Zmarta AB
Zmarta AB is a Nordic consumer financial comparison platform that matches loan, insurance, and electricity applications from Swedish, Norwegian, and Finnish consumers and SMEs with 150+ partner banks, insurers, and energy providers, earning commission on completed transactions.
- Company typePrivate
- Founded1999
- HeadquartersÄngelholm, Sweden
- Headcount101–250
- GTM typeB2C
- OfferingServices
What Zmarta AB does
Zmarta AB is a Nordic consumer financial comparison platform that matches loan, insurance, and electricity applications from individual consumers and small businesses with partner banks, insurers, and energy providers across Sweden, Norway, and Finland. The company's primary product is a free-to-consumer loan brokerage service that distributes a single application to up to 35 banks and lenders while sharing one UC (Swedish credit bureau) report across all partners, protecting applicants' credit scores. Adjacent verticals include car, home, villa, life, and business insurance comparison, and electricity contract comparison aggregating all 151 Swedish electricity trading companies with over 5,200 contracts available.
The platform is built on AWS cloud infrastructure using Node.js and Vue.js within a microservices architecture, with internal machine learning applied to optimize the timing and content of customer engagement messages. Zmarta also operates the Elskling electricity comparison brand (acquired 2018) and is relaunching Insplanet in April 2026 as a car-insurance-focused standalone site. The company holds a license from Finansinspektionen (the Swedish Financial Supervisory Authority) and reports a Trustpilot score of 4.6 out of 5 across more than 22,000 reviews.
Zmarta operates a pure commission/referral revenue model, earning fees from financial partners when customers complete a transaction routed through the platform; the service is free for end consumers, with prices identical to going direct. Distribution is primarily self-serve through the zmarta.se, zmarta.no, and zmarta.fi domains, supplemented by an affiliate program with partners such as Top5Credits, Financer, LånForum.se, Börskollen, and Konsumentguiden, plus content marketing and SEO. Since May 2025, Zmarta has been owned by Axo Group, a Nordic fintech consolidator backed by US private equity firm Corsair since 2020; Axo Group also controls Axo Finans, LendMe, Axolaina, uLoan, and uScore.
Zmarta AB firmographics
Firmographics- Name
- Zmarta AB
- Legal name
- Zmarta AB
- Website
- https://zmarta.se
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Zmarta AB is a Nordic consumer financial comparison platform that matches loan, insurance, and electricity applications from Swedish, Norwegian, and Finnish consumers and SMEs with 150+ partner banks, insurers, and energy providers, earning commission on completed transactions.
- Ownership category
- akta.pro rank
Where Zmarta AB is headquartered
LocationHeadquarters
- HQ city
- Ängelholm
- HQ country
- Sweden
- HQ region
- Europe
Offices4 records
Markets served
Zmarta AB business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Commission from Lenders: Zmarta earns commissions when customers complete loan applications through the platform. As a loan broker, they match borrowers with lenders and receive referral fees.
- Commission from Insurance Providers: Fees received when customers purchase insurance products through the Zmarta comparison platform.
- Commission from Electricity Providers: Referral fees from electricity providers when customers switch elavtal through the platform. Average customer savings of 1,800 SEK/year mentioned.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free comparison service for consumers |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Zmarta AB product offering
Product offeringCore offering
Zmarta AB operates a Nordic financial comparison and brokerage platform that matches consumer loan applications with up to 35 banks and lenders, using a single shared UC credit report to protect consumer credit scores. The platform also enables comparison of insurance products (car, home, villa, motorcycle, life), electricity contracts from all 151 Swedish electricity trading companies, and business financial services (business loans, credit, and insurance) for small and medium enterprises across Sweden, Norway, and Finland. The service is free for consumers, with revenue generated through commissions from partner providers.
Differentiator
Problem solved
Functional benefit
Products and services
- Consumer Loan Comparison Free comparison and brokerage service for consumer loans including personal loans (privatlån up to 800,000 SEK), debt consolidation loans (samlingslån), and car loans (billån). Matches a single application with up to 35 banks and lenders using one shared UC credit report, allowing consumers to compare offers without damaging their credit score.
- Mortgage Comparison Service Free mortgage comparison service helping consumers who are buying a home or already own one compare multiple lenders, transfer existing mortgages, expand mortgages, or obtain a mortgage commitment (lånelöfte). The service uses one shared UC credit report across all lenders and offers the same prices as going directly to providers.
- Insurance Comparison Service Free comparison service for insurance products including car insurance (bilförsäkring), home insurance (hemförsäkring), villa insurance (villaförsäkring), motorcycle insurance (MC-försäkring), life insurance (livförsäkring), and commercial insurance. Same prices as providers, with optional personal advisory support by phone.
- Electricity Contract Comparison Aggregates all 151 Swedish electricity trading companies and over 5,200 electricity contracts for comparison. Customers switching electricity contracts save an average of 1,800 SEK per year. Operates in Sweden via zmarta.se/el and elskling.se, and in Norway via elskling.no.
- Business Financial Services Comparison and brokerage services for small and medium businesses covering business loans (företagslån), business credit (företagskredit), business credit cards, and business insurance (företagsförsäkring) including commercial vehicle insurance. Supports Aktiebolag (limited companies) and Enskild firma (sole proprietorships). Customers can apply online or consult personal advisors.
Quantifiable outcome
- Customers switching electricity contracts save average 1,800 SEK per year
- +2 more outcomes
Companies that use Zmarta AB
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
Zmarta AB technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability1 record
Feature3 records
Zmarta AB partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core and minor.
