Agria Animal Insurance

What Agria Animal Insurance does

Agria Animal Insurance (Agria Dyreforsikring) is a Scandinavian pet insurance company headquartered in Sweden, with Danish operations based in Solrød Strand. Founded in 1938, the company offers comprehensive insurance policies for dogs, cats, horses, small animals, and birds across six markets: Sweden, Denmark, Norway, Finland, the United Kingdom, and France. Agria is a wholly-owned subsidiary of Länsförsäkringar AB, the Swedish insurance group operating through regional mutual insurers within the Länsförsäkringar Alliance.

The company's core product is annual subscription-based pet insurance covering veterinary costs for accidents and illness, priced on a quote-based model varying by animal type, breed, age, and deductible. Agria supports this product with a digital platform comprising the agria.dk website, a mobile app offering free digital veterinary consultation (available 7-24), and the Mit Agria self-service customer portal for policy management and claims submission. Proprietary assets include the Agria Breed Profiles database (breed-specific injury statistics from Swedish claims data), the Agria Breeders Club for professional breeders, the Agria Vet Guide subsidiary for veterinary guidance, and the Agria Research Foundation (established 1938) funded by 4 promille of premium revenues.

Agria's go-to-market combines direct-to-consumer digital sales with community-led initiatives, content marketing, social media, and veterinary clinic referral partnerships. The company maintains a strong data advantage as the operator of Sweden's largest injury database for dogs and cats, which underpins both product development and third-party research collaborations. In 2025, Agria received the highest rating for cat insurance coverage from the Danish Consumer Council (Forbrugerrådet Tænk), reinforcing its brand position in Nordic pet insurance.

Name

Agria Animal Insurance

Legal name

Agria Dyreforsikring

Website

https://agria.dk

Company type

Private

Founded year

1938

Operating status

Operating

Headcount range

11–50 employees

Short description

Agria Animal Insurance is a Scandinavian pet insurer offering subscription-based coverage for dogs, cats, horses, and other animals across the Nordics, UK, and France. A wholly-owned subsidiary of Länsförsäkringar AB, it serves individual pet owners through digital platforms, vet clinic partnerships, and community-led content.

Ownership category

akta.pro rank

Product category

Pet Insurance

NAICS

Direct Insurance (except Life, Health, and Medical) Carriers (52412), Insurance Carriers and Related Activities (524)

akta.pro primary industry

Pet Insurance (FSAJAKAG)

akta.pro secondary industry

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

Keywords

• Pet insurance
• Animal insurance
• Veterinary expense coverage
• Equine insurance
• Cat dog insurance

Headquarters

HQ city

Solrød Strand

HQ country

Denmark

HQ region

Europe

Offices2 records

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: Agria generates revenue through annual and recurring insurance premiums paid by pet owners for coverage of dogs, cats, horses, small animals, and birds. Premiums are collected through direct payment arrangements and Betalingsservice (Danish direct debit system).

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Agria sells subscription-based pet insurance policies covering veterinary costs for accidents and illness in dogs, cats, horses, small animals, and birds. Customers purchase coverage online or via the Agria app, manage it through the Mit Agria customer portal, and submit claims electronically with direct reimbursement. The company is a wholly-owned subsidiary of the Swedish Länsförsäkringar group and operates across Denmark, Sweden, Norway, Finland, the UK, and France.

Product overview

Agria Animal Insurance is a pet insurance company offering comprehensive coverage for dogs, cats, horses, small animals, and birds across Scandinavia and the UK. The core product is pet insurance policies that cover veterinary costs for accidents and illness. The product portfolio is supported by digital customer service through the Mit Agria web portal and mobile app, which includes digital veterinary consultation services. Agria also operates the Agria Breed Profiles database providing breed-specific health statistics, and maintains the Agria Research Foundation established in 1938 to fund animal welfare research. The #stophalthed program addresses horse lameness prevention through educational content and training resources.

Differentiator

Problem solved

Functional benefit

Brands

• Mit Agria: Customer portal for policy management, claims submission, and insurance document access
• Agria Breed Profiles
• Agria Forskningsfond (Research Fund)
• Agria Vet Guide
• Agria Naturridt
• #stophalthed

Products and services

• Pet Insurance for Dogs, Cats, Horses, Small Animals and Birds Annual subscription pet insurance policies covering veterinary costs for accidents and illness, offered for dogs, cats, horses, small animals and birds, sold to individual pet owners and (via Agria Breeders Club) professional breeders across the Nordics, the UK and France.
• Digital Veterinary Consultation Service (Agria App) Free digital veterinary advice service delivered through the Agria mobile app, allowing Agria insurance customers to consult veterinarians without visiting a clinic.

