Safe Asset Group
Safe Asset Group is a Sweden-based B2B firm that certifies risk and resilience for real estate assets via its proprietary SHORE standard, serving property owners, operators, and institutional investors across 30+ countries.
- Company typePrivate
- Founded2020
- HeadquartersGothenburg, Sweden
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Safe Asset Group does
Safe Asset Group (formerly Safe Shopping Centers) is a Sweden-based B2B certification and risk management firm founded in 2017 and headquartered in Gothenburg, employing 11–50 people. The company provides risk and resilience certification for real estate assets through its proprietary SHORE standard (Safe Hospitality, Offices, Retail, and Exhibition), which evaluates properties against more than 850 criteria across six core areas. Its customer base spans commercial real estate service firms (Colliers, CBRE, Savills, BNP Paribas Real Estate), institutional investors and asset managers (Nuveen, DEKA, Oxford Properties, Citycon, Majid Al Futtaim, NEPI Rockcastle, Skandia), and large retailers (Carrefour), with operations in more than 30 countries across four continents and over 7 million square meters of certified assets.
The core product is a three-tier certification (Certified, Gold, Platinum) delivered on three-year cycles with mandatory annual compliance verification, generating subscription-style recurring revenue. Revenue is supplemented by professional services including advisory engagements, training programs, and an e-learning platform delivered through a learning management system. The company is privately held and bootstrapped, with no disclosed external funding rounds. It rebranded from Safe Shopping Centers to Safe Asset Group in October 2020 to reflect its expansion beyond retail centers into offices, hospitality, and exhibition venues, and has subsequently broadened its geographic footprint into the Gulf (Saudi Arabia, UAE) and North America.
The go-to-market combines direct enterprise sales with a standards-and-association layer: Safe Asset Group has launched a Risk and Resilience Working Group within the European Commerce & Shopping Platform (ECSP), co-authored Active Assailant guidance with the Royal Institution of Chartered Surveyors (RICS), partnered with Sweden's National Center for Security and Crisis Prevention (NCSC) on training, and entered a partnership with Formula E for high-visibility venue certification. These moves position the company as a standard-setter rather than a pure certification vendor, which underpins its regulatory-style moat in the real estate risk and resilience category.
Safe Asset Group firmographics
Firmographics- Name
- Safe Asset Group
- Legal name
- Safe Asset Group International AB
- Website
- https://safeassetgroup.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Safe Asset Group is a Sweden-based B2B firm that certifies risk and resilience for real estate assets via its proprietary SHORE standard, serving property owners, operators, and institutional investors across 30+ countries.
- Ownership category
- akta.pro rank
Where Safe Asset Group is headquartered
LocationHeadquarters
- HQ city
- Gothenburg
- HQ country
- Sweden
- HQ region
- Europe
Offices2 records
Markets served
Safe Asset Group business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Certification Services: SHORE certification services for real estate assets at three levels: SHORE Certified (baseline), SHORE Gold (in-depth assessment with on-site visit), and SHORE Platinum (premium assessment). Corporate Resilience & Governance certification also available. Revenue generated through assessment fees and annual compliance verification fees over the three-year certification cycle.
- Advisory Services: Bespoke advisory and high-level consultancy services including security risk assessments, counter-terrorism assessments, risk mapping, security design, CPTED, security strategy, and development of operational frameworks. Provided by global team of senior real estate experts.
- Training Services: In-person training programs covering risk assessment, business continuity planning, crisis management, media training, crisis drills, and high-threat procedures. Tailored to specific client needs.
- E-Learning Platform: Comprehensive e-learning suite with custom LMS, role-based courses for shopping centers, offices, hotels, and exhibition spaces. Available in multiple versions for staff, suppliers, management, and security teams. Revenue through course licensing and platform access.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | SHORE Certified - Entry-level certification focusing on framework and management systems |
| Subscription | Multi-year contract | SHORE Gold/Platinum - Premium in-depth assessment for high-value assets |
| Subscription | Multi-year contract | Corporate Resilience & Governance Certification |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Safe Asset Group product offering
Product offeringCore offering
Safe Asset Group is the global custodian and certification partner of SHORE (Safe Hospitality, Offices, Retail, and Exhibition assets), the world's only independent and internationally recognized certification system for operational risk, resilience, and governance of real estate assets. The company delivers SHORE certification at three levels (Certified, Gold, Platinum), a separate Corporate Resilience & Governance certification, bespoke advisory and consultancy services, an e-learning platform with a custom LMS, and tailored risk and security training programs for real estate owners, operators, and investors.
