Sveland

What Sveland does

Sveland Djurförsäkringar is a Swedish mutual pet insurance company founded in 1911 and headquartered in Lund, operating exclusively as a customer-owned insurer (no external shareholders, no profit extraction). Its product portfolio spans insurance for dogs, cats, horses, and small/exotic animals, plus a specialist breeder line covering pregnancy, birth complications, and litter protection. Coverage is highly modular: customers select veterinary care limits (40,000-120,000 SEK per year) and deductible structures (fixed and variable components), and can attach add-ons such as life, medicine, and rehabilitation insurance.

The company runs on a digital insurance platform anchored by Mina Sidor, an authenticated self-service portal using BankID for identity verification, supported by a national ombud network of personal agents available outside standard business hours. Claims handling combines online submission through the portal with direktreglering direct settlement at Swedish veterinary clinics, reducing customer out-of-pocket at the point of care. A distinctive capability is Svelands Vårdguide, an in-house free veterinary advisory service staffed by licensed animal nurses reachable via phone and video, with extended after-hours emergency routing through partner Distriktsveterinärerna and remote equine lameness screening via the integrated Sleip app.

Sveland generates revenue primarily through recurring pet insurance premiums billed annually, semi-annually, quarterly, or monthly, with installment fees of 3% / 2.5% / 2% on shorter cadences. Distribution is D2C via the website funnel for quoting and purchase, supplemented by the ombud field channel. Marketing combines content-led SEO, organic social, referral, and seasonal promotional campaigns such as Sommar26. The mutual structure mandates that 80% of premium income flow back to customers as claim settlements.

Name

Sveland

Legal name

Sveland Djurförsäkringar

Website

https://sveland.se

Company type

Private

Founded year

1911

Operating status

Operating

Headcount range

101–250 employees

Short description

Sveland Djurförsäkringar is a customer-owned Swedish mutual insurer, founded in 1911 in Lund, that provides pet insurance for dogs, cats, horses, and small animals directly to individual Swedish pet owners and breeders, supported by an in-house veterinary advisory service and a direct settlement network with veterinary clinics.

Ownership category

akta.pro rank

Product category

Pet Insurance

NAICS

Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Fire, Marine & Casualty Insurance (6331)

akta.pro primary industry

Pet Insurance (FSAJAKAG)

akta.pro secondary industry

Accident & Supplemental (Non-Life) Insurance (FSAJAKAA)

Keywords

• Pet insurance
• Animal insurance
• Dog insurance
• Horse insurance
• Cat insurance

Headquarters

HQ city

Lund

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Pet Insurance Premiums: Sveland generates revenue through recurring insurance premiums paid by pet owners for coverage of dogs, cats, horses, and small animals. Premiums can be paid annually, semi-annually, quarterly, or monthly. The company is customer-owned (mutual), with 80% of premium income returned to customers as claim settlements.
2. Payment Processing Fees: Fees charged for installment payment options. Customers choosing monthly, quarterly, or semi-annual payment incur fees of 3%, 2.5%, and 2% respectively of the total annual premium.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Sveland is a Swedish mutual insurance company that underwrites and sells pet insurance for dogs, cats, horses, and small animals, with customized veterinary coverage levels, deductibles, and add-ons such as life, medicine and rehabilitation cover. It complements its policies with Svelands Vårdguide, a free telephone- and video-based veterinary advisory service staffed by licensed animal nurses, and operates a direct-settlement (direktreglering) system with veterinary clinics across Sweden. Customers can purchase policies, file claims and manage coverage online via the Mina Sidor portal or through a nationwide network of personal insurance agents (ombud).

Product overview

Sveland is a pet insurance company offering a comprehensive portfolio of insurance products for dogs, cats, horses, and small animals. The core product lineup includes Sveland Hundförsäkring (dog insurance), Sveland Kattförsäkring (cat insurance), Sveland Hästförsäkring (horse insurance), and Sveland Smådjursförsäkring (small animal insurance), each providing customizable coverage levels for illness and accidents. Specialized products include Sveland Fosterförsäkring (foal insurance) and Sveland Olycksfallsförsäkring (accident-only insurance) for budget-conscious pet owners. For breeders, Sveland offers Sveland Uppfödarförsäkring and Sveland Flockförsäkring, which include litter insurance and protection for breeding complications. Add-on modules include Livförsäkring (life insurance), Medicinförsäkring (medicine insurance), and Rehabiliteringsförsäkring (rehabilitation insurance). A distinctive offering is Svelands Vårdguide, a free veterinary advisory service with unlimited phone/video consultations included with all insurance policies. The company operates as a customer-owned mutual insurer, returning 80% of premium revenue to customers as claims compensation.

