ABCforsikring

What ABCforsikring does

ABCforsikring A/S is a privately held Danish personal-lines insurance distributor founded in 2021 and headquartered at Arne Jacobsens Allé 7, Copenhagen S (CVR: 36023244; FT id: 36128). The company underwrites and distributes 14 retail insurance products — covering motor (Bilforsikring), home (Husforsikring), contents (Indboforsikring), travel (Rejseforsikring), personal accident (Ulykkesforsikring, Børneulykkesforsikring), pet (Hundeforsikring), secondary-residence property (Sommerhusforsikring, Fritidshus-forsikring), light motor vehicles (Knallertforsikring, Påhængsvognsforsikring, Trailer- og campingvogns-forsikring), health (Sundhedsforsikring), and critical illness (Alvorlig sygdom) — to individual consumers and families across Denmark via a regulated entity structure.

The operating model is built on phone-based inside sales rather than proprietary technology or digital self-service. Customers can call a Danish number (70 25 50 05) or book a non-binding callback/online appointment to receive a free insurance review from a human advisor; the company explicitly markets an absence of automated phone systems. No patents, proprietary platform, app, API, or AI capabilities are referenced in the available data. Supporting channels are limited to organic social (Facebook, Instagram, LinkedIn) and a Trustpilot reputation presence.

Commercially, ABCforsikring generates revenue through recurring insurance premiums (monthly or annual billing) collected from policyholders, with pricing quote-based rather than publicly disclosed. The company's principal commercial lever is a multi-policy discount of up to 18% for customers bundling three or more policies, designed to consolidate household insurance spend and create retention through cross-policy switching frictions. The customer base is long-tail retail (individuals and families), with no disclosed B2B, enterprise, or commercial-lines segment, and the offering is positioned around personal advisory, transparent pricing, and nationwide Danish claims handling.

Name

ABCforsikring

Legal name

ABCforsikring A/S

Website

https://abcforsikring.dk

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

ABCforsikring A/S is a privately held Danish personal-lines insurance distributor serving individual consumers and families nationwide via phone-based advisory sales, offering 14 bundled retail products — motor, home, contents, travel, health, accident, and critical illness coverage — under a multi-policy discount of up to 18%.

Ownership category

akta.pro rank

Product category

Personal Insurance

NAICS

Direct Insurance (except Life, Health, and Medical) Carriers (52412), Direct Health and Medical Insurance Carriers (524114), Insurance Carriers and Related Activities (524)

SIC

Fire, Marine & Casualty Insurance (6331), Accident & Health Insurance (6321), Insurance Carriers, Nec (6399)

akta.pro primary industry

Personal Accident Insurance (Injury, Disability & Income Benefit) (FSAJAJAD)

akta.pro secondary industry

Standalone Critical Illness Insurance (FSAIAKAA)

Keywords

• Personal insurance
• Car insurance
• Home insurance
• Travel insurance
• Health insurance

Headquarters

HQ city

Copenhagen

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

Revenue model

1. Insurance Premiums: ABCforsikring generates revenue through collecting recurring insurance premiums from policyholders. The company offers bundled insurance products (car, house, contents) with discounts for multiple policies, creating recurring premium revenue streams. Premiums are collected on a regular basis (monthly or annually) from policyholders in exchange for insurance coverage.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

ABCforsikring A/S is a Danish insurance provider offering personal and household insurance products to individual consumers and families nationwide in Denmark. Its portfolio spans motor, property, contents, travel, accident, pet, health, and critical illness coverage, sold through phone-based consultation with personal advisors rather than online self-service. The company differentiates via bundled multi-policy discounts of up to 18% when three or more policies are combined.

Product overview

ABCforsikring is a Danish insurance company offering a comprehensive portfolio of personal and property insurance products. The company provides 14 distinct insurance offerings including car insurance (Bilforsikring), home insurance (Husforsikring), contents insurance (Indboforsikring), travel insurance (Rejseforsikring), accident insurance (Ulykkesforsikring), children's accident insurance (Børneulykkesforsikring), dog insurance (Hundeforsikring), summer house insurance (Sommerhusforsikring), moped insurance (Knallertforsikring), boat trailer insurance (Påhængsvognsforsikring), critical illness insurance (Alvorlig sygdom), health insurance (Sundheds-forsikring), trailer and motorhome insurance (Trailer- og campingvogns-forsikring), and holiday home insurance (Fritidshus-forsikring). The company offers multi-policy discounts (up to 18% for bundling 3+ policies) and emphasizes personalized advisory services with nationwide coverage across Denmark.