Product overview
Safe Asset Group operates as a single unified offering centered on the SHORE (Safe Hospitality, Offices, Retail, and Exhibition) Certification program, which is the company's primary product. The SHORE Certification serves as both a standalone certification and an umbrella framework under which the company delivers its advisory services, e-learning platform, and risk & security training programs. Together, these products form a comprehensive suite for operational risk, resilience, and governance assessment and improvement in real estate environments.
Differentiator
Problem solved
Functional benefit
Brands
- SHORE Certification: Global certification system for operational risk, resilience, and governance of real estate assets. Acronym stands for Safe Hospitality, Offices, Retail, and Exhibition assets. Available in three levels: SHORE Certified, SHORE Gold, and SHORE Platinum.
Products and services
- SHORE Certification Independent, internationally acknowledged assessment and certification of operational risk, resilience, and governance for real estate assets and portfolios. Available at three levels: SHORE Certified (baseline), SHORE Gold (in-depth assessment with on-site visit), and SHORE Platinum (premium comprehensive assessment), with a three-year validity and annual compliance verification.
- SHORE Corporate Resilience & Governance Certification Strategic corporate-level certification including review of corporate framework, practical implementation at individual assets, and stakeholder interviews. Validates corporate governance and demonstrates transparency and duty of care for responsible asset owners.
- E-Learning Platform
Quantifiable outcome
- Over 7,000,000 sqm of certified real estate assets across 27+ countries
- +4 more outcomes
Companies that use Safe Asset Group
Customer profileNamed customers20 records
Segments4 records
Ideal customer profiles3 records
Safe Asset Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Safe Asset Group partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered flagship, core and regional.
- Royal Institution of Chartered Surveyors (RICS)flagshipCollaborative development of Guide for Shopping Centers: Active Assailant Incident, offered as a complimentary resource. The guide supports Center Management officials, tenants, and service providers in preparing for and responding to potential active assailant situations. RICS collaboration extends credibility and distribution reach.
- NCSC - Nordic Commercial Spaces & CommunitiescoreJoint development of PDV (Pågående Dödligt Våld/Active Assailant) training program specifically adapted for shopping centers. Collaboration includes guide publication and complete PDV program offering mapping of existing routines, local guidelines, management support, tenant training, and practical exercises.
- Formula EcoreSAFE Asset Group provides on-site advisory and safety support for Formula E race events. Their advisory team supports throughout the build-up to race day, ensuring safe and fantastic experience for everyone. Partnership announced May 2023, with support at Berlin E-Prix and Monaco E-Prix events.
- European Council of Shopping Places (ECSP)flagshipLaunch of risk and resilience working group in collaboration with ECSP, the voice for Europe's retail property sector. Working group draws on expertise to deliver practical guides and advice on risk and resilience, with focus on integrating robust risk and resilience strategies into corporate ESG standards. ECSP announced the working group launch June 28, 2022.
- European Council of Shopping Places (ECSP)coreSAFE Asset Group became Risk Management Partner to ECSP as of September 2021. Partnership facilitates sharing of information and best practice on risk management and operational resilience to ECSP members based on SAFE's world-class experience and expertise.
- South African Property Owners Association (SAPOA)coreSAFE Asset Group became Risk Management Partner for SAPOA, strengthening relationship initially formed for COVID-19 advisory and certification services. Partnership extends SAFE's footprint in South Africa and exposes local property owners to global standards.
- SECCOM Consulting (France)regionalPartnership with French Risk Management and Corporate Compliance experts led by Patrick de La Guéronnière, former Global Safety & Security Director at Ingka Centres. Cooperation adds expertise for serving French-speaking clients with full range of services.