Differentiator

Problem solved

Functional benefit

Brands

• Svelands Vårdguide: A health advisory service offering free veterinary advice via phone or video call from licensed animal health professionals, included in all Sveland insurance policies.

Products and services

• Sveland Hundförsäkring (Dog Insurance) Comprehensive dog insurance covering illness and accidents, including rehabilitation and medicine, with customizable veterinary coverage levels and deductible options. Designed for Swedish dog owners seeking configurable, lifetime coverage that is bundled with the free Vårdguide veterinary advisory and direct settlement at participating clinics.
• Sveland Kattförsäkring (Cat Insurance) Cat insurance covering illness and accidents, with customizable veterinary coverage levels up to 120,000 SEK per year and combined fixed/variable deductible options. Includes coverage for feline-specific conditions such as TR/FORL dental disease and is bundled with free Vårdguide access.
• Sveland Hästförsäkring (Horse Insurance) Comprehensive horse insurance covering both illness and accidents, including personal accident coverage. Offers configurable veterinary care limits, fixed and variable deductibles, and optional add-ons such as medicine, rehabilitation, and life insurance, and pairs with the Vårdguide equine advisory including Sleip-based movement analysis.
• Sveland Hästförsäkring Begränsad (Limited Horse Insurance) Lower-cost limited horse insurance providing basic accident coverage with optional add-ons such as medicine, rehabilitation, and life insurance. Targeted at cost-conscious Swedish horse owners seeking essential accident protection.
• Sveland Smådjursförsäkring (Small Animal Insurance) Insurance covering rabbits, guinea pigs, birds, and other small/exotic pets against accidents and illness, with customizable coverage levels and deductibles. Optional life insurance is available for parrots, addressing a category that is often underserved by mainstream insurers.
• Sveland Fosterförsäkring (Foal Insurance) Foal insurance for pregnant mares, purchasable from 30 days of gestation, providing protection against missed foals or lost offspring. Veterinary care cover activates from birth, supporting breeding operations with continuous coverage through gestation and post-natal stages.
• Sveland Olycksfallsförsäkring (Accident Insurance) Affordable accident-only insurance for dogs and cats covering accidents such as traffic injuries, bite wounds and poisoning, with 40,000 SEK in veterinary care coverage and bundled access to the free Vårdguide advisory.
• Sveland Uppfödarförsäkring (Breeder Insurance) Specialized insurance for breeders of dogs and cats covering complications during pregnancy and birth, including caesarean sections, and bundling litter insurance for puppies and kittens. Breed-club members receive additional discounts, and a dedicated Uppfödarhotline supports specialist questions.
• Sveland Flockförsäkring (Multi-Animal/Flock Insurance) Multi-animal insurance for breeders covering multiple breeding animals for illness, accidents, medicine, and rehabilitation, and including litter insurance for offspring. Designed for efficient cost-of-cover across a breeding kennel or stud operation.
• Sveland Dolda fel-försäkring (Hidden Defect Insurance) Hidden-defect seller liability insurance for breeders, covering puppies or kittens sold with a pre-existing defect that could not be detected during the pre-sale veterinary inspection. Sold alongside the breeder and flock insurance products.
• Svelands Vårdguide (Veterinary Advisory Service) Free telephone- and video-based veterinary advisory service included with all Sveland insurance policies, staffed by licensed animal nurses who advise on whether a veterinary visit is needed and provide preventive-care guidance. Includes horse movement analysis via the integrated Sleip app to enable early lameness detection.

Quantifiable outcome

• 80% of premium income returned to customers as claim settlements
• +1 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature5 records

Partnerships

Six partnerships are on record, tiered minor and core.

