First
- Company typePrivate
- Founded2005
- HeadquartersCopenhagen, Denmark
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
First firmographics
Firmographics- Name
- First
- Legal name
- First Marine A/S
- Website
- https://first.dk
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
First industry classification
Industry- Product category
- Property and Casualty Insurance
- NAICS
- Agencies, Brokerages, and Other Insurance Related Activities (5242), Insurance Agencies and Brokerages (524210), Direct Property and Casualty Insurance Carriers (524126), Direct Insurance (except Life, Health, and Medical) Carriers (52412)
- SIC
- Insurance Agents, Brokers & Service (6411), Fire, Marine & Casualty Insurance (6331), Insurance Carriers, Nec (6399)
- akta.pro primary industry
- Insurance Program Administration & MGA/MGU Services (FSAEADAK)
- akta.pro secondary industries
- Mid-Market Commercial Package (Package Policies) (FSAJAFAB), Specialty & Excess/Surplus Lines (E&S) (FSAJAMAH)
Keywords
Where First is headquartered
LocationHeadquarters
- HQ city
- Copenhagen
- HQ country
- Denmark
- HQ region
- Europe
Offices1 record
Markets served
First business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Personal Insurance Premiums: Recurring insurance premiums from private individuals covering vehicles (car, motorcycle), homes, household contents, horses, dogs, cats, boats, travel, and accident insurance. Revenue generated through policy premiums with various coverage levels and deductibles.
- Commercial Insurance Premiums: Business insurance products including cargo/transit insurance, property insurance (buildings/equipment), liability insurance, workers' compensation, marine hull, business travel insurance, collective accident insurance, legal expenses insurance, and building defect insurance. Sold primarily to small and medium-sized Danish businesses.
- Administration and Policy Fees: Fees charged for policy administration including documented fees such as DKK 40 for police/administration and DKK 40 contribution to Guarantee Fund. Additional fees for insurance termination as documented in fee schedules.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Horse Health Insurance (Standard) - 80% coverage up to DKK 70,000/year |
| Subscription | Annual | Horse Health Insurance (Light) - 75% coverage up to DKK 20,000/year |
| Subscription | Annual | Senior Horse Health Insurance - 75% coverage up to DKK 20,000/year |
| Subscription | Annual | Dog Health Insurance Standard - 82% coverage up to DKK 25,000/year |
| Subscription | Annual | Dog Health Insurance Plus - 82% coverage up to DKK 35,000/year |
| Subscription | Annual | Cat Health Insurance Standard - 82% coverage up to DKK 25,000/year |
| Subscription | Annual | Cat Health Insurance Plus - 82% coverage up to DKK 35,000/year |
| Subscription | Annual | Horse Breeder Insurance Standard - DKK 2,500/year |
| Subscription | Annual | Horse Breeder Insurance Embryo - DKK 5,000/year |
| Subscription | Annual | Motorcycle Insurance with Multiple Deductible Options |
| Subscription | Annual | Business Legal Expenses Insurance - up to DKK 150,000/claim, DKK 500,000/year |
| Subscription | Annual | Personal Accident Insurance |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
First product offering
Product offeringCore offering
First is a Danish Managing General Underwriter (MGU) and Coverholder operating since 2005, authorized to underwrite policies and process claims on behalf of Lloyd's Brussels and multiple A-rated international insurance carriers. The company sells personal insurance lines (car, motorcycle, boat, house, contents, accident, travel, horse, dog, and cat insurance) to individual consumers, and commercial insurance lines (cargo, property, liability, workers' compensation, marine hull, business travel, group accident, legal expenses, and construction defect) to Danish small and medium-sized businesses.
Product overview
First is a Danish insurance company established in 2005 operating as a Managing General Underwriter (MGU) that offers a comprehensive portfolio of insurance products. The company provides personal insurance products including car, house, home contents, accident, boat, horse, dog, cat, motorcycle, camper, and travel insurance. For commercial clients, First offers group accident, work injury, marine/transport, business liability, property, building/contents, business travel, legal aid, and construction defect insurance. Horse insurance products include life insurance (as the base coverage), health insurance (standard and Light), senior health insurance, liability, loss of use, rider accident, and breeder insurance. Dog and cat health insurance are offered in Standard (25,000 DKK) and Plus (35,000 DKK) tiers. The company operates through partnerships with major insurers including Lloyd's Brussels, AmTrust, Tokyo Marine HCC, QIC Europe, MS Amlin, and others. First functions as a coverholder with authority to underwrite policies and handle claims on behalf of its insurance partners.
Differentiator
Problem solved
Functional benefit
Products and services
- Bilforsikring (Car Insurance)
Quantifiable outcome
- Dog health insurance covers 82% of veterinary expenses up to DKK 25,000-35,000 per year
- +3 more outcomes
Companies that use First
Customer profileNamed customers7 records
Segments3 records
Ideal customer profiles3 records
First technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
First partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core.
- Lloyd's Brussels (Lloyd's Insurance Company S.A.)coreFirst operates as Coverholder for Lloyd's Brussels, a subsidiary of Lloyd's authorized by the National Bank of Belgium. Lloyd's Brussels holds S&P A+ rating. This is the primary insurance carrier backing for many of First's consumer products.
- QIC Europe LtdcoreQIC Europe Ltd is a key insurance carrier partner for First, holding S&P A rating. Both Lloyd's Insurance Company SA and QIC Europe Ltd are members of DFIM and connected to guarantee funds for uninsured horses (FAH), uninsured boats (FSV), and other categories.
