What mySafety does

mySafety (legally Mysafety AB, Suomen sivuliike) is a Finnish branch office of the Sweden-based Mysafety AB, operating as a registered insurance agent under Finanssivalvonta supervision (registration number 458232) since 2008. The company distributes a portfolio of supplementary insurance products underwritten by Danish carrier Tryg Forsikring A/S, targeting private individuals and families across Finland and the broader Nordic region (Sweden, Norway, Denmark). Its proposition centers on filling coverage gaps left by standard insurance policies, particularly deductibles on home, vehicle, and roadside policies, as well as emerging risks such as fraud and identity theft.

The product catalog includes eight subscription-based insurance lines sold at monthly or annual billing cadences: Ajoneuvoturva (Vehicle Safety, covering up to EUR 2,000 in deductibles), Kodinturva Laaja Plus (Home Safety, up to EUR 1,000 in deductibles), Tieturvavakuutus (Roadside Assistance), Korttivakuutus (Card Insurance), Avainvakuutus (Key Insurance), Varkausvakuutus (Theft Insurance), Petosvakuutus (Fraud Insurance, launched 2022 as Finland's first such product with up to EUR 25,000 in identity theft compensation), and Taloudenturvavakuutus (Financial Safety income protection). Technology is conventional web infrastructure: a self-service portal (Omat sivut) for policy management and claims filing, online claims workflows, the Billogram billing platform, and Google Analytics plus HotJar for web analytics. No proprietary technology platforms are described.

mySafety operates as a multi-channel B2C distributor with sales-led and direct-to-consumer motions, combining website sales, an affiliate program via Addrevenue, partner organization integrations, and content marketing anchored by annual Finnish fraud and theft research publications since 2015. The Nordic Mysafety Group employs approximately 80 people across Finland, Sweden, Norway, and Denmark, with leadership including Group CEO Marcus Pettersson, CEO Christian Fricke, Group CFO Torbjörn Nilsson, and Finland Country Manager/CCO Johanna Abgottspon. Reported customer satisfaction stands at 92%, and the business is structured as a private company with no external funding rounds disclosed.

Name

mySafety

Legal name

Mysafety AB, Suomen sivuliike

Website

https://mysafety.fi

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

101–250 employees

Short description

mySafety is a Finland-based registered insurance agent (part of the Nordic Mysafety Group) that distributes subscription supplementary insurance products underwritten by Tryg Forsikring A/S to individual consumers and families, covering deductibles, fraud, theft, and roadside risks.

Ownership category

akta.pro rank

Product category

Supplementary Insurance

NAICS

Agencies, Brokerages, and Other Insurance Related Activities (5242), Insurance Agencies and Brokerages (524210), Insurance Agencies and Brokerages (52421)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Specialty Insurance Brokerage (Marine, Aviation, Cyber, Professional Lines) (FSAEADAJ)

akta.pro secondary industries

Ancillary & Supplemental Health Products (Accident/Critical Illness/Hospital Indemnity) (HLAEABAJ), Individual Health Insurance Brokerage & Distribution (FSAIAEAL), Individual Supplemental Health (Hospital Indemnity, Critical Illness, Accident) (FSAIAEAD)

Keywords

• Supplementary insurance products
• Personal insurance coverage
• Insurance deductible coverage
• Fraud protection insurance
• Identity theft insurance

Headquarters

HQ city

Helsinki

HQ country

Finland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Premium Revenue: Mysafety generates revenue through subscription-based insurance premiums. They offer supplementary insurance products including Kodinturva (Home Safety), Ajoneuvoturva (Vehicle Safety), Petosvakuutus (Fraud Insurance), Varkausvakuutus (Theft Insurance), Korttivakuutus (Card Insurance), Avainvakuutus (Key Insurance), Taloudenturvavakuutus (Financial Safety), and Tieturvavakuutus (Travel Safety). Insurance products are priced on a subscription model with monthly or annual billing. They are a registered insurance agent representing Tryg Forsikring A/S in Finland.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

mySafety is a registered insurance agent selling supplementary/add-on insurance products to Finnish consumers that complement standard insurance policies. Its portfolio covers deductibles for home and vehicle insurance, fraud and identity theft protection, theft coverage, card protection, roadside assistance, key replacement, and income protection for unemployment or disability. Products are sold as subscription policies with monthly or annual billing and are underwritten by Tryg Forsikring A/S.

Product overview

mySafety is a supplementary insurance platform offering add-on products that complement standard insurance policies. The core portfolio includes Ajoneuvoturva (Vehicle Safety), Kodinturva (Home Safety), Tieturvavakuutus (Roadside Assistance), Korttivakuutus (Card Insurance), Avainvakuutus (Key Insurance), Varkausvakuutus (Theft Insurance), Petosvakuutus (Fraud Insurance), and Taloudenturvavakuutus (Financial Safety Insurance). Most products are designed to cover deductibles or fill gaps left by primary insurance policies. mySafety launched ID-turva in 2008 and introduced Finland's first fraud insurance in 2022. The company also previously offered Identiteettivakuutus (Identity Insurance), Nettiostosvakuutus (Online Purchase Insurance), and other specialized products that have since been discontinued.

