HELP Forsikring Danmark

What HELP Forsikring Danmark does

HELP Forsikring Danmark operates as the Danish branch (filial) of Norwegian legal-expense specialist HELP Forsikring AS, wholly owned by ARAG SE, a German family-owned insurance group reporting DKK 13 billion in global annual premium volume. The Danish entity was established in 2015, is headquartered in Copenhagen (Indre By, Capital Region of Denmark), and reports approximately 7 local employees against a wider Scandinavian group headcount of 300+. Its functional role is to underwrite, administer, and handle claims for legal-expense insurance products distributed in the Danish market, in concert with the Norwegian parent's pan-Scandinavian operations and ARAG's broader 19-country platform.

The company's product platform centers on consumer and SME legal expense cover, structured as a core "Advokatforsikring" policy augmented by ten service sub-modules covering family law, children, tenancy/neighbor disputes, inheritance, digital documents, online shopping, digital violations, mobility, identity theft, and payment card misuse. Adjacent lines include "Cyberforsikring" (cyber and digital-abuse cover), an SME-oriented "Juridisk forsikring med Erhvervsretshjælp," an employee-benefit variant for direct B2B employer sale (minimum 10 employees), and a housing-association variant. Technology surface is a self-service digital customer portal ("Min side") and a 24-hour lawyer-response SLA; no proprietary AI/ML, claims automation, or document-intelligence tooling is disclosed.

The business model is premium-based B2B2C distribution. HELP designs the product, owns underwriting and case handling, and pays commission to channel partners who own the end-customer relationship. Distribution channels span insurance carriers (Topdanmark, Storstrøm, PenSam, Popermo, HF Forsikring, Spira), telecom (Telenor), trade unions, and dedicated insurance intermediaries plus digital marketplaces (Special Risk, Viking). Revenue mechanics are recurring per-policy/per-member premiums with case-resolution costs as the principal variable expense. End-customers are individual Danish consumers, association members (housing/owner associations), trade-union members, telco subscribers, and SMEs purchasing either through partners or directly from HELP in employer schemes.

Name

HELP Forsikring Danmark

Legal name

HELP Forsikring Danmark, filial af HELP Forsikring AS, Norge

Website

https://helpforsikring.dk

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Short description

HELP Forsikring Danmark is the Danish branch of Norway-founded HELP Forsikring AS (owned by Germany's ARAG SE), underwriting consumer and SME legal-expense insurance and distributing it B2B2C through insurance carriers, telcos, trade unions, and digital marketplaces.

Ownership category

akta.pro rank

Product category

Legal Expense Insurance

NAICS

Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Eligibility, Coverage Verification & Policy Administration Support (BPAAAFAC)

Keywords

• Legal expense insurance
• Attorney insurance
• Cyber insurance
• Employee benefit insurance
• Legal advisory services

Headquarters

HQ city

Copenhagen

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Annual legal insurance premiums: HELP Forsikring generates revenue through annual subscription premiums paid by or on behalf of insured individuals. Premiums cover legal advisory hours and a larger insurance sum for disputes and court cases. The price is described as a fixed, low annual premium with no additional costs for covered matters.
2. Group insurance schemes (B2B2C): HELP sells group legal insurance policies to employers, trade unions, insurers, and telecom operators who then offer coverage to their employees, members, or customers as an employee benefit or added-value product.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels5 records

Core offering

HELP Forsikring Danmark provides subscription-based legal expense insurance products covering private individuals, employees, SMEs, and housing associations across Scandinavia. The core offering includes Advokatforsikring (comprehensive attorney insurance for everyday legal situations), Cyberforsikring (digital abuse, fraud and online dispute coverage), and tailored business products (Erhvervsretshjælp for SMEs, foreningsretshjælp for housing associations, and a medarbejder benefit variant for employers). All products are delivered through a proprietary digital portal ("Min side") for document creation and case management, supported by telephone and online legal advisory, and distributed exclusively through B2B channel partners.

