flexed products (car: DKK 1,500–9,500; electronics: DKK 1,000). Pricing is structured around a 10% multi-policy bundling discount when customers carry 3 or more policies and a pay-per-kilometer car insurance model. Aros Forsikring has no external shareholders — surpluses are returned to customers as enhanced coverage and service, with a "fast kontaktperson" (fixed personal contact) model as the relationship differentiator. The company is a member of Garantifonden for skadesforsikringsselskaber, providing policyholder protection via the Danish guarantee fund. Strategic partnerships include SOS Dansk Autohjælp (roadside), SOS International (travel assistance), Carglass and Dansk Bilglas (glass repair), Verisure (home alarms), and EcoMobility (GPS tracking).

Technology is conventional: standard policy administration and claims processing systems with no proprietary platform or disclosed AI/ML capability. Customer-facing digital channels (Mit Aros portal, iOS/Android app, web shop) handle self-service, but the core underwriting and servicing workflow is manual and phone-augmented rather than automated. Geographic scope is exclusively Denmark.

Name

Aros Forsikring

Legal name

Aros Forsikring

Website

https://aros-forsikring.dk

Company type

Private

Founded year

1921

Operating status

Operating

Headcount range

51–100 employees

Short description

Aros Forsikring is a customer-owned Danish mutual insurer selling personal lines coverage — auto, home, contents, travel, accident, and specialty — direct-to-consumer to 40,000+ Danish households via phone, web shop, and the Mit Aros self-service portal.

Ownership category

akta.pro rank

Product category

Personal Lines Insurance

NAICS

Insurance Carriers (5241), Direct Insurance (except Life, Health, and Medical) Carriers (52412)

SIC

Fire, Marine & Casualty Insurance (6331), Insurance Carriers, Nec (6399)

akta.pro primary industry

Personal Auto Insurance (FSAJAMAA)

akta.pro secondary industry

Electric Vehicle (EV) Personal Auto Insurance (FSAJAAAH)

Keywords

• Personal lines insurance
• Motor vehicle insurance
• Home contents insurance
• Travel medical insurance
• Mutual insurance company

Headquarters

HQ city

Viby

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, Supply Chain, Others

Revenue model

1. Insurance Premiums - Vehicle: Recurring premiums from motor vehicle insurance products including car, electric car, motorcycle, camper, trailer, and moped coverage. Pricing based on kilometers driven (pay-per-km model) and vehicle type.
2. Insurance Premiums - Property: Recurring premiums from home insurance (husforsikring), summer house insurance (sommerhusforsikring), and contents insurance (indboforsikring) with sumless coverage options.
3. Insurance Premiums - Travel and Accident: Recurring premiums from annual travel insurance (Europe/World coverage up to 60-180 days) and accident insurance products targeting individuals and families.
4. Insurance Premiums - Specialty: Premiums from specialty insurance products including veteran/classic vehicle insurance, dog insurance, and dental insurance.
5. Optional Add-on Coverages: Additional premiums from optional add-on coverages such as Aros Autohjælp Plus (road assistance), glass damage coverage, parking damage coverage, key insurance, and electronics coverage.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels9 records

Core offering

Aros Forsikring is a Danish customer-owned (mutual) non-life insurance company that sells personal insurance products directly to Danish consumers. Its portfolio spans motor vehicle insurance (car, electric car, motorcycle, moped, camper, trailer, classic/veteran vehicles), home and contents insurance, travel insurance, accident insurance, and specialty covers such as dog and dental insurance, with optional add-ons like roadside assistance and electronics cover.

Product overview

Aros Forsikring is a customer-owned Danish insurance company offering a comprehensive portfolio of insurance products. The core offerings include vehicle insurance (Bilforsikring, Elbilforsikring, Veteranforsikring, Motorcykelforsikring, Campingvognsforsikring, Knallertansvarsforsikring, Påhængsvognsforsikring), home insurance (Indboforsikring, Husforsikring, Sommerhusforsikring), personal protection (Ulykkesforsikring, Tandforsikring, Hundeforsikring), and travel insurance (Rejseforsikring with Afbestillingsforsikring). Add-on modules include Aros Autohjælp PLUS roadside assistance, electronics insurance, bicycle insurance, sudden damage coverage, ID protection, and Web Clean-Up. The products are sold through direct channels including a web shop, with customer service emphasizing no phone queues and fast claims handling.