- Tokyo Marine HCCcoreTokyo Marine HCC is a major international insurance group providing capacity for First's insurance products. Holds S&P AA- credit rating, one of the strongest among First's carrier partners.
- AmTrust International Underwriters DACcoreAmTrust is an American insurance company founded in 1998, listed on NASDAQ since 2006, with A.M. Best 'A' (Excellent) rating. European headquarters in Ireland with offices in London, Madrid, and Stockholm. Provides workers' compensation and specialty personal lines coverage.
- MS Amlin SEcoreMS Amlin is a leading insurance group providing capacity for First's insurance products. Holds S&P A rating. Part of MS Amlin's European operations supporting First's commercial and specialty lines.
- SOS InternationalcoreSOS International provides 24/7 emergency assistance services for First's business travel insurance customers worldwide. Through a round-the-clock alarm center, SOS International's experienced assistance staff provides help around the clock - 365 days a year.
- DFIM (Danish Financial Institutions' Guarantee Fund)coreBoth Lloyd's Insurance Company SA and QIC Europe Ltd are members of DFIM, providing consumer protection through guarantee funds including FAH (uninsured dogs), FUH (uninsured horses), and FSV (uninsured speedboats and water scooters). Also protected by LO DSF scheme.
- LO DSF (Danish Trade Union Movement Guarantee Scheme)coreDanish consumer protection scheme. Lloyd's Insurance Company SA and QIC Europe Ltd are members of LO DSF Sh, which protects customer claims in case of insurance company bankruptcy.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
First competitors and assessment
Company assessmentBroad incumbents
- If (Sampo Group): If is the largest P&C insurer in the Nordics and a top player across the Baltic region. Comparable as a broad Nordic incumbent offering the same personal and commercial lines First provides, including marine hull in Scandinavian markets.
- Hiscox: Hiscox is a specialty insurer and Lloyd's syndicate that operates as both a direct insurer and a Coverholder/MGU model at Lloyd's. Comparable as a specialty insurance carrier operating with MGU-style underwriting authority and multi-channel distribution including online platforms.
- Gjensidige Forsikring: Gjensidige is a leading Nordic P&C insurer with strong positions in Norway, Denmark, Sweden, and the Baltics. Comparable as a broader Nordic multi-line insurer with overlapping personal lines and commercial offerings in the same region First operates in.
Direct peers
- DFV / Dyrekassen (Danish pet insurance): Dyrekassen is a Danish pet health insurance brand (part of If/Sampo) specializing in dog and cat veterinary expense coverage. Comparable as a Danish specialist pet insurer directly competing with First's dog and cat health insurance products.
- Tryg: Tryg is one of the largest non-life insurance companies in the Nordics, headquartered in Denmark and offering personal and commercial P&C products across Scandinavia. Directly comparable as a Danish multi-line insurer serving overlapping personal and SME customer segments.
- Agria Pet Insurance: Agria is one of the leading specialist pet insurance providers in the UK and Nordic markets, offering dog, cat, and horse health insurance. Comparable as a specialist animal insurance carrier directly competing with First's horse, dog, and cat health product portfolio.
- Topdanmark: Topdanmark is a major Danish insurance company offering personal and commercial P&C products to individuals and SMEs. Comparable as a Denmark-focused multi-line insurer competing for the same personal lines and SME customer base as First.
- Codan (RSA): Codan is one of the largest commercial and personal insurance providers in Denmark, operating as part of the RSA group. Comparable as a Danish multi-line insurer with overlapping personal and commercial product portfolio.
- Alm. Brand: Alm. Brand is a Danish financial services group with significant non-life insurance operations serving Danish consumers and businesses. Directly comparable as a Danish multi-line insurer competing in the same personal and SME segments.
- Petplan (NSM Insurance Group): Petplan is a specialist pet health insurance provider in the US and UK with deep dog and cat health insurance products. Comparable as a specialist animal/personal lines insurer competing in the same niche (pet health insurance) that First differentiates within.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
First social profiles
Digital presenceFirst financial estimates
Financial estimateRevenue estimate
Valuation estimate
First leadership team
Management profileNumber of profiles
Profiles5 records
First funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
First M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about First
What does First do?
First is a Danish Managing General Underwriter (MGU) and Coverholder operating since 2005, authorized to underwrite policies and process claims on behalf of Lloyd's Brussels and multiple A-rated international insurance carriers. The company sells personal insurance lines (car, motorcycle, boat, house, contents, accident, travel, horse, dog, and cat insurance) to individual consumers, and commercial insurance lines (cargo, property, liability, workers' compensation, marine hull, business travel, group accident, legal expenses, and construction defect) to Danish small and medium-sized businesses.
Is First a public or private company?
First is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was First founded?
First was founded in 2005. It employs 11 to 50 people.
Where is First based?
First is headquartered in Copenhagen, Denmark, in the Europe region.
How does First make money?
Three revenue lines are on record. Personal Insurance Premiums are the primary driver. The others are commercial Insurance Premiums and administration and Policy Fees.
Who are First's main competitors?
Broad incumbents on record are If (Sampo Group), Hiscox and Gjensidige Forsikring. Direct peers are DFV / Dyrekassen (Danish pet insurance), Tryg, Agria Pet Insurance, Topdanmark, Codan (RSA), Alm. Brand and Petplan (NSM Insurance Group).
Does First have an API?
No public API is recorded for First.
What industry is First in?
First's product category is Property and Casualty Insurance. Its primary akta.pro industry code is FSAEADAK, Insurance Program Administration & MGA/MGU Services, with a secondary code of FSAJAFAB, Mid-Market Commercial Package (Package Policies). Its NAICS code is 5242 and its SIC code is 6411.