Norli Liv Og Pension Livsforsikring A/s

What Norli Liv Og Pension Livsforsikring A/s does

Norli Liv og Pension Livsforsikring A/S is a Danish licensed life insurance company headquartered at Midtermolen 1, 2100 Copenhagen Ø, regulated by Finanstilsynet under FT-id 62706 and operating as part of Norli Group (FT-id 96044). The entity was previously known as Almbrand and now operates under the Norli brand, distributing pension savings, life insurance, and personal risk insurance products to private individuals and businesses/self-employed customers across Denmark. Product offerings fall into three categories: guaranteed pension products (pension med garanti, alderspension, ratepension, livsvarig pension) and market-rate savings (opsparing i markedsrente), protection products (livsforsikring, kritisk sygdom, nedsat erhvervsevne, sundhedsforsikring), and supporting features (kursværn interest-rate protection, fripolicy). The company's core economic model rests on recurring premium contributions, with the insurer bearing the investment and longevity risk under guaranteed products and disclosing standardized cost metrics (ÅOK in DKK and ÅOP in percentage) through the 'Mit Norli' customer portal.

The business is sold and serviced through a direct-to-consumer model: the norli.dk website, the 'Mit Norli' portal, phone customer service (38 20 24 00), email ([email protected]), and bookable in-person meetings. Distribution is purely domestic to Denmark, with no disclosed international footprint. A partnership with Diabetesforeningen (the Danish Diabetes Association) provides a niche acquisition channel, offering members aged 18-67 a specialized insurance product that pays a minimum 50,000 DKK benefit on death before age 67. Headcount, premium volume, AUM, and revenue are not disclosed in the available source material, and Finanstilsynet inspection findings (including a Q1 2024 funktionsinspektion at Nordic I&P DK ApS) represent the primary ongoing regulatory engagement. Group CEO Søren Andersen is the named leadership contact for press inquiries, and no public listing, funding rounds, M&A activity, AI/ML capabilities, or ecosystem partnerships beyond Diabetesforeningen are documented in the source.

Name

Norli Liv Og Pension Livsforsikring A/s

Legal name

Norli Liv og Pension Livsforsikring A/S

Website

https://norli.dk

Company type

Private

Operating status

Operating

Short description

Norli Liv og Pension Livsforsikring A/S is a Danish licensed life insurer (Finanstilsynet FT-id 62706) offering guaranteed pension savings, life, critical illness, disability, and health insurance to private individuals and businesses in Denmark, distributed via norli.dk, the Mit Norli portal, and partner channels.

Ownership category

akta.pro rank

Product category

Life Insurance and Pension Services

NAICS

Direct Life Insurance Carriers (524113)

SIC

Life Insurance (6311)

akta.pro primary industry

Participating (Dividend) Whole Life Insurance (FSAIABAI)

akta.pro secondary industries

Whole Life / UL Policy Riders & Add-ons (e.g., Waiver of Premium, Accidental Death, Child Term, LTC/Chronic Illness) (FSAIABAK), Variable Universal Life (VUL) Insurance (FSAIABAD)

Keywords

• Pension savings plans
• Life insurance products
• Guaranteed pension schemes
• Critical illness insurance
• Health insurance coverage

Headquarters

HQ city

Copenhagen

HQ country

Denmark

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Pension savings premiums: Customers make regular contributions to pension savings plans including pension with guarantee, market rate savings, age pension, rate pension, and lifelong pension.
2. Insurance premiums: Revenue from life insurance, critical illness insurance, reduced earning capacity insurance, and health insurance products.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Norli Liv og Pension is a Danish life insurance company that sells pension savings and personal risk insurance products to private individuals and businesses. Its core offerings include guaranteed pension savings with minimum payouts, market-rate savings, age/rate/lifelong pension variants, life insurance, critical illness insurance, disability insurance, and health insurance administered through Dansk Sundhedssikring. Customers manage their policies through the Mit Norli online portal.

Product overview

Norli Liv Og Pension is a Danish pension and insurance company offering a comprehensive suite of retirement savings and protection products. The core offering centers on guaranteed pension products where the company assumes investment and longevity risk, complemented by market-rate savings options. The product portfolio spans three main categories: pension savings products (guaranteed pension, market-interest savings, age pension, rate pension, lifelong pension), insurance products (life insurance, critical illness, disability, health insurance), and supplementary features (interest rate protection, free policy arrangements). The company operates through its Mit Norli digital customer portal for account management. They serve both individual private customers and business/self-employed clients, with specialized offerings for members of the Diabetesforeningen (Diabetes Association).