Differentiator

Problem solved

Functional benefit

Products and services

• Bilforsikring (Car Insurance) Car insurance with pay-per-kilometer pricing, mandatory liability, driver accident coverage, and optional comprehensive coverage, including Aros Autohjælp PLUS roadside assistance.
• Elbilforsikring (Electric Car Insurance) Electric car insurance covering charging cable and box, battery up to DKK 50,000, and assistance when running out of charge.
• Veteranforsikring (Classic/Vintage Car Insurance) Classic/vintage car insurance with year-round coverage, no originality requirements, free kilometers, and no excess for pure liability claims.
• Veteranmotorcykelforsikring (Classic Motorcycle Insurance) Classic motorcycle insurance covering damage, theft, and liability with year-round occasional driving and no originality requirements.
• Motorcykelforsikring (Motorcycle Insurance) Motorcycle insurance with unlimited kilometers, full-year or summer-only coverage, and optional comprehensive and roadside assistance.
• Campingvognsforsikring (Caravan/Camper Insurance) All-in-one caravan insurance combining comprehensive coverage, unlimited contents cover, awning coverage year-round, and SOS rescue assistance abroad.
• Knallertansvarsforsikring (Moped/Scooter Liability Insurance) Mandatory liability insurance for mopeds/scooters covering damages caused to others.
• Påhængsvognsforsikring (Trailer Insurance) Trailer insurance with optional comprehensive coverage and legal assistance.
• Husforsikring (Home Insurance) Home insurance covering fire damage with optional add-ons for plumbing, mold, insect, and rot damage protection.
• Indboforsikring (Contents Insurance) Sumløs (unlimited value) home contents insurance covering belongings against theft, fire, water damage, and vandalism with optional add-ons for electronics, bicycles, sudden damage, ID protection, and Web Clean-Up.
• Indboforsikring Ung (Youth Contents Insurance) Contents insurance tailored for young adults living independently or with roommates, with ID protection and online harassment coverage.
• Sommerhusforsikring (Holiday Home Insurance) Holiday home insurance covering damages specific to seasonal/secondary properties.
• Rejseforsikring (Travel Insurance) Annual travel insurance covering medical emergencies, evacuation, and trip interruptions for up to 60 days (extendable to 180 days) in Europe or worldwide, with optional trip cancellation add-on.
• Ulykkesforsikring (Accident Insurance) Accident insurance covering permanent disability and medical treatment expenses from accidents with optional additional coverage.
• Hundeforsikring (Dog Insurance) Dog insurance with mandatory liability coverage and optional additional coverage for damages to other dogs or property.

Quantifiable outcome

• 40,000+ customers
• +1 more outcomes

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Partnerships

Four partnerships are on record, tiered core and minor.

• SOS Dansk AutohjælpcoreStrategic or Co-development PartnerPartnership for Aros Autohjælp Plus road assistance coverage. SOS Dansk Autohjælp provides 24/7 roadside assistance in Denmark and Europe for vehicles insured by Aros Forsikring, including towing, jump starts, flat tire assistance, and emergency services. This is a critical add-on service for vehicle insurance products.
• SOS InternationalcoreStrategic or Co-development PartnerPartnership for travel insurance assistance services. SOS International provides 24/7 emergency assistance for travel insurance customers, including medical coordination, emergency evacuation, and travel support worldwide. Customers contact via +45 3848 9460.
• VerisureminorGTM or Marketing PartnerMarketing partnership for home alarm systems. Verisure provides 24/7 monitored alarm solutions for homes, offering Aros Forsikring customers discounts on security systems. Aligns with home insurance and damage prevention focus.
• EcoMobilityminorGTM or Marketing PartnerMarketing partnership for GPS trackers for vehicles. EcoMobility provides vehicle tracking devices with discounts for Aros Forsikring customers, supporting vehicle theft recovery and insurance prevention efforts.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• GF Forsikring: Danish mutual (kundeejet) non-life insurance company offering personal P&C products including vehicle, home, and accident cover to Danish households. Closest structural and product-line analogue to Aros Forsikring's customer-owned model.
• Alka Forsikring: Danish mutual insurer providing personal lines (auto, home, travel, accident) directly to consumers. Competes head-to-head with Aros on D2C distribution, mutual structure, and customer-service differentiation in Denmark.
• LB Forsikring: Danish mutual insurance company (owned by Lønmodtagernes Fællesudvalg member organisations) offering personal P&C products to a defined member base. Shares the mutual structure and Danish personal-lines focus with Aros Forsikring.

Broad incumbents

• Tryg: One of the largest Nordic P&C insurers, with material Danish personal lines market share across auto, home, and accident. Competes with Aros across most product categories but at vastly greater scale and broader geographic footprint.
• Codan: Major Danish P&C insurer (part of Intact Financial) offering personal auto, home, and travel insurance to Danish consumers. Overlaps directly with Aros's product portfolio and target segments, but with significantly larger distribution and capital base.
• Topdanmark: Large Danish P&C and life insurer offering auto, home, contents, and accident cover to individuals and small businesses. Competes with Aros in personal lines while also serving commercial segments at much larger scale.
• Alm. Brand: Danish insurance and banking group providing personal P&C (auto, home, travel) alongside life and pension products. Overlaps with Aros on core personal lines but operates a much broader financial services portfolio.

Regional players

• Gjensidige: Nordic mutual insurer with Danish operations offering personal auto, home, and accident insurance. Compares to Aros on mutual structure and customer-owned ethos, but anchored in Norway and serving multiple Nordic markets.
• If Skadeforsikring: Leading Nordic P&C insurer (part of Sampo Group) with personal lines offerings in Denmark including auto and home. Comparable product set to Aros but operates across the Nordics at substantially larger scale.

Emerging players

• NEM Forsikring: Danish digital-first P&C insurer offering auto, home, and travel insurance directly to consumers via online channels. Comparable D2C, multi-line, technology-enabled model to Aros's Mit Aros portal approach, but with a stronger digital-native positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Arosforsikringsselskab
• LinkedInlinkedin.com/company/aros-forsikring
• Instagraminstagram.com/arosforsikring

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Aros Forsikring