What HELP Insurance does

HELP Forsikring AS is a Norwegian insurance company founded in 2005 and headquartered at Majorstua in Oslo, operating as the only insurer in Scandinavia exclusively specialized in legal protection insurance. The company provides access to legal services through insurance, serving private individuals, homebuyers, small and medium-sized businesses, and corporate employee benefit programs across Norway, Sweden, Denmark, and Finland. HELP distributes its products through an embedded multi-channel model — collective agreements with 16+ Norwegian LO trade unions (Fagforbundet, Fellesforbundet, Industri Energi, etc.) and 11 Swedish unions, mobile operators (Telenor SAFE, Telia Trygg på nett, Talkmore Digital Trygghet, iceTrygg), the majority of Norwegian real estate chains, SMB industry associations (Rørentreprenørene Norge, VKE, NHO Elektro), the insurance partner Ly Forsikring, and a direct digital self-service channel via help.no and the BankID-authenticated Min side portal.

HELP's core products are Advokatforsikring Privat (with the LOfavør sub-brand for union members), the one-off Boligkjøperforsikring (homebuyer insurance with a PLUSS/Nybygg extension for new-build), Advokatforsikring Bedrift (SMB plan including 15 hours/year of attorney consultation and up to NOK 1M coverage per dispute), and four telecom-distributed digital safety add-ons covering online fraud, ID theft, and cyber harassment. The technology stack includes a BankID-authenticated customer portal, a digital contract library (samboerkontrakt, testament, kjøpekontrakt, gavebrev, gjeldsbrev, husleiekontrakt) developed by in-house attorneys, an NLP-powered customer chatbot (Bodil), and an internal AI training program for customer service operations. The company operates an in-house team of 300+ lawyers and legal professionals — described as 'landets største advokatmiljø for privatpersoner' — supported by HELP-skolen, a credit-bearing continuing legal education platform.

Revenue is generated primarily through recurring insurance premiums (private subscriptions, SMB plans, telecom-bundled add-ons) and one-off fees on Boligkjøperforsikring policies sold exclusively through real estate agents at contract signing. HELP Forsikring AS is a wholly owned subsidiary of ARAG SE (Germany), the world's largest legal protection insurer by premium income, since 2013; founder and CEO Johan Dolven continues to lead the company. Reported revenue surpassed NOK 950 million in 2024, and the company has handled more than 400,000 cases across its 20-year history with customer satisfaction above 90% and a 92% recommendation rate.

Name

HELP Insurance

Legal name

HELP Forsikring AS

Website

https://help.no

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Short description

HELP Forsikring is Norway's only specialist legal protection insurance company, serving private individuals, homebuyers, SMBs and corporate clients across the Nordics via in-house lawyers and embedded distribution through unions, telecom operators and real estate agents.

Ownership category

akta.pro rank

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Recurring insurance premiums — LOfavør Advokatforsikring: Subscription-based legal protection insurance sold via collective agreements with 16+ LO trade unions (Norway) and 11 Swedish unions. Premiums vary by union agreement; most LO members receive favorable collective rates. Includes 6-month waiting period for individual customers (waived for collective agreements and homebuyer insurance).
2. One-time Boligkjøperforsikring premium: One-off fee at real estate contract signing for homebuyer legal protection insurance. Premium varies by property type; covers 5 years after property takeover. Sold exclusively through real estate agents at the time of contract signing.
3. Advokatforsikring Bedrift (SMB business insurance): Recurring legal protection insurance for small and medium-sized businesses. Includes 15 hours/year of attorney consultation, up to NOK 1 million coverage per dispute case, max 2 disputes per calendar year, and full coverage of own and imposed legal costs. Distributed via industry associations and Ly Forsikring.
4. Digital security add-on via telecom partners: Embedded legal protection and compensation products distributed through Telenor SAFE, Telia Trygg på nett, Talkmore Digital Trygghet, and ice iceTrygg subscriptions covering online fraud, ID theft, and cyber harassment.

