Riksförbundet M Sverige

What Riksförbundet M Sverige does

Riksförbundet M Sverige is a non-profit, member-financed consumer organization headquartered in Stockholm, Sweden, founded in 1922 (originally as Motormännens Riksförbund and rebranded in 2019) and operating as Sweden's largest consumer organization for motorists and other road users. The organization's core offering is a membership program that bundles advocacy representation, free technical, legal, and car-travel advisory services, a member magazine (Tidningen Motor), partner discounts, and an included M Bilresa insurance benefit covering rental-car excess. Members and non-members can also obtain international driving permits under Swedish law Körkortsförordning (1998:980), one of only five NGOs authorized to issue them, available via a dedicated mobile app, paper application, or local clubs.

Beyond the core membership, M Sverige monetizes a diversified product portfolio through its wholly-owned insurance subsidiary M Sverige Försäkring AB, which brokers a full range of policies underwritten by Gjensidige — covering cars, motorhomes, caravans, motorcycles, mopeds, classic/enthusiast vehicles, trailers, holiday homes, houses, home contents, travel, accidents, and road assistance (M Väghjälp at 1 kr/day). Distribution is omnichannel: a nationwide network of local clubs and departments for in-person service, direct online membership signup, the Medlemsappen member app, and a dedicated IDP mobile app. Revenue is generated through recurring membership fees, recurring insurance brokerage commissions, one-time IDP issuance fees, and affiliate/partner referral commissions across mobility, travel, hardware, pharmacy, and accommodation partners (Hertz, Stena Line, Swedol, Elite Hotels, Carspect, Meds).

The organization is governed by a member-elected congress and board, maintains political independence, and holds formal referral-body status responding to 20-25 government consultations annually on transport policy, infrastructure investment, road safety, and vehicle regulation. Recent strategic emphasis areas include electric vehicle adoption (a dedicated Elbil platform), digital self-serve channels, youth and family membership tiers, and positioning around the 2026 Swedish election cycle.

Name

Riksförbundet M Sverige

Legal name

Riksförbundet M Sverige

Website

https://msverige.se

Company type

Private

Founded year

1922

Operating status

Operating

Headcount range

11–50 employees

Short description

Riksförbundet M Sverige is Sweden's largest consumer organization for motorists, founded in 1922, providing membership-based advocacy, advisory services, insurance brokerage (via M Sverige Försäkring AB underwritten by Gjensidige), and international driving permits to Swedish drivers.

Ownership category

akta.pro rank

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership fees: Member-financed organization where membership fees form the primary revenue stream. Members pay for access to benefits including M Bilresa insurance, technical and legal advice, magazine, and member discounts.
2. Insurance products (M Försäkring): Insurance products for vehicles, homes, and leisure equipment offered through M Sverige Försäkring AB, with policies for cars, motorhomes, caravans, motorcycles, summer houses, and more.
3. International Drivers License issuance: Fees for issuing international drivers licenses, one of five NGOs authorized by Swedish law to provide this service.
4. Partner discounts and commissions: Revenue generated through partnerships with various service providers including fuel, accommodation, car rental, and tool suppliers where members receive discounts.

Pricing tiers

Distribution channels4 records

Marketing channels6 records

Core offering

Riksförbundet M Sverige is a Swedish non-profit consumer organization for motorists, founded in 1922, that sells annual memberships bundled with traffic-safety advocacy, consumer-protection lobbying, technical and legal advisory services, and member benefits. Through its insurance sub-brand M Försäkring and partner offerings, it provides motor, home, travel, accident and roadside-assistance insurance products to private individuals and corporate members. The organization is funded primarily by membership fees, insurance premiums, and partner commissions.

Product overview

Riksförbundet M Sverige is Sweden's largest consumer organization for motorists, offering a membership-based platform with core advocacy services and a portfolio of related products and member benefits. The core product is the M Sverige membership providing free personal advice on vehicle technology, law, and car travel, plus the M Bilresa insurance benefit. Key product lines include: (1) the International Driving Permit service via app and paper; (2) M Försäkring insurance sub-brand covering vehicles (car, motorhome, caravan, motorcycle, classic car, moped, trailer), homes (house, home contents, holiday home), and personal coverage (accident, travel), underwritten through Gjensidige; (3) M Väghjälp road assistance; (4) the Medlemsappen member app; (5) Tidningen Motor magazine; and (6) various advisory services. The organization also provides discounted partner offerings including Swedol hardware, hotel accommodations, car rental (Hertz), ferry services (Stena Line), pharmacy (Meds), and inspection services (Carspect).

Differentiator

Problem solved

Functional benefit

Brands

• M Sverige Försäkring: Insurance subsidiary providing vehicle, home, and leisure equipment insurance products
• M Bilresa
• M Väghjälp

