Trygg Handel

What Trygg Handel does

Trygg Handel AS is a Norwegian private limited company founded in autumn 2009 and headquartered at Hasleveien 28A, Oslo (originally based in Geilo). It operates as a membership-based fraud protection and safe-marketing service aimed at Norwegian small and medium-sized businesses across all counties and industries. The company's core proposition is a "complete security package" that combines four integrated service lines: Svartelisten, a publicly accessible blacklist database of fraudulent companies and misleading marketers (maintained since 2010 and described as the only database of its kind in Norway); Svindelhåndtering, an assisted fraud-dispute and police-report service backed by an unconditional guarantee that members who follow its advice will not be defrauded; Trygg Markedsføring, a vetting and recommendation service for marketing offers, leveraging Trygg Handels certified Google Partner and 1881 agency status; and Telefonhenvisning, a call-referral filtering service that diverts incoming sales calls for evaluation. A Premium membership add-on (Advokatbistand) provides up to 10 hours of legal advisory per year delivered through partner Visma Advokater AS.

The business model is straightforward recurring subscription: annual membership billed per year with no automatic renewal and no per-incident charges. Pricing is publicly disclosed and tiered by entity type and size — 229 kr/month for sole proprietorships (2,748 kr/year), 249 kr/month for AS/DA companies under 10 employees (2,988 kr/year), 299 kr/month for AS/DA companies with 10–50 employees (3,588 kr/year), and individually negotiated pricing above 50 employees. The legal add-on costs an additional 100–200 kr/month depending on company size. Distribution is direct-to-consumer via the trygghandel.no website and a phone-based customer service line (Mon–Thu 09:00–15:00, Fri 09:00–14:00). Additional member benefits are delivered through a partnership ecosystem (Visma Advokater, PlusOffice, Proff Forvalt, Kredin). The company claims several thousand member companies, operates only in Norway, and is led by Managing Director Per Fredrik J. Svedlund; no external funding, parent company, or institutional investors are disclosed.

Name

Trygg Handel

Legal name

Trygg Handel AS

Website

https://trygghandel.no

Company type

Private

Founded year

2009

Operating status

Operating

Short description

Trygg Handel AS is a Norwegian membership-based fraud protection and safe-marketing service for SMBs, combining a fraud blacklist, dispute handling, call filtering, and vetted marketing recommendations into an annual subscription starting at 229 kr/month.

Ownership category

akta.pro rank

Headquarters

HQ city

Geilo

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Annual Membership Fees: Subscription-based annual membership fees billed per year. Fee structure varies by company type (sole proprietorship, AS/DA) and size (number of employees). Additional optional legal advice package available.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Trygg Handel AS is a Norwegian membership-based fraud protection organization that sells annual subscriptions giving businesses access to a comprehensive security package. The package bundles a proprietary blacklist database of fraudulent operators, fraud handling and invoice dispute assistance with a money-back guarantee, vetted marketing recommendations from certified providers, and a phone-referral service that screens incoming sales calls. An optional premium add-on delivers up to 10 hours of legal advisory per year through partner Visma Advokater.

Product overview

Trygg Handel is a membership-based fraud protection and safe marketing service for Norwegian businesses, not a traditional SaaS platform. Its core offering is a comprehensive security package built around four integrated service products: Svartelisten (a blacklist/alert database of fraudulent companies), Svindelhåndtering (fraud handling and dispute assistance with a fraud-prevention guarantee), Trygg Markedsføring ( vetted marketing recommendations including Google Ads and directory listings via certified agency partnerships), and Telefonhenvisning (a call-referral filtering service). These are delivered as a unified annual membership, with a Premium tier adding Advokatbistand legal advisory (via Visma Advokater) for 10 hours. The membership is priced in tiers from 229 kr/month (sole proprietors) to individually negotiated rates for large enterprises, with no per-use charges.

