mySafety Group
Mysafety Group is a Stockholm-based Nordic insurance group focused on everyday protection services for private individuals. Its core business is the development, marketing, and distribution of insurance-based safety solutions, with Mysafety AB as the operating core and additional holdings in related businesses and investments.
Fiscal year 2025 · change from previous year
Development 2020–2025
Business
Share of revenueInsurance-based services that protect private customers against fraud, identity theft and related losses.
Income, accident and home insurance products offered alongside protection services.
Embedded insurance concepts distributed through partners and sold as monthly subscriptions.
Directly sold protection offerings used to deepen relationships with acquired customers.
Customers
Mysafety primarily sells to private individuals who want protection against fraud, identity theft, and everyday financial risks. The group also reaches customers through partners that embed insurance into tickets, purchases, subscriptions, or other consumer services, then converts part of that base into direct relationships.
Individuals buying fraud, identity theft and financial protection for everyday use.
Customers purchasing income, accident and home insurance for broader personal coverage.
Users acquired through partner channels where insurance is embedded in another service or purchase.
Consumers contacted directly to expand and deepen relationships after initial acquisition.
Strategy
Mysafety’s strategy centers on partner-led distribution, subscription-based insurance, and digital customer engagement. The group is also emphasizing direct sales to customers acquired through partners, which helps extend customer lifetime value and deepen relationships.
Partners provide a flexible and cost-effective acquisition channel for scalable customer growth.
Monthly subscriptions create recurring revenue and support long-term customer relationships.
Direct outreach to partner-acquired customers can increase retention and product depth.
Digital distribution and claims handling improve scalability and customer experience.
Geography
The group describes itself as a Nordic business, with headquarters in Stockholm and operations centered on Sweden and nearby Nordic markets. Its model relies on digital distribution and partner channels, which makes it scalable across the region while keeping the customer proposition localized.
Risks
The business is exposed to insurance underwriting, claims, and fraud-related loss risk, as well as dependence on partner channels for customer acquisition. As a Nordic consumer insurance group, it also faces regulatory, competitive, and execution risks tied to digital distribution, customer retention, and the ability to scale new products profitably.
Protection products can experience uneven claim patterns and loss severity, affecting profitability and reserving needs.
A meaningful share of growth depends on partners embedding and distributing the products.
Exposure: Partner-led sales
Insurance products and consumer data handling are subject to licensing, conduct and privacy rules.
Exposure: Nordic insurance operations
Consumers can switch to banks, insurers or digital apps offering similar protection features.
Exposure: Consumer insurance and protection services
Subscription products require ongoing perceived value to avoid churn and maintain recurring revenue.
Exposure: Monthly subscription base
Accounting
Judgemental itemsMonthly insurance-style contracts require revenue to be recognized over the coverage period, affecting timing and seasonality.
Impact: Reported revenue may lag cash collection
Expected claims and incurred-but-not-reported losses require estimates that can change with experience.
Impact: Affects liabilities and operating result
The business model includes services that are later reinsured in full, which affects gross and net presentation.
Impact: Can materially change reported risk and margin profile
The group structure includes acquired subsidiaries and holdings, creating impairment and consolidation judgments.
Impact: Can affect equity and non-cash charges
Intercompany transactions and balances are eliminated in group accounts.
Impact: Affects reported revenue, expenses and assets
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Last updated: 24/09/2026