Products and services

• M Sverige Medlemskap (Individual Membership) Annual subscription granting individual Swedish motorists access to consumer advocacy, technical and legal advisory services, the Medlemsappen mobile app, Tidningen Motor, partner discounts, and member-only insurance pricing through M Försäkring.
• Medlemsappen (Member Mobile App) Official mobile app for M Sverige members, offering digital membership card, member benefits access, partner offers, and integration with SPAR and Transportstyrelsen for verification and service.
• M Försäkring (Insurance Sub-brand) In-house insurance carrier of M Sverige, offering motor, motorhome, caravan, motorcycle, classic car, moped, trailer, holiday home, home, travel, accident, and roadside-assistance insurance to individual and corporate members.
• M Bilresa (Car Travel Insurance) Stand-alone car-journey insurance product covering roadside assistance and travel-related cover for motorists; available to members through M Försäkring.
• Internationellt körkort (International Driving Permit) Issuance service for the international driving permit, allowing Swedish motorists to drive in countries outside the EU/EEA. Available to members through M Sverige's national office and partners.
• Tidningen Motor (Motor Magazine) Member magazine covering motoring news, consumer tests, traffic-safety issues, and policy commentary, distributed as part of the M Sverige membership benefit package.
• Gröna Kortet (Green Card Insurance) Green Card international motor insurance certificate for Swedish motorists driving abroad, issued by M Försäkring as proof of compulsory third-party liability cover outside Sweden.
• M Test (Vehicle Condition Test) Independent pre-purchase vehicle condition test service (with an online pre-check variant), helping consumers evaluate used vehicles before purchase.
• Medlemsrådgivning (Technical, Legal, and Car Travel Advisory) Member-facing advisory services covering technical car questions, legal motoring disputes, and car-travel planning, delivered as a core benefit of M Sverige membership.
• M Företag (Corporate Membership) Corporate membership product for Swedish companies, bundling motoring, advisory, and insurance benefits for employees, with invoicing and dedicated corporate support.
• M Väg hjälp (Roadside Assistance) Stand-alone roadside assistance cover for motorists, providing breakdown and recovery services, available through M Försäkring and partner assistance providers.

Quantifiable outcome

• Nine out of ten journeys in Sweden are made by car
• +1 more outcomes

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered core and minor.

• Swedish Government (via Körkortsförordning 1998:980)coreStrategic or Co-development PartnerM Sverige is one of five NGOs authorized by Swedish law to issue international drivers licenses, making it a key partner in the government's implementation of driving regulations.
• GjensidigecoreOthersM Sverige Försäkring brokers insurance products from Gjensidige. M Sverige Försäkring is not data responsible for Gjensidige's treatment of personal data for claim handling.
• Local clubs and departmentscoreChannel Partner/ Reseller/ DistributorNationwide network of local clubs and departments that organize local events and provide membership services including international drivers license applications.
• SwedolminorGTM or Marketing PartnerMember discount program providing favorable prices on tools, workwear, and protection equipment both online and in physical stores.
• HertzminorGTM or Marketing PartnerMember discount on car rentals - Hertz is the world's largest car rental brand with local franchise operations maintaining high service levels.
• Stena LineminorGTM or Marketing PartnerMember discount on ferry crossings from Gothenburg, Trelleborg, Karlskrona and Nynäshamn.
• Elite Hotels & Hotell Bishop ArmsminorGTM or Marketing PartnerMember discount up to 20% on accommodation on weekdays subject to availability.
• CarspectminorGTM or Marketing PartnerFixed prices on inspection and 10% discount on condition testing, re-inspection and gas inspection.
• Meds ApotekminorGTM or Marketing PartnerMember discount 15% on purchases over 399 kr and 20% on purchases over 699 kr on Meds online pharmacy selection.
• SPAR and TransportstyrelsencoreTechnology or IntegrationExternal systems used to verify personal data when processing international drivers license applications to ensure accurate information.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Motormännen: Swedish sister organization also serving motorists with advocacy and member services. Direct domestic competitor operating in the same Swedish market for motorists' interests.
• ANWB: Dutch member-based organization offering roadside assistance, travel services, insurance, and advocacy. Direct functional peer operating a similar membership + insurance + advocacy model in a neighboring Northern European market.
• AAA (American Automobile Association): US-based federation of motor clubs offering roadside assistance, insurance, travel services, and safety advocacy. Operates the same membership-driven business model as M Sverige, scaled to the US market.
• ADAC (Allgemeiner Deutscher Automobil-Club): Germany's largest automobile club with member-based roadside assistance, insurance, travel services, and policy advocacy. Closest functional analog to M Sverige given its membership model, advocacy role, insurance offerings, and dominance in its home country.
• NAF (Norges Automobil-Forbund): Norwegian Automobile Federation providing roadside assistance, insurance products, and policy advocacy for motorists. Comparable Scandinavian peer with similar member-driven structure.
• RAC (Royal Automobile Club): UK motoring organization providing roadside assistance, insurance, and member services. Comparable in structure (membership organization + insurance brokerage) and breadth of services to M Sverige.

Broad incumbents

• Folksam: Large Swedish mutual insurance company offering vehicle, home, and life insurance. Competes with M Sverige Försäkring in the Swedish insurance market but operates as an underwriter and broader financial services player rather than a membership organization.
• If (If Skadeförsäkring): Major Nordic insurance carrier owned by Sampo. Competes in vehicle, home, and personal lines insurance in Sweden against M Försäkring's brokered Gjensidige products, with broader scale and direct underwriting capability.

Regional players

• Autoliitto (Finnish Automobile Club): Finnish motoring club offering roadside services and member benefits in Finland. Comparable peer in a neighboring Nordic market that does not directly compete with M Sverige's Swedish footprint.
• Trafikförsäkringsföreningen: Swedish industry body for traffic insurance covering wind-related and unidentified vehicle claims. Operates adjacently to M Sverige's insurance ecosystem in Sweden.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/sharer/sharer.php?u=https://msverige.se
• Xx.com/riksmsverige
• LinkedInlinkedin.com/company/msverige

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Riksförbundet M Sverige