What VIS does

VÍS (VÍS tryggingar hf., legally also known via Líftryggingafélag Íslands hf.) is an Icelandic insurance company headquartered at Ármúli 3, Reykjavík, operating exclusively in the Icelandic market through 8 service offices spanning the country's major population centers and digital channels. The company offers a comprehensive insurance portfolio covering motor vehicle (mandatory third-party, kaskó/comprehensive collision, windshield, indoor fire), home and property (heimilistrygging contents, húseigendatrygging homeowners), life and health, travel, animal (horses, dogs, cats), and commercial lines, serving individuals/families, businesses/self-employed, and housing associations.

The company's technology stack centers on an insurance platform with automated decision-making deployed across underwriting for new policies, Ökuvísir (a telematics-based usage-based vehicle insurance product that scores driver behavior to set pricing), life and critical illness underwriting, and loyalty tier assignment in the Vildarkerfi program. Customer-facing digital infrastructure includes the VÍS mobile application for iOS and Android (policy management, claims filing, loyalty access, partner offers), the VÍS Data Portal (Gagnagátt) for secure electronic-ID-authenticated health data submission for life and health underwriting, automated claims processing where many cases are approved instantly, and Signet-based e-ID authentication. VÍS holds ISO 27001:2022 certification for information security management and participates in the industry-wide Creditinfo Tjónagrunnur claims database for fraud prevention.

VÍS operates a direct-to-consumer go-to-market model with no broker channel disclosed, generating revenue through insurance premiums billed annually on a personalized, risk-based pricing basis. Distribution spans the company's own digital channels (website vis.is, mobile app), 8 physical service offices, phone (560 5000) and live chat support, and a 24/7 emergency property damage hotline; claims are served through a network of authorized repair shops, windshield specialists (e.g., Carglass Ísland), and car rental partners (Hertz, AVIS, Budget, Akureyri-Hölder, etc.). Strategic channel partnerships embed VÍS travel insurance into credit cards issued by Íslandsbanki (core), Sparisjóðurinn, Síminn Pay, and Kardio, with the Íslandsbanki deal also elevating bundled customers directly to the Diamond loyalty tier. SOS International provides 24-hour cross-border medical assistance and repatriation for international travel claims.

Name

VIS

Legal name

VÍS tryggingar hf.

Website

https://vis.is

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

251–500 employees

Short description

VÍS is an Icelandic insurance company headquartered in Reykjavík, offering motor, home, life/health, travel, animal, and commercial insurance to individuals, families, businesses, and housing associations across Iceland through 8 service offices, a mobile app, and digital channels.

Ownership category

akta.pro rank

Product category

Property and Casualty Insurance

NAICS

Direct Property and Casualty Insurance Carriers (524126), Direct Life, Health, and Medical Insurance Carriers (52411), Direct Health and Medical Insurance Carriers (524114), Direct Life Insurance Carriers (524113)

SIC

Fire, Marine & Casualty Insurance (6331), Life Insurance (6311), Accident & Health Insurance (6321), Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Restaurants, Bars & Food Service BOP (FSAJAFAG)

Keywords

• Property and casualty insurance
• Motor vehicle insurance
• Life and health insurance
• Travel insurance services
• Commercial business insurance

Headquarters

HQ city

Reykjavík

HQ country

Iceland

HQ region

Europe

Offices8 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Premiums: VÍS generates revenue through insurance premiums from various insurance products including vehicle insurance (mandatory, comprehensive, windshield), home insurance, property insurance, life and health insurance, travel insurance, and animal insurance.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

VÍS (VÍS tryggingar hf.) is an Icelandic insurance company providing personal and commercial insurance products including home/contents (Heimilistrygging, Huseigendatrygging), motor vehicle (mandatory third-party, kaskó/comprehensive, windshield, fire), life and health, travel, and animal insurance, alongside commercial coverage for businesses and housing associations. Customers can obtain quotes, manage policies, and file claims through the vis.is website, the VÍS mobile app, an electronic-ID-authenticated data portal, 8 service offices across Iceland, phone (560 5000), and live chat, with emergency property damage response available 24/7.

Product overview

VÍS (Vátryggingafélag Íslands hf.) is an Icelandic insurance company offering a comprehensive portfolio of insurance products and digital services. The core offering includes property insurance (Heimilistrygging - home/contents, Húseigendatrygging - homeowners), motor vehicle insurance (Ökutækjatryggingar - with mandatory third-party, kaskó/comprehensive, windshield, and fire coverage), life and health insurance (Líf- og heilsutryggingar), travel insurance (Ferðatryggingar), and animal insurance (Dýratryggingar - horses, dogs, cats). Digital services include the VÍS app for iOS and Android, an online portal for claims filing and policy management, a data portal (Gagnagátt) for secure health data submission, and the Ökuvísir usage-based insurance product. A loyalty program (Vildarkerfi) provides tiered benefits (Copper, Bronze, Silver, Gold, Diamond) with discounts and partner offers. VÍS also provides commercial insurance for businesses.

