MyLoan

What MyLoan does

MyLoan operates as a Nordic financial services comparison and brokerage platform, legally organized as Zmarta AB and headquartered in Stockholm, Sweden. Founded in 2010, the company aggregates consumer applications and distributes them across a network of up to 35 partner banks and lenders via a single credit check (UC) integration, enabling consumers to compare personal loans, consolidation loans, mortgages, business loans, car loans, and specialty products such as restart loans (Omstartslån) without submitting multiple applications or incurring multiple hard credit inquiries. Beyond core lending, the platform has extended into insurance comparison (car, home, villa, motorcycle, life, business), electricity contract switching, credit card comparison, and ancillary tools including loan and mortgage calculators.

The core technology is a loan-brokering and comparison platform with proprietary integration to the Swedish credit bureau (UC), allowing a single inquiry to be shared across all participating lenders. The platform supports consumer-facing self-service application flows, a phone-based advisory channel, and localized sub-brands across Sweden, Finland, and Norway (including elskling.se/no for electricity, axofinans.se, and uscore.se). No native mobile app, API surface, or AI/ML capabilities are disclosed in the source data; the architecture is fundamentally an integration and routing layer rather than a data-science-driven platform.

The business model is affiliate/referral-based: the comparison service is free to consumers, and the company earns commissions or referral fees from partner banks and lenders when applications are completed. Distribution is conducted via the direct website (zmarta.se and regional variants), content marketing through tips-and-advice articles, SEO, Trustpilot social proof (4.6/5 from 22,545 reviews), and a small social media presence on Facebook and LinkedIn. The company serves primarily individual Swedish consumers, with a secondary segment of small business owners seeking business financing, and operates entirely on a horizontal segmentation basis across personal, household, and SMB financial product categories.

Name

MyLoan

Legal name

Zmarta AB

Website

https://myloan.se

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

MyLoan (Zmarta AB) is a Stockholm-based Nordic financial comparison platform that distributes a single consumer credit inquiry across up to 35 partner banks for personal loans, mortgages, insurance, and electricity contracts. The company serves individual consumers and small businesses in Sweden, Finland, and Norway via multiple sub-brands.

Ownership category

akta.pro rank

Product category

Financial Comparison Services

NAICS

Mortgage and Nonmortgage Loan Brokers (52231)

SIC

Loan Brokers (6163)

akta.pro primary industry

Personal Loan & Unsecured Credit Intermediation (FSAEAEAM)

akta.pro secondary industries

Multi-Loan / Multi-Creditor Consolidation Loans (FSAKAIAD), Bank & Credit Union Personal Loans (Unsecured Installment) (FSAKAAAL), Revolving Lines of Credit (Personal HELOC-excluding / Unsecured LOC) (FSAKABAL)

Keywords

• Loan comparison services
• Financial product brokerage
• Insurance comparison platform
• Mortgage rate comparison
• Consumer credit services

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Commission from Lenders: The company earns commissions or referral fees when customers complete loan applications with partner lenders. As an intermediary, Zmarta monetizes the leads/applications sent to the banking network.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

MyLoan operates a Nordic financial services comparison and brokerage platform that matches customer applications with up to 35 partner banks and lenders simultaneously. Using a single unified credit check (UC) shared across all providers, the platform offers comparison and application services for personal loans up to 800,000 SEK, consolidation loans, mortgages, business loans, car loans, restart loans, insurance products (car, home, villa, motorcycle, life, business, security), electricity contracts, and credit cards.

Product overview

Zmarta is a Nordic financial services comparison platform operating as a loan and insurance broker. The platform aggregates and matches customer applications with up to 35 partner banks and lenders, distributing a single credit check (UC) across all providers. The core offerings include loan comparison services (personal loans up to 800,000 SEK, consolidation loans, home loans, business loans, car loans, restart loans), insurance comparison (car, home, villa, motorcycle, life, business insurance), electricity contract comparison, credit card comparison, and related financial tools including loan and mortgage calculators. The company operates under Zmarta Group with multiple regional brands across Sweden, Finland, Norway, and other Nordic markets.

Differentiator

Problem solved

Functional benefit

Products and services

• Loan Comparison & Brokerage Service A loan comparison and brokerage platform that matches loan applications with up to 35 banks and lenders. The service covers personal loans up to 800,000 SEK, consolidation loans, home loans, business loans, car loans, and restart loans, enabling customers to compare offers and choose the best terms without contacting multiple institutions individually. One unified credit check (UC) is shared across all lenders.
• Insurance Comparison Service Comparison and switching service for insurance products including car, home, villa, motorcycle, life, business, and security insurance. Customers can compare providers free of charge at the same price as buying directly from the insurer and switch online or via phone-based personal advisory.
• Electricity Contract Comparison Service (Elavtal) Comparison and switching service enabling customers to find and switch to optimal electricity plans from multiple Swedish electricity providers.
• Credit Card Comparison Service (Kreditkort) Credit card comparison and application service that aggregates offers from multiple card issuers so customers can compare terms and apply online.

Quantifiable outcome

• Up to 35 lenders can be accessed with one application
• +1 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Klarna: Klarna is a Nordic-founded payments and consumer finance incumbent with broad offerings across credit, shopping, and banking, an adjacent scale player whose lending and comparison touchpoints overlap with Zmarta's consumer credit focus.
• ICA Banken: ICA Banken is a Swedish retail bank offering consumer loans, mortgages, and insurance directly, the kind of incumbent lender partner and competitive channel Zmarta brokers applications to and around.

Direct peers

• Finansportalen: Finansportalen is a Norwegian consumer finance comparison service, comparable to Zmarta on the personal loan comparison mechanic and on cross-Nordic reach into one of Zmarta's served markets.
• Compricer: Compricer is a Nordic comparison platform for personal finance products including loans, insurance, and energy contracts, directly mirroring Zmarta's multi-vertical comparison strategy in the same geography.
• Insplanet: Insplanet is a Nordic insurance broker offering direct comparison and switching across personal and commercial lines, closely mirroring Zmarta's insurance comparison offering and affiliate/referral revenue model.
• Sambla: Sambla is a leading Swedish loan broker that compares and matches consumer loan applications to a network of banks, directly overlapping with Zmarta's core loan comparison and intermediary proposition in the Swedish market.
• Lendo: Lendo is a Nordic loan comparison platform that matches consumer loan requests to multiple banks, offering essentially the same single-application, multi-lender intermediation model as Zmarta in Sweden.
• Capcito: Capcito is a Swedish business loan and credit comparison platform serving SMEs, directly overlapping with Zmarta's Företagslån (business loan) comparison offering and small-business customer segment.

Regional players

• LendingTree: LendingTree is a US-based loan comparison marketplace connecting consumers with multiple lenders via a single application, the international archetype for Zmarta's single-credit-check, multi-lender distribution model.
• GoCompare: GoCompare is a UK financial product comparison platform for loans, insurance, and utilities, a regional analogue of Zmarta's multi-vertical comparison model operating in a different geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/zmartasverige
• LinkedInlinkedin.com/company/zmartagroup
• Xx.com/myloan_se

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

Investments

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

Frequently asked questions about MyLoan