ETU Forsikring

What ETU Forsikring does

ETU Forsikring A/S is a Danish family-owned insurance company headquartered in Rødekro, founded in 2007 and operating as a public limited company (CVR 30072855). Historically, it sold personal and small-commercial insurance products — including holiday home insurance, car and home owner-change insurance, pet insurance for cats, rabbits, rodents, and horses, accident, contents, travel, boat, motorcycle, caravan, and trailer insurance — alongside a roadside assistance product delivered through Assist24 (domestic) and SOS International (international). The company was family-controlled (Chairman Peer Heitmann Madsen, board member Frank Heitmann Madsen, Vice-Chairman Dennis René Petersen, Director Michael Gabrielsen), with no disclosed venture capital or private equity backing, and was previously branded as Dyreforsikring Danmark.

The go-to-market combined inside-sales via telephone-based personal advisors (target: 80% of calls answered within 20 seconds), a self-serve digital layer (the Mit ETU customer portal accessed via MitID, and the ETU mobile app for claims filing and 24/7 roadside assistance requests), and embedded partner referral via veterinarians, car dealers, breeders, and real estate agents. Pricing was quote-based, anchored by the Totalkunderabat bundling discount of 23–30% for customers holding three or more policies; premiums were collected monthly, quarterly, semi-annually, or annually via giro, Betalingsservice, or MobilePay. Underlying technology was not publicly disclosed; the disclosed integration footprint consisted of MobilePay, Betalingsservice (Nets), e-Boks, MitID, Google Analytics, and the ETU app on Google Play and the App Store. In 2020 the company received the 'Insurance Company of the Year – Growth' industry recognition and added 130 million DKK to its topline in 2021.

As of 1 November 2024, ETU transferred the majority of its private insurance book to Forsia Forsikring (excluding owner-change insurance, Swedish holiday homes, and pet insurance for cats, rabbits, rodents, and horses) and ceased writing new business. The company is now operating as a run-off entity servicing residual policies. Capital adequacy deteriorated materially: minimum capital coverage was 38% and SCR coverage 58% at 31 December 2024, both well below the 100% regulatory threshold. Finanstilsynet issued a reprimand and injunction for solvency breach on 8 June 2026 and a separate injunction to prepare a financing plan on 25 June 2026, alongside required recovery and financing plans.

Name

ETU Forsikring

Legal name

ETU Forsikring A/S

Website

https://etuforsikring.dk/

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

ETU Forsikring is a Danish family-owned insurer founded in 2007 offering private and SME insurance including pet, holiday home, and owner-change coverage. After a November 2024 transfer to Forsia Forsikring, it stopped new business and runs off remaining policies.

Ownership category

akta.pro rank

Product category

Personal Insurance

NAICS

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

SIC

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

akta.pro primary industry

Individual Supplemental Health (Hospital Indemnity, Critical Illness, Accident) (FSAIAEAD)

akta.pro secondary industries

Embedded Insurance & Affinity Distribution Platforms (FSAGAGAL), Embedded Travel Insurance Distribution & APIs (THALALAA)

Keywords

• Personal insurance products
• Pet health insurance
• Holiday home insurance
• Roadside assistance services
• Commercial liability insurance

Headquarters

HQ city

Rødekro

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance premiums: ETU Forsikring generates revenue through recurring insurance premiums across multiple product lines including home/house, car, travel, pet (rabbit, rodent, cat), property transfer, and roadside assistance insurance. Premiums are collected on monthly, quarterly, semi-annual, or annual billing cycles. Payment methods include giro, Betalingsservice, and MobilePay, each with associated administrative fees.
2. Roadside assistance services: Roadside assistance is offered as a standalone product or bundled with other insurance lines. Provided domestically via Assist24 (phone: 48 48 49 49) and internationally via SOS International (phone: +45 70 10 50 52). Revenue generated through annual or periodic premiums for roadside coverage.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels6 records

Core offering

ETU Forsikring is a family-owned Danish insurance company offering a range of personal and small-business insurance products including holiday home insurance, car transfer insurance, home transfer insurance, cat/rabbit/rodent health insurance, and roadside assistance. The company distributes through telephone-based sales with personal advisors, a self-serve Mit ETU portal and mobile app, and embedded partner channels (veterinarians, car dealers, breeders, real estate agents). As of November 2024, most private insurance policies have been transferred to Forsia Forsikring and the company no longer writes new business.

