PensionsSelskabet

What PensionsSelskabet does

PensionsSelskabet.dk (legally PensionsSelskabet pension & health care services ApS, CVR 34723907) is a Danish insurance intermediary regulated by Finanstilsynet under the Insurance Mediation Act (Lov om forsikringsformidling). The company advises Danish SMEs, self-employed individuals, and private customers on company pension (firmapension), health insurance, disability and critical-illness cover, and investment of pension savings, acting as the distribution and advisory layer on top of underlying insurance and pension providers — primarily AP Pension, with Nordnet for self-directed investing, Euro Accident and Dansk Sundhedssikring for health cover, and additional partners (Gjensidige, Dansk Tandforsikring, Forenede Gruppeliv, Dansk Lønsikring) for ancillary lines.

The product portfolio spans Firmapension for companies, FlexPension, pension plans for the self-employed, Senior Plus retirement advisory, individual health and dental insurance, wage insurance (Dansk Lønsikring, up to ~80% of income), disability and critical-illness cover, and an investment advisory layer offering lifecycle, sustainable (AP Bæredygtig), and self-directed (via Nordnet) options. The proprietary technology base includes PaymentHub — a Finanstilsynet-authorized payment infrastructure that lets employers run a single payroll deduction that is automatically split across multiple pension and health providers — and the X-Net (Insubiz) employer portal for enrollment, salary changes, and overview. The Pulse by MaxM digital employee-health platform (built with Vicorda) is bundled into corporate agreements. Marketing and webinar delivery run on Umbraco, WordPress, Mono Site/Net, and Microsoft Teams. The functional architecture is a regulated intermediary: PensionsSelskabet does not underwrite risk or hold policy liabilities; it places and administers business and earns commissions.

Revenue is generated primarily as recurring commissions from insurance mediation across multiple product lines. Pricing to end customers is quote-based and not publicly disclosed; advisory is free at the front-end, with Senior Plus priced on an outcome basis (10% of optimization gain, capped at 4,995 kr, only charged if improvements are made). Distribution is sales-led with a nationwide Danish field-sales and inside-sales footprint across 10 cities (Copenhagen HQ, Risskov regional office, Odense, Horsens, Sønderborg, Herning, Randers, Aalborg, Esbjerg, Holbæk) plus a meeting-coordination hub in Málaga, Spain. Each corporate customer is assigned a dedicated pension advisor. Following the 2021/2022 merger of seven advisory houses and the 2023 acquisition by Sweden's Max Matthiessen Group, the firm operates as a subsidiary within a Nordic financial advisory conglomerate. As of January 1, 2026, leadership consists of CEO Niels Borger Rasmussen and COO Anne Marie Nielsen, with founder-era CEO Stig Wetterstrøm transitioning to the board.

Name

PensionsSelskabet

Legal name

PensionsSelskabet pension & health care services ApS

Website

https://pensionsselskabet.dk

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

PensionsSelskabet.dk is a Danish insurance intermediary regulated by Finanstilsynet, advising SMEs, self-employed individuals, and private customers nationwide through 10 offices on company pension, health, disability, and insurance products sourced from AP Pension and partner insurers.

Ownership category

akta.pro rank

Product category

Pension and Insurance Advisory

NAICS

Insurance Agencies and Brokerages (52421), Pharmacy Benefit Management and Other Third Party Administration of Insurance and Pension Funds (524292), Payroll Services (541214)

SIC

Insurance Agents, Brokers & Service (6411), Life Insurance (6311), Accident & Health Insurance (6321), Investment Advice (6282)

akta.pro primary industry

Employer Retirement Plan Advisory (401(k)/Pension) (FSAEABAE)

akta.pro secondary industries

Annuity & Insurance-Based Retirement Solutions Advisory (FSAEABAH), Retirement & Pension Wealth (401(k)/IRA/SIPP/Superannuation Retail) (FSAAAAAJ), Pensions, Benefits & Retirement Disbursements (FSAMAKAI)

Keywords

• Pension advisory services
• Health insurance brokerage
• Company pension schemes
• Insurance intermediary services
• Retirement planning advisory

Headquarters

HQ city

Copenhagen

HQ country

Denmark

HQ region

Europe

Offices11 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Insurance mediation commissions: PensionsSelskabet.dk acts as an insurance intermediary (forsikringsformidler) regulated under Finanstilsynet. The company receives commissions from AP Pension, Euro Accident, Dansk Sundhedssikring, Gjensidige, and Dansk Tandforsikring for placing and administering insurance policies. In special cases, direct payment agreements may be made with customers instead of commissions from partners.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

PensionsSelskabet is a Danish pension and health insurance intermediary (forsikringsformidler) regulated by Finanstilsynet. The company provides advisory and brokerage services for company pensions, private pensions, and health insurance to Danish small and medium-sized enterprises, self-employed individuals, and private customers.