- NordeacoreMajor Nordic bank partner featured in Zmartas selected partners showcase for loans and financial services.
- LänsförsäkringarcoreSwedish insurance company featured as selected partner for insurance comparison services.
- ICA FörsäkringcoreInsurance subsidiary of ICA Banken, part of ICA Group founded in 1938. Offers car, home and villa insurance through Zmartas platform. Fastest growing private insurance company in Sweden.
- Vattenfall OycoreMajor energy company partner offering electricity contracts through Zmartas comparison platform.
- Top5CreditsminorAffiliate partner recommending Zmarta for loan comparison services.
- FinancerminorAffiliate partner recommending Zmarta for loan, insurance and electricity comparison.
- PayUpminorAffiliate partner recommending Zmarta for comparison services.
- BörskollenminorFinancial information site recommending Elskling/Zmarta for loan comparisons.
- LånForum.seminorLoan forum recommending Zmarta as a broker with many lender partnerships.
- KonsumentguidenminorConsumer guide recommending Zmarta for electricity, loan and insurance comparisons.
- PremivaminorInsurance comparison affiliate partner recommending Zmarta for car insurance comparison.
- ElsklingcoreElectricity price comparison brand acquired by Zmarta in 2018. Now part of Zmarta Group, operating in Sweden and Norway at elskling.se and elskling.no.
- InsplanetminorInsurance comparison brand acquired by Zmarta in 2018. Was merged into Zmarta in December 2022, then relaunched as standalone site in April 2026 focusing on car insurance.
- 35+ Banks and LenderscoreNetwork of banks and lenders matched with consumer loan applications through Zmartas platform. Single UC credit report shared across all lenders.
- 151 Electricity Trading CompaniescoreAll Swedish electricity trading companies aggregated on Zmartas platform, offering over 5,200 electricity contract options.
Scale indicators9 records
Recent moves19 records
Expansion highlights6 records
Zmarta AB competitors and assessment
Company assessmentBroad incumbents
- ICA Banken: Major Swedish retail bank and insurance distributor (via ICA Försäkring). Currently a Zmarta partner but a broader incumbent whose direct-to-consumer channels compete with Zmarta's aggregator model.
Emerging players
- Axo Finans: Norwegian sister brand under the same Axo Group / Corsair ownership as Zmarta. Adjacent rather than directly competing today, but a clear platform-level peer given shared parent and overlapping loan-broker activities.
- LendMe: Another Axo Group / Corsair portfolio brand in Nordic personal finance. Part of the broader Axo portfolio that Zmarta now belongs to and a potential integration or competitive overlap point.
Direct peers
- Compricer: Swedish price-comparison platform covering loans, insurance and electricity. Closely comparable multi-vertical comparison proposition and Nordic footprint.
- Sambla: Swedish loan-broker and refinancing specialist competing in the same loan-comparison category as Zmarta, with similar affiliate-commission economics.
- Capcito: Swedish SME-focused loan and credit broker. Comparable to Zmarta's business-loans vertical on the SME side and competes for the same affiliate-driven funding leads.
- Advisa: Swedish loan broker and comparison site. Direct overlap on consumer loan matching and affiliate revenue model in the Swedish market.
- Lendo: Schibsted-owned Nordic loan broker operating in Sweden, Norway and Finland. Most directly comparable to Zmarta by geography, product (personal loans, refinancing, business loans) and broker-led business model.
Others
- Elskling: Wholly-owned Zmarta subsidiary (acquired 2018) operating electricity price comparison in Sweden and Norway. Comparable as an electricity-vertical peer within Zmarta's group structure.
- Insplanet: Wholly-owned Zmarta subsidiary focused exclusively on car insurance comparison since April 2026. Included as an ecosystem/subsidiary peer illustrating Zmarta's multi-brand comparison strategy.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Zmarta AB social profiles
Digital presenceZmarta AB financial estimates
Financial estimateRevenue estimate
Valuation estimate
Zmarta AB leadership team
Management profileNumber of profiles
Profiles5 records
Zmarta AB subsidiaries and ownership
Company hierarchySubsidiaries2 records
Zmarta AB funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Zmarta AB 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 Zmarta AB
What does Zmarta AB do?
Zmarta AB operates a Nordic financial comparison and brokerage platform that matches consumer loan applications with up to 35 banks and lenders, using a single shared UC credit report to protect consumer credit scores. The platform also enables comparison of insurance products (car, home, villa, motorcycle, life), electricity contracts from all 151 Swedish electricity trading companies, and business financial services (business loans, credit, and insurance) for small and medium enterprises across Sweden, Norway, and Finland. The service is free for consumers, with revenue generated through commissions from partner providers.
Is Zmarta AB a public or private company?
Zmarta AB is a private company. It is classified as corporate owned and is currently operating.
When was Zmarta AB founded?
Zmarta AB was founded in 1999. It employs 101 to 250 people.
Where is Zmarta AB based?
Zmarta AB is headquartered in Ängelholm, Sweden, in the Europe region.
How does Zmarta AB make money?
Three revenue lines are on record. Commission from Lenders are the primary driver. The others are commission from Insurance Providers and commission from Electricity Providers.
Who are Zmarta AB's main competitors?
ICA Banken is listed as a broad incumbent. Emerging players are Axo Finans and LendMe. Direct peers are Compricer, Sambla, Capcito, Advisa and Lendo. Others are Elskling and Insplanet.
Does Zmarta AB have an API?
No public API is recorded for Zmarta AB.