What Viking Assistance Group As does

Viking Assistance Group AS is a Nordic provider of roadside assistance (RSA), travel care, vehicle inspection, and outsourced call center services, headquartered in Oslo, Norway. Founded in 1956 and operating today as a wholly-owned subsidiary of If P&C Insurance (acquired 2019), the company runs a pan-Nordic service network spanning Norway, Sweden, Denmark, Finland, and the Baltics, supported by 300+ stations, 1,000+ branded vehicles (including 150+ heavy recovery vehicles), 20 inspection centers, and 3,000+ trained professionals. Operational scale includes 500,000+ annual assistances and transports, 30,000 inspections/valuations, nearly 15,000 heavy-vehicle assists, and over 2 million calls handled annually (with 97% customer satisfaction).

The company is built on a custom digital platform offering secure API integration with partner systems, real-time track-and-trace, white-label/co-branded interfaces, customizable invoicing, and a digital customer journey. Technical differentiators include Connected Car (bCall/eCall) handling that accesses in-vehicle telemetry and position data, a Phonefix remote diagnostic service that resolves common issues by phone, Nødnett (Norwegian emergency TETRA network) integration, and NOBIL EV-charging-station database integration covering Norway, Sweden, and Finland. Travel Care is delivered through a global network of 80,000+ service providers, coordinated via a dedicated call center in Spain (Torrevieja, established July 2017) with subcontracted reach through Euro-Center.

Viking's commercial model is predominantly B2B managed services and professional services, structured around three anchor segments: insurance companies (RSA and Travel Care administration under white-label protocols), automotive OEMs (branded customer support, connected-car integration, mobility continuity), and fleet/finance operators (vehicle inspections, transport, leasing returns). Distribution is direct enterprise sales with dedicated account management; pricing is bespoke per partner SLA and not publicly disclosed. Additional revenue streams include rental-car referral partnerships with major Nordic rental brands, a digital payment service (powered by Nets Cards Processing), and vehicle transport/storage via an owned flatbed fleet.

Name

Viking Assistance Group As

Legal name

Viking Assistance Group AS

Website

https://vikingassistancegroup.com

Company type

Private

Founded year

1956

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Viking Assistance Group is a Nordic roadside assistance, travel care, and vehicle inspection platform serving insurance companies, automotive OEMs, and fleet operators across Norway, Sweden, Denmark, Finland, and the Baltics via a 300+ station network and digital API-integrated white-label platform.

Ownership category

akta.pro rank

Product category

Roadside Assistance and Mobility Services

NAICS

Motor Vehicle Towing (48841), Motor Vehicle Towing (488410)

SIC

Services-Automotive Repair, Services & Parking (7500)

akta.pro primary industry

Roadside Assistance & Breakdown/Recovery Services (THAIANAI)

akta.pro secondary industries

Emergency Response, Assistance & Medical Evacuation Services (THACAEAC), Roadside Assistance & Motorist Aid Patrols (Service Patrols) (TLAJAJAB)

Keywords

• Roadside assistance services
• Travel care assistance
• Vehicle inspection services
• Emergency call center
• Connected car services

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. RSA Services for Insurance Partners: Roadside assistance services provided to insurance companies, handling claims administration, dispatch, and claims processing on behalf of insurers.
2. RSA Services for OEMs and Automotive Partners: Branded customer support, connected-car integration (bCall/eCall), and complete mobility continuity services for automotive manufacturers.
3. Travel Care Services: Global travel and medical assistance coordination for insurance companies and international partners, including medical case handling, transport, and expatriate services.
4. Vehicle Inspection Services: Professional and impartial vehicle inspection and evaluation services for insurance, finance, and fleet partners. Includes end-of-lease assessments, damage assessments, and EV battery health assessments.
5. Vehicle Transport & Storage: Local vehicle transport using flatbed fleet for moving vehicles between workshops, ports, dealerships, and leasing returns.
6. Rental Car Coordination: Partnership-based rental car arrangement for customers needing replacement vehicles during breakdowns.

Go-to-market motion3 records

Distribution channels6 records

Marketing channels5 records

Core offering

Viking Assistance Group delivers 24/7 roadside assistance (RSA) for cars, EVs, and heavy trucks across the Nordics and Baltics, plus global travel and medical assistance and neutral vehicle inspection/valuation services. It operates a 24/7 multilingual call center handling more than 1.6 million calls annually and provides white-label or co-branded services to insurance companies, automotive OEMs, and fleet/finance partners via a proprietary digital platform with API integration.

