Tjenestetorvet

What Tjenestetorvet does

Tjenestetorvet ApS is a privately held Danish price comparison and lead generation platform that connects individual consumers and small businesses with competing service providers across 11 product categories organized into four verticals: insurance (personal and business), energy optimization (heat pumps, insulation, electricity, solar panels, home EV chargers), legal services, and personal finance (mobile subscriptions, broadband, and a forthcoming real estate agent category). The platform is built on a simple web-based inquiry model: users complete a single form describing their needs and receive competing quotes from multiple suppliers, with the service being 100% free and non-binding for the consumer side.

The underlying technology is a web-only platform (tjenestetorvet.dk) without a mobile app, public API, or documented AI/ML capabilities. The architecture is functionally a structured lead capture and distribution system, supplemented by a content marketing blog, newsletter, and Google review integration to drive organic traffic. The company has aggregated over 1 million consumer users and 500+ suppliers, facilitated 350,000+ quotes since 2010, and delivered an average of 3,000+ leads per month in 2022.

Tjenestetorvet monetizes exclusively on the supply side: suppliers (insurance carriers, energy companies, legal firms, telecom operators, EV charger providers) pay for qualified consumer leads generated by the platform. The consumer side pays nothing. The go-to-market combines product-led growth (free inquiry flow that drives organic SEO and word-of-mouth) with a channel sales motion handled by a Head of Sales, including a formal 'Bliv leverandør' (Become a Supplier) program. The company is bootstrapped with no disclosed external funding, operates with 1–10 employees, and is led by CMO & Partner Thomas Lundsgaard.

Name

Tjenestetorvet

Legal name

Tjenestetorvet ApS

Website

https://tjenestetorvet.dk

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Tjenestetorvet is a Danish price comparison and lead generation platform that matches individual consumers and small businesses with competing providers across insurance, energy, legal, and telecom categories. The service is free for consumers; the company earns revenue by charging suppliers for qualified leads.

Ownership category

akta.pro rank

Product category

Price Comparison Marketplace

NAICS

Direct Mail Advertising (54186)

SIC

Services-Advertising (7310)

akta.pro primary industry

Lead Generation & List Building Services (Prospecting, Data Sourcing) (BPAFAKAE)

Keywords

• Price comparison platform
• Lead generation marketplace
• Consumer quote comparison
• Insurance comparison service
• Energy services marketplace

Headquarters

HQ city

Frederiksberg

HQ country

Denmark

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Lead Generation Fees: Tjenestetorvet generates revenue by charging service providers (suppliers) for delivering customer leads. When users submit inquiry forms, their information is forwarded to relevant suppliers who then compete for the customer's business. The service is free for consumers.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Tjenestetorvet operates a Danish price comparison and lead generation marketplace where consumers submit a single inquiry form and receive multiple competing offers from service providers across insurance, energy optimization, legal services, and personal finance categories. The service is free and non-binding for consumers, while the company generates revenue by selling qualified leads to its network of 500+ suppliers including major brands like Tryg, If Forsikring, Alm. Brand, Norlys, E.ON, and Codan.

Product overview

Tjenestetorvet is a Danish price comparison platform (prissammenligningstjeneste) that enables consumers to compare quotes from multiple providers across multiple service categories. The core offering consists of a quote comparison marketplace organized into four main categories: Forsikring (Insurance) including private and business insurance; Energioptimering (Energy Optimization) covering heat pumps, insulation, electricity, solar panels, and home EV chargers; Jura (Legal Services) for attorney connections; and Privatøkonomi (Personal Finance) including mobile subscriptions and broadband. The platform operates on a lead-generation model where users complete a simple form once and receive quotes from competing providers, with the service being free and non-binding for consumers. A separate supplier portal enables businesses to connect with new customers.

