What Gofido does

Gofido (legal entity Care of Fido AB, org. nr. 559169-4632) is a Stockholm-based digital insurance distributor (försäkringsförmedlare) registered with Finansinspektionen, founded in 2019, operating exclusively in Sweden with a team of 1–10. The company distributes personal lines insurance products — home (rental, bostadsrätt, and villa), car, travel, and life — through a fully self-serve web and mobile platform that authenticates users via BankID, with no physical branches, no binding periods, and no cancellation fees. Its core product differentiator is modular coverage: customers assemble a home insurance policy from individual modules (e.g., bicycle, stroller, golf equipment, watches, all-risk, bostadsrätt add-on) rather than buying a standard over-provisioned package, and a self-selected deductible ranging from 1,500 to 10,000 SEK in 500 SEK increments drives the premium. The platform uses automated pricing, automated risk analysis, automated claims adjudication (eligibility and payout amount without human intervention), and a proactive life-event monitoring loop that pushes coverage adjustment suggestions when customers move, have children, or buy new items.

Gofido does not underwrite risk. Home, motor, and travel policies are placed with Eir Försäkring AB, life insurance is placed with Bliwa Livförsäkring (Gofido takes no commission here, enabling a lower customer price), and professional liability is held with RSG Försäkring. Gofido earns commission on premium volume from Eir (paid monthly in arrears based on the prior month's results), which is the company's primary revenue stream. In 2024, the company opened its insurance infrastructure to external partners as Gofido.Tech, a white-label SaaS/embedded insurance platform — distribution, risk analysis, administration, and branding — generating a second revenue line through platform or per-transaction fees when partners embed Gofido's products in their own customer journeys. Named B2B partners include Wåhlin Fastigheter (rent-bundled tenant insurance, marketed 30–50% below standard home insurance), AutoFlows (car dealer network), and GoCar. The company is founder-led by Stefan, Annika, Claes, and Gertrud — with Annika Saramies identified as CEO and co-founder, and Stefan Mahlstein as co-founder — and the team is described as carrying approximately 100 years of collective insurance industry experience.

Name

Gofido

Legal name

Care of Fido AB

Website

https://gofido.se

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Gofido is a Stockholm-based digital insurance broker (Care of Fido AB) that distributes modular, self-serve home, car, travel, and life insurance to Swedish consumers via a BankID-authenticated web platform, underwritten by Eir Försäkring and Bliwa, and increasingly embedded into B2B partners via its Gofido.Tech SaaS platform.

Ownership category

akta.pro rank

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Distribution (Commission): Gofido earns commission from Eir Försäkring AB for distributing home insurance, based on premium volume and claims results. Commission is paid monthly in arrears based on the previous month's results. For life insurance (via Bliwa), Gofido receives no commission, allowing for a lower price to the customer.
2. SaaS / Embedded Insurance Platform (Gofido.Tech): Gofido.Tech provides a white-label insurance distribution platform to B2B partners (property owners, car dealers, SaaS companies), generating revenue through platform/subscription or per-transaction fees for insurance products sold through the platform.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Gofido distributes modular, individualized home insurance and related personal lines (car, travel, life) to Swedish consumers through a fully digital self-serve platform, and additionally offers Gofido.Tech, a white-label SaaS platform that lets property managers, housing associations, and other businesses embed Gofido insurance into their own customer journeys. The company is a regulated insurance distributor (försäkringsförmedlare) supervised by Finansinspektionen, with home and car insurance underwritten by Eir Försäkring AB and life insurance by Bliwa Livförsäkring.

