Assistansbolaget

What Assistansbolaget does

Assistansbolaget is a Swedish insurance and roadside assistance company founded in 2015 and headquartered at Redaregatan 50, SE-252 36 Helsingborg (Org.NR 556985-2162). The company underwrites person-bound road assistance insurance subscriptions for private vehicle owners, with each policy attaching to the policyholder rather than a specific vehicle. This structural design enables coverage regardless of which car, motorcycle, motorhome, caravan, light truck, or trailer the customer drives, including rented or borrowed vehicles. Operations are based in Sweden and extend, via the international Green Card insurance system, to participating European countries. The company reports 350,000+ customers in the Nordic region with a 4.7/5 aggregate rating from 18,971 reviews on reco.se.

The core offering is a portfolio of seven vehicle-specific road assistance insurance products priced from SEK 30 to SEK 124 per month (e.g., SEK 82/month for car, SEK 124/month for light-truck-plus-car, SEK 49/month for motorcycle, SEK 52/month for caravan, SEK 30/month for trailer), supplemented by a deductible reimbursement product (Självriskförsäkring Bil, from SEK 69/month, up to SEK 10,000 of coverage) and accessory items including the Nyckelbricka key tag and Gåvokort insurance gift card. The technology stack comprises a website (assistansbolaget.nu), iOS and Android mobile applications, a digital booking platform ('Väghjälp direkt'), GPS-based real-time tracking of rescue vehicles, and a 24/7 rescue center in Helsingborg that supports an average 29-second call response and 38-minute vehicle arrival time. Pay-per-use road assistance is offered to non-insured customers, with Klarna available as a deferred-payment option.

Go-to-market is direct-to-consumer: customers purchase subscriptions online, by phone (Mon-Fri 08:00-16:00 customer service), or via the app, and the rescue network is dispatched through the app, website, or the 24/7 rescue line (042 324 324 / 0771-700 800). Distribution covers at least 40 Swedish cities and is supported by brand-building activity on Facebook, Instagram, Vimeo, and the reco.se review platform, plus a cause-marketing partnership with SOS Children's Villages (SEK 20 per gift card). Assistansbolaget is privately held with 101-250 employees and no disclosed funding rounds or external investors in the source material.

Name

Assistansbolaget

Legal name

Assistansbolaget

Website

https://assistansbolaget.nu/

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

101–250 employees

Short description

Assistansbolaget is a Swedish direct-to-consumer insurance provider offering person-bound road assistance subscriptions and deductible coverage to private vehicle owners in Sweden and across the Green Card European system. Its digital platform, mobile app, and 24/7 rescue center serve 350,000+ Nordic customers.

Ownership category

akta.pro rank

Headquarters

HQ city

Helsingborg

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Road Assistance Insurance Subscriptions: Monthly subscription-based insurance policies for road assistance covering various vehicle types (cars, motorcycles, motorhomes, trailers). Revenue generated through recurring monthly premiums.
2. Deductible Insurance: Insurance policy covering deductible costs up to 10,000 SEK for vehicle damages. Provides reimbursement for deductibles paid to motor insurance companies.
3. Pay-per-use Road Assistance: Road assistance services for non-insured customers at variable pricing based on location and time of day.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Assistansbolaget sells person-bound road-assistance insurance subscriptions to Swedish private vehicle owners, covering cars, light trucks, classic/veteran cars, caravans, motorhomes, motorcycles, and trailers for a flat monthly premium (typically 30-124 SEK) with 0 SEK deductible and 24/7 coverage across Sweden and Green Card Europe. The offering includes on-site repair, towing, rental-car booking, hotel accommodation, and onward transport; the company complements these policies with a deductible-reimbursement insurance (Självriskförsäkring Bil), a lost-key tag (Nyckelbricka), and gift cards. Service is delivered through a website, a mobile app with GPS-based rescue tracking, and a 24/7 rescue center, and is also offered to non-insured customers on a pay-per-use basis.

Product overview

Assistansbolaget offers a portfolio of person-bound road assistance insurance products designed to protect drivers regardless of which vehicle they operate. The core product line includes vehicle-specific road assistance insurances (Vägassistansförsäkring) covering cars, light trucks, classic/veteran cars, motorhomes, motorcycles, caravans, and trailers. The primary offering is Vägassistansförsäkring Bil at 82 kr/month, with higher rates for multi-vehicle coverage. Complementary products include Självriskförsäkring Bil (deductible insurance) as an add-on, plus the Nyckelbricka key tag and Gåvokort gift cards. All policies share the key differentiator of being person-bound rather than vehicle-bound, providing coverage whether the policyholder drives their own car, a friend's car, or a rental. The digital ecosystem is anchored by a mobile app enabling real-time booking and tracking.

