What Sälj! does

Säljarnas Riksförbund (operating as Sälj!) is a non-profit, politically independent trade union headquartered in Stockholm, Sweden, organized under a member-democratic governance model. It serves sales and marketing professionals across Sweden through a national network of regional chapters (Stockholm-Uppsala, Skåne-Blekinge, Göteborg, Nord, and others). The organization's value proposition centers on specialized expertise in commission-based compensation, sales performance evaluation, and the Säljaravtalet collective agreement — areas where generalist Swedish unions lack depth.

The core product is membership (Medlemskap) priced at 349 SEK per month for standard members and 49 SEK per month for students, providing access to legal aid, income insurance, personal insurance, salary statistics, career coaching, and union representation. The technology layer is a membership management platform with BankID authentication for member login and service access; the platform is currently undergoing a system migration that has caused material payment-processing disruptions. The product portfolio includes add-on services such as HELPS legal insurance (partnered), income insurance (gated by the separate Säljarnas A-kassa unemployment fund), LinkedIn coaching, interview training, CV review, contract review (Avtalskollen), salary coaching, and the Lönestatistik salary survey produced with Försäljningschefen.se.

The business model is subscription recurring: revenue is generated entirely from monthly membership dues and the related A-kassa sub-brand. The organization employs approximately 16 people, is led by Förbundsordf\u00f6rande/Kanslichef Daniel Fransén, and acquires members via direct digital channels (website, telephone) and a union-switching promotion offering up to three months free. Distribution relies on a multi-channel marketing approach spanning TikTok, LinkedIn, Facebook, Instagram, blog content, email newsletters, and local events.

Name

Sälj!

Legal name

Säljarnas Riksförbund

Website

https://saljarnas.se

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Säljarnas is a non-profit Swedish trade union serving sales and marketing professionals with 349 SEK/month membership providing legal aid, income insurance, career services, and a specialized collective agreement for sales roles.

Ownership category

akta.pro rank

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Membership fees: Recurring monthly membership fees from individual members working in sales and marketing. Membership provides access to legal aid, income insurance, career services, and other union benefits.

Pricing tiers

Distribution channels3 records

Marketing channels7 records

Core offering

Säljarnas Riksförbund is a Swedish non-profit trade union providing membership-based services to sales and marketing professionals. The core offering is a monthly membership (349 SEK, 49 SEK for students) that includes legal aid, income insurance, personal insurance, salary statistics, career coaching, and collective agreement representation. Members gain access to specialized expertise in commission-based compensation, sales contract review, and employment law tailored to sales occupations.

Product overview

Säljarnas is a trade union for sales and marketing professionals offering a membership-based service platform. The core offering is the Medlemskap (membership) which provides access to specialized legal help, income insurance, and personal insurance products. Additional services include career development tools such as salary statistics, LinkedIn coaching, interview training, CV review, and salary coaching. The organization also offers a dedicated unemployment insurance fund (Säljarnas A-kassa) and a specialized collective agreement (Säljaravtalet) for sales professionals. Members pay 349 kr/month (49 kr/month for students) and receive comprehensive support for both work-related and personal matters through integrated insurance products and expert services.

Differentiator

Problem solved

Functional benefit

Brands

• Säljarnas A-kassa: Unemployment insurance fund specifically for sales professionals, a prerequisite for income insurance eligibility

Products and services

• Medlemskap (Membership)
• Säljarnas A-kassa (Unemployment Insurance Fund)
• Säljaravtalet (Collective Agreement for Sales)
• Omställningsstudiestöd (Career Transition Study Support)

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• HELPS JuristförsäkringcoreTechnology or IntegrationHELPS legal insurance is included as a core benefit of Säljarnas membership, providing members with unlimited access to personal legal counsel for both work-related and private matters. This partnership enhances the membership value proposition by extending legal protection beyond employment-specific issues.

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Handelsanställdas förbund (Handels): Sweden's commercial and retail workers' union; covers sales-adjacent retail roles and competes for some of the same sales-floor member base, though with a stronger retail/manual focus rather than B2B sales specialization.
• Tjänstemännens centralorganisation (TCO): Swedish confederation of professional employee unions. Several of Säljarnas's direct competitors are TCO member unions; TCO provides a relevant structural reference for the affiliation ecosystem Säljarnas has chosen to remain outside of.
• Saco: Swedish confederation of unions for graduates and professionals. Provides umbrella-level context for profession-specific subscription unions in Sweden, with several Säljarnas peers operating under its banner.
• Unionen: Sweden's largest white-collar trade union, covering many of the same sales and marketing professionals that Säljarnas targets. Unionen competes directly for the same individual subscribers but with broader category coverage and significantly larger scale.
• Landsorganisationen (LO): Sweden's main blue-collar trade union confederation. Relevant as a structural comparator for the broader Swedish union landscape though positioned for a different member demographic than Säljarnas.

Direct peers

• Sveriges Ingenjörer: Profession-specific Swedish union for engineers, with the same subscription-based model, bundled insurance, legal services, and A-kassa structure aimed at a defined occupational niche.
• Vision: Swedish union for public-sector and adjacent white-collar professionals. Operates the same subscription, A-kassa, legal aid and insurance model and competes for the same category of individual member subscribers.
• Akademikerförbundet SSR: Swedish union for social scientists and related professionals. Operates the same member-funded service model with legal aid, income insurance, and career support — directly comparable member-economics and benefit structure.
• Finansförbundet: Swedish union for the financial sector, structurally similar as a profession-specific white-collar union offering legal aid, income insurance, A-kassa, and career services to a defined occupational niche. Highly comparable operating model.
• SRAT: Swedish union covering multiple professional niches with a comparable service stack (legal aid, income insurance, career services, A-kassa). Competes for similar subscription-paying white-collar professionals.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/saljarnas
• LinkedInlinkedin.com/company/s%C3%A4lj
• Instagraminstagram.com/saljarnas
• TikToktiktok.com/@saljarnas?lang=en

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Sälj!