Hjerta

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.

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

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

• Insurance advisory services
• Insurance intermediary network
• Group insurance products
• Property casualty insurance
• Investment advisory

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. 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

Go-to-market motion2 records

Distribution channels2 records

Marketing channels4 records

Core 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

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature4 records

Partnerships

13 partnerships are on record, tiered core and minor.

• MovesticcoreStrategic or Co-development PartnerInsurance partner providing investment and insurance products through the Hjerta network. Listed as a partner on Hjerta's main website.
• SEBcoreStrategic or Co-development PartnerMajor Swedish bank providing insurance and savings products. Listed as a key insurance partner on Hjerta's main website.
• SkandiacoreStrategic or Co-development PartnerMutual insurance company partner providing pension and insurance products through the Hjerta advisor network.
• Euro AccidentcoreStrategic or Co-development PartnerInsurance partner specializing in health and group insurance products. Provides group insurance solutions offered through Hjerta's platform.
• LänsförsäkringarcoreStrategic or Co-development PartnerRegional insurance cooperative providing property, accident, and life insurance products through the Hjerta network.
• FolksamcoreStrategic or Co-development PartnerMutual insurance company offering insurance and pension products. Listed as a key partner on Hjerta's website.
• GjensidigeminorStrategic or Co-development PartnerNordic insurance company providing property and casualty insurance products. Offers insurance through Varsam brand partnership.
• IF (If Insurance)coreStrategic or Co-development PartnerNordic insurance company providing comprehensive insurance solutions. Listed as a partner on Hjerta's main website.
• SPPcoreStrategic or Co-development PartnerPension and insurance company specializing in occupational pension solutions. Listed as a partner on Hjerta's website.
• AliviaminorStrategic or Co-development PartnerCancer care insurance provider offering individual insurance products for cancer treatment and care through the Hjerta platform.
• InsureSeccoreOthersIndustry 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 ABminorOthersInsurance broker facilitating the professional liability insurance for Hjerta and member companies. Insurance underwritten by Accelerant Insurance Limited.
• FuturminorStrategic or Co-development PartnerInsurance partner providing employee benefits and group insurance solutions through the Hjerta network.

Scale indicators2 records

Recent moves7 records

Expansion highlights5 records

Emerging 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

• LinkedInlinkedin.com/company/hjerta
• Xx.com/HjertaNorden
• Facebookfacebook.com/nbahjerta

Compliance10 records

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 Hjerta