Product overview

HELP Forsikring Danmark operates as a Scandinavian legal insurance provider (a subsidiary of ARAG) offering subscription-based legal protection insurance products. The core portfolio includes Advokatforsikring (comprehensive attorney insurance covering virtually all private life situations), Cyberforsikring (specialized coverage for digital abuse, fraud, and online disputes), and two business-focused products: Juridisk forsikring med Erhvervsretshjælp (for businesses) and Juridisk forsikring med foreningsretshjælp (for housing and owner associations). A fifth product, Advokatforsikring som medarbejder benefit, provides attorney insurance as an employee benefit package. All products are supported by a modular service structure covering 10 distinct legal areas including family law, children, tenant/neighbor law, inheritance, digital documents, online shopping protection, digital violations, mobility, identity theft, and payment card misuse. The company distributes through partner platforms including insurance companies, telecom operators, and unions, with products available via digital ordering platforms.

Differentiator

Problem solved

Functional benefit

Products and services

• Advokatforsikring (Attorney Insurance) Comprehensive legal insurance providing direct access to professional lawyers for coverage across virtually all conflict situations in modern life, including property purchases, divorce, inheritance, neighbor disputes, and cancelled flights. Targeted at private individuals with coverage typically extending to spouse and children.
• Cyberforsikring (Cyber Insurance) Legal insurance providing access to attorneys for all forms of digital abuse and fraud, including online purchases, identity theft, digital violations, and payment card misuse. Help is available 24/7 with a lawyer assigned within 24 hours.
• Juridisk forsikring med Erhvervsretshjælp (Commercial Legal Aid Insurance) Legal insurance for businesses providing up to 15 hours of legal advice per insurance year with coverage up to DKK 500,000 per dispute. Covers employment law, contract law, supplier contracts, commercial lease, real estate, and identity theft. Targeted at SMEs and distributed via Special Risk and Viking platforms.
• Advokatforsikring som medarbejder benefit (Attorney Insurance as Employee Benefit) Attorney insurance offered as an employee benefit, requiring minimum 10 employees. Provides 2 million DKK legal coverage per year and up to 20 hours of advice for child-related matters including legal representation in family court.
• Juridisk forsikring med foreningsretshjælp (Housing Association Legal Aid Insurance) Legal insurance for housing associations (andelsboligforeninger) and owner associations (ejerforeninger). Covers 15 hours of legal advice per year, up to 750,000 DKK per dispute (max 2 disputes per year), including contract law, association law, real estate, and service purchases.