Differentiator

Problem solved

Functional benefit

Products and services

• Forsikring (Insurance) Price comparison service for various insurance types including car, home, travel, accident, pet, and life insurance. Consumers receive quotes from multiple providers by filling out a single inquiry form, enabling them to compare coverage and prices to find the best deal with discounts up to 25%.
• Erhvervsforsikring (Business Insurance) Business insurance comparison service that helps companies identify their coverage needs and receive customized insurance packages from multiple providers, targeting small and medium businesses seeking tailored commercial insurance solutions.
• Varmepumpe (Heat Pump) Comparison service for heat pump installation offers from multiple suppliers, helping consumers find the optimal product and pricing for residential heat pump solutions.
• Isolering (Insulation) Qualified advice and quote comparison for home insulation services, helping consumers find the most cost-effective insulation solutions from multiple providers.
• Strøm (Electricity) Electricity provider comparison service allowing consumers to compare and order electricity plans from various energy suppliers to find the best rates.
• Solceller (Solar Panels) Comparison service for residential solar panel installation from multiple providers, matching consumer needs with the best products and prices for solar energy solutions.
• Hjemmelader (Home EV Charger) Home EV charging station comparison and quote service from multiple providers including Clever, Drivee, E.ON, Norlys, HomeCharge, Greenbow, OK, and Tesla, helping electric vehicle owners find the best home charging solution.
• Advokat (Attorney) Legal services connection platform helping consumers find relevant attorneys and request quotes from multiple lawyers simultaneously for their legal needs.
• Mobilabonnement (Mobile Subscription) Mobile phone plan comparison service offering customized quotes based on individual consumer consumption patterns from various telecom providers.
• Bredbånd (Broadband) Internet service comparison platform helping consumers compare and order broadband connections from various providers to find the best speed and price.
• Ejendomsmægler (Real Estate Agent) Real estate agent connection service listed as coming soon to the platform, intended to help consumers connect with real estate agents.

Quantifiable outcome

• Users can save up to 25% on insurance policies
• +2 more outcomes

Named customers12 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

19 partnerships are on record, tiered core and minor.