Differentiator

Problem solved

Functional benefit

Products and services

• Vägassistansförsäkring Bil (Road Assistance Insurance — Car) Person-bound monthly road-assistance insurance for personal car drivers in Sweden, providing 24/7 coverage throughout Europe with no coverage limit and 0 SEK deductible, priced at 82 SEK/month.
• Vägassistansförsäkring Lätt lastbil & Bil (Light Truck & Car) Monthly road-assistance insurance covering drivers who alternate between a light truck and a passenger car, priced at 124 SEK/month.
• Vägassistansförsäkring Veteran & Bil (Classic/Veteran Car & Car) Monthly road-assistance insurance for drivers who alternate between a classic/veteran car and a regular car, priced at 82 SEK/month.
• Vägassistansförsäkring Husvagn (Caravan) Monthly road-assistance insurance covering caravans up to 10 tonnes, priced at 52 SEK/month, providing assistance if the caravan breaks down or gets stuck.
• Husbil (Motorhome) Monthly person-bound road-assistance insurance for motorhome drivers, covering motorhomes up to 25 years old and 10 tonnes, priced at 82 SEK/month.
• Vägassistansförsäkring MC (Motorcycle) Monthly person-bound road-assistance insurance for motorcyclists with 24/7 coverage, priced at 49 SEK/month.
• Vägassistansförsäkring Släpvagn (Trailer) Monthly road-assistance insurance covering trailers that break down or get stuck, priced at 30 SEK/month.
• Självriskförsäkring Bil (Deductible Insurance for Car) Monthly car deductible insurance that reimburses the policyholder up to 10,000 SEK of deductibles paid to motor-insurance companies, from 69 SEK/month, with 0 SEK self-deductible and a 30% discount available when combined with other insurance policies; valid for privately owned or leased cars registered in Sweden.
• Nyckelbricka (Key Tag) Physical key tag with a unique ID number that increases the likelihood of lost keys being returned to the owner, with the company stating 9 out of 10 misplaced keys find their way back home.
• Gåvokort (Road Assistance Gift Card) Gift card pre-loaded with 365 days of Vägassistansförsäkring Bil (road-assistance insurance for cars) for gifting to friends or family; 20 SEK is donated to SOS Children's Villages for each card purchased.
• Pay-per-Use Road Assistance (Väghjälp direkt för icke-försäkrade) On-demand roadside assistance service for non-insured customers, booked via the digital platform or 24/7 rescue center and priced on a variable, usage-based tariff that depends on location and time of day.

Quantifiable outcome

• 4.7/5 average customer rating from 18,971 reviews
• +3 more outcomes

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

One partnership is on record.

• Green Card System (Gröna kort-systemet)coreOthersInternational insurance card system for motor vehicles that enables road assistance coverage across European countries. Assistansbolaget's insurance policies are valid in all countries participating in the Green Card system, extending coverage beyond Sweden to much of Europe.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Motormännen: Swedish auto club providing membership-based roadside assistance, vehicle inspections, and rescue services. The closest direct Swedish analogue in terms of member-paid roadside assistance and tow/repair coverage.
• SOS International: Nordic roadside assistance and emergency services provider offering towing, accident recovery, and travel assistance across Scandinavia. Operates the same core 24/7 dispatch and rescue-network model as Assistansbolaget at a regional scale.
• Falck A/S: Danish-headquartered Nordic provider of roadside assistance, towing, and emergency response services. Directly comparable service-side business model to Assistansbolaget's rescue operations, with broader healthcare and emergency adjacencies.

Broad incumbents

• Folksam Ömsesidig Livförsäkring: Major Swedish mutual insurer offering motor vehicle insurance that bundles roadside assistance for policyholders. A larger incumbent in the same motor-insurance and assistance category, with a broader product portfolio.
• If Skadeförsäkring: One of the largest Nordic property & casualty insurers, providing motor insurance with embedded roadside assistance. Competes for the same Swedish consumer wallet via bundling rather than standalone subscriptions.
• Trygg-Hansa: Major Swedish P&C insurance brand offering motor insurance that includes roadside rescue. Larger, full-portfolio incumbent competing with Assistansbolaget through bundling rather than dedicated subscription products.
• Länsförsäkringar: Swedish insurance group selling motor insurance with roadside rescue coverage to individuals across Sweden. Established multi-product incumbent with deep regional agent networks competing for the same consumer insurance wallet.

Regional players

• ADAC: Germany's largest auto club and Europe's biggest membership-based roadside assistance organization. Same subscription-and-rescue business model as Assistansbolaget, but operating in a different national market with its own established rescue network.
• The AA: UK roadside assistance provider offering subscription-based breakdown cover, vehicle recovery, and insurance. Highly comparable subscription roadside product and operational model, but focused on the UK market.
• Gjensidige Forsikring: Leading Norwegian general insurer with motor insurance products that include roadside assistance. Comparable insurance-plus-assistance business model targeting Nordic consumers, but operating primarily in the Norwegian market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubevimeo.com/user40184728
• Facebookfacebook.com/assistansbolaget/?ref=hl
• Instagraminstagram.com/assistansbolaget
• Xx.com/AssistansB

Revenue estimate

Valuation estimate

Number of profiles

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 Assistansbolaget