• KivraminorGTM or Marketing PartnerDigital mailbox partnership allowing Sveland to send insurance documents and correspondence digitally through Kivra's platform. Customers using Kivra automatically receive most communications digitally instead of by post. Also available for business customers (Kivra för företag).
• DistriktsveterinärernaminorStrategic or Co-development PartnerEmergency veterinary service partnership providing after-hours advice to Sveland Vårdguide callers. When customers call Vårdguide outside regular hours (8-20), they can be transferred to Distriktsveterinärerna's emergency service for guidance on urgent animal health situations.
• Sparbanken Skåne/SwedbankminorOthersBanking partnership for payment processing. Sveland's bank account is with Swedbank (IBAN: SE58 8000 0831 3950 3103 1916). Partnership also enables customer account registration for payment refunds and direct deposit services.
• GSR AB (Gemensamt Skaderegister)minorOthersShared insurance industry claims register used by Sveland for fraud prevention in claims processing. The register contains information about claims and claimants to help identify unclear insurance cases and prevent fraudulent multiple payouts for the same claim.
• Trygg-HansaminorOthersPartnership for breeder insurance products (Ansvar- och rättsskydd - Liability and Legal Protection). Sveland offers these coverage types through Trygg-Hansa as part of their flock and breeder insurance offerings.
• Veterinary Clinics and Hospitals (Swedish)coreImplementation/ SI/ Consulting PartnerNetwork of veterinary clinics and animal hospitals throughout Sweden that work with Sveland for claims processing, direct settlement (direktreglering), and sharing of medical records for claims assessment. Includes partnership for the joint damage reporting system.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Agria Djurförsäkring: Agria is Sweden's largest dedicated pet insurance provider and the most direct competitor to Sveland. Both underwrite dog, cat, horse and small animal cover in Sweden with comparable coverage levels and direct-to-consumer plus partnership distribution; Agria operates at greater scale and is closely tied to Länsförsäkringar.
• Folksam Djurförsäkring: Folksam is a large Swedish mutual insurer that also offers pet insurance. Like Sveland it is customer-owned and competes head-to-head on dog, cat and horse cover; Folksam's scale and cross-sell from household/auto insurance make it a primary benchmark for Sveland on pricing and retention.
• Moderna Försäkringar: Moderna Försäkringar is a Swedish insurer offering pet insurance as a core product. It is a direct competitor on dog, cat and horse cover and competes with Sveland through digital channels and price-led positioning.

Broad incumbents

• If Skadeförsäkring: If is one of the largest Nordic P&C insurers and offers pet insurance alongside home, motor and commercial lines. It competes with Sveland on cross-sell and bundled household cover but does not specialise in animals the way Sveland does.
• Trygg-Hansa: Trygg-Hansa is a large Swedish P&C insurer. Sveland actually partners with Trygg-Hansa for breeder liability and legal protection cover, but Trygg-Hansa also offers pet insurance as part of its broader portfolio, making it a partial overlap and an established distribution partner simultaneously.

Emerging players

• Hedvig: Hedvig is a digital-first Nordic insurance challenger; while its core focus is household insurance it has signalled expansion into pet and adjacent lines, making it a digitally-native emerging peer that could pressure Sveland's DTC acquisition economics in Sweden.
• Lassie: Lassie is a Sweden-based pet insurance insurtech that sells fully digital dog and cat insurance. It targets the same segments as Sveland with a mobile-first, low-overhead model — making it a relevant emerging competitor on price and onboarding friction.
• Trupanion: Trupanion is a publicly listed North American pet insurance specialist with a direct-to-veterinary billing model analogous to Sveland's Direktreglering. It offers a useful comparison point for direct-clinic-settlement economics and lifetime pet cover, though it operates in different geographies.
• ManyPets: ManyPets is a digital-first pet insurance provider operating across Europe and the UK. It overlaps with Sveland's product set (dog, cat, multi-pet discounts) and represents an emerging pan-European competitor on digital experience and pricing transparency.

Others

• Distriktsveterinärerna: Distriktsveterinärerna is a Swedish veterinary service provider and a strategic partner of Sveland for after-hours Vårdguide call routing. It is an ecosystem participant rather than a competitor, but is a critical integration partner that gives Sveland its 24/7 veterinary advice capability.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@svelanddj
• Facebookfacebook.com/svelanddjurforsakringar
• Instagraminstagram.com/svelanddjurforsakringar/?hl=sv
• Xx.com/svelanddjur

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Sveland