Scale indicators3 records
Recent moves7 records
Expansion highlights5 records
Safe Asset Group competitors and assessment
Company assessmentDirect peers
- Control Risks: Control Risks is a global security and political risk consultancy that delivers security risk assessments, crisis management, and operational resilience services to corporate and real estate clients. It is a direct competitor on the advisory side of Safe Asset Group's portfolio.
- S-RM: S-RM is a security and resilience consultancy providing risk assessments, intelligence, and crisis management services to corporate clients including real estate operators. It directly competes with Safe Asset Group on bespoke security and operational risk advisory work.
- BRE Group (BREEAM): BREEAM is the world's longest-established building sustainability certification, operating a similar proprietary-standard + assessor-network model across asset classes. It is the most analogous certification-and-label framework to SHORE, addressing building performance from a different lens (sustainability vs operational risk/resilience).
- U.S. Green Building Council (LEED): LEED operates a globally recognized building certification with multi-tier ratings (Certified, Gold, Platinum, mirroring SHORE's tiering) and is widely adopted by commercial real estate owners and operators, including many SHORE clients. It is a direct adjacent competitor for certification wallet share at the asset level.
- International WELL Building Institute (WELL): WELL is a building certification focused on occupant health and experience, layered onto LEED/asset performance. It shares the multi-tier rating model and is widely pursued by retail, office and hospitality asset owners - overlapping with SHORE's hospitality, office and retail target segments.
- Fitwel (Center for Active Design): Fitwel is a building health and wellness certification applied to retail, office and hospitality properties, using a similar third-party-verified certification model. It is a smaller, niche but functionally similar certification standard competing for the same landlord/operator mindshare.
Broad incumbents
- DNV: DNV provides certification, advisory and assurance services including for the built environment and real estate. While not exclusively focused on operational risk like SHORE, it is a credible competitor that could enter or expand into asset-level risk/resilience certification.
- ISS A/S: ISS is one of the world's largest facility services providers serving commercial real estate occupiers and owners. While not a certification body, it is a frequent incumbent for the same real estate customer accounts and could expand into risk-related services that overlap with SHORE.
- Bureau Veritas: Bureau Veritas is a global testing, inspection and certification (TIC) incumbent with building and real estate services. It competes for the same risk and compliance budgets as SHORE, but as part of a much broader portfolio across marine, commodities, and industry, rather than as a real estate specialist.
- UL Solutions: UL Solutions is a global safety science company that certifies products, systems and facilities, with growing advisory services to real estate and built environment clients. It overlaps with SHORE in safety/security verification but operates across a much wider scope.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Safe Asset Group social profiles
Digital presenceSafe Asset Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Safe Asset Group leadership team
Management profileNumber of profiles
Profiles3 records
Safe Asset Group funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Safe Asset Group M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Safe Asset Group
What does Safe Asset Group do?
Safe Asset Group is the global custodian and certification partner of SHORE (Safe Hospitality, Offices, Retail, and Exhibition assets), the world's only independent and internationally recognized certification system for operational risk, resilience, and governance of real estate assets. The company delivers SHORE certification at three levels (Certified, Gold, Platinum), a separate Corporate Resilience & Governance certification, bespoke advisory and consultancy services, an e-learning platform with a custom LMS, and tailored risk and security training programs for real estate owners, operators, and investors.
Is Safe Asset Group a public or private company?
Safe Asset Group is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Safe Asset Group founded?
Safe Asset Group was founded in 2020. It employs 11 to 50 people.
Where is Safe Asset Group based?
Safe Asset Group is headquartered in Gothenburg, Sweden, in the Europe region.
How does Safe Asset Group make money?
Four revenue lines are on record. Certification Services are the primary driver. The others are advisory Services, training Services and E-Learning Platform.
Who are Safe Asset Group's main competitors?
Direct peers on record are Control Risks, S-RM, BRE Group (BREEAM), U.S. Green Building Council (LEED), International WELL Building Institute (WELL) and Fitwel (Center for Active Design). Broad incumbents are DNV, ISS A/S, Bureau Veritas and UL Solutions.
Does Safe Asset Group have an API?
No public API is recorded for Safe Asset Group.