Hjerta
Hjerta is a Stockholm-based insurance and savings advisory network operating 40+ advisor locations across Sweden, serving SMEs and individuals through member advisors using proprietary digital tools (Bonnaya CRM, Premiecentral, Hjerta Invest) and partnerships with major insurance carriers.
- Company typePrivate
- Founded2018
- HeadquartersStockholm, Sweden
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Hjerta does
Hjerta is a Swedish insurance and savings advisory company headquartered in Stockholm, operating a membership network of 40+ independent advisor locations across Sweden. The company serves two primary customer segments: small and medium-sized enterprises requiring business insurance, group insurance, and pension solutions, and private individuals seeking health, life, accident, and pension products. Hjerta also onboards independent insurance advisors and broker companies as members, offering them a shared brand, compliance infrastructure, digital tools, and access to pre-negotiated products from 10+ major insurance carriers including Skandia, SEB, Länsförsäkringar, Folksam, Euro Accident, IF, SPP, and Movestic.
The company operates a proprietary digital platform ecosystem including Bonnaya CRM for advisory documentation, Premiecentral for premium management, and Hjerta Invest, a MiFID 2 compliant investment platform operated by East Capital Financial Services AB. Customer-facing channels include a digital group insurance enrollment platform (Jaycom) enabling direct purchase of health, accident, and life insurance without health declarations, and a property and casualty offering (Varsam) in partnership with Gjensidige. Hjerta AB is owned 50.55% by affiliated broker companies and 49.45% by East Capital, combining a cooperative-style member ownership model with institutional capital backing.
The business model generates revenue through two streams: third-party commissions from insurance carriers on distributed policies (percentage of premiums and/or capital-based), and membership/subscription fees from advisor members. The company is regulated by Finansinspektionen as an insurance intermediary, with all members required to hold InsureSec licensing. Recent strategic activity includes the August 2025 acquisition of Försäkringsakademin JW AB (insurance education and training), a new CEO appointment in November 2024, and continued product line expansion into investment advisory and specialty insurance products.
Hjerta firmographics
Firmographics- Name
- Hjerta
- Legal name
- Hjerta AB
- Website
- https://hjerta.se
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Hjerta is a Stockholm-based insurance and savings advisory network operating 40+ advisor locations across Sweden, serving SMEs and individuals through member advisors using proprietary digital tools (Bonnaya CRM, Premiecentral, Hjerta Invest) and partnerships with major insurance carriers.
- Ownership category
- akta.pro rank
Hjerta industry classification
Industry- Product category
- Insurance Brokerage and Advisory Services
- NAICS
- Agencies, Brokerages, and Other Insurance Related Activities (5242)
- SIC
- Insurance Agents, Brokers & Service (6411)
- akta.pro primary industry
- Private Client/High-Net-Worth Advisory (FSAEAAAN)
- akta.pro secondary industry
- Flexible Benefits Administration (FSA/HSA/HRA) (HLAEALAK)
Keywords
Where Hjerta is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices3 records
Markets served
Hjerta business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Third-party Commission (Provision): Hjerta and its member advisors receive commission payments from insurance companies (third-party compensation) for insurance policies distributed. The commission can be based on a percentage of the premium the customer pays, or on the capital contained in the customer's insurance. A combination of both forms is common.
- Membership Fees: Insurance advisors and broker companies pay membership fees to join the Hjerta network, gaining access to the brand, digital tools, compliance support, and negotiated insurance product access.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Health insurance with variable deductibles |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels4 records
Hjerta product offering
Product offeringCore offering
Hjerta is an insurance advisory and intermediation company that operates a network of independent insurance advisors and broker companies across Sweden, providing them with shared branding, proprietary digital tools (Bonnaya CRM, Premiecentral premium platform, Hjerta Invest investment platform), regulatory compliance support, and access to pre-negotiated insurance products. The company distributes group insurance (health, accident, life), property and casualty coverage, occupational pensions, and investment advisory services to Swedish SMEs and private individuals through its member advisors and digital channels.
Product overview
Hjerta is a leading advisory company in insurance and savings operating in Sweden with over 40 locations. The company offers a dual-concept membership model: full Hjerta branding with shared digital infrastructure (Bonnaya CRM, Premiecentral, Hjerta Invest) or maintaining local identity with access to the same tools. Core product areas include: Sak (property and casualty insurance with policy comparisons and competitive pricing), Tjänstepension (occupational pensions with premium management), Grupp (competitive group insurance with service administration), and Privat (individual insurance savings). The digital platform includes group insurance for health, accident, and life coverage, available through digital enrollment. Investment services are offered through Hjerta Invest with full Mifid 2 compliance. The company recently acquired Försäkringsakademin JW AB to strengthen its market position.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- Insurance documentation must be retained for 11 years after last distribution according to law on insurance distribution.
- +1 more outcomes
Companies that use Hjerta
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Hjerta technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature4 records
Hjerta partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core and minor.
- MovesticcoreInsurance partner providing investment and insurance products through the Hjerta network. Listed as a partner on Hjerta's main website.
- SEBcoreMajor Swedish bank providing insurance and savings products. Listed as a key insurance partner on Hjerta's main website.
- SkandiacoreMutual insurance company partner providing pension and insurance products through the Hjerta advisor network.
- Euro AccidentcoreInsurance partner specializing in health and group insurance products. Provides group insurance solutions offered through Hjerta's platform.
