What Popermo Forsikring does

Popermo Forsikring GS is a Danish member-owned mutual insurance company (gensidigt forsikringsselskab) headquartered in Odense and founded in 1963 by Odense-based police officers who sought cheaper car insurance. The company operates exclusively in Denmark, serving 32,000+ members drawn from four defined professional cohorts: police employees (founding and largest group), court employees, healthcare workers, and state administrative employees, with members' adult children added as a fifth cohort in 2024. Membership is restricted to these eligible groups and the company is governed by a delegate assembly of 40 elected representatives across the four member groups, with profits returned to members via the PopermoBonus program rather than distributed to external shareholders.

The product portfolio spans motor insurance (car, motorcycle, moped, trailer, camper), property (home contents, house, summer house, agricultural property), personal protection (accident, group accident, life, children's illness), annual travel insurance, legal expense insurance, and dog insurance, with add-on roadside assistance services in Denmark (Popermo Vejhjælp via SOS Dansk Autohjælp) and internationally (Redning i udlandet / Rødt Kort via SOS International). Distribution combines inside-sales telephone advisory (11-second average wait time, bookable phone meetings via Microsoft Booking), a self-service online price calculator (Prisberegner) with MitID authentication, the Min Side member portal and mobile app, and a member-referral program (Tip en ven, 200 DKK gift card per referral). Core technology stack is Microsoft 365 cloud with EU data residency, Simple Analytics for visitor measurement, and the Scalepoint claims portal for self-service damage reporting. Member benefits extend the value proposition beyond insurance into free online doctor consultations (Hejdoktor), online veterinary consultations (Onlinedyrlægerne), family legal advice (Din Familiejurist Familietjek), and SelectaDNA theft-marking kits.

Revenue is generated entirely through recurring insurance premiums across the multi-product portfolio, with annual or installment billing (monthly, quarterly, semi-annual, or annual) and bundling incentives (Fordelsrabat) of up to 15% for multi-policy members. The company holds combined ratio below 100 (underwriting profit) and has been ranked best nationwide insurance company in Denmark by EPSI Rating for five consecutive years, with Best in Test recognition from Forbrugerrådet Tænk for insurance packages and 9 out of 10 members indicating they would choose Popermo again (EPSI November 2025). The 55-person team operates from a single Odense office across Sales and Advisory, Claims, Administration, Marketing, IT, Business Development, and Compliance/Risk Management.

Name

Popermo Forsikring

Legal name

Popermo Forsikring GS

Website

https://popermo.dk

Company type

Private

Founded year

1963

Operating status

Operating

Headcount range

11–50 employees

Short description

Popermo Forsikring is a Danish member-owned mutual insurance company founded in 1963, serving 32,000+ members from police, court, healthcare, state-administration, and member-family cohorts with multi-line personal insurance and value-added member benefits.

Ownership category

akta.pro rank

Product category

Personal Insurance

NAICS

Other Direct Insurance (except Life, Health, and Medical) Carriers (524128)

SIC

Fire, Marine & Casualty Insurance (6331)

akta.pro primary industry

Full-Coverage Personal Auto Insurance (FSAJAAAF)

akta.pro secondary industries

Property Insurance (Homeowners, Renters & Commercial Property) (FSAJAKAH), Pet Insurance (FSAJAKAG)

Keywords

• Personal insurance products
• Motor insurance coverage
• Home and contents insurance
• Accident and travel insurance
• Mutual insurance company

Headquarters

HQ city

Odense

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Premiums: Primary revenue from insurance premiums across multiple product lines including car, home, contents, accident, travel, motorcycle, summer house, dog, trailer, caravan, moped, legal aid, land property, group accident, and children's disease insurance. Revenue is recurring as policies renew annually with various payment frequencies (monthly, quarterly, semi-annual, annual).

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Popermo Forsikring is a member-owned mutual insurance company that sells private insurance products to eligible Danish professional groups (police, courts, healthcare, state employees, and their families). The company offers car, home, contents, accident, group accident, travel, motorcycle, moped, summer house, dog, trailer, camper, legal expense, agricultural property, life, and children's illness insurance, delivered through telephone advisory services and an online self-service portal, with member benefits including profit-sharing bonuses and online doctor and vet consultations.

Product overview

Popermo Forsikring is a member-owned mutual insurance company offering a portfolio of private insurance products to eligible Danish professional groups. The core offering spans motor insurance (car, motorcycle, moped, trailer, camper), property insurance (home contents, house, summer house, agricultural property), personal protection (accident, group accident, life, children's illness), travel insurance, and legal expense insurance. The company delivers its products through the Min Side member portal (accessible via web and the Popermo app), with complementary service add-ons including Popermo Vejhjælp (roadside assistance in Denmark), Redning i udlandet with Rødt Kort (international rescue via SOS International), and the 24/7 Popermo Hjælp hotline. Member benefits include Fordelsrabat (up to 15% loyalty discount for bundling policies), PopermoBonus (annual profit-sharing payout), Online Lægekonsultation with Hejdoktor (free online doctor access for members with home contents insurance), Online Dyrlægekonsultation (online vet for dog insurance holders), and Et Familietjek (free family legal planning via Din Familiejurist).