Quantifiable outcome

• Over 100,000 cases handled since 2005 across Scandinavia.
• +2 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• TelenorcoreChannel Partner/ Reseller/ DistributorTelenor offers HELP's legal insurance as part of its telecom customer protection packages (Tryghedspakke and Udvidet Tryghedspakke/NetSikker). These packages provide legal help for digital violations, identity theft, and online shopping disputes, with coverage up to DKK 150,000 for the basic package and up to DKK 2 million for the extended package.
• TopdanmarkcoreChannel Partner/ Reseller/ DistributorTopdanmark includes HELP's cyber insurance coverage in its own cyber insurance product, covering payment card misuse, digital violations, and online shopping disputes. HELP provides the legal advisory services as the underlying service provider. Topdanmark and Norlys also have a partnership where Norlys broadband customers receive Topdanmark's cyber insurance (Cyber PLUS Norlys) with HELP as the legal services subcontractor.
• Storstrøm ForsikringminorChannel Partner/ Reseller/ DistributorHELP provides legal advice and legal expense coverage for digital violations and identity theft as a standard part of Storstrøm Forsikring's home contents insurance.
• PenSamminorChannel Partner/ Reseller/ DistributorHELP provides legal advice and legal expense coverage for digital violations (WebHELP) and identity theft as a standard part of PenSam's home contents insurance.
• Dansk Stalking CenterminorStrategic or Co-development PartnerHELP provides legal advice to users of Dansk Stalking Center who have been referred by the organisation. Coverage includes stalking, digital violations, identity theft, payment card misuse, and related family and housing law matters.
• Popermo ForsikringminorChannel Partner/ Reseller/ DistributorHELP provides identity theft legal advice and coverage as a standard part of Popermo Forsikring's home contents insurance.
• HF ForsikringminorChannel Partner/ Reseller/ DistributorHELP provides identity theft legal advice and coverage as part of HF Forsikring's family insurance product.
• Spira ForsikringminorChannel Partner/ Reseller/ DistributorHELP provides legal advice and coverage for digital violations and identity theft as part of Spira Forsikring's family insurance product.
• Special Risk (Special Product Service)coreChannel Partner/ Reseller/ DistributorSpecial Risk is an insurance intermediary/broker platform through which insurance brokers can purchase and administer HELP's commercial legal aid (Erhvervsretshjælp), association legal aid (foreningsretshjælp), and employee benefit insurance products.
• ARAG (parent company)coreOthersHELP Forsikring is 100% owned by the German family-owned insurance company ARAG, one of the world's largest providers of legal expense insurance. ARAG has 4,300 employees across 19 countries and annual premium volume of DKK 13 billion.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Advocard Rechtsschutzversicherung: Advocard is a German legal expense insurance specialist (part of the Generali Group) serving private customers with comprehensive legal protection. Directly comparable as a private-individual-focused legal expense insurance competitor operating in HELP's parent ARAG's home market.
• DEURAG: DEURAG is a German legal expense insurance specialist with a long-standing focus on private and commercial legal protection products. Directly comparable as a focused legal expense carrier operating in a similar product niche as HELP.
• Roland Rechtsschutz: Roland Rechtsschutz is one of Germany's leading standalone legal expense insurance specialists, serving private individuals, families, and businesses. Directly comparable as a DACH-region legal expense insurance specialist with similar product structure to HELP's Advokatforsikring.
• ARAG: ARAG is the German family-owned parent company of HELP Forsikring and one of the world's largest providers of legal expense insurance, with DKK 13B in annual premium volume across 19 countries. Directly comparable as the originating legal expense insurance specialist whose product templates and infrastructure HELP runs on in Scandinavia.
• DAS Legal Expenses Insurance: DAS is the UK's leading specialist legal expenses insurance provider, offering legal aid and expense cover to individuals, families, and businesses. Directly comparable as a category specialist in personal-line legal expense insurance distributed through partners and direct channels.

Broad incumbents

• AXA Rechtsschutz: AXA offers legal expense insurance as part of its European personal-lines portfolio. Comparable as a broad incumbent with overlapping legal protection products, though AXA's primary focus is general insurance rather than dedicated legal expense specialization.
• Allianz Rechtsschutz: Allianz operates legal expense insurance (Rechtsschutz) as part of its broader personal lines portfolio in Germany and other European markets. Comparable as a broad incumbent offering legal expense coverage as one product within a much wider insurance suite, with overlapping customer base in HELP's parent ARAG's markets.

Regional players

• Gjensidige: Gjensidige is a major Nordic mutual insurer with operations across Norway, Sweden, Denmark, and the Baltics, offering personal and commercial lines. Comparable as a regional incumbent in the same Scandinavian markets where HELP distributes legal expense coverage through partner insurers.
• Topdanmark: Topdanmark is one of Denmark's largest insurers and a core channel partner that embeds HELP's cyber and legal expense coverage into its own home and cyber products. Comparable both as a competitor for end-customer insurance share and as HELP's most strategic distribution partner in Denmark.
• Tryg: Tryg is one of the largest Nordic general insurers, operating across Denmark, Norway, and Sweden with home, motor, and personal lines. Comparable as a regional incumbent in HELP's home Nordic market whose home-insurance products compete in the same channel that HELP supplies legal expense coverage to.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/help-forsikring-danmark

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 HELP Forsikring Danmark