Product overview

ETU Forsikring is a family-owned Danish insurance company (established 2007) offering private and commercial insurance products. The product portfolio centers on specialty insurance including holiday home insurance, car and home owner change insurance, and pet insurance (cats, rabbits, rodents). The company also provides road assistance services through partner networks. As of November 2024, most private insurance policies (except pet insurance, Swedish holiday homes, and owner change insurance) have been transferred to Forsia Forsikring. The company continues to operate with a focus on customer service excellence, offering personal advisors and rapid response times. The total customer discount program encourages policy bundling across multiple insurance types.

Differentiator

Problem solved

Functional benefit

Products and services

• Fritidshusforsikring (Holiday Home Insurance) Insurance for holiday homes and summer houses covering building damage from fire, storm, flooding, and lightning. Includes optional add-ons for contents, pipe damage, and insect/fungal damage. Garages and carports up to 75 sqm are included.
• Bilejerskifteforsikring (Car Owner Change Insurance) Mechanical and electrical breakdown insurance for used cars, covering errors on components included in the certificate. Offered in multiple tiers (Basis, Bronze, Silver, Gold) and electric car variants. Sales stopped as of August 31, 2024.
• Boligejerskifteforsikring (Home Owner Change Insurance) Insurance covering hidden damages on purchased properties, including structural damage, settling damage, and illegal electrical/plumbing installations. Sales stopped as of February 20, 2024, but existing policies remain active.
• Kanin- og gnaverforsikring (Rabbit and Rodent Insurance) Health insurance for rabbits and rodents covering illness and accident. Includes dental accident coverage and 140-day treatment period. Sales discontinued.
• Katteforsikring (Cat Insurance) Health insurance for cats covering illness, accident, dental issues, and rehabilitation. Includes automatic bonus dental coverage for cats enrolled before 6 months. Sales discontinued.
• Vejhjælp (Roadside Assistance) Road assistance service available in Denmark and internationally through Assist24 and SOS International partners. Accessible via ETU mobile app with location tracking capability.
• Totalkunderabat (Total Customer Discount) Multi-policy discount program rewarding customers who bundle multiple insurance types. Discounts range from 23% to 30% based on age and policy combination, applying to car, house, travel, contents, accident, boat, and other eligible policies.