Differentiator

Problem solved

Functional benefit

Products and services

• Medlemskap (Annual Membership) Annual subscription product for Norwegian businesses (sole proprietorships and AS/DA companies) granting access to Trygg Handels full fraud protection package: blacklist database, fraud handling/dispute assistance with guarantee, vetted marketing recommendations, phone-referral call filtering, and member discounts. Priced in tiers from 229 kr/month for sole proprietors to individually negotiated rates for companies with more than 50 employees; billed annually with no automatic renewal.
• Svartelisten (Blacklist Database) A continuously updated public database listing companies flagged by Trygg Handel and its members as fraudulent operators or misleading marketers, available free to the public and used by members to vet counterparties.
• Svindelhåndtering (Fraud Handling Service) Assistance service for members to dispute fraudulent invoices, communicate with scammers, and file police reports, backed by an unconditional guarantee that members who follow Trygg Handels advice will not be defrauded.
• Trygg Markedsføring (Safe Marketing) Marketing evaluation and quality-assurance service that assesses marketing offers received by members against vetted, trustworthy providers, including certified Google advertising (Google Ads, Google My Business) and 1881 directory listings.
• Telefonhenvisning (Phone Referral Service) A service where member businesses route their incoming sales calls to Trygg Handel, which evaluates each offer and reports back with an assessment to filter out fraudulent or misleading pitches.
• Advokatbistand (Premium Legal Advisory) Optional premium add-on to the standard membership providing up to 10 hours of legal advisory per year from Visma Advokater AS for members facing disputes, fraudulent claims, or unclear contracts.

Quantifiable outcome

• Fraud protection guarantee - members who follow Trygg Handels advice will not be defrauded

Named customers10 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• Visma Advokater AScoreImplementation/ SI/ Consulting Partner · 1 January 2009Legal advice provider for Trygg Handels Premium membership tier. Provides up to 10 hours of legal assistance per year to members who opt for the legal advice package.
• PlusOffice ASminorGTM or Marketing Partner · 1 January 2009HMS/HR software partner offering Trygg Handel members an all-in-one management tool at favorable member pricing. No termination fees or binding periods.
• Proff ForvaltminorGTM or Marketing Partner · 1 January 2009Business information and credit check services. Offers Trygg Handel members 15% discounted introductory price in first year for access to accounting, credit checks, alerts, and address lists.
• KredinminorGTM or Marketing Partner · 1 January 2009Debt collection technology partner offering loss-protection services. Members receive 10 reminders, 1 payment reminder, and 1 credit check included in member benefits.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• ScamAdviser: Online scam-detection platform that rates website legitimacy and publishes consumer/business warnings about fraudulent operators. Comparable to Trygg Handel as a public-facing trust/scam database with a paid B2B protection layer.
• Better Business Bureau (BBB): BBB Scam Tracker and business-rating platform that warns consumers and businesses about fraudulent operators, mediates disputes, and provides accredited-business vetting. Directly comparable to Trygg Handel on the business-trust, dispute-resolution, and scam-alerting axes.
• Trustpilot: Open business-review and trust platform where consumers and businesses flag poor actors, with subscription tools for businesses to manage reputation. Comparable to Trygg Handel as a public trust/rating data layer and a paid B2B service built on community-reported incidents.
• Næringslivets Sikkerhetsråd (NSR): Norwegian business-security council that advises companies on crime prevention, fraud, and security. Directly comparable in geography, mandate, and SMB protection focus, and operates as the closest home-market peer organization for Trygg Handel.

Regional players

• Get Safe Online: UK-based public-private partnership providing fraud, scam, and cyber-crime awareness and reporting services to businesses and consumers. Comparable in mission and SMB-protection focus, but operates in a different geography and is not a direct subscription product competitor.
• Action Fraud: UK national fraud and cybercrime reporting centre. Comparable in fraud-reporting and victim-advisory mission, but a public service in a different geography rather than a paid membership product.

Others

• Visma: Leading Nordic vertical-SaaS provider for accounting, payroll, and practice management, with Visma Advokater as a strategic legal-advice partner of Trygg Handel. Adjacent rather than competing - relevant as both a partnership channel and a likely acquirer/ecosystem integrator.

Broad incumbents

• DNB: Norway's largest bank, providing fraud-monitoring, secure-payment, and business-security services to corporate and SMB customers. Comparable as a broad incumbent with overlapping fraud-protection functionality, but as part of a full banking relationship rather than a standalone subscription.
• Telenor: Norwegian-headquartered telecom with cybersecurity and identity-protection products for SMBs. Comparable as a Nordic incumbent with overlapping protection/security services, but bundled into a much wider connectivity and security portfolio.
• Gjensidige Forsikring: Largest Norwegian general insurer offering fraud-prevention, cyber, and risk-management services to business customers. Comparable as a broad incumbent providing overlapping protection capabilities to Norwegian SMBs, though embedded in a much wider insurance portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights7 records

Customer concentration

• Xx.com/TryggHandel
• YouTubevimeo.com/trygghandel
• Facebookfacebook.com/Trygghandel.no

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Trygg Handel