What ICA Försäkring does

ICA Försäkring AB is a Swedish personal lines insurance company founded on October 1, 2015, headquartered in Solna, Sweden, and operating as a wholly-owned subsidiary of ICA Banken within the ICA Gruppen retail-banking conglomerate. The company sells a six-category insurance portfolio to Swedish consumers: car insurance (Bilförsäkring), home insurance (Hemförsäkring — apartments, houses, vacation homes, student housing), personal insurance (Personförsäkring — life, accident, child, pregnancy, loan protection, travel), vehicle insurance (Fordonsförsäkring — motorcycle, moped, caravan, boat, snowmobile, light truck), pet insurance (Djurförsäkring — dog and cat), and business insurance (Företagsförsäkring). Underlying technology is limited to a standard digital self-service platform (icaforsakring.se and 'Mina sidor' customer portal), a 'Försäkringsutmanaren' comparison tool, and PDF product fact sheets — no proprietary AI/ML, data, or underwriting platform is publicly disclosed.

The business model is recurring subscription premium revenue across the six lines, priced variably by product, coverage, customer profile, and insured amount; barnförsäkring is the only line with fully transparent tiered pricing (257–483 kr/month for SEK 911k–3.25M coverage). GTM is a dual digital-first PLG motion (online quote, purchase, claims filing) combined with direct-to-consumer phone sales, bookable one-on-one insurance advisory sessions, and cross-sell driven by the ICA Stammis loyalty program, which provides a bonus on total insurance cost plus a collection bonus of up to 500 kr/year for four or more bundled policies. Distribution is exclusively domestic Swedish and leverages the broader ICA ecosystem (grocery stores, ICA Banken, Apotek Hjärtat pharmacy chain) for low-cost customer acquisition.

ICA Försäkring's customer base is the broad Swedish consumer mass market — families, vehicle owners, pet owners, students, and small businesses — with no concentration in any single named account. Strategic moat is anchored in the ICA parent ecosystem (distribution, brand trust, cross-product loyalty) and validated by top independent rankings from Konsumenternas Försäkringsbyrå, including #1 in barnförsäkring (4.1/5) and best overall in hemförsäkring. Value-added services are delivered via partnerships with BlueCall (digital mental health) and Falck Healthcare (crisis therapy), both embedded in core products. The company has no disclosed funding rounds and is privately held; all financial metrics are consolidated within ICA Gruppen.

Name

ICA Försäkring

Legal name

ICA Försäkring AB

Website

https://icaforsakring.se

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

101–250 employees

Short description

ICA Försäkring AB is a Swedish personal lines insurer (founded 2015) and wholly-owned subsidiary of ICA Banken, offering digital-first auto, home, personal, vehicle, pet, and small-business insurance to Swedish consumers through the ICA retail-banking ecosystem and the Stammis loyalty program.

Ownership category

akta.pro rank

Product category

Personal Insurance

NAICS

Insurance Carriers and Related Activities (524), Insurance Carriers (5241), Direct Insurance (except Life, Health, and Medical) Carriers (52412), Direct Life, Health, and Medical Insurance Carriers (52411)

SIC

Fire, Marine & Casualty Insurance (6331), Accident & Health Insurance (6321), Life Insurance (6311), Insurance Carriers, Nec (6399)

akta.pro primary industry

Embedded Insurance & Affinity Distribution Platforms (FSAGAGAL)

akta.pro secondary industry

Embedded Travel Insurance Distribution & APIs (THALALAA)

Keywords

• Personal insurance
• Home insurance
• Car insurance
• Pet insurance
• Travel insurance

Headquarters

HQ city

Borås

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Premium Revenue: ICA Försäkring generates revenue through recurring insurance premiums paid by customers on policies covering home, vehicle, personal, and pet insurance. Customers can bundle multiple policies and receive loyalty bonuses (samlingsbonus up to 500 kr per year). Premium pricing varies by product type, coverage level, customer profile, and insured amount.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

ICA Försäkring is a Swedish insurance company that sells personal and small business insurance products directly to consumers. Its portfolio covers home insurance, car insurance, other vehicle insurance (motorcycle, moped, caravan, boat, snowmobile, light truck), personal insurance (life, accident, child, pregnancy, loan protection, travel), pet insurance for dogs and cats, and small business insurance. Policies are sold via a digital self-service website, a comparison tool (Försäkringsutmanaren), phone-based advisors, and bookable review meetings, with cross-sell leverage through the ICA Banken and ICA stores ecosystem.

