Zmarta AB

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.

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

Headquarters

HQ city

Ängelholm

HQ country

Sweden

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. Commission from Insurance Providers: Fees received when customers purchase insurance products through the Zmarta comparison platform.
3. 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

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core 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

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature3 records

Partnerships

15 partnerships are on record, tiered core and minor.

• NordeacoreChannel Partner/ Reseller/ DistributorMajor Nordic bank partner featured in Zmartas selected partners showcase for loans and financial services.
• LänsförsäkringarcoreChannel Partner/ Reseller/ DistributorSwedish insurance company featured as selected partner for insurance comparison services.
• ICA FörsäkringcoreChannel Partner/ Reseller/ DistributorInsurance 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 OycoreChannel Partner/ Reseller/ DistributorMajor energy company partner offering electricity contracts through Zmartas comparison platform.
• Top5CreditsminorChannel Partner/ Reseller/ DistributorAffiliate partner recommending Zmarta for loan comparison services.
• FinancerminorChannel Partner/ Reseller/ DistributorAffiliate partner recommending Zmarta for loan, insurance and electricity comparison.
• PayUpminorChannel Partner/ Reseller/ DistributorAffiliate partner recommending Zmarta for comparison services.
• BörskollenminorChannel Partner/ Reseller/ DistributorFinancial information site recommending Elskling/Zmarta for loan comparisons.
• LånForum.seminorChannel Partner/ Reseller/ DistributorLoan forum recommending Zmarta as a broker with many lender partnerships.
• KonsumentguidenminorChannel Partner/ Reseller/ DistributorConsumer guide recommending Zmarta for electricity, loan and insurance comparisons.
• PremivaminorChannel Partner/ Reseller/ DistributorInsurance comparison affiliate partner recommending Zmarta for car insurance comparison.
• ElsklingcoreStrategic or Co-development PartnerElectricity price comparison brand acquired by Zmarta in 2018. Now part of Zmarta Group, operating in Sweden and Norway at elskling.se and elskling.no.
• InsplanetminorStrategic or Co-development PartnerInsurance 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 LenderscoreChannel Partner/ Reseller/ DistributorNetwork of banks and lenders matched with consumer loan applications through Zmartas platform. Single UC credit report shared across all lenders.
• 151 Electricity Trading CompaniescoreChannel Partner/ Reseller/ DistributorAll Swedish electricity trading companies aggregated on Zmartas platform, offering over 5,200 electricity contract options.

Scale indicators9 records

Recent moves19 records

Expansion highlights6 records

Broad 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

• Facebookfacebook.com/zmartasverige
• LinkedInlinkedin.com/company/6377243
• Xx.com/zmarta_se

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries2 records

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 Zmarta AB