Quantifiable outcome

• 80% of calls answered within 20 seconds
• +3 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Forsia ForsikringcoreStrategic or Co-development PartnerAs of 1 November 2024, most of ETU Forsikring's private insurance policies (excluding property transfer insurance, Swedish holiday homes, and pet insurance for cats, rabbits, and rodents) were transferred to Forsia Forsikring. This was a major portfolio transfer, effectively outsourcing a significant portion of ETU's book of business.
• Assist24coreTechnology or IntegrationAssist24 provides ETU Forsikring's domestic roadside assistance services (Vejhjælp i Danmark). Customers call 48 48 49 49 for domestic breakdown assistance. The service is integrated into ETU's app and claims handling process.
• SOS InternationalcoreTechnology or IntegrationSOS International provides ETU Forsikring's international roadside assistance services (Vejhjælp i udlandet). Customers call +45 70 10 50 52 for assistance abroad. The service is available 24/7 and integrated with ETU's customer service and claims processes.
• SOS International A/ScoreTechnology or IntegrationSOS International operates the round-the-clock assistance centre for ETU Forsikring's travel assistance services. Contact number is 0045 3848 8770. Handles assistance needs while customers are travelling internationally.
• FirstVetminorStrategic or Co-development PartnerETU Forsikring previously partnered with FirstVet to offer pet owners free access to online veterinary consultations. This partnership provided customers with direct access to vet advice via the ETU app.
• EY (Ernst & Young)coreOthersEY serves as ETU Forsikring's external auditor, conducting statutory audits of annual reports, half-year reports, and solvency and financial condition reports (SFCR).
• Spar NordminorOthersSpar Nord is ETU Forsikring's bank, with account details: Reg.nr. 9873, kontonr. 8730124008. Used for insurance payouts via NemKonto system.
• Veterinarians (Veterinærpartner netværk)coreChannel Partner/ Reseller/ DistributorVeterinarians are key distribution and service partners for ETU's pet insurance products (cat, rabbit, rodent insurance). ETU provides partners with a dedicated web portal for calculating prices, creating health packages, and managing certificates. Partners can sell health packages to clients and receive direct claim reimbursement from ETU. An ETU Bonuspointshop rewards partners with gifts for accumulated points.
• Car dealers (Bilforhandler)coreChannel Partner/ Reseller/ DistributorCar dealers are key distribution partners for ETU's bilejerskifteforsikring (car transfer insurance). ETU provides partners with a portal for pricing, saving draft certificates, purchasing insurance, and managing staff/user accounts.
• Breeders (Opdrætter)minorChannel Partner/ Reseller/ DistributorBreeders distribute ETU pet insurance products (rabbit, rodent, cat health insurance). They can calculate prices, submit quotes, and view a list of created certificates via the partner portal. An ETU Bonuspointshop loyalty programme rewards partners.
• Real estate agents (Ejendomsmægler)minorChannel Partner/ Reseller/ DistributorReal estate agents distribute ETU's boligejerskifteforsikring (homeowner transfer insurance) and related property insurance products. Partners can order reports, view pricing, and download insurance terms and conditions via the ETU partner portal.

Scale indicators4 records

Recent moves7 records

Expansion highlights1 record

Direct peers

• Agria Dyreforsikring: Leading Nordic pet and animal insurance specialist operating in Denmark. Directly comparable to ETU's retained cat, rabbit, and rodent insurance lines and to its previous Dyreforsikring Danmark brand.
• Forsia Forsikring: Direct recipient of ETU's transferred private insurance portfolio in November 2024. Forsia is a Danish insurer focused on personal lines and is the most directly comparable competitor for ETU's historical product set (home, car, accident, travel).
• GF Forsikring: Danish member-owned insurer offering personal lines (home, car, accident, travel) targeting customers seeking personal service. Closely comparable to ETU's positioning as a relationship-led alternative to large incumbents.

Others

• SOS International: Nordic roadside and travel assistance provider and ETU's partner for international Vejhjælp. Related as an enabling service partner rather than a direct competitor, but materially comparable for the roadside assistance product line.
• Assist24: Danish roadside assistance provider and ETU's domestic Vejhjælp partner. Comparable for the roadside product line and an embedded ecosystem participant in ETU's offering.

Broad incumbents

• Topdanmark: Major Danish P&C and life insurer offering the full suite of personal and commercial lines. Comparable as a broad incumbent against which ETU's niche and bundle positioning competed.
• Codan (part of RSA/Intact): Large Danish personal and commercial P&C carrier underwritten by a global insurance group. Competes across most of ETU's historical product categories at much greater scale.
• Tryg: One of the largest Scandinavian P&C insurers with a substantial Danish operation. Broad incumbent competing across home, car, accident, and travel lines that ETU historically serviced.
• Alm. Brand: Major Danish insurance group offering personal and commercial lines across P&C, life, and banking. A broad incumbent against whom ETU positioned itself with family-owned, personal-service branding.

Regional players

• Dyrekassen Danmark: Danish pet insurance specialist focused on dogs and cats. Niche competitor for ETU's retained pet insurance book and natural peer for any future specialty run-off or carve-out scenario.

Market position

Strengths3 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/etuforsikring

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 ETU Forsikring