Differentiator

Problem solved

Functional benefit

Products and services

• Ajoneuvoturva (Vehicle Safety) Supplementary vehicle insurance covering voluntary vehicle insurance deductibles up to €2,000 per year, including damage from accidents, animal collisions, stone chips, mechanical breakdowns, and rental car damage abroad. Designed for private vehicle owners in Finland who already carry standard vehicle insurance.
• Kodinturva Laaja Plus (Home Safety Wide Plus) Supplementary home insurance that covers deductibles from other insurance policies (such as home insurance) up to €1,000 per year for property damage and up to €500 for movable property damage per insurance period. Targeted at Finnish homeowners and tenants who already hold a primary home insurance policy.
• Tieturvavakuutus (Roadside Assistance / Travel Safety Insurance) Covers roadside assistance, towing to the nearest repair shop, and travel continuation expenses when a journey is interrupted due to vehicle breakdown or accident, with no deductible. Aimed at Finnish drivers and travellers.
• Korttivakuutus (Card Insurance) Protects payment cards and online purchases globally, covering unauthorized card charges and failed online purchase disputes, including consumer-to-consumer transactions. For Finnish cardholders and frequent online shoppers.
• Avainvakuutus (Key Insurance) Covers costs for lock replacement, re-keying, and new key production, including car keys and standalone padlocks. Targeted at Finnish consumers and small businesses with key-dependent premises or vehicles.
• Varkausvakuutus (Theft Insurance) Covers stolen property without a deductible. If the stolen item is covered by another insurance policy, this insurance covers the depreciation deduction. Valid globally. For Finnish consumers worried about theft of personal property.
• Petosvakuutus (Fraud Insurance) Comprehensive fraud and identity theft protection with advisory services, legal assistance, and financial compensation up to €25,000 without deductible, valid worldwide and covering the policyholder, minor children, and parents. For Finnish consumers concerned about online fraud, scams, and identity theft.
• Taloudenturvavakuutus (Financial Safety Insurance) Income protection insurance providing additional income during unemployment or disability. Pays €600/month for disability and €300/month for unemployment, with 90-day waiting period and €0 deductible. Targeted at Finnish wage earners seeking to bridge income gaps during involuntary job loss or inability to work.

Quantifiable outcome

• 92% of customers are satisfied with their purchased insurance
• +1 more outcomes

Named customers6 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and minor.

• Tryg Forsikring A/ScoreOthersMysafety is a registered insurance agent representing Tryg Forsikring A/S in Finland. Tryg Forsikring A/S (CVR 24260 666, DK-2750 Ballerup, Denmark) is a Danish insurance company supervised by Finanstilsynet (Danish Financial Supervisory Authority). Mysafety sells supplementary insurance products underwritten by Tryg.
• AddrevenueminorChannel Partner/ Reseller/ DistributorMysafety partners with Addrevenue, a performance-based marketing platform. Partners create accounts on Addrevenue to recommend Mysafety insurance products and earn commissions for each sale made through their referrals.
• Autoliitto (Automobile Association)minorGTM or Marketing PartnerAutoliitto (Finnish Automobile Association) logo is shown alongside other partner logos on the mysafety.fi website, indicating a marketing or referral partnership where Autoliitto members may have access to Mysafety insurance products.

Scale indicators5 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Moderna Försäkringar: Nordic specialty insurance company offering consumer-facing supplementary and niche insurance products. Closely comparable to mySafety as a Nordic specialty insurer focused on personal lines and gap-covering products rather than full primary policies.
• Tryg Forsikring A/S: Largest Nordic non-life insurance carrier and mySafety's exclusive underwriting partner in Finland. Directly comparable because Tryg underwrites mySafety's entire product portfolio and operates in overlapping consumer insurance lines (home, vehicle, accident, theft) across the same Nordic geography.
• Söderberg & Partners: Large Nordic insurance and financial advisory broker operating across Finland, Sweden, Norway, and Denmark. Comparable to mySafety as a Nordic insurance intermediary/distributor model, though focused on advice-led brokerage rather than mySafety's direct-to-consumer subscription model.

Emerging players

• Lemonade: US-headquartered digital insurance carrier using AI-driven underwriting and a direct-to-consumer model for renters, homeowners, and pet insurance. Comparable to mySafety as a digitally native consumer-insurance brand with subscription-style products, though operating at a vastly larger scale and with underwriting risk on its own balance sheet.
• Hedvig: Swedish digital-first insurance company offering consumer home and personal insurance via a mobile app. Comparable to mySafety as a Nordic consumer insurance challenger with a digitally native, direct-to-consumer distribution model targeting younger, online-first customers.

Broad incumbents

• Folksam: Major Swedish cooperative insurance company offering home, vehicle, life, and accident insurance. Comparable to mySafety as a Nordic consumer insurance brand whose scale and customer base in Sweden represent both a competitive threat and a potential expansion model for mySafety's product portfolio.
• LähiTapiola: Finnish regional mutual insurance company providing home, vehicle, and personal insurance products. Directly comparable to mySafety as a Finnish consumer insurance provider whose primary policies create the deductible gap that mySafety's supplementary products address.
• If Skadeförsäkring: Leading Nordic P&C insurer serving private and commercial customers in Finland, Sweden, Norway, Denmark, and the Baltics. Comparable to mySafety because it offers consumer-facing vehicle, home, and personal insurance products that overlap with mySafety's supplementary-deductible offerings, though at a much larger scale.
• LocalTapiola: Major Finnish mutual insurance group offering comprehensive home, vehicle, and personal insurance to Finnish consumers. Comparable to mySafety because its primary home and vehicle policies are the very products whose deductibles mySafety's Kodinturva and Ajoneuvoturva are designed to top up.
• Gjensidige Forsikring: One of the largest Nordic insurance groups, headquartered in Norway, offering consumer P&C products. Comparable to mySafety because it serves the same Nordic consumer insurance market across multiple countries and overlaps in personal lines coverage that mySafety's products supplement.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@mysafetysuomi
• Facebookfacebook.com/mySafetySuomi
• Instagraminstagram.com/mysafety_suomi
• Xx.com/mysafetyFI
• LinkedInlinkedin.com/company/mysafety-oy

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 mySafety