Differentiator

Problem solved

Functional benefit

Products and services

• Pension med garanti (Pension with Guarantee) A pension savings product that guarantees minimum payouts at retirement regardless of financial market fluctuations or changes in Danish life expectancy. The company bears the investment risk and longevity risk on behalf of the customer.
• Opsparing i markedsrente (Savings with Market Interest) A pension savings variant where returns are tied to investment market performance rather than a guaranteed rate.
• Alderspension (Age Pension) Pension benefits paid out as regular income once the policyholder reaches the agreed retirement age.
• Ratepension (Rate Pension) A pension payout structure delivered as fixed installments over a defined period, offering predictable retirement income.
• Livsvarig pension (Lifelong Pension) A pension that provides guaranteed payments for the entire duration of the policyholder's life, ensuring lifelong financial security.
• Livsforsikring (Life Insurance) Insurance that provides financial protection to beneficiaries in the event of the policyholder's death, paying out a lump sum or ongoing benefits.
• Forsikring ved kritisk sygdom (Critical Illness Insurance) Insurance that pays out a lump sum upon diagnosis of specified serious illnesses, providing financial support during health crises.
• Forsikring ved nedsat erhvervsevne (Disability Insurance) Insurance providing benefits if the policyholder's ability to work is reduced due to illness or injury, replacing lost income.
• Sundhedsforsikring (Health Insurance) Health insurance covering medical expenses and providing access to healthcare services, administered through Dansk Sundhedssikring.

Named customers1 record

Segments3 records

Ideal customer profiles3 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.

• Diabetesforeningen (Danish Diabetes Association)minorGTM or Marketing PartnerNorli collaborates with Diabetesforeningen to contribute to a healthier Denmark. Members of the association aged 18-67 can receive a favorable insurance product ensuring beneficiaries receive a minimum of 50,000 DKK if the member dies before turning 67. This is a marketing/partnership arrangement targeting a specific customer segment.

Recent moves6 records

Expansion highlights5 records

Direct peers

• Sampension: Sampension is a Danish pension provider for public-sector and related employees, offering age pension, rate pension, lifelong pension, and group life/disability benefits. Comparable to Norli on Danish pension product structure and employer-scheme distribution.
• Industriens Pension: Industriens Pension is a Danish labour-market pension fund serving private-sector industrial employees, providing age pension, lifelong pension, and group insurance benefits. Comparable to Norli on Danish pension and group-insurance offerings, with a similar private-and-employer customer mix.
• Danica Pension: Danica is a major Danish pension and life insurance company owned by Danske Bank, providing market-rate and traditional with-profits pension products alongside life, critical illness and health cover to private and corporate customers. Comparable to Norli across product categories, distribution mix (direct and employer schemes), and Danish market focus.
• PFA Pension: PFA is one of Denmark's largest customer-owned pension and insurance companies, offering market-rate and guarantee pension products, life and critical illness cover, and group pension schemes. Directly comparable to Norli on product mix, customer base (private individuals and corporate schemes), and Danish-only footprint.
• Pension Danmark: Pension Danmark is a labour-market pension provider for private-sector employees in Denmark, offering age-pension, lifelong pension, and group life/disability benefits. Comparable to Norli on pension product structure and Danish employer-sponsored distribution, though concentrated in collectively bargained schemes.
• Velliv: Velliv (formerly Pension Danmark administration arm / related entity) is a Danish pension and insurance company offering age pension, lifelong pension, and life/disability cover to private and corporate customers. Comparable to Norli on product breadth and Danish direct distribution.
• AP Pension: AP Pension is a customer-owned Danish pension company offering with-profits and unit-linked pension products plus life and critical illness cover to private and corporate members. Comparable to Norli on guarantee-bearing pension offerings and the direct-to-customer servicing model within Denmark.

Emerging players

• Nordic I&P DK: Nordic I&P DK ApS is a smaller Nordic insurance-adjacent entity referenced in Finanstilsynet's Q1 2024 functional inspection alongside Norli Group. Comparable as a small, emerging Danish insurance player operating in a similar regulatory and product neighbourhood to Norli's niche pension and life offerings.

Broad incumbents

• Topdanmark: Topdanmark is one of Denmark's largest non-life and life insurance groups, with pension, life, critical illness, and health offerings alongside dominant property and casualty lines. Comparable as a Danish insurance incumbent with overlapping life and health products, though with a much broader P&C franchise.
• Alm. Brand: Alm. Brand is a major Danish financial services group offering banking, life insurance, pension, and non-life insurance to retail and corporate customers. Comparable as a broader Danish incumbent, though materially larger and more diversified; also historically connected to the Almbrand brand associated with Norli's prior corporate identity.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/norli-liv-pension

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Norli Liv Og Pension Livsforsikring A/s