Product overview

Gofido is an insurance intermediary (försäkringsförmedlare) operating in the Swedish market, distributing personal insurance products primarily through a web platform and mobile app. Its core offering is an 'active' or 'smart' home insurance (Hemförsäkring) that is modular — customers choose which coverage modules to include and pay only for what they need. The product portfolio spans five core personal insurance lines: Hemförsäkring (home insurance for rental apartments, co-ops, and villas), Bilförsäkring (car insurance), Reseförsäkring (travel insurance), Livförsäkring (life insurance), and Hemförsäkring i Hyran (B2B rental insurance for property companies). Optional add-on modules include Bostadsrättstillägg (co-owner add-on), Drulleförsäkring/Allrisk (all-risk), Cykelförsäkring (bicycle), Klockförsäkring (watch), and Resetrubbelförsäkring (travel disruption). Gofido operates on a B2B2C model: its insurance products are underwritten by Eir Försäkring AB (home, car, travel) and Bliwa Livförsäkring (life), while Gofido.Tech serves as a white-label SaaS platform for B2B partners to distribute embedded insurance. The company uses automated pricing and a proactive monitoring system to adjust coverage as customers' life situations change.

Differentiator

Problem solved

Functional benefit

Brands

• Gofido.Tech: A technology platform offering complete insurance infrastructure for companies to launch and scale their own insurance offerings, including distribution, risk analysis, administration, and branding capabilities.

Products and services

• Hemförsäkring (Home Insurance) Gofido's modular home insurance for Swedish consumers covering rental apartments, co-op apartments (bostadsrätt), and villas. Covers property damage, theft, personal liability, legal protection, and includes a base travel insurance component. Customers assemble their own coverage from optional add-on modules such as bicycle, child stroller, golf equipment, weapons, watch, mobile, and all-risk, and set their own deductible from 1,500 SEK to 10,000 SEK.
• Bilförsäkring (Car Insurance) Gofido's fully digital car insurance available in three tiers: traffic insurance (mandatory), half-insurance (halvförsäkring), and full insurance (helförsäkring). Covers vehicle damage, third-party liability, glass damage, legal protection, and rescue costs. No commitment period and cancellation at any time. Roadside assistance is delivered via partner Assistanskåren.
• Reseförsäkring (Travel Insurance) Travel insurance sold as a stand-alone product or bundled with home insurance, providing medical coverage, emergency evacuation, and worldwide coverage for up to 30 days per trip. International medical assistance delivered via SOS International. Trip cancellation and baggage delay protections are available as the Resetrubbelförsäkring add-on with tiered compensation thresholds.
• Livförsäkring (Life Insurance) Term life insurance providing a tax-free lump-sum payout of 1,000,000 SEK to beneficiaries upon the policyholder's death. No health declaration required if purchased alongside home insurance. Available for customers aged 18-60 who are fully able to work. Distributed through Bliwa Livförsäkring with Gofido receiving no commission, enabling a lower customer price.
• Hemförsäkring i Hyran (Insurance-in-Rent) A B2B home insurance product offered to property owners and housing cooperatives (bostadsrättsföreningar). Allows landlords to bundle home insurance into tenants' rent, with coverage amounts and content customized to the property portfolio. Pricing is typically 30-50% lower than comparable standard home insurance for end customers.
• Gofido.Tech White-label SaaS insurance distribution platform for B2B partners such as property owners, housing associations, car dealers, and other SaaS companies. Provides distribution, risk analysis, administration, and branding tooling so partners can launch and scale their own embedded insurance offerings using Gofido's product backbone. Generates subscription or per-transaction revenue from partners such as Wåhlin Fastigheter and AutoFlows.

Quantifiable outcome

• Property owners offering embedded insurance through Gofido achieve 30-50% price reduction compared to standard home insurance

Named customers4 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability4 records

