Gouda

What Gouda does

Gouda Rejseforsikring is a Denmark-based specialized travel insurance provider, founded in 1994 and operating as a wholly-owned brand under Norwegian insurer Gjensidige Forsikring ASA since November 2013. The company serves both private consumers and business clients, offering age-segmented travel insurance products (Youth for under-35s, standard for ages 35-69, Senior for 70+), annual and single-trip policies, ski and cancellation add-ons, and corporate/expatriate coverage. It reaches customers through three primary channels: a direct-to-consumer webshop and mobile app (iOS/Android), telephone sales, and a partner network of approximately 300 travel agencies and 250 insurance brokers and agencies.

The core proprietary technology is Gouda's Travel Assistance alarm central — an in-house 24/7 emergency response operation staffed by Danish-speaking doctors, nurses, and crisis psychologists, supported by a global network of alarm centers covering 20 languages. A key differentiator is the integrated Online Læge (Online Doctor) service, delivered through a partnership with Teladoc Health Denmark, which provides free video consultations and EEA/EU prescription capability to policyholders abroad. The product portfolio is sold on a mix of subscription (annual policies) and transaction-based (single-trip, 7% cancellation premium) pricing models, with quote-based premiums that vary by age, destination, and trip duration. Travel insurance is the company's exclusive focus, distinguishing it from broader generalist insurers in the Danish market.

Operationally, Gouda employs approximately 100-130 people, primarily at its Copenhagen headquarters, which also serves as the Nordic regional hub for the brand's Sweden, Norway, and Finland operations. The company serves over 500,000 Danish customers, and a Trustpilot rating of 4.3/5 (21,712 reviews) is displayed on the website as social proof. Strategic positioning centers on Danish-language service quality, a specialist-only focus on travel, and a multi-channel distribution model that pairs an established offline broker/travel-agency network with growing direct digital self-serve capabilities.

Name

Gouda

Legal name

Gouda Rejseforsikring (Dansk Filial af Gjensidige Forsikring ASA, Norge)

Website

https://gouda.dk

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

101–250 employees

Short description

Gouda Rejseforsikring is a Danish specialized travel insurance provider, founded in 1994 and a wholly-owned subsidiary of Gjensidige Forsikring ASA since 2013, serving over 500,000 Danish private and business customers with 24/7 emergency assistance.

Ownership category

akta.pro rank

Product category

Travel Insurance

NAICS

Direct Property and Casualty Insurance Carriers (524126), Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Accident & Health Insurance (6321), Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Travel & Accident (Non-Life) Insurance (FSAJAMAN)

akta.pro secondary industries

Medical Travel Insurance (Emergency Medical, Evacuation & Repatriation) (FSAJAJAB), Group Travel & Corporate Travel Accident Insurance (FSAJAJAK)

Keywords

• Travel insurance
• Cancellation insurance
• Ski travel insurance
• Expatriate insurance
• Business travel insurance

Headquarters

HQ city

Københoved

HQ country

Denmark

HQ region

Europe

Offices1 record

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. Annual Travel Insurance: Annual travel insurance covering all trips up to 30 days per trip within a 1-year policy period. Pricing varies by geographic coverage area and selected add-ons (extended accident, activity, ruined trip). Covers Enkelt (single), Senior, or Husstand (household) levels.
2. Single-Trip Travel Insurance: Single-trip insurance covering all travel purposes from day 1, available for durations from 1 to 720 days. Base price determined by age, destination, and trip duration, with additional daily rate and optional add-ons (personal belongings, extended accident).
3. Cancellation Insurance: Cancellation insurance priced at 7% of the trip/event price plus 1.1% state damage fee. Also available as an annual cancellation add-on to the annual travel insurance at a fixed premium. Covers cancellation due to illness, divorce, or job loss before departure.
4. Ski Travel Insurance: Add-on ski coverage to travel insurance, priced similarly to single-trip insurance with durations from 1 to 180 days. Includes liability insurance for ski accidents (required by law in Italy). Children under 16 get 50% discount when insured with an adult on the same policy.
5. Youth Travel Insurance: For travelers under 35 years old, covering study/work abroad and weekend trips in the USA and elsewhere. Covers all activities including climbing, diving, and trekking, including home transport to Denmark.
6. Extension/Supplementary Insurance: Add-on insurance for trips exceeding 30 days (up to 720 days/24 months) for annual policy holders or to supplement other Danish insurers' policies. Purchased by phone only.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Gouda Rejseforsikring is a specialized Danish travel insurance provider selling private and corporate travel insurance products (single-trip, annual, youth, senior, ski, cancellation, expatriate, and business travel coverage). All policies are supported by Gouda's proprietary 24/7 Travel Assistance alarm center staffed with Danish-speaking doctors, nurses, and crisis psychologists, and a free online doctor (telemedicine) service delivered in partnership with Teladoc Health Denmark.