Pricing tiers

Go-to-market motion6 records

Distribution channels8 records

Marketing channels9 records

Core offering

HELP Forsikring sells legal protection insurance (Advokatforsikring) for private individuals, homebuyers and small/medium-sized businesses, underwriting access to its in-house team of 300+ lawyers and legal professionals across the Nordics. Policyholders receive unlimited attorney advice with no hourly fee when using HELP's own lawyers, full coverage of own and imposed legal costs, and digital self-service through the BankID-authenticated Min side portal. Distribution is embedded in everyday customer relationships through LO trade unions, mobile operators (Telenor, Telia, Talkmore, ice), real-estate agents, industry associations and SMB partner Ly Forsikring.

Product overview

HELP Forsikring operates a unified legal-insurance platform plus modular product lines covering private persons, businesses, and corporate employee benefits. The core offering is Advokatforsikring (legal insurance), delivered through three intertwined modules: the private legal insurance Advokatforsikring Privat (with sub-product LOfavør Advokatforsikring for LO union members, plus four telecom-distributed digital-safety variants — Telenor SAFE, Telia Trygg på nett, Talkmore Digital Trygghet and iceTrygg), the homebuyer insurance Boligkjøperforsikring (and its extension Boligkjøperforsikring PLUSS / Advokatforsikring for Boligeiere Nybygg for new builds), and the business legal insurance Advokatforsikring Bedrift. All modules are operated through a shared customer portal (Min side) for case registration, document access, digital legal contracts (samboerkontrakt, testament, kjøpekontrakt, gavebrev, gjeldsbrev, husleiekontrakt) and attorney communication, and are supported by an in-house learning platform HELP-skolen. Customers do not pay hourly attorney fees while covered, with HELP also covering awarded counter-party costs when its own attorneys are used.

Differentiator

Problem solved

Functional benefit

Brands

• LOfavør Advokatforsikring: Private legal insurance for members of Norwegian Confederation of Trade Unions (LO) affiliated unions, distributed under the LOfavør benefits program.
• Boligkjøperforsikring
• HELP Advokatforsikring Bedrift
• HELP Advokatforsikring for Boligeiere Nybygg
• HELP-skolen

Products and services

• Advokatforsikring Privat Private legal protection insurance giving individuals and their families unlimited attorney advice and full coverage of own and awarded case costs across HELP's private-law areas (housing purchase, inheritance, family/children, consumer purchases, ID theft/online harassment, neighbor disputes, driver's licence). No hourly rate when using HELP's own attorneys.
• LOfavør Advokatforsikring Private legal insurance offered collectively through Norwegian LO trade unions at favourable member prices, or as an individual policy. Provides free access to attorneys for private-life matters; no 6-month waiting period for collective-agreement customers.
• Boligkjøperforsikring

Quantifiable outcome

• 92% of HELP's customers recommend the company to others
• +2 more outcomes

Named customers3 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability3 records

Feature4 records

Partnerships

Eleven partnerships are on record, tiered flagship, major and moderate.