Quantifiable outcome

• 50%+ of horse injuries are lameness-related, driving focus on prevention campaigns
• +1 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core, strategic and minor.

• FN's Principper for Bæredygtig Forsikring (Principles for Sustainable Insurance - PSI)coreOthers · 1 December 2016Agria signed UN's Principles for Sustainable Insurance in December 2016 as the first Swedish insurance company, as part of Länsförsäkringar AB. The principles focus on reviewing insurance terms from a sustainability perspective.
• Länsförsäkringar ABcoreStrategic or Co-development PartnerLänsförsäkringar AB is the parent company of Agria. As a wholly-owned subsidiary within the Länsförsäkringar Alliance, Agria benefits from the group's shared sustainability policies, investment frameworks (PRI, TCFD), and market presence across Sweden.
• Agria och Svenska Kennelklubbens Forskningsfond (Agria and Swedish Kennel Club Research Fund)coreStrategic or Co-development PartnerAgria coordinates research funding with the Swedish Kennel Club through a joint research fund focused on pet health, breeding, and welfare. The fund supports projects on physical and mental health, reproduction, and the role of pets in society.
• Stiftelsen Hesteforskning (Horse Research Foundation)coreStrategic or Co-development PartnerAgria's research foundation supports Stiftelsen Hesteforskning and their research projects benefiting horse health. Research areas include horse health, performance, welfare, reproduction, breeding, and the horse's role for humans and society.
• Agria Breeders ClubstrategicChannel Partner/ Reseller/ DistributorAgria Breeders Club is a partner program for professional dog and cat breeders, offering specialized insurance products, breed profiles, and resources for breeding operations.
• Animal Hospitals and Veterinary ClinicsminorChannel Partner/ Reseller/ DistributorAgria partners with animal hospitals and veterinary clinics for referrals and direct claims settlement, enabling seamless integration between veterinary care and insurance coverage.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Many Pets: Many Pets (formerly Bought By Many) is a UK-based pet insurance startup offering digital-first policies across multiple European markets. Directly competes with Agria in the UK with a similar direct-to-consumer, multi-country growth strategy.
• Embrace Pet Insurance: Embrace is a US pet insurance provider offering accident, illness, and wellness plans for dogs and cats. Comparable direct-to-consumer subscription model with customizable coverage options similar to Agria's policy tiers.
• Trupanion: Trupanion is a North American pet insurance provider offering direct-to-consumer medical insurance for dogs and cats. Highly comparable business model (subscription, direct-to-consumer, vet-cost reimbursement) with similar digital claims infrastructure.
• Healthy Paws Pet Insurance: Healthy Paws is a US pet insurance provider covering accidents and illnesses for dogs and cats. Comparable unlimited-benefit, direct-to-consumer model targeting similar pet-owner customer segments as Agria.
• Pets Best Pet Insurance: Pets Best is a US pet insurance company offering accident, illness, and wellness plans for dogs and cats. Comparable digital distribution and customizable plan structure to Agria's Nordic offerings.
• Petplan: Petplan is a UK-headquartered pet insurance specialist offering accident, illness, and wellness coverage for dogs, cats, rabbits, and horses. Directly competes with Agria in the UK and shares the multi-animal category approach.

Broad incumbents

• Folksam: Folksam is a major Swedish mutual insurance group offering pet insurance as part of a broader P&C and life portfolio. Competes with Agria in the Swedish market but is not specialized in animal insurance.
• Lemonade: Lemonade is a US digital insurance carrier offering pet insurance alongside renters, homeowners, and life products. Comparable AI-driven, mobile-first distribution approach and tech-led claims handling to Agria's digital platform.
• If P&C Insurance: If P&C Insurance is the leading Nordic property & casualty insurer (part of Sampo Group), offering pet insurance alongside broader personal and commercial lines. Competes with Agria across all Nordic markets as a large multi-line incumbent.
• Tryg: Tryg is a major Nordic general insurance company offering pet insurance across Denmark, Norway, and Sweden as part of a broader P&C portfolio. Directly overlaps Agria's core markets but competes on a multi-line basis.

Market position

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/agriadjurforsakring
• Facebookfacebook.com/agriadyreforsikringhund
• Instagraminstagram.com/agriahast
• LinkedInlinkedin.com/company/agria-dyreforsikring---danmark

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Agria Animal Insurance