Product overview

Gouda Rejseforsikring operates as a specialized travel insurance provider offering a comprehensive portfolio of products for both private individuals and business clients. The private product lineup includes age-segmented travel insurances (Youth for under 35, standard for ages 35-69, and Senior for over 70), annual and single-trip options, ski travel insurance add-on, cancellation insurance, and group travel insurance for youth. The business portfolio covers Global Business, Flex Business, Annual Business, Expatriate insurance, and Extended Liability Insurance. All products include access to Travel Assistance, Gouda's proprietary 24/7 emergency response center with Danish-speaking medical staff. A key digital service is Online Læge (Online Doctor), powered by Teladoc Health Denmark, enabling video consultations with Danish doctors while traveling. The company distributes through travel agencies, insurance brokers, and direct online channels, serving as a subsidiary of Gjensidige Forsikring since 2013.

Differentiator

Problem solved

Functional benefit

Brands

• Travel Assistance: 24/7 emergency assistance service with Danish-speaking coordinators, doctors, and crisis response teams based in Copenhagen.
• Gouda Travel Insurance for Business

Products and services

• Enkeltrejseforsikring (Single Trip Travel Insurance) Single-trip travel insurance for individual adult travelers (ages 35-70), covering trips from day 1 up to 24 months with Standard or Super coverage tiers. Pricing varies by age, destination, and trip duration, with optional add-ons for personal belongings and extended accident coverage. Sold directly via gouda.dk, the Gouda mobile app, and the consumer telephone line.
• Årsrejseforsikring (Annual Travel Insurance) Annual multi-trip travel insurance for frequent travelers, with each trip covered up to 30 days within a one-year period. Available in Enkelt, Senior, and Husstand scopes and across Europe, Extended Europe, and World coverage areas, with add-ons for extended accident, activity, and ruined trip.
• Afbestillingsforsikring (Cancellation Insurance) Standalone trip cancellation insurance covering cancellation due to illness, divorce, or job loss before departure. Priced at 7% of trip/event price plus 1.1% statutory fee, with a fixed-premium annual cancellation add-on version also available.
• Ungdomsrejseforsikring (Youth Travel Insurance) Travel insurance for travelers under 35, covering study/work abroad and weekend trips (including in the USA), and covering activities such as climbing, diving, and trekking. Includes home transport to Denmark.
• Seniorrejseforsikring (Senior Travel Insurance) Travel insurance tailored for travelers over 70 years of age at departure, providing coverage levels appropriate for senior travelers, including pre-travel health pre-assessment for chronic conditions.
• Skirejseforsikring (Ski Travel Insurance) Ski-specific travel insurance covering ski accidents, search and rescue, and liability for ski-related damage (mandatory in Italy). Available as a standalone product or as an add-on to travel insurance, with durations 1-180 days and a 50% discount for children under 16.
• Grupperejseforsikring for unge (Group Travel Insurance for Youth) Group travel insurance designed for young travelers, offering coverage options tailored to group travel arrangements.
• Global Business Business travel insurance for Danish companies with employees on international business trips, providing comprehensive worldwide coverage and access to the 24/7 Travel Assistance alarm center. Targeted at corporate clients via the Erhverv sales line and insurance brokers.
• Flex Business Flexible business travel insurance providing adaptable coverage options for corporate travelers with varying or fluctuating business travel needs.
• Udstationeringsforsikring (Expatriate Insurance) Long-term insurance coverage for employees stationed abroad on expatriate or assignment programs, providing comprehensive protection for individuals and accompanying family during extended international assignments.
• Annual Business Annual business travel insurance providing year-round coverage for frequent corporate travelers, with benefits similar to the private annual travel insurance product.
• Travel Assistance (24/7 Emergency Alarm Center) Proprietary 24/7 emergency assistance service staffed by Danish-speaking doctors, nurses, and crisis psychologists, providing medical advice, emergency coordination, and repatriation services for travelers worldwide. Operated from Gouda's Copenhagen-based alarm central and backed by an international network of alarm centers covering 20 languages.
• Online Læge (Online Doctor via Teladoc Health) Telemedicine service providing free video consultations with Danish-speaking doctors to Gouda travel insurance customers while abroad. Doctors can issue prescriptions in EEA and EU pharmacies, with service available weekdays 07:00-21:00 Danish time and booking available outside hours. Delivered in partnership with Teladoc Health Denmark.

