Tre Kronor Försäkring

What Tre Kronor Försäkring does

Tre Kronor Försäkring operates the Försäkring.se brand, a digital insurance comparison and lead-generation platform targeting Swedish consumers. The service is operated by Nettbureau AS Filial Sverige, a Swedish branch of Norwegian parent Nettbureau AS, which runs comparison/quote businesses across 14 European countries. Founded in 2014, the platform covers 20+ insurance categories including vehicle, home, villa, vacation home, motorcycle, moped, snowmobile, ATV, boat, jet ski, motorhome, caravan, trailer, travel, accident, health, life, child, pregnancy, pet, BRF/housing cooperative, and business insurance.

The underlying technology is a B2B2C lead-matching platform that collects consumer insurance needs and contact details via online forms, then routes each request to up to three partner insurance companies who compete to offer personalized quotes via phone, email, and SMS. The platform supports both standard P&C and life lines and niche/specialty products (including usage-based Paydrive car insurance), backed by a Swedish-language SEO content library and multi-channel paid acquisition (Google Ads, Facebook, content, events).

The business model is freemium for consumers (free, non-binding comparison) and transaction-based/lead-generation for insurers, who pay fixed per-lead fees for qualified customer contacts. Revenue is supplemented by sponsored content and affiliate arrangements with insurance partners. The Swedish branch operates with a lean team of 9 employees, relying on the parent group's shared technology and operational infrastructure. The platform processed over 1 million consumer inquiries in 2024, establishing it as a scaled mid-tier player in Sweden's mature insurance comparison market alongside competitors such as Compricer, Insplanet, Zmarta, and Sambla.

Name

Tre Kronor Försäkring

Legal name

Nettbureau AS Filial Sverige

Website

https://xn--frskring-2za1p.se

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Short description

Tre Kronor Försäkring operates Försäkring.se, a Swedish digital insurance comparison and lead-generation platform that connects Swedish consumers with up to three competing insurance providers across 20+ categories, run as a branch of Norwegian parent Nettbureau AS.

Ownership category

akta.pro rank

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Lead generation fees from insurance companies: Insurance companies pay a fixed fee to receive customer contact details and the opportunity to offer personalized insurance quotes. Customers receive the service for free while providers pay for qualified leads.
2. Sponsored content and affiliate arrangements: Revenue generated from insurance company partnerships through sponsored content placement and affiliate marketing arrangements on the platform.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Tre Kronor Försäkring (also branded as Försäkring.se) is a Swedish digital insurance comparison platform operated by the Norwegian parent's Swedish branch Nettbureau AS Filial Sverige. It enables Swedish consumers to request and compare insurance quotes from up to three providers across multiple categories including vehicle, home, personal, and business insurance at no cost, while generating qualified leads that are sold to insurance partners.

Product overview

Försäkring.se is a digital insurance comparison platform that connects Swedish consumers with partnered insurance companies. The platform operates as a lead generation service where users submit their needs and receive up to three personalized offers from insurance providers. The portfolio includes vehicle insurances (car, motorcycle, moped, snowmobile, ATV, boat, motorhome, caravan, trailer, jet ski), home and residential insurances (home, villa, vacation home, housing cooperative), personal insurances (health, income, private medical, life, child, pregnancy, accident), and business insurance. The core offering is the comparison service itself, with insurance products provided by third-party insurance companies.

Differentiator

Problem solved

Functional benefit

Brands

• Nettbureau: Parent company brand for comparison services including Försäkring.se, Mäklare.se, Jurist.se, Larm.se, and El.se

Products and services

• Insurance Comparison Platform (Försäkring.se) Free digital comparison service for Swedish consumers that delivers quotes from up to three insurance providers across vehicle, home, personal, and business insurance categories at no charge to the user.
• Vehicle Insurance Comparison (Bilförsäkring) Comparison service enabling Swedish consumers to obtain vehicle insurance quotes from up to three providers in a single request, covering cars and other motor vehicles.
• Home Insurance Comparison (Hemförsäkring) Comparison service for Swedish consumers seeking home and household contents insurance, returning quotes from up to three providers per request.
• Personal Insurance Comparison Comparison service for Swedish consumers seeking personal insurance products, aggregating quotes from up to three providers per inquiry.
• Business Insurance Comparison Comparison service for Swedish small and mid-sized businesses seeking business insurance, returning quotes from up to three providers per request.
• Insurance Partner Lead Generation Service (Bli Partner) B2B service for insurance companies that delivers qualified, comparison-ready consumer inquiries seeking coverage, monetized via lead generation fees and affiliate commissions.

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Two partnerships are on record, tiered minor and core.

• PaydriveminorGTM or Marketing PartnerUsage-based car insurance company listed on Försäkring.se platform. Represents one of many insurance providers using the comparison service to reach potential customers.
• Nettbureau AScoreOthersNorwegian parent company owning Försäkring.se. Operates insurance comparison services across 14 European countries with over 10 years of growth history. Provides technology platform, operational infrastructure, and market expansion capabilities.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Lendo: Swedish price-comparison platform for loans and increasingly insurance, sharing the same lead-routing business model for Swedish consumers seeking financial products.
• Compricer: Swedish insurance comparison platform that aggregates offers from multiple insurers across personal and vehicle insurance lines, operating the same consumer-facing lead-generation model in Sweden.
• Sambla: Swedish comparison platform (formerly combined with Lendo) covering loans, insurance, and refinancing, operating an adjacent comparison/lead-gen model targeting Swedish consumers.
• Insplanet: Swedish insurance comparison and broker service covering personal, vehicle, and business insurance, directly competing with Försäkring.se for Swedish consumer insurance comparisons.

Broad incumbents

• Check24: Germany's largest comparison portal covering insurance alongside travel, energy, telecom, and finance — a much larger incumbent demonstrating the scaled-up version of the lead-routing playbook Försäkring.se operates.
• MoneySupermarket: UK-based financial comparison platform covering insurance, banking, and utilities, operating the same lead-generation business model at significantly larger scale.

Regional players

• GoCompare: UK-based insurance and financial services comparison site using a similar lead-generation model, comparable as a regional peer in European price-comparison markets.
• Trovaprezzi.it: Italian price-comparison platform covering insurance and financial products with a similar SEO-driven lead-routing model — comparable as a European regional peer outside the Nordic core.

Others

• Nettbureau AS: Norwegian parent company operating the Försäkring.se platform alongside sister comparison brands (Mäklare.se, Jurist.se, Larm.se, El.se); directly comparable as the parent platform architecture.

Emerging players

• PriceRunner: Sweden-founded price comparison site now owned by Klarna, expanding from product comparisons into adjacent financial services — relevant adjacent comparator in the Swedish comparison space.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/tre-kronor-f%C3%B6rs%C3%A4kring

Revenue estimate

Valuation estimate

Number of profiles

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 Tre Kronor Försäkring