What Elskling does

Elskling AB is a Stockholm-based comparison platform and Sweden's largest electricity contract comparison service, founded in 2007 by five civil engineers from KTH Royal Institute of Technology. The company operates a web-based platform that aggregates electricity prices and contract terms from all 120 electricity trading companies active on the Swedish market, covering more than 5,000 contracts, and enables consumers to compare and switch electricity providers in under 30 seconds. The platform is complemented by supporting services including solar energy surplus sales comparison, business electricity contracts, savings account comparison (recently launched), and an editorial content hub covering energy-saving tips, solar energy, and electricity market education. The company also distributes third-party smart home products such as the Ngenic Tune thermostat through an in-platform shop.

The business model is a 100% results-based affiliate referral model: the service is free for consumers, and electricity trading companies pay commission only when a customer is successfully delivered via Elskling. Electricity companies can also offer exclusive campaign prices exclusively through Elskling, providing a differentiated value proposition. The company additionally operates an affiliate program with named partners (Elbruk, Konsumentguiden, Börskollen) and uses content marketing, SEO, and email channels to drive traffic. Reach signals include over 1 million cumulative Swedish switchers since 2010, a 4.6/5 Trustpilot rating across 4,010 reviews, and an AAA credit rating from Soliditet.

Elskling is owned by Axo Group, a Nordic fintech conglomerate headquartered in Oslo that operates sister brands including Zmarta, uScore, and Axo Finans across Sweden, Norway, Finland, and Denmark. This ownership provides structural access to cross-sell financial products (loans, insurance, credit scores) and shared infrastructure across the Nordic region. The company is headquartered at Norra Stationsgatan 69, Stockholm, and operates with a small team of 11-50 employees focused on content, partnerships, and customer service.

Name

Elskling

Legal name

Elskling AB

Website

https://elskling.se

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Elskling is Sweden's largest electricity contract comparison platform, serving Swedish households and businesses with a free, self-serve web tool that compares prices across 120 providers and 5,000+ contracts, earning commission on successful switches.

Ownership category

akta.pro rank

Product category

Energy Price Comparison

akta.pro primary industry

Auto-Switching & Price Comparison Platforms (EUAGAEAD)

Keywords

• Electricity comparison
• Energy contracts
• Price comparison service
• Switching electricity provider
• Consumer energy savings

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Commission from Electricity Trading Companies: Elskling earns commission when customers successfully switch electricity contracts through the platform. Electricity trading companies pay only for customers actually delivered — the service is 100% results-based. Companies can also offer exclusive campaigns exclusively through Elskling.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

Elskling operates a web-based electricity contract comparison platform in Sweden that aggregates prices and terms from all 120+ electricity trading companies daily, covering 5,000+ contracts. Swedish consumers and businesses can compare fixed, variable, mixed, and spot-price electricity contracts and switch providers in under 30 seconds. The service is free for consumers, with Elskling earning commission from electricity companies on a 100% results-based model only when customers are successfully referred.

Product overview

Elskling operates as a comparison platform for the Swedish electricity market, offering a unified web-based service that allows consumers to compare and switch electricity contracts. The core offering is the electricity contract comparison tool, which interfaces with over 120 electricity providers offering more than 5,000 electricity plans. Adjacent services include solar energy sales comparison, business electricity contracts, savings account comparison, and educational energy-saving content. The platform also recommends third-party smart home products like the Ngenic Tune smart thermostat. All services are free for consumers, with the company generating revenue from electricity providers on a performance basis.

Differentiator

Problem solved

Functional benefit

Products and services

• Jämför elavtal (Electricity Contract Comparison)

Quantifiable outcome

• Over 1 million Swedish households have switched electricity contracts via Elskling since 2010
• +3 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Five partnerships are on record, tiered minor and core.

• OtovominorStrategic or Co-development PartnerOtovo provides solar panel installation services through Elskling's platform. They offer special deals including 3 months free leasing or 6,000 SEK discount on solar panel purchases. Otovo provides 20-year guarantees for leasing customers and 10-year guarantees for direct purchases.
• ZmartacoreOthersZmarta is a sister brand under the same parent company (Axo Group/Zmarta Group). Elskling is part of the Zmarta Group ecosystem which includes zmarta.se, zmarta.fi, zmarta.no, elskling.se, elskling.no, and uscore.se.
• ElbrukminorGTM or Marketing PartnerAffiliate partner that refers visitors interested in comparing electricity prices to Elskling. Elbruk serves visitors looking to compare electricity prices or switch electricity contracts.
• KonsumentguidenminorGTM or Marketing PartnerAffiliate partner providing reliable service for comparing electricity, loans, and insurance. Valued for customer focus and smooth service among listed intermediaries.
• BörskollenminorGTM or Marketing PartnerAffiliate partner that helps visitors compare electricity prices from multiple providers to find the best and cheapest electricity contract. Service is described as smooth, clear, and helping users make smart decisions.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Uswitch: UK-based consumer comparison platform strong in energy switching. Direct peer because it monetizes via supplier commissions on electricity and gas contract switches for UK households, structurally identical to Elskling's model.
• GoCompare: UK price comparison platform with energy-switching products. Direct peer because it earns commissions from suppliers on consumer electricity and insurance switches, directly comparable to Elskling's business model.
• Selectra: European energy and telecom comparison specialist operating across multiple countries. Direct peer because it provides electricity contract comparison in Sweden and other European markets using the same commission-based switching model.
• Verivox: One of Germany's largest independent energy comparison platforms. Direct peer because it operates the same electricity-supplier aggregation and switching model and has expanded into adjacent energy and financial verticals.
• Compricer: Swedish price comparison platform covering electricity, insurance, loans, and broadband. Direct peer because it competes head-to-head with Elskling in electricity contract comparison for Swedish households and operates an identical consumer-comparison/monetized-via-commission model.

Others

• Zmarta: Sister brand under Axo Group operating in Nordic personal finance comparison (loans, insurance, savings). Not a direct competitor but operates the same comparison-plus-affiliate revenue model under shared ownership with Elskling.

Broad incumbents

• MoneySupermarket: UK multi-vertical price comparison site including energy switching. Broad incumbent peer given its wider scope (insurance, banking, travel) compared to Elskling's electricity-focused offering, with the same commission monetization model.
• Kelkoo Group: European price comparison and shopping platform covering multiple product categories and verticals including utilities. Broad incumbent peer due to its pan-European scale and similar comparison-and-referral monetization model.
• Check24: Germany's largest multi-vertical comparison marketplace covering energy, insurance, banking, travel, and more. Broad incumbent peer because it competes across verticals including energy with a much larger scale and broader product portfolio.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/elskling

Compliance3 records

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 Elskling