Overview and business model

Sampo Group has over 8 million customers, and it employs nearly 15,000 people. The Group’s insurance revenue totaled EUR 8.4 billion in 2024 of which the Nordic market represented 77 per cent. The Group’s operations are diversified by geography, line of business, and customer group.

Sampo Group operates in Sweden, Norway, Finland, Denmark, the UK, and the Baltic countries. Its largest customer groups are private customers in the Nordics and in the UK, representing in total 64 per cent of the Group's insurance revenue. The Group is also a leading provider of P&C insurance in Nordic commercial and industrial businesses.

Sampo’s strategy is based on disciplined underwriting, strong operational capabilities, and customer centricity. The Group continuously invests in its people and technology to ensure that it maintains its competitive edge. Combined with careful risk management, this enables Sampo to deliver excellent customer outcomes, attractive margins, and strong financial resilience.

Private Nordic

Sampo operates in the Nordic private insurance market through its main brand, If, and other brands including Topdanmark and various white-label partnerships. Private Nordic is the Group’s largest segment. In 2024, the segment represented 44 per cent of the Group’s total insurance revenue of EUR 8.4 billion. Sampo benefits from a broad range of distribution capabilities in the Nordic private market, including a strong digital platform and a market-leading partnership network with car dealerships.

The largest product segments for private individuals are motor and home insurance, but Sampo also offers other insurance covers, such as travel insurance and other personal accident covers. In total, the Group serves around 3.7 million households in Sweden, Denmark, Norway, and Finland.

Private UK

In the UK, Sampo operates the private insurance market through its customer brand Hastings, which is one of the leading digital P&C insurance providers focused on serving UK car, van, bike, and home insurance. In 2024, the segment represented 20 per cent of the Group’s insurance revenue.

Although Sampo is one of the major motor insurance providers in the UK, it retains substantial growth potential in the product, while its presence in the home insurance market is small but growing. The Group serves over 4 million UK customers and is specialised in price comparison distribution, advanced pricing, anti-fraud, and digital capabilities.

Nordic Commercial

Sampo operates in the Nordic commercial insurance market through its customer brands If, Topdanmark, and Dansk Sundhedssikring (Oona Health) with a particular focus on SMEs. In 2024, the segment represented 25 per cent of the Group’s insurance revenue.

Sampo’s Nordic commercial lines business is mainly written direct, although brokers also play an important role in the market. While property and motor insurance risks also dominate in the commercial business area, certain liability covers are also prominent. In total, the Group serves around 450,000 Commercial customers in Sweden, Denmark, Norway, and Finland.

Nordic Industrial

Sampo is the leading insurer of large corporates in the Nordics through the If-brand. Corporates with turnover of more than SEK 500 million (circa EUR 45 million), or more than 500 employees, are classified as Industrial customers. In 2024, the segment represented 8 per cent of the Group’s insurance revenue.

Sampo benefits from long-standing relationships with many Nordic industrial lines customers, allowing it to work closely with these and to add value via its strong risk management capabilities. In total, the Group serves around 1,200 companies.