Product overview

PensionsSelskabet is a pension and health care advisory firm operating as an insurance intermediary under Finanstilsynet supervision. The company offers a comprehensive portfolio of pension, health insurance, investment, and insurance products primarily distributed through AP Pension as the main pension provider, supplemented by partnerships with Nordnet (for self-directed investing), Euro Accident, Dansk Sundhedssikring, Gjensidige, Dansk Tandforsikring, Forenede Gruppeliv, and Dansk Lønsikring. The core offerings include company pension schemes (Firmapension), private pensions, self-employed pensions, FlexPension, and the Senior Plus retirement advisory service. Health insurance products include workplace health insurance, senior health insurance, and Pulse by MaxM digital health platform. Insurance products cover disability (Tab af erhvervsevne), critical illness, serious illness, and dental insurance. Investment services offer lifecycle investing, sustainable investing through AP Bæredygtig, and self-directed options via Nordnet. The company also provides PaymentHub for consolidated payment processing and integrates with X-Net for employer enrollment. As part of the Max Matthiessen Group since 2023, the company operates with national coverage through offices in Copenhagen and Aarhus.

Differentiator

Problem solved

Functional benefit

Products and services

• Firmapension (Company Pension)

Quantifiable outcome

• Up to 300,000 kr extra for retirement through Senior Plus optimization
• +3 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature2 records

Partnerships

14 partnerships are on record, tiered core, major and minor.

• Max Matthiessen GroupcoreStrategic or Co-development Partner · 23 August 2023Max Matthiessen Group is the parent company of PensionsSelskabet.dk following an acquisition in 2023. Max Matthiessen is a Swedish financial advisory group expanding into the Danish market. The acquisition gave PensionsSelskabet.dk access to a broader product range including StockRate Asset Management within the same corporate family.
• AP PensioncoreStrategic or Co-development PartnerAP Pension is the primary supplier of pension products for PensionsSelskabet.dk. It is a 100% independent and customer-owned (kundeejet) pension company managing savings for over 500,000 customers. AP Pension provides the underlying pension products while PensionsSelskabet.dk acts as the intermediary providing advisory and administration services. AP Pension also offers the AP Loyalty Bonus (AP Loyalitetsbonus) distributing profits back to customers.
• Euro AccidentcoreStrategic or Co-development PartnerEuro Accident provides personal insurance including health insurance for companies and self-employed individuals. It is a key supplier alongside AP Pension, offering workplace disability, critical illness, and health coverage. Euro Accident is noted for maintaining stable pricing despite industry-wide increases in 2022.
• Nordnet BankcoreChannel Partner/ Reseller/ DistributorNordnet is one of the Nordic region's largest online brokers handling savings and investments. It offers self-directed investment options within the pension framework. PensionsSelskabet.dk offers Nordnet-based pension solutions for experienced investors who want to manage their own investments within their pension. Nordnet serves over 600,000 active customers.
• Dansk SundhedssikringmajorStrategic or Co-development PartnerDansk Sundhedssikring offers health insurance policies with a team of doctors and nurses working closely with both public and private hospitals to ensure quick examination and treatment. A key supplier of health insurance solutions for company and private customers.
• Dansk TandforsikringmajorStrategic or Co-development PartnerDansk Tandforsikring provides dental insurance covering up to 80% of dental expenses for a broad range of dental treatments. Offered as an employee benefit for corporate clients and as a private insurance product.
• Gjensidige ForsikringmajorStrategic or Co-development PartnerGjensidige (formerly Mølholm) provides health insurance for private individuals and businesses, operating since 1816. Offers workplace health insurance and related coverage products as part of the PensionsSelskabet.dk ecosystem.
• Forenede GruppelivminorStrategic or Co-development PartnerForenede Gruppeliv provides group life and related insurance coverage, referenced as part of the overall insurance offering through PensionsSelskabet.dk.
• Dansk LønsikringmajorStrategic or Co-development PartnerDansk Lønsikring provides wage insurance (lønsikring) that can cover up to 80% of income for unemployed individuals, including self-employed and employees. Insurable salaries up to 75,000 kr/month. With only 9 months qualification period, it is one of the shortest in the market.
• StockRate Asset ManagementmajorStrategic or Co-development PartnerStockRate Asset Management specializes in personal wealth management via global quality stocks, analyzing over 75,000 companies to select stocks based on earnings strength, financial strength, and economic stability. Manages approximately 12 billion DKK for customers. Now part of Max Matthiessen Group alongside PensionsSelskabet.dk, enabling cross-referral of wealth management clients.
• Conect ForsikringminorChannel Partner/ Reseller/ DistributorConect Forsikring specializes in commercial insurance for SMEs, operating as an insurance agency that helps small and medium businesses achieve better insurance terms through volume purchasing. They work in the background to help business owners focus on core operations.
• MinAdvokatminorChannel Partner/ Reseller/ DistributorMinAdvokat provides professional legal assistance for drafting wills, marriage contracts (ægtepagt), and other legal documents. Offered as a referral partner to clients needing legal services related to estate planning and pension.
• Vicorda (via Pulse by MaxM)majorTechnology or IntegrationVicorda provides the digital health platform behind Pulse by MaxM, which includes health screening, Face Scan, and workplace assessment tools. The platform is delivered as part of PensionsSelskabet.dk's corporate customer agreements at no additional cost. Anders Becker from Vicorda conducts Pulse by MaxM webinars.
• PaymentHub ApScoreTechnology or IntegrationPaymentHub is a payment infrastructure developed in partnership with AP Pension, authorized by Finanstilsynet, that enables companies to make a single consolidated payment for pension and health insurance that is automatically distributed to multiple providers. The first solution of its kind in Denmark, significantly reducing administrative burden for corporate clients.

