Sjoassistans

What Sjoassistans does

Sjöassistans is a Swedish marine assistance company founded in 1999, headquartered in Nacka Strand, operating what is described as Sweden's largest network of locally-based boat assistance skippers — approximately 600 skippers with their own assistance boats covering the country's coastlines and major inland lakes, supported by 150+ partner boatyards and 200+ road transport resources. The company coordinates a 24/7 nationwide response covering towing, fuel delivery, on-board troubleshooting, technical support, damage documentation, salvage, scrapping, and transport coordination, with case volumes of roughly 2,200 incidents and 30,000+ calls per year.

The underlying technology is a digital case management system integrated directly with multiple major Swedish boat insurance providers, enabling end-to-end documentation, traceability, and reporting without duplicate data entry. The platform supports CO2-optimized skipper selection using fuel consumption data, and the company also delivers outsourced marine customer service (with advanced virtual agent and Voice-to-Text/SMS capabilities) to clients in 11 countries. Sjöassistans operates a dual brand following its January 2026 merger with Team Marin AB — Team Marin Stockholm AB for B2B services and Sjöassistans for direct-to-consumer services — and is led by Jan Josephson (CEO NMSS AB/Sjöassistans) and Magnus Pantzar (CEO Team Marin AB).

Revenue is generated through four streams: (1) long-term B2B service agreements with insurance companies, marinas, boat clubs, and marine businesses (subscription/recurring, often embedded in insurance policies at no extra cost to the policyholder); (2) annual direct membership for individual boat owners at 699 SEK/year (subscription/recurring); (3) per-incident service fees for damage handling, salvage, scrapping, and transport (transaction); and (4) outsourced marine customer service for enterprise clients (professional services). The customer base spans 300,000+ insured boat owners reached through partner insurance products, plus direct members, marina/boat-club partnerships (Nautilus, Gåshaga Marina), boat rental platforms (Skipperi, Hyrbåt, Takewave), and technology integrations (Skippo, BoatBuddies, CSEC, Safety & Navigationsgruppen).

Name

Sjoassistans

Legal name

Sjöassistans / NMSS AB

Website

https://sjoassistans.se

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1–10 employees

Short description

Sjöassistans is a Swedish marine assistance company operating Sweden's largest nationwide network of ~600 locally-based skippers, delivering 24/7 boat assistance, damage handling, scrapping, and outsourced marine customer service to boat owners, insurance companies, marinas, and rental operators.

Ownership category

akta.pro rank

Product category

Marine Assistance Services

NAICS

Support Activities for Water Transportation (4883)

SIC

Transportation Services (4700)

akta.pro primary industry

Marine Service Provider Coordination (Diving, Inspection, Class/Survey Support) (TLAHAJAI)

akta.pro secondary industries

Emergency Towage & Rescue (Refloating, Grounding Response) (IMAJANAB), Vessel Husbandry & Crew Services (Crew Change, Meet & Assist, Transport, Shore Passes) (TLAHAJAB)

Keywords

• Marine assistance services
• Boat towing
• Damage handling
• Boat insurance
• Marine customer service

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. B2B Service Agreements: Long-term service agreements with insurance companies, marinas, boatyards, boat rental companies, and other marine businesses. Flexible assistance packages are customized per partner, with services embedded in insurance products or offered as value-added services to boat slip customers.
2. Direct Membership: Annual membership fees for boat owners (699 SEK/year) providing access to the full assistance network, 24/7 hotline, and all services. Membership is an alternative for boat owners whose insurance doesn't include Sjöassistans.
3. Per-Incident Service Fees: Fees for specific services such as damage handling, salvage operations, scrapping coordination, and transport services, billed to insurance companies or directly to members depending on coverage.
4. Marine Customer Service Outsourcing: Businesses (insurance companies, marinas, boatyards) outsource their customer service operations to Sjöassistans, which provides specialized marine customer service with staff averaging 10+ years of marine experience. Services include answer services, extended customer service hours, and complete customer dialogue handling.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels7 records

Core offering

Sjöassistans operates Sweden's largest marine assistance network, providing nationwide 24/7 boat assistance through approximately 600 locally-based independent skippers, complete damage management from documentation through repair coordination, boat scrapping and environmental remediation services, and specialized marine customer service for insurance companies and marine businesses. Services are delivered through embedded insurance partnerships with major Swedish boat insurers and through direct consumer membership (699 SEK/year).