Product overview

Viking Assistance Group operates as an integrated assistance platform offering a comprehensive suite of services across three core pillars: Roadside Assistance (RSA), Travel Care, and Vehicle Inspection. The platform is supported by a network of over 300 stations and 1,000 branded vehicles across the Nordics and Baltics. Additional modules include 24/7 Call Center services handling over 1.6 million calls annually, Connected Car (bCall/eCall) integration for automated vehicle emergency signals, Heavy Vehicle Assistance with 150+ recovery vehicles, Insurance Services for claims administration, Mobility Services, Phonefix remote resolution, Rental Car coordination, Vehicle Transport & Storage, and a Digital Payment Service. The Viking Digital Platform serves as the underlying technology infrastructure enabling API integrations, real-time tracking, and transparent reporting for partners.

Differentiator

Problem solved

Functional benefit

Products and services

• Roadside Assistance (RSA)

Quantifiable outcome

• 97% customer satisfaction rate
• +3 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature5 records

Partnerships

Four partnerships are on record, tiered core, strategic and minor.

• If P&C InsurancecoreStrategic or Co-development Partner · 1 January 2019If P&C Insurance acquired 100% of Viking Assistance Group shares in 2019. If P&C is the largest property and casualty insurance company in Northern Europe with 5.4 billion EUR insurance premiums and 3.9 million customers. Viking operates as a subsidiary providing RSA, Travel Care, and inspection services to If P&C policyholders.
• Euro-CenterstrategicStrategic or Co-development PartnerEuro-Center acts as a subcontractor for Viking Travel Care, providing local assistance and access to a global network of service providers. Euro-Center has 11 regional offices, more than 70,000 providers worldwide, and extensive local know-how.
• Naturvernforbundet (Norwegian Society for the Conservation of Nature)minorStrategic or Co-development PartnerEnvironmental partnership in Norway that increases Viking's environmental focus and provides advice and recommendations to decrease carbon footprint.
• Nødnett (Norwegian Emergency Communication Network)coreStrategic or Co-development PartnerViking is part of the Norwegian emergency communication network system (Nødnett) for police, health service, fire and rescue services. TETRA-based nationwide network for emergency coordination.

Scale indicators12 records

Recent moves11 records

Expansion highlights7 records

Emerging players

• Agero: US-based connected-vehicle services and roadside assistance platform serving insurers and OEMs with white-label digital dispatch. Comparable technology and B2B model but focused on North America rather than Nordics.

Broad incumbents

• ADAC: Germany's largest motoring club operating roadside assistance and mobility services for millions of members. Comparable in roadside and travel care offerings, primarily DACH geography compared to Viking's Nordic focus.
• Falck A/S: Large Danish-based global provider of roadside assistance, ambulance, fire services and workforce health. Overlaps with Viking on roadside and emergency response across the Nordics but is a broader incumbent in safety and healthcare services.
• The AA: UK roadside and insurance assistance provider offering B2C memberships and B2B partner services. Shares roadside, repair and connected-car capabilities with Viking but is UK-centric and consumer-membership-led.

Direct peers

• Falken Redningskorps (NAF): Norwegian Automobile Federation (NAF) roadside and mobility service, historically Viking's primary competitor in Norway. Directly comparable B2C/B2B RSA offering in the same Norwegian home market.
• Europ Assistance: Generali Group-owned global assistance company offering roadside, travel and concierge services for insurers, OEMs and corporates. Direct peer in scale, scope and white-label insurance/OEM go-to-market.
• SOS International: Nordic-headquartered assistance company serving insurance and travel clients across Scandinavia with roadside, travel and medical assistance. Closely mirrors Viking's Nordic positioning and B2B insurance model.
• AXA Assistance: International assistance arm of AXA providing roadside, travel and health assistance for insurers and partners. Comparable in business model (B2B white-label assistance for insurance parents) and service mix (RSA, travel, medical).
• ARC Europe: European motoring-club and roadside assistance group operating across multiple European countries with white-label B2B services for insurers and OEMs. Highly comparable to Viking's white-label RSA and travel-care model, although ARC's footprint is broader in Western/Southern Europe where Viking is weak.
• Allianz Assistance: Global travel, roadside and medical assistance provider serving insurers, OEMs and corporate clients. Directly comparable to Viking's Travel Care, RSA and OEM mobility offerings, though at much larger global scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/vikingvagassistans
• LinkedInlinkedin.com/company/viking-assistance-group

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries6 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 Viking Assistance Group As