Scale indicators4 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• AP Pension: Customer-owned Danish pension company with 500,000+ customers providing the underlying products PensionsSelskabet.dk distributes. Both acts as supplier and competes in the same SME/pension advisory market channel.
• Nordnet (Denmark): Nordic online broker serving 600,000+ customers and offering self-directed pensions within the same framework PensionsSelskabet.dk distributes. Both competes and partners with PensionsSelskabet.dk in the self-directed pension segment.
• Willis Towers Watson (Denmark): Global insurance and advisory firm with significant Danish corporate presence offering pension, health, and benefits brokerage - directly comparable intermediation model targeting similar enterprise customers.
• Marsh Denmark: Global insurance brokerage with a Danish operation serving corporate clients with risk, pension, and employee benefits advisory - directly comparable in intermediation model and SME/corporate customer base.

Broad incumbents

• PFA Pension: One of Denmark's largest pension companies serving both corporate and individual customers across retirement, insurance, and savings - competing head-to-head with PensionsSelskabet.dk's firmapension and individual advisory offering.
• Sampension: Danish pension provider offering occupational and individual pensions with related insurance products. Competes with PensionsSelskabet.dk in both firmapension and individual pension segments.
• Danica Pension: Major Danish pension provider within the Nordea group offering company pensions, health, and insurance for corporate and individual customers. Competes broadly in the same SME pension intermediation space.
• Nordea Pension Denmark: Danish arm of Nordea's pension business distributing unit-linked and traditional pension products via Nordea's bank channels. Competes directly in the SME firmapension space and is benchmarked against AP Pension returns.
• Velliv: Danish pension and insurance company serving both corporate and individual customers with savings and insurance products. Listed in AP Pension's 2025 return comparisons as a direct competitor.
• Pension Danmark: Labor-market pension fund serving private-sector employees with mandatory pension arrangements. Compares in scale and product breadth to PensionsSelskabet.dk's firmapension offering, though accessed via collective agreements rather than intermediation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/88Stig
• Facebookfacebook.com/PensionsSelskabet
• LinkedInlinkedin.com/company/pensionsselskabet

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 PensionsSelskabet