Differentiator

Problem solved

Functional benefit

Brands

• PopermoBonus: A bonus program where Popermo returns money to members when the company performs well.
• PopermoPanelet
• Popermo Hjælp
• Popermo Vejhjælp
• Popermo ID-sikring

Products and services

• Bilforsikring (Car Insurance) Comprehensive and third-party liability auto insurance for private vehicles, offered with optional add-ons including road assistance, legal expense coverage, and discount programs. For members and their families.
• Indboforsikring (Home Contents Insurance) Coverage for household contents against fire, theft, and water damage, including liability coverage. Includes access to member benefits such as Hejdoktor online medical consultations. For members and their households.
• Husforsikring (House Insurance) Insurance covering damage to the residential building from fire and other perils, with optional add-ons for rot, fungus, insects, and hidden pipe coverage. For property owners.
• Årsrejseforsikring (Annual Travel Insurance) Year-round travel insurance covering the entire household for vacation trips including winter sports without surcharge. Covers medical expenses, trip cancellations, and travel assistance worldwide.
• Gruppeulykkesforsikring (Group Accident Insurance) Accident insurance offered as a group policy providing financial compensation for permanent disability resulting from accidents. For employees via group coverage arrangements.
• Ulykkesforsikring (Accident Insurance) Personal accident insurance covering permanent disability from accidents, available for all-day or leisure-only coverage with optional add-ons. Child accident coverage also available.
• Motorcykelforsikring (Motorcycle Insurance) Third-party liability and comprehensive insurance for motorcycles, including road assistance coverage.
• Sommerhusforsikring (Summer House Insurance) Insurance coverage for summer cottages including building and contents against standard perils.
• Hundeforsikring (Dog Insurance) Mandatory liability insurance for dogs, with optional health insurance (Hundesygeforsikring) and life insurance add-ons. Includes free online vet consultation access.
• Trailerforsikring (Trailer Insurance) Insurance covering damage to trailers as well as theft and robbery of the trailer.
• Campingvognsforsikring (Camper Insurance) Comprehensive insurance covering both the camper vehicle and its contents.
• Knallertforsikring (Moped Insurance) Mandatory third-party liability insurance for mopeds (45 and 30), with optional comprehensive coverage providing additional benefits and faster assistance.
• Landboforsikring (Agricultural Property Insurance) Insurance for properties on former farmland including the main residence, associated buildings, normal household contents, livestock, and machinery. Includes embedded home contents coverage.
• Retshjælpsforsikring (Legal Expense Insurance) Coverage for attorney fees and litigation costs in certain private legal disputes brought before courts.
• Livsforsikring (Life Insurance) Life insurance providing financial protection for the insured's beneficiaries in the event of death.
• Børnesygdomsforsikring (Children's Illness Insurance) Insurance covering expenses related to children's illness, providing financial support during sickness periods.
• Lystfartøjsforsikring (Boat Insurance) Insurance for recreational vessels, typically added as an add-on to home contents insurance, covering boats and watercraft.
• Online Lægekonsultation med Hejdoktor (Online Doctor Consultation) Free online doctor consultation service for members with Indboforsikring or Landboforsikring including Indboforsikring. Includes household (children under 18). Doctors available weekdays 8am–10pm, weekends 8am–6pm via video consultation.
• Online Dyrlægekonsultation (Online Vet Consultation) Online veterinarian consultation for dogs covered by Hundesygeforsikring. Available 6am–midnight daily including weekends and holidays. Referrals to physical vets are free of deductible when processed through the online vet service.
• Et Familietjek (Family Check) Free family legal consultation service for members, provided in partnership with Din Familiejurist. Covers wills, power of attorney, marriage contracts, and estate planning advice. Members receive a 1,000 DKK gift card toward legal document preparation.

Quantifiable outcome

• 9 out of 10 members would choose Popermo again (EPSI Rating satisfaction survey November 2025)
• +4 more outcomes

Named customers6 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature3 records

Partnerships

13 partnerships are on record, tiered core and minor.