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Wåhlin FastighetercoreStrategic or Co-development Partner · 12 June 2024Gofido partnered with Wåhlin Fastigheter to strengthen tenants' financial security. Wåhlin is a property management company using Gofido's B2B platform to offer embedded insurance solutions to their tenant base.
• AutoFlowscoreStrategic or Co-development Partner · 1 January 2024Gofido delivers an integrated car insurance solution to AutoFlows' car dealer network through the Gofido.Tech platform. This is a key B2B partnership showcasing the company's embedded insurance capabilities in the automotive sector.
• GoCarminorStrategic or Co-development Partner · 22 December 2023New partnership with GoCar for car-related insurance solutions, announced in December 2023.
• Eir Försäkring ABcoreOthersEir Försäkring AB (org. nr. 559166-0617) is the primary insurer behind Gofido's home insurance products. Gofido distributes Eir's insurance as a registered insurance broker under Finansinspektionen's supervision. Eir uses a global reinsurance partner for financial stability. Gofido earns commission based on premium volume and claims results.
• Bliwa LivförsäkringcoreOthersBliwa Livförsäkring (org. nr. 502006-6329) provides Gofido's life insurance product. Gofido is an affiliated agent (anknutet ombud) to Bliwa. Gofido receives no commission from Bliwa for life insurance distribution, which enables a lower price for customers.
• RSG FörsäkringminorOthersRSG Försäkring provides Gofido's professional liability (ansvarsförsäkring) coverage. Maximum compensation per single claim is 1,300,380 euros and maximum annual compensation is 1,924,560 euros.
• SOS InternationalminorOthersSOS International is Gofido's international assistance partner for medical emergencies abroad. Customers who are ill or have had an accident abroad can contact SOS International at +45 3848 9372 for 24/7 assistance.
• AssistanskårenminorOthersAssistanskåren provides roadside assistance (bärgning) services for Gofido's car insurance customers. Contact number: 010-551 82 29.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Folksam: Folksam is one of Sweden's largest insurance companies, a customer-owned mutual offering home, car, life, and personal insurance to Swedish consumers. It is a major incumbent that Gofido is positioning against in the Swedish personal insurance market with much greater scale and brand equity.
• Trygg-Hansa: Trygg-Hansa is a major Swedish insurance company offering home, car, life, and personal insurance, owned by Norwegian insurer Storebrand. It is one of the dominant players in the Swedish home and car insurance market that Gofido is challenging with its modular approach.
• If Skadeförsäkring: If is the largest property and casualty insurer in the Nordic region, owned by Sampo Group, offering home, car, and personal insurance across Scandinavia. It is a key incumbent competitor for Gofido in the Swedish P&C market with a much larger distribution and brand footprint.
• Lemonade: Lemonade is a US-listed digital insurance company using AI-driven underwriting, automated claims, and a B2C app to sell renters, homeowners, pet, and life insurance. While operating in the US and with broader product lines, Lemonade pioneered the digital-first, AI-automated, consumer-friendly insurance model that Gofido is emulating in Sweden.

Emerging players

• Wrisk: Wrisk is a UK-based embedded insurance platform offering a white-label solution for businesses to integrate insurance products into their customer experiences. It is comparable to Gofido.Tech as a B2B embedded insurance technology provider, though focused primarily on the UK market.
• Zego: Zego is a UK-based insurance platform originally focused on gig economy and mobility insurance, evolving into a broader insurtech with B2B distribution partnerships. It is comparable to Gofido as a digital-first insurance platform pursuing both B2C and B2B2C/embedded distribution models.

Others

• Insurly: Insurly is a Swedish insurance data aggregation and comparison service. It is an active partner of Gofido (Gofido uses Insurly's data import service) and operates in the adjacent Swedish insurance ecosystem, providing a relevant ecosystem-level comparable.

Direct peers

• Cover Genius: Cover Genius is a global embedded insurance platform that enables companies to offer insurance products to their customers through API-based distribution. It is directly comparable to Gofido.Tech as a B2B embedded insurance infrastructure provider targeting digital distribution partners.
• Hedvig: Hedvig is a Swedish digital-first insurance company offering app-based home and personal insurance to Swedish consumers. It is the closest direct competitor to Gofido in Sweden, sharing the digital-native, challenger positioning and targeting similar Swedish consumers with simplified, technology-led products.
• Many Pets (formerly Bought By Many):

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/gofido2020
• Facebookfacebook.com/gofido.se
• LinkedInlinkedin.com/company/gofidoinsurance
• Instagraminstagram.com/gofido_se

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Gofido