Product overview

Sjöassistans operates as Sweden's largest marine assistance network, providing a unified platform of services centered on boat assistance (approximately 600 locally-based skippers), damage management, boat scrapping, and specialized marine customer service — all delivered nationwide 24/7. The core offerings work as an integrated suite: assistance services form the primary entry point, with damage management providing end-to-end handling from documentation to repair coordination, boat scrapping handling end-of-life disposal, and marine customer service offering outsourced support to insurance companies and marine businesses. A complementary sustainability initiative (Framtidsfisken) offsets environmental impact through annual fish stocking. Direct membership provides consumer access to all services independently of insurance partnerships.

Differentiator

Problem solved

Functional benefit

Products and services

• Assistanser på sjö och land (Marine and Land Assistance) Professional marine assistance services delivered nationwide across Sweden 24/7 through a network of approximately 600 locally-based independent skippers and assistance boats. Services include towing, fuel delivery, spare parts transport, and on-site troubleshooting for broken-down recreational boats, available both on water and on land.

Quantifiable outcome

• 30,000+ calls handled annually from boat owners
• +3 more outcomes

Named customers11 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

22 partnerships are on record, tiered core and minor.

• Team Marin ABcoreStrategic or Co-development Partner · 28 January 2026Team Marin and Sjöassistans joined forces in January 2026 to create Sweden's largest company for boat assistance and damage handling for recreational boats. The combined organization serves approximately 300,000 insured customers with about 2,200 cases annually.
• If BåtförsäkringarcoreChannel Partner/ Reseller/ Distributor · 10 January 2024If is a major Swedish insurance company that signed a three-year agreement with Sjöassistans in January 2024 for boat assistance services along all of Sweden's coasts.
• LänsförsäkringarcoreChannel Partner/ Reseller/ Distributor · 1 February 2023Sweden's largest boat insurance company, Länsförsäkringar has renewed and deepened their agreement with Sjöassistans for three additional years, covering assistance services for their extensive boat insurance customer base.
• MooryminorGTM or Marketing Partner · 31 January 2023Moory is Sweden's fastest-growing e-commerce platform for boat accessories that entered a partnership with Sjöassistans to provide easier boating for customers.
• Takewave VÅGminorChannel Partner/ Reseller/ Distributor · 8 December 2021Takewave VÅG included Sjöassistans in all their rental boats starting in 2022, creating a new collaboration for safer rental experiences.
• SvedeacoreChannel Partner/ Reseller/ DistributorSvedea is a boat insurance company that has partnered with Sjöassistans to provide comprehensive boat assistance to their policyholders. Svedea has been named 'Sweden's most satisfied customers' for 5 consecutive years in SKI's annual customer satisfaction measurement.
• FolksamcoreChannel Partner/ Reseller/ DistributorFolksam provides boat insurance with year-round coverage including boat assistance with access to Sjöassistans' alarm center.
• Dina FörsäkringarcoreChannel Partner/ Reseller/ DistributorDina Försäkringar offers local boat insurance for West Coast and Bohuslän conditions. They are also a sponsor of the Framtidsfisken environmental project.
• BSB FörsäkringcoreChannel Partner/ Reseller/ DistributorBSB Försäkring provides boat insurance designed for West Coast conditions in Bohuslän, with over 100 years of experience in the region.
• BohusassuransencoreChannel Partner/ Reseller/ DistributorLocal insurance company offering boat insurance covering boat damage, equipment, personal belongings, and accident insurance for boat activities in the Bohuslän region.
• WatskiminorGTM or Marketing PartnerWatski is the Nordic region's leading online retailer for boat accessories and water sports equipment with over 12,000 articles. The partnership includes visibility promotion and membership offers for Watski customers.
• SkippericoreChannel Partner/ Reseller/ DistributorSkipperi is a boat rental and sharing platform that expanded their partnership with Sjöassistans to offer damage and deductible reduction to their fleet members.
• Agapi Boat ClubminorChannel Partner/ Reseller/ DistributorAgapi Boat Club is growing and expanding their collaboration with Sjöassistans, integrating assistance services into their boat club membership offerings.
• Nautilus Boat ClubminorChannel Partner/ Reseller/ DistributorNautilus Boat Club with five harbors around Stockholm includes Sjöassistans for all their members starting in 2022.
• SweboatminorStrategic or Co-development PartnerSjöassistans is a proud member of Sweboat and supports their comprehensive environmental work. Sweboat develops boating while reducing its environmental footprint.
• Trogen HavetminorStrategic or Co-development PartnerCollaboration with Trogen Havet to produce educational films covering all aspects of being on the water, including eco-driving content to reduce emissions and physical impact.
• AssistancekårenminorStrategic or Co-development PartnerPartnership with Assistancekåren for crane trucks to transport boats by land over longer distances, which is cheaper for insurance companies, more environmentally friendly, and opens up more alternative repair facilities.
• Skärgårdsradion (Stockholm Radio)minorGTM or Marketing PartnerPartnership with Skärgårdsradion 90.2 (Stockholm) for coastal weather forecasts broadcast hourly, news, traffic and service information, anchoring tips, and interviews. Also provides VHF subscription services for boat owners.
• SellbergsminorStrategic or Co-development PartnerPartnership with Sellbergs for nationwide boat scrapping services, ensuring environmentally correct handling of end-of-life boats.
• BåtskrotenminorStrategic or Co-development PartnerPartnership with Båtskroten for boat scrapping services, contributing to environmentally safe disposal of boats.
• Stockholms StadminorStrategic or Co-development PartnerCollaboration with Stockholms Stad (City of Stockholm) for the annual Framtidsfisken project, releasing thousands of sea trout in Stockholm's archipelago to compensate for recreational boating's impact on fish populations.
• Gåshaga MarinaminorGTM or Marketing PartnerGåshaga Marina is a sponsor of the Framtidsfisken environmental project, contributing to sustainable fish stocking initiatives.