Product overview

ICA Försäkring is a Swedish insurance company offering a comprehensive portfolio of insurance products. The product lineup includes six core categories: car insurance (Bilförsäkring), home insurance (Hemförsäkring), personal insurance (Personförsäkring), vehicle insurance (Fordonsförsäkring), pet insurance (Djurförsäkring), and business insurance (Företagsförsäkring). Key sub-products include award-winning child insurance (Barnförsäkring) ranked #1 by Konsumenternas, pregnancy insurance (Gravidförsäkring) available in free and premium tiers, and travel insurance (Reseförsäkring) with multiple coverage levels. The company also provides a digital comparison service called Försäkringsutmanaren. ICA Försäkring operates as part of ICA Banken and ICA Gruppen, offering loyalty benefits including bonus points ('stammis') on insurance costs and collection bonuses for customers with multiple policies.

Differentiator

Problem solved

Functional benefit

Products and services

• Bilförsäkring (Car Insurance) Vehicle insurance for car owners with three coverage levels: trafikförsäkring (mandatory traffic insurance), halvförsäkring (third-party), and helförsäkring (full comprehensive). Purchasable online by entering personalnummer and registration number.
• Hemförsäkring (Home Insurance) Comprehensive home insurance covering bostadsrätt (tenant-owned apartments), hyresrätt (rental apartments), villa/hus (houses), fritidshus (vacation homes), and student housing. Best overall home insurance per Konsumenternas Försäkringsbyrå. Includes 60-day travel protection.
• Personförsäkring (Personal Insurance) Personal insurance bundle including life insurance, accident insurance, child insurance, pregnancy insurance, loan protection, and travel insurance. Targeted at individuals and families.
• Fordonsförsäkring (Other Vehicle Insurance) Insurance for non-car vehicles including motorcycles, mopeds, motorhomes, caravans, trailers, snowmobiles, light trucks, and boats. Extends vehicle coverage beyond passenger cars.
• Djurförsäkring (Pet Insurance) Veterinary cost insurance for dogs and cats, including coverage that follows the pet regardless of which household it stays in.
• Företagsförsäkring (Business Insurance) Insurance products designed for business customers including liability, property, and employee coverage for Swedish small businesses.
• Barnförsäkring (Child Insurance) Top-ranked child insurance for children up to age 25, providing coverage for illness and accidents including medical and economic invalidity. Tiered coverage from 911,000 kr to 3,253,000 kr insured sum, priced from 257 kr to 483 kr per month. Ranked #1 with 4.1/5 by Konsumenternas Försäkringsbyrå.
• Gravidförsäkring (Pregnancy Insurance) Pregnancy insurance from week 22, offered as a free Gravid Fri basic tier or paid Gravid Plus extended tier. Covers complications, hospitalization, and includes three free BlueCall therapy sessions.
• Reseförsäkring (Travel Insurance) Travel insurance with multiple tiers including Semesterresa, Semesterresa Plus, Långresa, Långresa Plus, Backpacker, Studera utomlands, and Äventyrssport for adventure sports.
• Försäkringsutmanaren (Insurance Challenger comparison service) Digital comparison tool allowing customers to compare their existing insurance policies from other providers with ICA Försäkring offerings to find the best coverage at the lowest price.

