What Slysavarnafélagið Landsbjörg does

Slysavarnafélagið Landsbjörg (Landsbjörg / ICE-SAR) is a non-profit association that serves as Iceland's primary volunteer search and rescue organization. Founded in 1999 through the merger of Slysavarnafélag Íslands and Landsbjörg (with rescue team origins dating back to 1918), the association operates 93 rescue teams, 37 safety divisions, and 48 youth divisions covering every town and village in Iceland, supported by approximately 4,000 active volunteers and 18,000 members. It maintains a 13-vessel coastal rescue fleet currently undergoing a ~4 billion ISK renewal program (7 new vessels delivered by spring 2026), coordinates with the Icelandic Coast Guard and the 112 emergency line, and operates two specialty training schools: Björgunarskólinn (Rescue School, since 1977, training ~5,000 students annually) and Slysavarnaskóli sjómanna (Seafarers' Safety School, since 1985, aboard the training ship Sæbjörg in Reykjavík Harbour, providing STCW-compliant courses). Its technology footprint includes the Safetravel.is traveler safety portal and digital signage network of over 100 screens, a training management platform (skoli.landsbjorg.is), and an action operations platform (adgerd.landsbjorg.is).

The association serves four primary constituencies: the Icelandic public (free 24/7 emergency response, ~1,800 land and ~150 sea rescue callouts per year), domestic and international tourists (Safetravel.is, Highlands Watch seasonal patrol, rescue in wilderness areas), seafarers and the maritime industry (STCW training), and the Icelandic government (contracts for civil protection, rescue operations, international rescue teams, and the maritime safety school). Revenue is generated from a diversified mix: government contracts (including approximately 1.4 billion ISK for the first 10 new rescue vessels), six core corporate sponsors (Icelandair, Sjóvá, Olís, Sýn, Eimskip, Origo), the Bakverðir monthly donor program, e-commerce sales (Luminox ICE-SAR watches, Merino wool apparel, first aid kits, emergency keychains at the Vefverslun Shopify storefront), approximately 120 seasonal firework sales locations, first aid kit sales/service, training fees, and a 31.25% stake in Íslandsspil lottery (the remaining 68.75% held by Rauði kross Íslands). The organization is governed by a board elected at its national assembly, with the President of Iceland as patron.

Name

Slysavarnafélagið Landsbjörg

Legal name

Slysavarnafélagið Landsbjörg

Website

https://landsbjorg.is

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1–10 employees

Short description

Slysavarnafélagið Landsbjörg (ICE-SAR) is Iceland's national non-profit volunteer search and rescue association, operating 93 rescue teams, 13 coastal vessels, and two safety schools. It serves the Icelandic public, tourists, seafarers, and the government with 24/7 emergency response, STCW maritime training, and safety education.

Ownership category

akta.pro rank

Product category

Search and Rescue Services

NAICS

Religious, Grantmaking, Civic, Professional, and Similar Organizations (813)

SIC

Services-Social Services (8300), Services-Membership Organizations (8600)

akta.pro primary industry

Disaster Response & Search and Rescue (SAR) (BPADADAA)

akta.pro secondary industries

Safety, Permitting & Logistics Support Services (Trip Leaders, Route Planning, Rescue Support) (THAAALAL), Mountain Safety & Patrol Services (Avalanche Training, Rescue, Medical) (THAAAJAI)

Keywords

• Search and rescue
• Volunteer emergency response
• Maritime safety training
• Disaster preparedness
• Accident prevention services

Headquarters

HQ city

Reykjavík

HQ country

Iceland

HQ region

Europe

Offices9 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Supply Chain, Technology or R&D, Marketing or Sales, Others

Revenue model

1. Bakverðir Monthly Donor Program: Monthly recurring financial support from thousands of Bakverðir (backers) who provide regular contributions to support rescue team operations and equipment. Provides predictable recurring revenue for the organization, particularly benefiting smaller rescue teams in remote areas.
2. E-commerce Sales (Vefverslun): Sale of branded merchandise including Luminox ICE-SAR watches, Merino wool clothing, first aid kits, emergency call keychains (Neyðarkall), mugs, outdoor gear, and rescue equipment. Proceeds fund volunteer rescue operations.
3. Firework Sales (Flugeldamarkaðir): Rescue teams sell fireworks under the Flugeldamarkaðir björgunarsveitanna brand, operating approximately 120 sales locations around New Year's. This has been a primary fundraising method for rescue teams for over 50 years. All proceeds remain with the local rescue teams.
4. Neyðarkall Keychain Sales: Sale of emergency call keychains bearing rescue team branding, a long-running fundraising product. Revenue goes directly to rescue teams and safety divisions.
5. First Aid Kit Sales and Service: Sale and servicing of first aid kits (sjúkrakassar) since the 1980s. Offers kits in various sizes for workplaces, homes, schools, and vehicles. Includes regular servicing visits where contents are inspected and replenished. Classified as competitive operations under Icelandic competition law.
6. Íslandsspil Ownership Stake: Landsbjörg holds 31.25% ownership in Íslandsspil (lottery/gaming), with Rauði kross Íslands (Red Cross Iceland) holding the remaining 68.75%. Lottery revenues are important for the organization's operations.
7. Government Contracts and Grants: Government funding through ministry agreements covering search and rescue operations, Slysavarnaskóli sjómanna (Maritime Safety School), international rescue team operations, and traveler safety (Safetravel). The Icelandic state contributes approximately half the funding for the first 10 new rescue vessels (approximately 1.4 billion ISK).
8. Sponsorship (Aðalstyrktaraðilar): Six main sponsors (Icelandair, Sjóvá, Olís, Sýn, Eimskip, Origo) provide annual contributions and support specific projects. Notable: Sjóvá contributed 142.5 million ISK toward three new rescue vessels.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Slysavarnafélagið Landsbjörg operates a nationwide volunteer search and rescue network across Iceland, providing free 24/7 land and sea emergency response through 93 rescue teams and a fleet of 13 coastal rescue vessels. The organization also operates two training institutions (Björgunarskólinn rescue school and Slysavarnaskóli sjómanna maritime safety school) and the Safetravel.is traveler safety information platform. It is funded primarily through membership support, monthly Bakverðir donors, corporate sponsorships, government contracts, e-commerce merchandise sales, and revenue from its 31.25% stake in the Íslandsspil lottery.

