Varsam Försäkring

What Varsam Försäkring does

Varsamma AB, operating commercially as Varsam Försäkring, is a Swedish licensed insurance broker headquartered in Piteå, founded in 2018 and operating as part of the Gjensidige Forsikring ASA group (qualified ownership stake). The company distributes property and casualty insurance across more than 20 product categories — car, home, villa, holiday home, motorhome, motorcycle, moped car, moped, A-tractor, snowmobile, ATV, boat, personal watercraft, caravan, trailer, travel, and dog and cat — with a deliberate specialization in niche Swedish leisure and recreational vehicles that mainstream insurers underweight (A-tractor, moped car, snowmobile, motorhome, ATV, boat, watercraft). Customer acquisition is built around telephone-based inside sales (advisors answering within 60 seconds, no automated menus), an online self-service portal ('Mina sidor'), dealer-referral partnerships, and digital marketing on Facebook and Google, supported by a 24-month claim-free loyalty program (Varsam Reward) and bundle-based collection discounts.

Name

Varsam Försäkring

Legal name

Varsamma AB

Website

https://varsamforsakring.se

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Varsamma AB (Varsam Försäkring) is a Swedish Finansinspektionen-licensed insurance broker within the Gjensidige group, distributing 20+ property and casualty insurance lines — with specialist coverage for niche leisure vehicles (A-tractor, moped car, motorhome, snowmobile, ATV) — to Swedish retail consumers via telephone advisory and an online self-service portal.

Ownership category

akta.pro rank

Product category

Personal Lines Insurance Distribution

NAICS

Insurance Agencies and Brokerages (524210), Agencies, Brokerages, and Other Insurance Related Activities (5242)

SIC

Insurance Agents, Brokers & Service (6411)

akta.pro primary industry

Insurance Program Administration & MGA/MGU Services (FSAEADAK)

Keywords

• Leisure vehicle insurance
• Personal insurance advisory
• Insurance distribution services
• Home and property insurance
• Pet insurance coverage

Headquarters

HQ city

Piteå

HQ country

Sweden

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Insurance Distribution Commission: Varsamma AB acts as a licensed insurance broker (försäkringsförmedlare) distributing insurance products on behalf of insurance providers. The company receives commission from insurance providers calculated as a percentage of the annual premium paid by the customer, paid on an ongoing basis throughout the policy term. Its employees (insurance advisors) receive a fixed monthly salary not influenced by the number of policies sold.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Varsam Försäkring (Varsamma AB) is a Swedish licensed insurance broker that distributes property, casualty, vehicle, leisure, travel and pet insurance products on behalf of insurance providers — primarily Gjensidige Forsikring ASA and Eir Försäkring AB, with pet insurance from Sveland. The broker specializes in niche leisure vehicles (A-traktor, mopedbil, motorhome, snowmobile, ATV, boat, personal watercraft) and combines personal telephone-based advisory service with an online self-service portal. It earns ongoing commissions calculated as a percentage of annual premiums.

Product overview

Varsam Försäkring operates as a Swedish insurance broker (Varsamma AB) distributing a broad portfolio of property and casualty insurance products. The offering consists of a platform of core insurance products covering vehicles (car, motorhome, motorcycle, light vehicle/moped car, moped, A-tractor, snowmobile, ATV, trailer), vessels (boat, personal watercraft), property (home, villa, holiday home), travel, and pets (dog and cat). Key differentiators include specialized coverage for recreational vehicles and young drivers (A-tractor, moped cars), exclusive features like 'Parent Control' for A-tractors, machine damage included in half-insurance for certain vehicles, and partnerships with brand-specific providers. The company also operates a loyalty program (Varsam Reward) and offers multiple damage reporting channels. Insurance products are primarily distributed from Gjensidige Forsikring ASA (Swedish branch) with some products from Eir Försäkring AB, and pet insurance from Sveland.