• SOS InternationalcoreTechnology or IntegrationPartnership for Redning i udlandet (Red Card/Rødt Kort) - international roadside assistance in EU and approximately 30 non-EU countries. SOS International provides 24/7 emergency road assistance including towing, rental vehicle, home transport of vehicle, and passenger repatriation.
• SOS Dansk AutohjælpcoreTechnology or IntegrationPartnership for Popermo Vejhjælp - roadside assistance in Denmark, including transit route E65 between Malmö and Ystad, and up to 25km south of Danish-German border. Services include towing, jump start, door opening, tire change, and recovery.
• Falck Global AssistancecoreTechnology or IntegrationPartnership for Popermo Rejsehjælp - travel assistance services. Provides emergency travel assistance worldwide.
• ScalepointcoreTechnology or IntegrationClaims management platform enabling self-service damage reporting and processing. Members can report and track claims online for property damage, auto damage, and building damage.
• Din FamiliejuristcoreStrategic or Co-development PartnerPartnership for Familietjek - family legal advice service offering consultations on wills, power of attorney, marriage contracts, and estate planning. Free for Popermo members.
• HejdoktorcoreTechnology or IntegrationOnline doctor consultation service for members with home contents or land property insurance. Available 8:00-22:00 weekdays and 8:00-18:00 weekends/holidays. Free for members and their households including children under 18.
• Online dyrlægerne (Onlinedyrlægerne)coreTechnology or IntegrationOnline veterinary consultation service for members with dog health insurance. Available 6:00-24:00 daily including weekends and holidays. Free for members with Hundesygeforsikring. No deductible when reporting damage after online vet referral.
• MicrosoftcoreTechnology or IntegrationCloud infrastructure provider (Office 365) with data centers in EU. Microsoft services are stored in EU data centers. Microsoft responsible for subprocessors compliance.
• HedeDanmarkminorStrategic or Co-development PartnerForest establishment partner for 'Vores Skov' - an 8.1 hectare mixed forest planted in 2023. Planting done according to HedeDanmark and Miljøstyrelsens rules without pesticides.
• Growing Trees Network FoundationminorStrategic or Co-development PartnerPartnership for establishment of public forests in Denmark. For each Christmas gift purchased by Popermo, one tree is donated to Danish public forests.
• SelectaDNAminorChannel Partner/ Reseller/ DistributorDNA marking kit for valuables to prevent theft. Available as member benefit at preferential pricing. Kits include invisible DNA solution for marking belongings.
• Politiforbundet (Police Union)coreStrategic or Co-development PartnerThe founding member organization. Police Union's Main Board nominates one member to Popermo's board of directors. Original basis for company establishment in 1963.
• F&P (Forsikring og Pension)minorOthersIndustry association for insurance and pension companies in Denmark. Popermo is a member of F&P.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Alm. Brand: Major Danish insurance and banking group with roots as a mutual (Forenede Gruppeliv). Competes directly with Popermo across personal P&C lines (auto, home, accident, travel) in Denmark at substantially greater scale; useful comparison for the trajectory from mutual heritage to broader commercial insurer.
• Topdanmark: One of the largest Danish P&C insurers offering car, home, contents, accident, and personal lines through direct, broker, and affinity channels. Competes with Popermo in the same Danish personal-lines market with a much broader distribution footprint and larger product suite.
• If Skadeförsäkring: Large Nordic P&C insurer (part of Sampo Group) operating across Denmark, Sweden, Norway, and Finland. Comparable in multi-line P&C offering (auto, home, contents, accident, travel) and Nordic market orientation, with much greater geographic reach and balance sheet scale.
• Codan: Major Danish P&C insurer (part of Intact Financial) offering personal lines including auto, home, contents, accident, and travel. Overlaps directly with Popermo's product portfolio in the Danish market and competes for the same household insurance budgets, though at far greater scale and with broker-led distribution.
• Tryg Forsikring: Leading Nordic P&C insurer with significant Danish operations through Tryg Danmark. Competes with Popermo across auto, home, contents, accident, and travel insurance in Denmark, with substantially greater scale, product breadth, and digital investment capacity.
• Gjensidige Forsikring: Large Norwegian mutual insurer with multi-line P&C operations across the Nordics. Comparable mutual ownership structure and broad product portfolio, though at much greater scale and with multi-country operations. Useful reference for how a Nordic mutual can scale while retaining member-ownership principles.

Direct peers

• Alka Forsikring: Danish insurance company with strong affinity heritage serving public-sector employees (similar to Popermo's police/courts/healthcare/state base). Directly comparable in target customer segment, multi-line P&C offering, and Danish market focus, though structured as a public company rather than a mutual.
• Købstædernes Forsikring: Danish mutual insurer (gensidigt selskab) focused on property, contents, and motor insurance with strong regional and member-based roots. Closely comparable to Popermo in mutual structure, multi-line P&C focus, and Danish market positioning; serves a slightly different membership base (property owners / købstæder tradition).
• LB Forsikring: Danish mutual insurance company (Lærerstandens Brandforsikring) historically serving teachers and educators with a similar affinity-based, member-owned model. Directly comparable in target segment logic, mutual structure, and closed-membership go-to-market, though oriented to a different professional group (education rather than police/healthcare/state).

Others

• PFA Pension: Large Danish mutual pension and insurance provider with affinity roots in the public-sector workforce. While primarily a life/pension player, PFA shares Popermo's mutual ownership structure and affinity-based distribution model, and represents a potential adjacency if Popermo were to expand into life or pension products.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/popermoforsikring
• LinkedInlinkedin.com/company/popermo-forsikring-gs

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Popermo Forsikring