Product overview

Slysavarnafélagið Landsbjörg operates a unified product portfolio centered on its rescue services, online store (Vefverslun), and educational institutions. The offering consists of a consumer e-commerce platform selling merchandise (watches, first aid kits, emergency call items, wool products), rescue ship operations, and two specialized schools (Björgunarskólinn and Slysavarnaskóli sjómanna). The e-commerce store is built on Shopify and serves as a fundraising mechanism to support the organization's voluntary rescue operations. The organization also maintains the Safetravel.is platform for traveler safety information.

Differentiator

Problem solved

Functional benefit

Products and services

• Land Search and Rescue Services
• Sea Rescue Operations
• Highlands Watch (Hálendisvaktin)
• Björgunarskólinn (Rescue School)
• Slysavarnaskóli sjómanna - Sæbjörg (Maritime Safety School)
• Safetravel.is Platform
• Vefverslun E-commerce Store
• First Aid Kit Sales and Servicing
• Flugeldamarkaðir Firework Sales
• Bakverðir Monthly Donor Program
• ICE-SAR Arctic XL1007 Watch
• ICE-SAR Merino Wool Clothing Line
• Vaki First Aid Kit
• Neyðarkall Emergency Call Keychain
• Eldsneyti Fuel Donation

Quantifiable outcome

• ~1,800 rescue callouts per year by land rescue teams, averaging 3 per day
• +5 more outcomes

Named customers8 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

16 partnerships are on record, tiered core and minor.

• KewaTec (Finnish Shipyard)coreTechnology or Integration · 1 January 2021Finnish shipyard awarded the contract to build the new rescue vessel fleet. KewaTec has over 20 years of experience building vessels for search and rescue operations. New vessels feature dual Scania engines capable of 32 knots, capacity for 40 persons indoors (60 in emergencies). First vessel Þór delivered autumn 2022.
• IcelandaircoreGTM or Marketing Partner · 1 January 2014Icelandair has been a main sponsor since 2014, providing both direct financial support and special grants for domestic and international air travel. Both organizations collaborate on prevention efforts and information sharing for international tourists through the Safetravel initiative. Icelandair also supports safety training and emergency response planning, and introduced the annual Verndarvænginn (Protection Wing) award in 2021, first awarded to Björgunarsveitin Þorbjörn in Grindavík.
• OlíscoreGTM or Marketing Partner · 1 January 2012Since 2012, Olís has been a main sponsor providing discounted fuel pricing to rescue teams and annual financial contributions. Special fundraising days are held where a portion of fuel sales goes to Landsbjörg. This support helps ensure rescue teams across Iceland are well-equipped to assist both Icelanders and international travelers.
• Sýn (Vodafone)coreTechnology or Integration · 1 January 2009Since 2009, Sýn has been a main sponsor providing telecommunications services. Rescue teams regularly report areas with poor coverage to Sýn, which responds to these reports. Sýn values being trusted with the critical task of providing telecommunications for Landsbjörg and other emergency responders.
• SjóvácoreGTM or Marketing PartnerSjóvá has been a main sponsor of Landsbjörg since the organization's founding. They work together on prevention and safety measures, and Sjóvá supported the purchase of three new rescue vessels with 142.5 million ISK. Sjóvá also co-developed Safetravel.is and its mobile app, insures rescue team equipment, and supports the Highlands Watch program and the Björgvinsbelti redesign project.
• EimskipcoreGTM or Marketing PartnerEimskip has been a main sponsor, with the history of both organizations intertwined for nearly 100 years since the founding of Landsbjörg originated at a meeting in Eimskip's offices in 1928. Eimskip supports the organization by transporting supplies, equipment, and materials. Special emphasis is placed on the 'Örugg á ferðinni' (Safe on the Move) accident prevention initiative promoting helmet use and safety across all transport modes.
• Blue LagoonminorGTM or Marketing PartnerSupporting sponsor providing annual contributions to Landsbjörg's rescue operations.
• Coca-ColaminorGTM or Marketing PartnerSupporting sponsor providing annual contributions to Landsbjörg's rescue operations.
• DHLminorGTM or Marketing PartnerSupporting sponsor providing logistics and transportation support for rescue equipment.
• Íslandsstofa (Icelandic Tourist Board)minorStrategic or Co-development PartnerSupporting sponsor contributing to traveler safety initiatives.
• Landsvirkjun (National Power Company)minorGTM or Marketing PartnerSupporting sponsor providing annual contributions.
• ÍslandsspilcoreStrategic or Co-development PartnerLandsbjörg holds 31.25% ownership in Íslandsspil (lottery/gaming company), with Rauði kross Íslands holding 68.75%. Lottery revenues are a significant funding source for the organization's operations.
• LuminoxminorOEM/ Whitelabel/ Licensing PartnerLuminox co-develops the ICE-SAR Arctic watch line with Landsbjörg. Watches feature proprietary nano-luminescence technology and Carbonox case material. Sales of these watches fund volunteer rescue operations.
• Skógræktarfélag Íslands (Icelandic Forestry Association)minorStrategic or Co-development PartnerPartnership for the Rótarskot (Root Strike) fundraising initiative where tree seedlings are planted in collaboration with the Icelandic Forestry Association across multiple local chapters nationwide. Tens of thousands of trees have been planted in recent years.
• Landhelgisgæsla Íslands (Icelandic Coast Guard)coreStrategic or Co-development PartnerClose collaboration between rescue teams and the Icelandic Coast Guard for sea rescue operations. The relationship is described as exceptionally good, with sea rescue remaining a core part of the organization's activities.
• Neyðarlínan (Emergency Line 112)coreTechnology or IntegrationCoordinate emergency response through the national emergency line 112. Rescue teams are dispatched through this system across all of Iceland.