Quantifiable outcome

• ICA Barnförsäkring ranked #1 with 4.1/5 points in Konsumenternas Försäkringsbyrå independent comparison
• +3 more outcomes

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• ICA BankencoreStrategic or Co-development PartnerICA Försäkring is a wholly-owned subsidiary of ICA Banken, which is part of ICA Gruppen. ICA Banken provides the banking infrastructure and cross-sell ecosystem including savings products (e.g., child savings accounts) linked to insurance purchases. The companies share the ICA brand and customer base.
• BlueCallcoreStrategic or Co-development PartnerBlueCall provides digital mental health support services (therapy via chat or phone calls) included with multiple ICA Försäkring policies. Users with various ICA insurance products get three free support calls per year, and pregnant customers with gravidförsäkring get three free calls as well. The service is accessed via the BlueCall app.
• Falck HealthcareminorStrategic or Co-development PartnerICA Försäkring partners with Falck Healthcare to provide crisis therapy sessions (up to 15 sessions) for children and families through the child insurance product, when a child is unwell.
• ICA GruppencoreStrategic or Co-development PartnerICA Försäkring is part of ICA Gruppen (parent company of ICA Banken). ICA Gruppen includes ICA grocery retail chains, Apotek Hjärtat (pharmacy), and ICA Banken. The insurance company leverages the ICA brand and retail ecosystem for customer acquisition and cross-selling.
• Apotek HjärtatminorGTM or Marketing PartnerICA Försäkring partners with Apotek Hjärtat (ICAGruppen pharmacy chain) for cross-promotional offers. Stammis Student customers receive a 150 kr welcome bonus to spend at ICA and Apotek Hjärtat when purchasing student home insurance.
• Car repair workshops (nationwide)minorStrategic or Co-development PartnerICA Försäkring works with car repair workshops across Sweden. Workshops recommended to customers must meet ICA Försäkring's environmental requirements (miljöföreskrifter). This ensures quality repairs and environmental compliance in the repair network.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Others

• Compricer: Swedish insurance comparison and lead-generation platform that routes customers to carriers. Adjacent to ICA Försäkring in the consumer purchase funnel and overlaps with ICA's own Försäkringsutmanaren comparison tool.
• ICA Banken: Parent of ICA Försäkring and same-group banking counterpart offering savings, loans, and child savings accounts. Comparable as the affinity-banking-and-insurance ecosystem that ICA Försäkring sells into and is structurally tied to.

Broad incumbents

• Folksam: One of Sweden's largest mutual insurers offering home, vehicle, life, accident, and pet insurance to individuals and businesses. Direct competitor across the same multi-line personal insurance categories with broader market share and longer history.
• Länsförsäkringar: Swedish mutual insurance group offering home, vehicle, life, and accident insurance through regional subsidiaries. Directly competes with ICA Försäkring in Swedish personal lines with strong regional brand presence.
• Trygg-Hansa: Major Swedish personal and commercial insurer (part of the RSA/Intact Group) offering home, car, life, accident, and pet insurance. Overlaps ICA Försäkring across nearly all product lines for Swedish consumers.
• If (Sampo): Leading Nordic P&C insurer owned by Sampo Group, offering home, vehicle, travel, and personal insurance in Sweden. A scale competitor in the same Swedish personal-lines market where ICA Försäkring operates.

Emerging players

• Lassie: Swedish digital-first pet insurance startup. Comparable to ICA Försäkring's Djurförsäkring product line on pet insurance specifically, with a more app-driven modern UX.
• Hedvig: Swedish digital-first insurtech offering home, car, and travel insurance sold through a mobile app. Directly comparable to ICA Försäkring on personal lines and digital-first distribution, though smaller and app-native rather than affinity-driven.

Direct peers

• Moderna Försäkringar: Swedish personal insurance carrier offering accident, pet, and life insurance, distributed via partnerships (e.g., bank affinity channels). Highly comparable to ICA Försäkring on personal-lines focus and partnership-led distribution.
• Gjensidige Sverige: Norwegian-owned Swedish personal and commercial insurer offering home, vehicle, accident, and pet insurance. Direct competitor in the same Swedish market with overlapping product mix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/icaforsakring
• Xx.com/icaforsakring

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles18 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 ICA Försäkring