• ClevercoreChannel Partner/ Reseller/ DistributorClever is a home charger provider featured on Tjenestetorvet's platform. Users can receive quotes for Clever home chargers and charging solutions for electric vehicles.
• DriveecoreChannel Partner/ Reseller/ DistributorDrivee is a Danish startup home charger provider partnered with Autel brand, offering delivery in 2-3 weeks. Featured as a home charger provider on Tjenestetorvet.
• E.ONcoreChannel Partner/ Reseller/ DistributorE.ON is a major global energy company offering home charger solutions. They have partnerships with b.energy and IVECO for Scandinavian market. Featured on Tjenestetorvet.
• Energi FynminorChannel Partner/ Reseller/ DistributorEnergi Fyn is a regional energy provider offering home charger solutions. Listed as a home charger provider on Tjenestetorvet.
• GreenbowminorChannel Partner/ Reseller/ DistributorGreenbow offers home chargers combined with electricity supply. Provides access to 300,000+ charging points and partners with Zaptec. Offers box replacement service for existing chargers.
• HomeChargecoreChannel Partner/ Reseller/ DistributorHomeCharge offers home chargers allowing customers to keep their existing electricity provider. Partners with Zaptec and Easee brands. Named 'Årets Easee Partner i Europa i 2022' (Easee Partner of the Year in Europe 2022).
• NorlyscoreChannel Partner/ Reseller/ DistributorNorlys is a major Danish energy provider offering home charger solutions. Available on Tjenestetorvet's platform.
• OK (OK-Benzin)minorChannel Partner/ Reseller/ DistributorOK is a well-known Danish company offering home chargers alongside electricity supply. Listed as a home charger provider on Tjenestetorvet.
• PanasonicminorChannel Partner/ Reseller/ DistributorPanasonic appears as a supplier logo on Tjenestetorvet's supplier page, suggesting they are a partner for home/energy products.
• TrygcoreChannel Partner/ Reseller/ DistributorTryg is Denmark's largest insurance company with 5.3 million customers. Offers home, car, travel, and business insurance through Tjenestetorvet's platform.
• Alm. BrandcoreChannel Partner/ Reseller/ DistributorAlm. Brand is Denmark's second-largest non-life insurance company with over 700,000 customers. After 2022 fusion with Codan, combined company offers comprehensive insurance through Tjenestetorvet.
• TopdanmarkcoreChannel Partner/ Reseller/ DistributorTopdanmark is a major Danish insurance company with 550,000+ customers. Has strategic cooperation with If Forsikring since 2022. Listed on Tjenestetorvet as insurance provider.
• CodancoreChannel Partner/ Reseller/ DistributorCodan is a traditional Danish insurance company founded in 1916, serving 300,000+ households and 35,000 businesses. Now part of Alm. Brand Forsikring after 2024 fusion. Featured on Tjenestetorvet.
• If ForsikringcoreChannel Partner/ Reseller/ DistributorIf is the Nordic region's largest insurance company with 4.5+ million customers, covering 1 in 5 households and cars in the Nordics. Acquired Topdanmark in 2024. Listed as insurance provider on Tjenestetorvet.
• GjensidigeminorChannel Partner/ Reseller/ DistributorGjensidige is one of the oldest and most solid insurance companies in the Nordics, founded in 1816. Has over 1 million customers across 6 countries with 4,600+ employees. Listed on Tjenestetorvet.
• GF ForsikringminorChannel Partner/ Reseller/ DistributorGF Forsikring is a Danish member-owned mutual insurance company founded in 1967 in Odense. Has 300,000+ members with 30 local offices across Denmark. Listed on Tjenestetorvet.
• GavmildminorChannel Partner/ Reseller/ DistributorGavmild is a new player in the Danish insurance market offering simple, transparent insurance without hidden fees or binding periods. Claims average savings of 3,200 DKK annually. Listed on Tjenestetorvet.
• AlkaminorChannel Partner/ Reseller/ DistributorAlka is a Danish insurance company founded in 1944 with roots in the labor movement, part of Tryg family since 2018. Named 'Bedst i test' (Best in Test) by Forbrugerrådet Tænk for combined insurance package. Listed on Tjenestetorvet.
• TeslaminorChannel Partner/ Reseller/ DistributorTesla is featured on Tjenestetorvet's home charger page as a provider of Tesla home chargers for electric vehicles. Tesla holds 12% of new car registrations in Denmark.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Confused.com: UK price-comparison site covering insurance and financial services. Same lead-generation, supplier-funded mechanic targeting price-sensitive consumers across multiple categories.
• MoneySupermarket Group: UK-listed price-comparison operator spanning insurance, energy, travel, and banking. Much larger incumbent demonstrating the scale and capital intensity a Nordic comparison platform could aspire to or compete against.
• Compare the Market: UK insurance and energy comparison site owned by Bravura. Broad incumbent with a similar free-for-consumer, supplier-funded model — useful as a benchmark for brand-led comparison businesses.
• Schibsted (price-comparison holdings): Nordic media group owning multiple comparison assets (Lendo, private loan/mortgage sites). Represents the strategic consolidator most likely to acquire or directly compete with Tjenestetorvet at scale.

Direct peers

• Elpriser.dk: Danish electricity and energy comparison platform focused on switching providers. Direct comparator on Tjenestetorvet's energy/electricity category in the same Danish market.
• Samlino: Danish price-comparison platform covering insurance, loans, telecom, and utilities. Closest direct peer in Denmark — same free-for-consumer, supplier-funded lead-generation model targeting overlapping consumer segments.
• Insplanet: Swedish insurance broker and comparison platform. Comparable on the insurance vertical specifically — same free-for-consumer, supplier-funded lead model within the Nordics.
• Compricer: Swedish price-comparison platform covering insurance, loans, electricity, and broadband. Closest geographic-direct peer with an almost identical category footprint and lead-gen business model.
• Lendo: Schibsted-backed Danish comparison service primarily for loans and banking products. Operates the same single-inquiry, multiple-quote mechanic for Danish consumers and monetizes via supplier leads.
• Selectra: European comparison platform with a Danish presence, focused on energy, telecom, and insurance. Directly comparable on energy/telecom verticals and cross-border comparison model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

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 Tjenestetorvet