• LO — Landsorganisasjonen i Norge (Norwegian Confederation of Trade Unions)flagshipChannel Partner/ Reseller/ DistributorHELP has collective agreements with 16+ Norwegian LO unions providing LOfavør Advokatforsikring as a member benefit. Unions include Fagforbundet, Fellesforbundet, Norsk Tjenestemannslag, Handel og Kontor, Industri Energi, Forbundet Styrke, Norsk Arbeidsmandsforbund, EL og IT Forbundet, Skolenes landsforbund, and many more. Covers ~450,000 LO members and their families.
• TelenormajorChannel Partner/ Reseller/ DistributorThrough Telenor SAFE, HELP provides legal aid and compensation for online fraud, ID theft, app purchases, online shopping and online abuse to Telenor mobile subscribers.
• TeliamajorChannel Partner/ Reseller/ DistributorThrough Telia Trygg på nett, HELP provides legal help for offensive online publications and ID theft to Telia subscribers.
• TalkmoremajorChannel Partner/ Reseller/ DistributorThrough Talkmore Digital Trygghet, HELP provides legal aid and compensation for ID theft, payment card misuse, online shopping fraud, and unwanted content spread online.
• ice (telecom operator)majorChannel Partner/ Reseller/ DistributorThrough iceTrygg, HELP provides legal help for unwanted online publications, ID theft and online shopping fraud to ice subscribers.
• Ly ForsikringmajorChannel Partner/ Reseller/ DistributorLy Forsikring distributes HELP's Advokatforsikring Bedrift and Advokatforsikring as employee benefit within their product portfolio for SMBs nationwide. Ly Forsikring offers local presence and personal service across Norway.
• Rørentreprenørene NorgemajorChannel Partner/ Reseller/ DistributorIndustry association partnership offering Advokatforsikring Bedrift as a member benefit. Covers legal help within entrepriserett (construction contract law) and kontraktsrett for plumbing and pipe-fitting contractor members.
• VKEmoderateChannel Partner/ Reseller/ DistributorIndustry association partnership offering Advokatforsikring Bedrift as a member benefit to VKE member companies.
• NHO Elektro (tidligere Nelfo)majorChannel Partner/ Reseller/ DistributorIndustry association partnership where the insurance covers attorney assistance in court within entrepriserett and claims related to contractor services for NHO Elektro member companies.
• MeklemoderateImplementation/ SI/ Consulting PartnerHELP works with Mekle.no to provide effective out-of-court mediation (utenrettslig mekling) for HELP customers. Mekle has long and varied experience in dispute resolution, mediation and psychology.
• LO Sverige (Swedish trade unions)majorChannel Partner/ Reseller/ DistributorHELP has collective agreements with 11 Swedish trade unions providing Family Legal Insurance as part of union membership benefits in Sweden.

Scale indicators13 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• ARAG SE: HELP's German parent and the world's largest legal protection insurance group by premium income, serving 10 million customers across 19 countries. Operates the same product category (Rechtsschutzversicherung) as HELP and shares the legal-protection-only specialization.
• DAS UK Group: DAS is one of Europe's leading specialist legal protection insurers, operating in the UK, Ireland and several other European markets. Closest direct comparable to HELP's narrow-specialist model of legal-expense-only insurance with in-house legal service delivery.
• ROLAND Rechtsschutz: German specialist legal protection insurance carrier with a similar focus on legal expense insurance for private individuals and businesses. Competes head-to-head with ARAG and is one of the few pure-play legal protection insurers comparable to HELP's model.
• DEURAG Deutsche Rechtsschutz-Versicherung: German legal protection insurance specialist, owned by Signal Iduna. Operates the same pure-play Rechtsschutz product category as HELP and ARAG and is frequently cited as a peer in European legal expense insurance market analyses.

Broad incumbents

• Gjensidige Forsikring: One of Norway's largest general insurers, listed on the Oslo Stock Exchange. Offers broader property & casualty products that overlap with HELP's SMB and personal lines, providing competition for distribution partners and union/customer wallet share in Norway.
• If Skadeförsäkring: Major Nordic P&C insurer (part of Sampo Group), operating across Norway, Sweden, Denmark, Finland and the Baltics. Overlaps with HELP's geographic and SMB customer base and competes for partner relationships with unions, telcos and real estate chains.
• Tryg Forsikring: Listed Nordic P&C insurer with strong positions in Norway, Sweden and Denmark. A broad-line competitor that could expand into legal protection as a line extension and competes with HELP for the same consumer and SMB customers in Norway.
• Codan Forsikring: Danish insurer (part of RSA/Intact Financial) operating in Denmark, Norway and Sweden. Direct overlap with HELP's Danish and Norwegian private and SMB markets, and a potential competitor for digital security / cyber legal protection products.

Emerging players

• LegalZoom: US-based online legal services and document platform that has expanded into legal insurance-adjacent subscription products. Comparable to HELP's digital self-service contract library (Min side) and consumer self-help positioning, though focused on document generation rather than full legal expense insurance.
• Rocket Lawyer: Global online legal services platform offering subscription-based access to legal documents and attorney consultations. Comparable to HELP's Min side portal and digital contract suite, representing the consumer self-service direction the legal insurance market is evolving toward.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/help-forsikring-as

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 records

Funding overview

Funding rounds1 record

Investors1 record

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 HELP Insurance