Differentiator

Problem solved

Functional benefit

Products and services

• Heimilistrygging (Home Contents Insurance) Comprehensive home contents insurance for Icelandic households covering fire, theft, and water damage to personal belongings, plus family and leisure accident insurance, optional contents kaskó, and optional travel insurance.
• Huseigendatrygging (Homeowners Insurance) Homeowners insurance providing extensive protection against water leaks, burglary, storms, glass breakage, and property-owner liability for Icelandic property owners.
• Ökutækjatryggingar (Motor Vehicle Insurance) Motor vehicle insurance suite including mandatory third-party liability, kaskó (comprehensive collision), windshield, and indoor fire coverage for vehicles in Iceland.
• Kaskótrygging (Comprehensive Collision Insurance) Comprehensive vehicle insurance covering sudden, external damage including special coverage for electric vehicles, valid in Iceland and the EEA plus UK and Switzerland for up to 92 days.
• Líf- og heilsutryggingar (Life and Health Insurance) Life and critical illness insurance providing financial security for Icelandic families in case of illness, accident, or death.
• Ferðatryggingar (Travel Insurance) Travel insurance available as part of home insurance or bundled with credit card travel insurance, covering medical emergencies abroad with SOS International coordination.
• Dýratryggingar (Animal Insurance) Animal insurance for horses, dogs, and cats, helping Icelandic pet owners prevent unexpected veterinary costs and ensure animal welfare.
• Atvinnutryggingar (Commercial Insurance) Commercial insurance for Icelandic businesses and self-employed professionals, including liability insurance for business operations, employee accident insurance, and contents insurance; available for operating companies and for businesses starting operations.
• Viðbrögð við tjóni (Claims Handling Services) Claims handling services including 24/7 emergency property damage response (560 5000), vehicle damage inspection at authorized repair shops, and auction of damaged items for VÍS customers.
• Ökuvísir (Usage-Based Vehicle Insurance) Usage-based vehicle insurance product that scores driving behavior to determine insurance pricing, using automated decision-making for Ökuvísir assessments.

Quantifiable outcome

• Quick claims processing - some claims processed instantly through automated decision-making
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

AI capability5 records

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• SOS InternationalcoreStrategic or Co-development PartnerVÍS partners with SOS International for travel insurance claims assistance abroad. SOS International operates a 24-hour hotline (+45 3848 8080) for medical emergencies, confirming travel insurance coverage and coordinating medical services, hospitalization, and repatriation for VÍS customers traveling internationally.
• ÍslandsbankicoreStrategic or Co-development PartnerVÍS is the insurance provider for Íslandsbanki credit cards. VÍS customers with home insurance and Íslandsbanki active card receive Diamond loyalty tier benefits directly and at least 'Mountain' tier in Íslandsbanki's loyalty service.
• SparisjóðurinnminorStrategic or Co-development PartnerVÍS is the insurance provider for Sparisjóðurinn credit cards, providing travel insurance coverage for cardholders.
• Síminn PayminorStrategic or Co-development PartnerVÍS is the insurance provider for Síminn Pay credit cards, providing travel insurance coverage for cardholders.
• KardiominorStrategic or Co-development PartnerVÍS is the insurance provider for Kardio credit cards, providing travel insurance coverage for cardholders.
• Authorized Repair Shops (Network)coreChannel Partner/ Reseller/ DistributorNetwork of authorized repair shops across Iceland that perform vehicle damage inspections and repairs for VÍS customers. Includes body shops and windshield repair specialists. Customers must contact VÍS before using non-listed providers.
• Car Rental PartnersminorChannel Partner/ Reseller/ DistributorCar rental companies that provide rental vehicles to VÍS customers during vehicle repair periods. Includes partners like Hertz, Akureyri-Höldur, AVIS, Budget, and others across Iceland.
• Carglass ÍslandminorChannel Partner/ Reseller/ DistributorWindshield repair partner providing glass replacement and repair services for VÍS customers with windshield coverage.

Scale indicators1 record

Recent moves7 records

Expansion highlights5 records

Market position

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Vatryggingafelag.Islands

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments1 record

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about VIS