WaterCircles

What WaterCircles does

WaterCircles is a Swedish insurance intermediary operating as the Swedish branch of Norwegian carrier WaterCircles Forsikring ASA. The legal entity WaterCircles Sverige AB (organisationsnummer 556807-9056) is headquartered at Torshamnsgatan 35 in Kista, Stockholm, and the firm employs between 101 and 250 staff. Founded in 2010, the company places personal and commercial P&C business with partner carriers under a förmedlad affär (intermediated) structure, rather than underwriting risk on its own balance sheet.

The product portfolio spans thirteen active lines — car, electric/eco car, company car, home, villa, vacation home, accident, boat, motorhome, caravan, trailer, "young animal rot" specialty cover, and a separately branded Trygghetsförsäkring. Car insurance is offered in three statutory/coverage tiers (trafik, halv, hel) plus a Superbil premium add-on; the EV/eco product extends machine-damage coverage to twelve years and provides 100% battery valuation for the first five years. The technical platform is a digital brokerage offering BankID-authenticated online quotes, an insurance-comparison service that retrieves and benchmarks policies held elsewhere, a customer portal (Mina sidor), online claims reporting, and 24/7 emergency handling routed to SOS International for cross-border incidents. Adjacent services are delivered through curated partner networks — Carglass and Ryds Bilglas for glass repair, MABI and OKQ8 for replacement rentals, Viking Vägassistans for roadside, and an approved workshop network for body and paint work.

Revenue is generated through recurring commissions and fees on placed premiums, supplemented by retention programs (självriskkonto deductible savings, rekommendationsbonus referral rewards). Distribution is a hybrid direct-to-consumer digital motion (website quote/compare/buy flows) backed by an inside-sales call center at 010-4900 999 with a published 60-second response commitment, serving Swedish retail consumers as the primary segment and SMB fleets as a secondary segment. Marketing leans on Trustpilot social proof, content/blog, and the top ranking awarded by independent consumer authority Konsumenternas Försäkringsbyrå for car insurance; the firm reports 94% customer satisfaction. No revenue or funding data is publicly disclosed.

Name

WaterCircles

Legal name

WaterCircles Sverige AB

Website

https://watercircles.se

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

101–250 employees

Short description

WaterCircles is a Swedish insurance intermediary (the Swedish branch of Norwegian carrier WaterCircles Forsikring ASA) distributing multi-line P&C cover — car, home, villa, leisure, accident, boat, motorhome, caravan, trailer — to Swedish retail consumers and SMB fleets via a digital direct-to-consumer platform with BankID authentication and an inside-sales call center.

Ownership category

akta.pro rank

Headquarters

HQ city

Kista

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, Infrastructure, Others

Revenue model

1. Insurance Premiums: WaterCircles generates revenue through insurance premiums charged to customers for coverage across multiple insurance product lines including car, home, villa, leisure property, accident, boat, caravan, and motorhome insurance. The company operates as an insurance intermediary (förmedlad affär) placing policies with partner insurance carriers.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core offering

WaterCircles is a Swedish insurance intermediary (förmedlad affär) selling personal and commercial insurance products including car, home, villa, vacation home, accident, boat, motorhome, caravan, trailer, and electric vehicle insurance. The company distributes policies through its website and phone-based sales, placing business with partner insurance carriers, and provides 24/7 claims handling plus digital self-service tools such as BankID-based online quote and policy comparison.

Product overview

WaterCircles is a Swedish insurance company offering a comprehensive portfolio of insurance products primarily for private individuals and businesses. The core product line includes vehicle insurance (car, eco-car, electric car, company car, motorhome, caravan, trailer), property insurance (home, villa, vacation home), personal accident insurance, and boat insurance. They also offer specialized products like young animal rot insurance and security insurance. The company differentiates through tiered car insurance offerings (traffic, half, full coverage) and premium 'Super' variants that bundle all supplementary coverages. Digital services include online policy comparison tools and self-service portals. Additional customer benefits include deductible accounts, recommendation bonuses, and brand safety programs. The company operates as part of the WaterCircles group with Norwegian parent company WaterCircles Forsikring ASA.

