# mySafety Group > Clarifo company profile — qualitative business description generated from > the company's filings. Financial statements, charts and ratios are > available on Clarifo (https://www.clarifo.com/en/companies/mysafetygroupb). ## Overview 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. ## Products & services • Fraud protection insurance • Identity theft protection • Financial risk protection services • Income, accident and home insurance • Partner-distributed subscription insurance concepts • Digital claims handling and customer service - **Fraud and ID protection** (45%) — Insurance-based services that protect private customers against fraud, identity theft and related losses. - **Traditional personal insurance** (20%) — Income, accident and home insurance products offered alongside protection services. - **Subscription-based partner products** (25%) — Embedded insurance concepts distributed through partners and sold as monthly subscriptions. - **Direct-to-consumer sales** (10%) — Directly sold protection offerings used to deepen relationships with acquired customers. - Fraud protection insurance - Identity theft protection - Financial risk protection services - Income, accident and home insurance - Partner-distributed subscription insurance concepts - Digital claims handling and customer service ## 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. - **Private consumers** (primary) — Individuals buying fraud, identity theft and financial protection for everyday use. - **Households** (secondary) — Customers purchasing income, accident and home insurance for broader personal coverage. - **Partner-originated consumers** (primary) — Users acquired through partner channels where insurance is embedded in another service or purchase. - **Direct sales customers** (secondary) — Consumers contacted directly to expand and deepen relationships after initial acquisition. - Private consumers seeking fraud and ID protection - Households buying income, accident or home cover - Partner customers embedded in third-party services - Subscribers attracted by low-cost monthly protection - Customers converted from partner channels to direct sales ## 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. - **Nordics** (100%) — Company describes itself as a Nordic group; no country revenue split disclosed. - Nordic focus with Stockholm as headquarters - Primary operating base in Sweden - Business designed for cross-border Nordic scaling - Digital distribution reduces dependence on physical branches - Partner model supports expansion into adjacent markets ## 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. - **Partner distribution growth** (short-term) — Partners provide a flexible and cost-effective acquisition channel for scalable customer growth. - **Subscription-based customer model** (medium-term) — Monthly subscriptions create recurring revenue and support long-term customer relationships. - **Direct sales conversion** (medium-term) — Direct outreach to partner-acquired customers can increase retention and product depth. - **Digital operating model** (long-term) — Digital distribution and claims handling improve scalability and customer experience. - Grow partner-led distribution - Expand subscription-based insurance concepts - Use direct sales to deepen customer relationships - Scale digital claims handling and service delivery - Maintain a mix of protection products and traditional insurance ## 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. - **Claims and underwriting volatility** [high] — Protection products can experience uneven claim patterns and loss severity, affecting profitability and reserving needs. - **Partner concentration and channel dependence** [high] — A meaningful share of growth depends on partners embedding and distributing the products. - **Regulatory and compliance risk** [medium] — Insurance products and consumer data handling are subject to licensing, conduct and privacy rules. - **Competitive pressure** [medium] — Consumers can switch to banks, insurers or digital apps offering similar protection features. - **Customer retention risk** [medium] — Subscription products require ongoing perceived value to avoid churn and maintain recurring revenue. - Claims and underwriting risk in protection products - Dependence on partners for customer acquisition - Regulatory risk in insurance and consumer protection - Competition from insurers and digital protection services - Execution risk in scaling digital and subscription models ## Accounting As an insurance group, Mysafety’s reported numbers are influenced by revenue recognition on subscription-style contracts, claims-related provisions, and the accounting for reinsurance structures. The group also applies consolidation and acquisition accounting across multiple subsidiaries, so goodwill, intangible assets, and intra-group eliminations can materially affect reported results. - **Revenue recognition for subscriptions** — Reported revenue may lag cash collection - **Insurance claims provisions** — Affects liabilities and operating result - **Reinsurance accounting** — Can materially change reported risk and margin profile - **Goodwill and acquisition accounting** — Can affect equity and non-cash charges - **Consolidation eliminations** — Affects reported revenue, expenses and assets - Subscription revenue recognition affects timing of reported sales - Claims provisions and insurance liabilities affect earnings and balance sheet - Reinsurance structures influence gross vs net presentation - Goodwill and acquisition accounting may create impairment risk - Lease and employee benefit estimates affect operating costs --- *Last updated: 2026-08-11T04:04:54.685047+00:00*