- LänsförsäkringarcoreRegional insurance cooperative providing property, accident, and life insurance products through the Hjerta network.
- FolksamcoreMutual insurance company offering insurance and pension products. Listed as a key partner on Hjerta's website.
- GjensidigeminorNordic insurance company providing property and casualty insurance products. Offers insurance through Varsam brand partnership.
- IF (If Insurance)coreNordic insurance company providing comprehensive insurance solutions. Listed as a partner on Hjerta's main website.
- SPPcorePension and insurance company specializing in occupational pension solutions. Listed as a partner on Hjerta's website.
- AliviaminorCancer care insurance provider offering individual insurance products for cancer treatment and care through the Hjerta platform.
- InsureSeccoreIndustry organization that licenses insurance intermediaries. All Hjerta member companies must be licensed through InsureSec, which also provides knowledge testing and ongoing competency requirements for advisors.
- Written Insurance Sweden ABminorInsurance broker facilitating the professional liability insurance for Hjerta and member companies. Insurance underwritten by Accelerant Insurance Limited.
- FuturminorInsurance partner providing employee benefits and group insurance solutions through the Hjerta network.
Scale indicators2 records
Recent moves7 records
Expansion highlights5 records
Hjerta competitors and assessment
Company assessmentEmerging players
- Acrisure: US-headquartered global insurance brokerage consolidator building a presence in Europe and the Nordics. Comparable as a roll-up competitor with technology investments that may outpace Hjerta's Bonnaya/Premiecentral stack.
- Howden: London-headquartered insurance broker actively expanding across the Nordics through acquisitions. Represents the type of consolidator and scaled platform that could pressure independent Swedish advisor networks like Hjerta.
Direct peers
- Söderberg & Partners: Largest Nordic insurance and financial advisory group operating a multi-brand advisor network across Sweden and the Nordics. Directly comparable to Hjerta in business model (independent advisor network, multi-carrier product access, group insurance offering), but at materially greater scale.
- Max Matthiessen: Swedish insurance broker and financial advisor focused on corporate clients and group benefits. Comparable to Hjerta in serving SMEs with group insurance and pension advisory, with similar digital advisory workflows.
- Säkra: Swedish insurance and pension advisory firm serving SMEs and individuals. Direct comparator to Hjerta in target market and product breadth; notable as the previous employer of Hjerta's current CEO.
Broad incumbents
- BNP Paribas Cardif: Global insurance arm of BNP Paribas active in protection, group insurance, and savings distribution in Sweden. Comparable in group insurance and protection products offered through partner distribution channels.
- Willis Towers Watson Sweden: Global advisory, brokerage, and solutions firm with Nordic operations covering insurance, risk, and pensions. Adjacent competitor in group insurance and pension advisory, serving similar mid-market and enterprise customers.
- Aon Sweden: Global insurance broker and advisory firm with a Swedish office serving mid-market and enterprise clients. Overlaps with Hjerta's corporate insurance and risk advisory offering as part of a much broader portfolio.
- Marsh Sweden: Global insurance broker and risk advisor operating in Sweden. Competes with Hjerta for SME and mid-market P&C and group benefits placements, but as part of a worldwide brokerage portfolio rather than an independent advisor network.
Others
- Sedgwick Sweden: Claims management and insurance services provider operating in Sweden. Listed in Hjerta's data as a claims handling partner and represents an adjacent ecosystem participant in the Nordic insurance value chain.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Hjerta social profiles
Digital presenceHjerta compliance and trust
Trust signalCompliance10 records
Hjerta financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hjerta leadership team
Management profileNumber of profiles
Hjerta subsidiaries and ownership
Company hierarchySubsidiaries1 record
Hjerta funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hjerta 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 Hjerta
What does Hjerta do?
Hjerta is an insurance advisory and intermediation company that operates a network of independent insurance advisors and broker companies across Sweden, providing them with shared branding, proprietary digital tools (Bonnaya CRM, Premiecentral premium platform, Hjerta Invest investment platform), regulatory compliance support, and access to pre-negotiated insurance products. The company distributes group insurance (health, accident, life), property and casualty coverage, occupational pensions, and investment advisory services to Swedish SMEs and private individuals through its member advisors and digital channels.
Is Hjerta a public or private company?
Hjerta is a private company. It is classified as management employee owned and is currently operating.
When was Hjerta founded?
Hjerta was founded in 2018. It employs 11 to 50 people.
Where is Hjerta based?
Hjerta is headquartered in Stockholm, Sweden, in the Europe region.
How does Hjerta make money?
Two revenue lines are on record. Third-party Commission (Provision) is the primary driver. The others are membership Fees.
Who are Hjerta's main competitors?
Emerging players on record are Acrisure and Howden. Direct peers are Söderberg & Partners, Max Matthiessen and Säkra. Broad incumbents are BNP Paribas Cardif, Willis Towers Watson Sweden, Aon Sweden and Marsh Sweden. Sedgwick Sweden is listed as an others.
Does Hjerta have an API?
No public API is recorded for Hjerta.
What industry is Hjerta in?
Hjerta's product category is Insurance Brokerage and Advisory Services. Its primary akta.pro industry code is FSAEAAAN, Private Client/High-Net-Worth Advisory, with a secondary code of HLAEALAK, Flexible Benefits Administration (FSA/HSA/HRA). Its NAICS code is 5242 and its SIC code is 6411.