Differentiator

Problem solved

Functional benefit

Products and services

• Bilforsikring (Car Insurance) Coverage for vehicle damage, liability, and related risks for personal automobile owners in Denmark.
• Husforsikring (Home Insurance) Coverage for residential property damage, structural issues, and associated risks for homeowners in Denmark.
• Indboforsikring (Contents Insurance) Protection for household belongings against theft, damage, and other covered perils for Danish households.
• Rejseforsikring (Travel Insurance) Coverage for trip cancellations, medical emergencies, and travel-related incidents while abroad for Danish travelers.
• Ulykkesforsikring (Personal Accident Insurance) Coverage of injury-related costs and compensation for individual accident victims.
• Børneulykkesforsikring (Children's Accident Insurance) Coverage of accident-related expenses specifically for minors.
• Hundeforsikring (Dog Insurance) Coverage of veterinary expenses, liability, and other dog-related risks for Danish pet owners.
• Sommerhusforsikring / Fritidshus-forsikring (Holiday Home Insurance) Coverage for secondary residence properties such as summer houses and holiday homes, including a dedicated variant (Danske Torpare) for specific owner segments.
• Knallertforsikring (Moped Insurance) Coverage for moped vehicles and related liability.
• Påhængsvognsforsikring (Boat Trailer Insurance) Coverage for trailers used for transporting boats and watercraft.
• Alvorlig sygdom (Critical Illness Insurance) Financial protection in the event of diagnosis of serious diseases.
• Sundhedsforsikring (Health Insurance) Coverage of medical expenses, treatments, and other healthcare-related costs.
• Trailer- og campingvogns-forsikring (Trailer and Motorhome Insurance) Coverage for recreational vehicles including trailers and motorhomes.

Quantifiable outcome

• Up to 18% discount on total premium when bundling at least three insurance policies

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators1 record

Recent moves5 records

Expansion highlights4 records

Direct peers

• Tryg: Tryg is one of the largest non-life insurance providers in the Nordics with a major presence in Denmark, offering car, home, contents, accident, and personal lines insurance through both direct and broker channels. Directly comparable to ABCforsikring across the entire personal lines portfolio, but at vastly greater scale and with deeper capital reserves.
• Topdanmark: Topdanmark is a major Danish personal and commercial insurance carrier offering car, home, contents, accident, and health insurance. Closely comparable product set to ABCforsikring with strong brand recognition and broad distribution; represents the dominant incumbent ABCforsikring competes against.
• Codan: Codan is a large Danish insurance carrier (RSA/Intact subsidiary) offering car, home, contents, accident, and travel insurance for personal customers. Highly comparable in product mix to ABCforsikring with established brand equity and broader distribution channels.
• Alm. Brand: Alm. Brand is a Danish financial group providing personal P&C insurance (car, home, contents, accident) plus banking and pension products. Directly competes with ABCforsikring in the Danish personal lines market with cross-sell capabilities from its banking arm.
• GF Forsikring: GF Forsikring is a Danish mutual insurance company focused on personal lines (car, home, contents, accident) for its member base. Comparable product set and Danish-only focus, though distributed through a member/mutual model rather than direct inside sales.

Broad incumbents

• If Insurance: If (part of Sampo Group) is one of the largest Nordic P&C insurers with a Danish operation offering car, home, contents, accident, and commercial insurance. Comparable product set but operates at regional Nordic scale with significantly broader distribution and capital.
• Gjensidige: Gjensidige is a major Nordic insurance group with a Danish subsidiary offering personal and commercial lines including car, home, accident, and travel. Comparable in product offering with broader Nordic footprint and deeper underwriting data than ABCforsikring.

Emerging players

• PenSam Forsikring: PenSam is a Danish pension and insurance provider offering personal lines products including accident and health insurance to members. Comparable in offering accident and health insurance, but distributed via employer/pension membership rather than direct consumer sales like ABCforsikring.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/abcforsikring
• LinkedInlinkedin.com/company/abcforsikring
• Instagraminstagram.com/abcforsikring.dk

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

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 ABCforsikring