Differentiator

Problem solved

Functional benefit

Products and services

• Bilförsäkring (Car Insurance) Personal car insurance offering machine damage coverage up to 10 years or 12,000 miles, all-risk insurance included in half-insurance, and crisis assistance with up to 10 psychologist treatments for compensable traffic injuries. Targeted at Swedish private car owners.
• Husbilförsäkring (Motorhome Insurance) Comprehensive motorhome insurance covering machine damage for both vehicle and living compartment up to 10 years or 12,000 miles, all-risk insurance for the living area, extended travel protection up to 182 days, and low deductible for windshield replacement (1,800 SEK). For Swedish motorhome owners.
• Motorcykelförsäkring (Motorcycle Insurance) Motorcycle insurance with maximum compensation for accessories of 50,000 SEK and machine damage coverage up to 6 years or 5,000 miles. Key loss is included in half-insurance. For Swedish motorcycle owners.
• Mopedbilförsäkring (Light Vehicle/Moped Car Insurance) Brand-specific insurance for Ligier, Microcar, Casalini, Aixam and Chatenet moped cars. Unique coverage includes machine damage protection, key insurance, assistance insurance, and animal collision coverage not available elsewhere. For owners of light quadricycles in Sweden.
• Mopedförsäkring (Moped Insurance) Moped insurance with brand-specific coverage for major brands including Peugeot Speedfight. Includes key loss protection, flexible deductibles, and crisis assistance with up to 10 therapist visits. For Swedish moped owners.
• A-traktorförsäkring (A-Tractor Insurance) Dedicated A-tractor insurance with exclusive features including 'Parent Control' (Föräldrakontrollen) for parental monitoring via mobile phone, animal collision coverage reducing deductible by 6,000 SEK, key loss protection, rescue without deductible, and coverage for aftermarket audio up to 40,000 SEK and fixed equipment like rims up to 30,000 SEK. For Swedish A-tractor owners, particularly parents of young drivers.
• Snöskoterförsäkring (Snowmobile Insurance) Snowmobile insurance with maximum compensation for accessories including sledges of 70,000 SEK, key loss included in both half and full insurance, and crisis assistance with up to 10 therapist visits. For Swedish snowmobile owners.
• ATV-försäkring (ATV Insurance) ATV insurance with machine damage coverage included in half-insurance, key loss coverage, and premiums based on usage location rather than registered location. For Swedish ATV owners.
• Båtförsäkring (Boat Insurance) Boat insurance for both sailboats and motorboats offering optional machine damage coverage for engines, accident insurance included in basic coverage, and premium discounts for boats kept in overnight-guarded harbors. For Swedish boat owners.
• Vattenskoterförsäkring (Personal Watercraft Insurance) Personal watercraft insurance with optional machine damage coverage, best pricing for locked storage when not in use, and monthly payment without extra cost. For Swedish personal watercraft owners.
• Husvagnsförsäkring (Caravan Insurance) Caravan insurance with brand-specific coverage for Polar, Cabby, and Solifer including machine damage for living compartments up to 10 years and all-risk insurance included. Maximum property compensation is 50,000 SEK with option for 500 SEK/day vacation interruption. For Swedish caravan owners.
• Släpvagnsförsäkring (Trailer Insurance) Trailer insurance offering choice between half and full insurance with flexible deductibles and comprehensive protection with advisor support. For Swedish trailer owners.
• Hemförsäkring (Home Insurance) Home insurance providing property protection, travel protection, legal protection, assault protection, and liability protection. Includes extended bullying protection for children and deductible reduction for water damage if backflow valve or water leak breaker is installed. For Swedish tenants and homeowners.
• Villaförsäkring (House Insurance) House insurance combining villa and home insurance coverage with optional protection for surface and waterproofing in wet rooms, all-risk insurance, and all-risk building coverage extension. For Swedish villa owners.
• Fritidshusförsäkring (Holiday Home Insurance) Holiday home insurance covering fire, storm, water and flood damage with advisor guidance and optional all-risk building coverage for sudden, unforeseen damage. For Swedish holiday home owners.
• Reseförsäkring 90 dagar (Travel Insurance 90 Days) Extended travel insurance in partnership with Gouda Reseförsäkring providing 90-day travel protection from departure from Swedish home. Gouda alarm center available 24 hours a day. For Swedish travelers.
• Reseförsäkring med husbil 182 dagar (Motorhome Travel Insurance 182 Days) Extended travel insurance for motorhome travelers in collaboration with Gouda Reseförsäkring, extending home insurance travel protection from day 46/61 up to 182 days, covering all registered household members. For Swedish motorhome travelers.
• Hund & Kattförsäkring (Dog & Cat Insurance) Pet insurance for dogs and cats offered in partnership with Sveland (over 100 years of animal insurance experience). Includes veterinary guidance through Sveland's care guide in the mobile app, with animal welfare-focused design. For Swedish dog and cat owners.