Quantifiable outcome

• Danish-speaking emergency assistance available 24/7 year-round in all countries, with a global network of alarm centers
• +2 more outcomes

Named customers1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Gjensidige Forsikring ASAcoreOthers · 1 November 2013Gjensidige Forsikring ASA (Norway) acquired Gouda's activities in Denmark on 1 November 2013. Gouda continues as part of Gjensidige's Danish branch. Gjensidige has been insuring lives, health, and assets since 1816. Reports and regulatory decisions are now published on Gjensidige's website. Gouda is a brand under Gjensidige Forsikring, and Gjensidige's privacy policy applies to Gouda. Gouda's activities are part of the Danish branch of Gjensidige Forsikring ASA, Org.nr. 995 568 217.
• Teladoc Health DenmarkcoreTechnology or IntegrationGouda partners with Teladoc Health Denmark to provide Online Læge (Online Doctor) — a video consultation service available through a dedicated app. Danish-speaking doctors provide consultations, issue prescriptions in EEA and EU countries, and advise on medical matters while traveling. Service hours are weekdays 07:00-21:00 Danish time, with booking available outside hours.
• Rejseklinikken CharlottenlundminorGTM or Marketing PartnerGouda offers its customers 15% discount on vaccinations at Rejseklinikken in Charlottenlund (north of Copenhagen). This partnership creates cross-selling opportunities, as vaccination recommendations are featured on Gouda's destination pages.
• Travel Agencies (~300)coreChannel Partner/ Reseller/ DistributorApproximately 300 travel agencies sell Gouda travel insurance products, both as standalone policies and as bundled insurance at the point of travel booking.
• Insurance Brokers and Agencies (~250)coreChannel Partner/ Reseller/ DistributorApproximately 250 insurance brokers and agencies distribute Gouda products, including specialized business travel insurance products (Global Business, Flex Business, Annual Business, Expatriate).

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Europæiske ERV: Europæiske ERV is one of the largest dedicated travel insurance providers in Denmark and the Nordic region, offering single-trip, annual, family, and cancellation policies with a similar target customer (Danish outbound leisure and business travelers). It competes head-to-head with Gouda across product portfolio, distribution through travel agencies, and emergency assistance networks.
• If Skadeforsikring: If is one of the largest Nordic P&C insurers with a substantial travel insurance offering sold via direct channels and brokers in Denmark. Its scale, multi-line portfolio, and Nordic footprint make it a primary competitive benchmark for Gouda in the Danish travel insurance segment.
• Topdanmark: Topdanmark is a major Danish insurer providing travel insurance as a complement to its core home, auto, and personal accident products. It competes with Gouda for Danish household travel coverage, often via cross-sell to existing Topdanmark policyholders.
• Codan: Codan is a leading Danish insurance company (part of RSA/Intact Financial) offering travel insurance as part of a broader P&C portfolio, distributed through direct, broker, and affinity channels. It targets overlapping Danish consumer and SME segments with similar travel coverage products.
• Tryg: Tryg is a major Nordic P&C insurer offering travel insurance among its broader personal lines portfolio in Denmark. While not a travel-only specialist, its brand recognition and bundled distribution through employers and brokers make it a relevant direct competitor for Gouda's consumer and business travel customers.

Emerging players

• World Nomads: World Nomads is a digital-native travel insurance provider specializing in adventure and long-tail travel coverage, distributed primarily online to global consumers. It is an emerging competitor for Gouda's Youth and adventure-travel customer segments where digital-first buying behavior is strongest.
• SafetyWing: SafetyWing is a digital-first insurer targeting remote workers, expats, and frequent travelers with subscription-based travel and health coverage. It represents an emerging digital-native threat to Gouda's expatriate and youth segments where subscription and app-based experiences are gaining share.

Broad incumbents

• AIG Travel: AIG Travel is a global travel insurance provider serving both leisure and corporate clients with comprehensive coverage and worldwide assistance infrastructure. It is relevant as an incumbent benchmark for Gouda's expatriate and corporate travel products.
• AXA Partners: AXA Partners is the global assistance and travel insurance arm of AXA, providing travel, health, and assistance products across Europe. It competes with Gouda in the broader European travel insurance and expatriate space, particularly for corporate travel programs.
• Allianz Travel: Allianz Travel is one of the world's largest travel insurance providers, offering single-trip, annual, and family policies with global assistance networks. While operating globally rather than Denmark-specifically, its brand presence and assistance scale make it an incumbent benchmark for product breadth and claims capability.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/goudarejseforsikring

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 records

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 Gouda