Scale indicators9 records

Recent moves8 records

Expansion highlights7 records

Broad incumbents

• Viking: Viking is a large Nordic provider of roadside, home, and marine assistance services; it competes with Sjöassistans in the boat-assistance segment while operating a much broader assistance portfolio across the Nordics.
• Falck: Falck is one of the largest assistance and emergency-response groups in the Nordics; while primarily known for roadside and ambulance services, it overlaps with Sjöassistans on marine emergency response and rescue coordination.
• SOS International: SOS International is a Scandinavian assistance company that provides travel, roadside, and marine assistance and operates in 11 countries — closely matching Sjöassistans' multinational marine customer-service delivery footprint.

Direct peers

• BoatUS: BoatUS provides on-water towing, membership-based boat assistance, and insurance products to US recreational boaters, directly comparable to Sjöassistans' combination of subscription membership and embedded insurance-partner service model.
• Sea Tow: Sea Tow is the largest commercial marine assistance network in the United States, offering 24/7 on-water towing, fuel delivery, and ungrounding services to recreational boaters through a franchise-style skipper network — the closest business-model analogue to Sjöassistans internationally.
• Svenska Sjöräddningssällskapet (SSRS): SSRS is the Swedish Sea Rescue Society that operates volunteer rescue boats along Sweden's coast and provides emergency maritime assistance, directly comparable to Sjöassistans' towing and grounding-response operations, though structured as a non-profit.

Others

• Watski: Watski is the Nordic region's leading online boat-accessory retailer and a Sjöassistans membership-partner; relevant as an adjacent ecosystem participant in the Swedish boating market that channels consumer attention and discretionary spend.
• If Båtförsäkringar (boat assistance unit): If is a major Nordic insurer that embeds Sjöassistans in its boat policies and historically has played roles in marine assistance delivery; listed as a customer but its in-house assistance capability is a structural 'build-vs-buy' alternative for any partner.

Regional players

• Redningsselskapet (Norwegian Society for Sea Rescue): Redningsselskapet is the Norwegian equivalent of SSRS, providing volunteer marine rescue and assistance along Norway's coastline; relevant as a regional peer should Sjöassistans pursue its stated Nordic expansion ambition.

Emerging players

• Assistancekåren: Assistancekåren is a Swedish breakdown-assistance provider that has partnered with Sjöassistans for overland boat transport, but is increasingly expanding into adjacent vehicle and equipment recovery services, making it an adjacent capability peer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Sjoassistans
• Instagraminstagram.com/sjoassistans

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 Sjoassistans