Insurely

Insurely, based in Stockholm, Sweden, provides open finance solutions that aggregate and standardize insurance, pension, investment, mortgage, and loan data from financial institutions. This enables banks and insurers to access real-time personal financial data with user consent, supporting functions such as quoting, onboarding, customer engagement, and product development. Operating as a B2B service provider, Insurely delivers its APIs and data aggregation tools to financial service providers in markets including Sweden, Denmark, Estonia, Latvia, and France. The company, which currently has 8 employees, pivoted its strategy in 2020 to directly serve the finance industry with its data aggregation capabilities, subsequently initiating international expansion in 2022. Insurely was established in 2018. Its business model centers on B2B service provider offering APIs and data aggregation tools to financial and insurance companies.

High-Level Overview

Insurely is a Stockholm-based InsurTech company founded in 2018 that builds an open finance platform providing real-time APIs and user-friendly solutions for accessing, aggregating, and sharing insurance, pension, and investment data.[1][2][3] It serves banks, insurers, and lifestyle companies by enabling them to create personalized customer experiences, such as policy overviews, switching services, lead generation, and upselling, solving the core problem of opaque insurance data that hinders transparency and consumer control.[1][4][5] With strong growth momentum—including a €19 million Series A led by Insight Partners in 2023, clients like Avanza and Hedvig, operations across Nordics, Baltics, and France, and reported client gains like 30% online sales increases and doubled conversion rates—Insurely positions itself as Europe's leading open insurance provider.[4][5][9]

Origin Story

Insurely originated in 2018 from founders' frustration with incomprehensible insurance policies, starting as a consumer app that aggregated users' policies into one place for better oversight.[3][4] CEO and co-founder Martin Einemo drove the vision, pivoting in 2020 to a B2B model after recognizing faster impact by partnering directly with insurers and banks to leverage their data aggregation tech for new use cases.[3][4] Key early traction included securing paying customers in a non-digitized industry, a €2.5 million funding round for expansion, and international growth from 2022 onward into Denmark, Estonia, Latvia, and France, fueled by demand for open insurance APIs.[3][4][9]

Core Differentiators

• Real-time API connectivity and data harmonization: Processes over 99% of data from 200+ sources across insurance products with the fastest collection in the market, enabling qualified lead generation (up to 50% efficiency gains), verified data for trust-building, and seamless policy switching.[5][8]
• Comprehensive platform: Combines APIs, UI components, and customer portals for visualization, operational support, and personalization, helping clients boost conversions (up to 2x) and sales (up to 30%).[4][5]
• Open finance focus: Empowers consumers with data ownership while giving institutions access for better experiences, with high security, availability, and single-sign-on consent flows.[2][3][7]
• Proven scalability: Adapted tools like Velaris for complex invoicing; backed by top VCs like Insight Partners; serves diverse markets with white-label solutions and a legacy consumer app for nearly 100,000 users.[2][4][9]

Role in the Broader Tech Landscape

Insurely rides the open finance wave, extending open banking principles to insurance and pensions amid EU regulations promoting data portability and transparency.[1][3][9] Timing aligns with rising demand for digitized insurance—spiking post-2020—as consumers seek control and institutions chase personalization in a fragmented market.[4][9] Favorable forces include regulatory tailwinds (e.g., EU Digital Finance initiatives), non-digitized industry gaps, and tech shifts toward APIs for real-time data, positioning Insurely to influence ecosystems by onboarding players like Avanza and enabling cross-border expansion.[1][5][9] It fosters collaboration, driving industry-wide innovation and consumer peace-of-mind in a €1.5 trillion European insurance sector.

Quick Take & Future Outlook

Insurely's trajectory points to aggressive scaling: doubling teams, entering UK and France deeper, and potentially 5x growth via open insurance adoption, backed by €21.5M+ total funding.[4][9] Trends like AI-driven personalization, stricter data regs, and embedded finance will amplify its APIs, evolving it from Nordic leader to pan-European infrastructure player. As open finance matures, Insurely could redefine insurance transparency, turning consumer data control into widespread business growth—delivering the "open and obvious" industry it envisioned from day one.[3][8]