Scale indicators13 records

Recent moves8 records

Expansion highlights7 records

Emerging players

• Mountain Rescue England and Wales: Charity coordinating volunteer mountain rescue teams across England and Wales. Comparable organizational model (regional volunteer teams, donations-funded, training-driven) and partly analogous to Landsbjörg's highland and wilderness rescue mission.
• Alpine Club Bergrettung (Mountain Rescue Austria): Austrian volunteer-based mountain rescue organization covering alpine terrain. Comparable to Landsbjörg's Highlands Watch (Hálendisvaktin) program in delivering seasonal mountain rescue via volunteer teams, though focused on alpine rather than volcanic/glacial terrain.

Direct peers

• Royal National Lifeboat Institution (RNLI): The UK's volunteer-based maritime search and rescue charity operating 238 lifeboat stations. RNLI is the closest international analog to Landsbjörg in mission (free maritime rescue), volunteer model, government partnership, and fundraising via retail/membership — making it the most directly comparable peer.
• Norwegian Society for Sea Rescue (Redningsselskapet): Norway's nationwide volunteer-based sea rescue organization operating rescue boats along the Norwegian coast. Highly comparable to Landsbjörg given shared Nordic heritage, volunteer-driven SAR model, fleet of rescue vessels, and government/sponsor funding mix.
• German Maritime Search and Rescue Service (DGzRS): Germany's non-profit maritime SAR organization funded primarily by donations, operating rescue cruisers along the North and Baltic Sea coasts. Comparable in mission, voluntary funding model, and emphasis on modern fleet renewal.

Others

• Landhelgisgæsla Íslands (Icelandic Coast Guard): Government-operated maritime and aeronautical SAR provider that collaborates closely with Landsbjörg on sea rescue operations. Not a peer in the fundraising sense, but the closest operational counterpart on the government side and a key coordination partner.
• Rauði kross Íslands (Icelandic Red Cross): Co-owner of Íslandsspil (68.75% stake) alongside Landsbjörg (31.25%). Operates as a peer humanitarian nonprofit in Iceland with overlapping volunteer base and government funding channels, but distinct humanitarian rather than SAR mission.

Broad incumbents

• St John Ambulance: UK volunteer-based first aid and ambulance charity providing training and event medical services. Comparable in training-driven revenue model (5,000+ students/year analog) and first aid kit sales, though broader in scope than SAR.

Regional players

• Lifeboat Society equivalents in other coastal nations (e.g., Société Nationale de Sauvetage en Mer, France): France's volunteer-based sea rescue organization operating across French coastlines. Mission and operating model are directly comparable to Landsbjörg, but geographically distinct and not a competitor for the same territory.
• Landsbjörg-style Nordic mutual aid organizations (e.g., Finnish Maritime Rescue / Suomen Meripelastusseura): Finnish volunteer maritime rescue society operating rescue boats along Finland's coastline and inland waters. Closely comparable Nordic peer with similar volunteer/fleet/donation model, though operating in different territory and anecdotally connected to the Finnish KewaTec shipyard that builds Landsbjörg's vessels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Landsbjorg
• Instagraminstagram.com/landsbjorg

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 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 Slysavarnafélagið Landsbjörg