Differentiator

Problem solved

Functional benefit

Brands

• Superbil: Premium car insurance product line with all add-on coverages included at a discounted price.
• Miljöbilsförsäkring

Quantifiable outcome

• 94% customer satisfaction
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core and minor.

• SOS InternationalcoreStrategic or Co-development PartnerEmergency assistance partner for customers experiencing injuries or emergencies abroad. Customers call SOS International directly at +45 70 10 50 50 for immediate assistance worldwide.
• CarglasscoreChannel Partner/ Reseller/ DistributorGlass repair partner with presence in over 40 countries. Customers can book appointments through Carglass or call 0770-171 106. Same deductible as in Sweden applies for repairs abroad.
• Ryds BilglascoreChannel Partner/ Reseller/ DistributorGlass repair partner for vehicle glass damage and stone chip repairs. Customers can book through partner website or call 0771-411 411.
• Svenska BussglasminorChannel Partner/ Reseller/ DistributorSpecialized glass repair partner for larger motorhomes. Contact: 020-599 599.
• MABIcoreChannel Partner/ Reseller/ DistributorRental car partner for customers with vehicle damage claims. Customers can book rental cars through MABI after filing claims.
• OKQ8coreChannel Partner/ Reseller/ DistributorRental car partner for customers needing replacement vehicles during repair periods. Available as alternative to MABI.
• Viking VägassistanscoreChannel Partner/ Reseller/ DistributorRoadside assistance partner for breakdown and recovery services. Available 24/7. Contact: 010-182 90 00 (Sweden) or +46 771-60 10 10 (abroad). Online booking available through website.
• Partner Workshops (Car body and paint shops)coreChannel Partner/ Reseller/ DistributorNetwork of approved workshops specialized in car body and paint damage repairs. Booking available through online scheduling system for car inspection appointments.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Folksam: Swedish mutual insurer providing car, home, accident, and leisure insurance to individuals — many of the same product lines as WaterCircles — and competing in the same price-comparison and trust-driven buyer journey.
• If Skadeförsäkring: Large Nordic P&C carrier offering multi-line personal insurance (motor, home, leisure, boat) across Sweden. Directly overlaps with WaterCircles on car, home, boat, motorhome, and accident insurance, and competes for the same comparison-funnel Swedish consumer.
• Moderna Försäkringar: Swedish digital-first P&C challenger offering motor, home, and accident insurance via a streamlined online experience — directly comparable in target customer, digital-first positioning, and product mix.
• Insplanet: Swedish online insurance broker placing personal and business P&C policies with carrier partners — structurally the same intermediary/distribution model as WaterCircles' förmedlad-affär business.
• Länsförsäkringar: Swedish regional mutual offering a broad personal P&C product set (motor, home, leisure, accident) and a strong bankID/agency distribution footprint, making it the closest incumbent competitor on coverage breadth and distribution model.
• Trygg-Hansa: Major Swedish P&C carrier (part of Tryg) offering car, home, family, and accident insurance with a direct digital funnel — a direct rival on multi-line consumer P&C in Sweden.

Broad incumbents

• Gjensidige Forsikring: Large Norwegian P&C carrier; relevant as the structural cousin of WaterCircles' parent WaterCircles Forsikring ASA and a Norwegian reference point for potential cross-Nordic distribution.
• Protector Forsikring: Norwegian specialty P&C carrier with Nordic distribution including Sweden; comparable to the Norwegian parent group's underwriting model and shows how intermediaries like WaterCircles' parent can scale cross-Nordically.

Emerging players

• Svedea: Swedish specialty insurer focused on niche personal lines (boats, motorhomes, motorcycles, classic vehicles). Overlaps with WaterCircles' Båt and Husbil products and represents a focused niche competitor in leisure insurance.
• Compricer: Swedish insurance comparison platform routing customers to multiple carriers. WaterCircles' BankID-powered comparison tool targets the same buyer intent and competes for organic traffic in the same comparison-search category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/watercirclesforsakring

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 WaterCircles