Named customers1 record

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration16 records

Feature2 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Gjensidige Forsikring ASA, Swedish BranchcoreStrategic or Co-development PartnerGjensidige Forsikring ASA is the primary insurer backing most of Varsam's insurance products — covering Home, Villa, Holiday Home, Car, Motorhome, Caravan, Trailer, Moped, Motorcycle, Snowmobile, ATV, Boat, Personal Watercraft, and Travel Insurance for motorhomes. Gjensidige is Norway's largest insurance company and one of the Nordic region's most experienced, having operated since 1816. Varsam is part of Gjensidige, providing 'big company security' (storbolagssäkerhet) to customers. Gjensidige (org nr 995568217) holds a qualified ownership stake in Varsamma AB.
• Eir Försäkring ABcoreTechnology or IntegrationEir Försäkring AB provides insurance coverage for A-tractor, dog, cat, and holiday home in Spain policies. Contact: Box 3132, 103 62 Stockholm. The partnership enables Varsam to offer specialized niche products that Gjensidige does not cover directly.
• Gouda ReseförsäkringcoreStrategic or Co-development PartnerGouda Reseförsäkring provides extended travel insurance in collaboration with Varsam. Gouda's alarm centre is open 24 hours a day, every day of the year. This partnership extends Varsam's home insurance travel protection from day 46/61 up to 90 days (or 182 days for motorhome travel).
• LOH ElectronicsminorGTM or Marketing PartnerLOH Electronics develops H-CAN, a speed regulator for A-tractors that limits vehicle speed to 30 km/h. Varsam offers its best pricing to A-tractors equipped with LOH's H-CAN product, and this partnership is prominently featured on Varsam's A-tractor and LOH landing pages. LOH has over 20 years of experience developing products for A-tractors and has a physical store in Örebro.
• SvelandcoreStrategic or Co-development PartnerSveland is Varsam's partner for dog and cat insurance, having over 100 years of experience in animal insurance. Sveland provides a veterinary guide app and animal health expertise. Existing pet insurance customers via EIR will be migrated to Sveland at their next annual renewal. The partnership combines Sveland's animal expertise with Varsam's personal service approach.
• Buyersclub.seminorGTM or Marketing PartnerBuyersclub.se is Varsam's loyalty rewards partner, through which customers redeem their earned Varsam-poäng for products and rewards. Customers can exchange points starting after 24 consecutive months of claim-free membership.
• Husbilsklubben.seminorGTM or Marketing PartnerMembers of Husbilsklubben.se receive a unique discount on motorhome insurance and travel insurance through Varsam. This is a co-marketing partnership that drives qualified leads from the motorhome club's membership base.
• W.R. Berkley Insurance AG, Swedish BranchminorOthersW.R. Berkley Insurance AG (org.nr 516410-2070), Swedish Branch, is the provider of Varsamma AB's mandatory liability insurance for pure financial loss. The policy covers potential damages that Varsamma AB may incur toward customers. Address: Birger Jarlsgatan 22, 114 34 Stockholm.

Scale indicators3 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• If Skadeförsäkring: Nordic P&C insurance leader (part of Sampo Group) offering car, home, vehicle and travel insurance across Sweden. Direct overlap in product categories (motorhome, boat, motorcycle) and competitive threat for any niche Varsam plays in, but operates as broad-line incumbent rather than leisure specialist.
• Folksam Ömsesidig Livförsäkring: One of Sweden's largest mutual insurers offering home, car, leisure vehicle and pet insurance. Broad incumbent directly competing with Varsam across multiple product lines and able to undercut on bundling scale.
• Trygg-Hansa (Försäkringsaktiebolaget): Major Swedish P&C insurer offering car, home, leisure vehicle and travel insurance. Competes with Varsam on bundle pricing in the same household segment, especially in motorhome and boat.
• Länsförsäkringar: Swedish mutual insurance group with regional non-life companies covering car, home, leisure vehicles, boats and pets. Largest rural and household-insurance presence in Sweden; strongest competitor for Varsam's homeowner and rural-leisure customers.
• Gjensidige Forsikring ASA: Norway's largest insurer and Varsam's parent/qualified owner with 200+ years of history and 3M+ Nordic customers. Functions as both supplier (carries the underwriting risk on most Varsam products) and broader market benchmark for Varsam's potential Nordic expansion.

Emerging players

• Insurello: Swedish InsurTech that helps consumers recover money from existing insurance claims, operating in the same Swedish claims-handling market. Indirect competitive overlap where Insurello intercepts claims that would otherwise flow to Varsam's claims service.
• Hedvig: Swedish digital-first InsurTech that sells home, car and travel insurance via a mobile app, serving the same Swedish consumer segment but with an opposite self-service philosophy. Direct comparable for distribution-model divergence versus Varsam's personal-advisor approach.
• Lassie: Swedish InsurTech specializing in pet insurance with a digital-first UX. Direct competitor to Varsam's Sveland-partnered dog & cat insurance, targeting similar Swedish pet-owner segment with subscription and app-driven experience.
• Paydrive: Nordic telematics-based car insurance InsurTech, originally spun out of Gjensidige. Comparable in Nordic InsurTech distribution model and overlaps with Varsam's A-tractor/young-driver telematics niche through usage-based pricing approaches.

Regional players

• Sveland Djurförsäkring: Swedish pet insurance specialist with 100+ years of animal-insurance experience, currently both Varsam's supplier partner and an independent distributor of pet insurance. Direct overlap in product (dog and cat insurance) within the Swedish market.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/varsam-forsakring

Compliance2 records

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 Varsam Försäkring